Worked with brand, UX, and development teams as well as an external agency to develop and globally launch IHG’s highest rewards club membership level: Spire Elite. Just one small hiccup: the agency was extremely late in delivery, delivering both incorrect and incomplete work for the digital launch. Our HQ offices had closed and our Philippines dev team was responsible for rolling out the launch by morning. I stayed overnight and organized a WebEx where I walked agency designers through all specs and deliverables needed for launch and worked with the dev team to troubleshoot problems on the fly. Spire Elite launched on time globally with the corrected creative.

RESULTS: 20% YoY increase in loyalty enrollment via global digital channels, and a 7% increase in member retention. IHG’s luxury brands also saw an increase in revenue in bookings from newly-minted Spire Elite members upon launch.