Carey Malloy
Chicago,IL
Summary
Dynamic marketing leader with extensive experience at Expedia Group, excelling in brand identity and integrated marketing. Proven track record of driving growth through innovative campaigns, leveraging customer insights to enhance brand loyalty. Skilled in budget management and creative development, achieving significant increases in brand awareness and revenue.
Overview
25
25
years of professional experience
Work History
Sr. Director Global Brand Marketing
Expedia Group
04.2022 - Current
- Spearheaded global brand marketing for leading travel brand, crafting narratives that enhanced brand loyalty and showcased unique offerings.
- Drove consumer engagement through innovative, culturally resonant campaigns, expanding customer base and revenue.
- Scaled brand presence from four to 12 markets, increasing U.S. revenue by 3.4% and achieving 10.6% Year-over-Year growth in non-U.S. sales.
- Executed Made to Travel brand platform and 360-marketing strategy, resulting in significant gains in brand favorability (+6%) and affinity (+12%).
- Established full funnel marketing KPIs, optimizing creative and media based on quarterly reviews, contributing to a 23% increase in Q4 incremental revenue.
- Led Made to Travel Integrated campaign, achieving over 10% lift in brand awareness through multi-channel exposure.
- Forged strategic partnerships with Liverpool FC and NOLA Jazz Fest, driving $2.1M in first-year incremental sales with high consumer consideration.
- Directed targeted marketing efforts for U.S. Latinos, yielding a 12% Year-over-Year increase in unaided brand awareness against competitors.
Director Brand Marketing
Expedia Group
12.2017 - 03.2022
- Led transformative brand repositioning and revitalization initiatives, overseeing brand strategy, identity, advertising, PR, and social media to amplify awareness and drive growth.
- Launched the Travel as You Are campaign, generating incremental visitation of over 500% by resonating with diverse audiences and inspiring inclusivity in travel. Campaign co-conceptualized and directed by celebrated fashion photographer Cass Bird.
- Rolled out the first 360-degree brand campaign following the Expedia acquisition, spanning digital, social, PR, and Out-of-Home channels, which drove a 25% surge in customer growth.
- Redefined brand vision and deepened commitment to LGBTQ+ travelers amid the 2020 travel recession, collaborating with product and supply teams to establish an inclusivity pledge for hotels. Partnered IGLTA for 2020 Giving Tuesday with a social campaign featuring Pose's Jeremy Pope and Indya Moore that drove over $1M in donations.
- Spearheaded a unique luxury partnership between Orbitz, Kimpton Hotels, and Garfield Park Conservatory, creating the first-ever plant-themed pop-up hotel, generating 130M+ impressions and receiving 100% positive guest feedback.
Head of Integrated Communications & Content
eBay
09.2015 - 11.2017
- Orchestrated a cohesive communication strategy across marketing, content, PR, and social channels to strengthen brand identity, rebuild consumer trust, and set the brand apart from competitors.
- Focused on demand generation through immersive brand experiences, influencer partnerships, affiliate collaborations, PR, and original content.
- Launched the Fill Your Cart with Color global brand platform with an innovative, large-scale media and influencer event-the first-ever virtual shoppable block party-resulting in 450+ media placements with over 90% positive sentiment and attracting 120+ influential tastemakers.
- Drove luxury category launch of eBay Wines by leveraging media partnerships and industry influencers, which generated extensive media coverage and over 2 million organic social impressions through widespread social sharing. Hosted lifestyle event at BottleRock Napa Valley music festival with celebrity chef Michael Volltaggio.
Senior Brand Marketing Manager
eBay
09.2012 - 09.2015
- Directed brand and marketing strategy development and executed global campaigns across offline and digital channels, with full accountability for a global budget and management of multiple agency partnerships.
- Focused on deep customer insights and segmentation to evolve brand positioning, crafting creative and media strategies that drive brand consideration.
- Led the strategy and creative for Shop the World-eBay's inaugural global brand advertising campaign-delivering unified brand messaging and impactful creative across international markets.
RAPP
Los Angeles, USA
01.2000 - 12.2012
Digitas
Chicago, USA
01.2000 - 12.2012
The Walter Latham Company
Oak Brook, USA
01.2000 - 12.2012
Castro McMahon
Chicago, USA
01.2000 - 12.2012
Education
B.A. - Film & Video
Columbia College
Chicago, IL01.2007
B.A. - Communications
Purdue University
West Lafayette, IN01.1999
Skills
- Brand identity and strategy
- Integrated marketing and advertising
- Creative development and media strategy
- Budget management
- Customer insights and analytics
- Social media management
- Public relations
Industry Awards
- Effies Regional Judge, 2019 - 2024
- ANA Multicultural Awards Judge, 2024
- Cannes Lion Shortlist for Wisdom & Obi, 2024
- Clio Bronze Winner for Wisdom & Obi, 2024
- ANA Multicultural Hispanic Category Winner, 2023
- Campaign Big Awards Category Winner, 2022
- Drum Awards Best Inclusive Campaign, 2022
- AdAge Ad of the Day, 2015
Accomplishments
• Effies Regional Judge 2019 – 2024
• ANA Multicultural Awards Judge
2024
• Cannes Lion Shortlist for Wisdom &
Obi 2024
• Clio Bronze Winner for Wisdom &
Obi 2024
• ANA Multicultural Hispanic
Category Winner 2023
• Campaign Big Awards Category
Winner 2022
• Drum Awards Best Inclusive
Campaign 2022
• AdAge Ad of the Day 2015
Timeline
Sr. Director Global Brand Marketing
Expedia Group
04.2022 - Current
Director Brand Marketing
Expedia Group
12.2017 - 03.2022
Head of Integrated Communications & Content
eBay
09.2015 - 11.2017
Senior Brand Marketing Manager
eBay
09.2012 - 09.2015
RAPP
01.2000 - 12.2012
Digitas
01.2000 - 12.2012
The Walter Latham Company
01.2000 - 12.2012
Castro McMahon
01.2000 - 12.2012
B.A. - Film & Video
Columbia College
B.A. - Communications
Purdue University
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