MICHAEL LATTIG
San Francisco
Summary
Strategic marketing leader with 15+ years experience driving growth through a customer-centric approach to brand building, integrated marketing, product marketing, and customer acquisition. Whether turning StubHub into a household name, driving the strategy that's made Viator the post-COVID growth engine for TripAdvisor, or helping startups establish their brands and take them to market, my focus is always on connecting brands with their audiences in a way that generates unique value for both.
Overview
25
25
years of professional experience
Work History
Chief Brand and Strategy Officer
Holibob
03.2022 - 08.2024
- Led brand development as well as the development of corporate and go-to-market strategies that drove 300% revenue growth YoY
- Built the Product Marketing and Communications functions, driving product launches, growing awareness among our target audiences, and partnering with sales to drive partner adoption of our B2B2C platform
- Built the Product Team, leveraging consumer and industry insights to drive product strategy + execution
Head of Brand and Ecommerce
TourismSolved (acquired by Holibob)
San Francisco Bay Area
05.2020 - 04.2022
- Partner in the creation and operation of a tourism-focused marketing agency, applying best practices in brand marketing, creative strategy, digital marketing, and consumer engagement
Head of Brand Marketing (Sr. Director) - Viator
Tripadvisor
01.2020 - 05.2020
- Spearheaded the establishment of Viator as an independent brand, an approach that has driven Viator to become TripAdvisor's growth engine post-COVID
- Led the development of brand strategy + identity + positioning/messaging
- Partnered with the product team to drive alignment between our product and brand future
Head Of Brand Marketing (Director), TripAdvisor Experiences + Viator
Tripadvisor
San Francisco
06.2018 - 01.2020
- Led brand positioning, product marketing, integrated campaign development, audience segmentation, and social media for the fastest growing business unit within TripAdvisor
- Established and grew a product marketing function, launching features that drove >10% YoY revenue lift
- Drove consumer insights and audience segmentation work to determine the best brand architecture for TripAdvisor's Experiences business
- Developed brand positioning for the B2B (supplier and third-party partner) aspects of the Viator business
VP of Marketing
Tripping.com
04.2016 - 07.2017
- Led brand development, product marketing, and customer acquisition, driving 4x growth in booking revenue through the launch of new features and integrated marketing campaigns
Head of Marketing
Faraday Bicycles (acquired by Pon Holdings)
03.2015 - 03.2016
- Developed and launched the Faraday brand, including audience identification, brand positioning/identity and the go-to-market strategy that tripled the number of bikes sold over the previous year
Chief Marketing Officer (Interim)
StubHub
01.2014 - 01.2015
- Member of the executive team, leading global customer acquisition, retention, communications and brand for a market-defining entertainment business
- Grew traffic and increased marketing efficiency in the US
- Developed the strategy and campaigns that achieved market leadership in the UK in year 3 of operation
Director of Brand and Advertising
StubHub
San Francisco Bay Area
01.2011 - 01.2014
- Drove double-digit YoY growth and exceeded user acquisition goals for three straight years through leadership of StubHub's integrated marketing efforts, including campaign strategy, budgeting, customer insights, product marketing, and creative
- Set company traffic records, new-user acquisition records, and lifted all core brand metrics with the launch of the 'Ticket Oak' brand campaign
Sr Manager of Brand and Creative
StubHub
San Francisco Bay Area
01.2009 - 01.2011
- Built the brand positioning, creative and media campaigns that broke StubHub out of 5-company field to claim and sustain market leadership
- Worked with executive leadership team to develop and communicate StubHub's 10-year brand vision
- Championed a fan-centric, brand-based approach to product development, customer service and marketing while implementing clear, consistent brand value measurement
Creative Director
Loomis Group
01.2005 - 01.2009
- Led a diversely talented creative team in conceptualizing and developing integrated campaigns for clients including Intuit, VeriSign, StubHub, Seagate, Cisco and McAfee
- Collaborated with our account and business development teams to identify and secure new business opportunities while cultivating existing client relationships - growing the agency from ~40 people to ~130
Senior Copywriter/Brand Strategist
Loomis Group
San Francisco Bay Area
01.2002 - 01.2005
- Developed integrated campaign and brand strategies, as well as leading copy/creative execution on campaigns for clients such as WebEx, Cisco, and Maxtor
Brand Manager
Kick.com
01.2000 - 01.2001
- Crafted the brand identity, messaging, and product launch plan for an online music startup, driving 300k+ installs of our app while building a positive brand that resonated with investors, consumers, and music industry insiders
Education
Bachelor of Arts - English
University of California
Santa BarbaraSkills
- Brand Strategy
- Product Marketing
- Integrated Marketing
- Messaging and Creative
- Audience Segmentation
- Team Leadership
Websites
PROFILE
www.linkedin.com/in/mjlattig
Timeline
Chief Brand and Strategy Officer
Holibob
03.2022 - 08.2024
Head of Brand and Ecommerce
TourismSolved (acquired by Holibob)
05.2020 - 04.2022
Head of Brand Marketing (Sr. Director) - Viator
Tripadvisor
01.2020 - 05.2020
Head Of Brand Marketing (Director), TripAdvisor Experiences + Viator
Tripadvisor
06.2018 - 01.2020
VP of Marketing
Tripping.com
04.2016 - 07.2017
Head of Marketing
Faraday Bicycles (acquired by Pon Holdings)
03.2015 - 03.2016
Chief Marketing Officer (Interim)
StubHub
01.2014 - 01.2015
Director of Brand and Advertising
StubHub
01.2011 - 01.2014
Sr Manager of Brand and Creative
StubHub
01.2009 - 01.2011
Creative Director
Loomis Group
01.2005 - 01.2009
Senior Copywriter/Brand Strategist
Loomis Group
01.2002 - 01.2005
Brand Manager
Kick.com
01.2000 - 01.2001
Bachelor of Arts - English
University of California
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