+ Moxy Hotels Global Brand Launch

// Scaled the Moxy brand from inception to 60 properties globally with an additional 100 in the pipeline
// Partnerships included Coachella, MADE, Bumble, Refinery 29 and more
// +297% increase in average daily visitors to moxyhotels.com
// +428% increase in daily Instagram followers @MOXYHOTELS Instagram
// +156% buzz volume year over year growth (highest across all Marriott Intl brands)
// 73% positive sentiment score (highest across all Marriott Intl lifestyle brands)

Served as a key member of a small yet mighty cross-functional team charged with the creation and global rollout of Moxy Hotels, Marriott International’s bold new millennial brand, the first to be added to the portfolio in over 15 years. Crafted an integrated marketing plan inclusive of developing brand positioning, identity, standards and partnerships. Led the charge on non-traditional marketing tactics to raise awareness and attract new consumers to Moxy & the broader Marriott portfolio.

Moxy Hotels, dubbed MI’s experiential brand, earned its reputation for disrupting the lifestyle hospitality scene by partnering with visionary brands like MADE & Bumble, showing up at cultural hot spots like Coachella & Refinery’s 29 Rooms, and hosting its own global “Coming Out Parties” to debut new hotels in Tokyo, Amsterdam, Berlin, Copenhagen, NYC and more. Each immersive activation invited local tastemakers and culture-shakers to an unforgettable celebration of uninhibited play, paying homage to the underground culture of the respective city.

Awards:
// 2019 Short Awards, Instagram Videos | Moxy Coming Out Party Series
// 2019 Skift Awards, AR, VR, or Mixed Reality Experience | Moxy Chelsea NYC ASMR Avant-Garden
// 2018 Bizbash Award, Best Product Launch | Moxy Hotels TSQ Coming Out Party
// 2017 LE Miami, Rebel Award for Most Original Campaign | Moxy Hotels TSQ Coming Out Party

Press:

// Coverage by NY Times, Paper Magazine, Maxim, Vogue, Blackbook, Forbes and more.