Industry: Travel Technology / Mobile Applications

Instaspeakers, a live translation app, sought to scale global awareness, increase app downloads, and reach a clearly defined audience of well-traveled millennials. The challenge was cutting through a crowded app marketplace while reaching users at the moment of highest intent.

Led the marketing function for a global travel technology application, with responsibility for growth strategy, audience segmentation, partnership development, and campaign execution. Accountable for aligning marketing initiatives with business objectives to drive brand awareness, user acquisition, and conversion performance at scale.

Responsibilities included defining the go-to-market strategy, refining audience targeting, managing strategic partnerships, overseeing multi-channel campaign execution, and optimizing performance through ongoing analysis and collaboration with enterprise partners.

Identified travelers, not general app users, as the primary high-intent growth segment

Secured and managed a strategic distribution partnership with Expedia Travel Group

Leveraged Expedia and its sister platforms for premium, high-visibility placements within the travel planning ecosystem

Designed and executed multi-channel digital campaigns aligned with moments of travel intent

Implemented cross-promotion between Instaspeakers and travel services to enhance user relevance and brand synergy

Collaborated closely with enterprise marketing teams to monitor performance and continuously optimize campaign effectiveness

25% increase in brand recognition

30% surge in overall app downloads

11% increase in downloads within the target demographic

Increased engagement and improved conversion performance

Positioned Instaspeakers as one of the most innovative and forward-thinking apps in its category

This case demonstrates my ability to lead strategic pivots, build and manage enterprise-level partnerships, and drive measurable growth by aligning brand placement with real consumer behavior. My approach emphasizes precision targeting, scalable execution, and performance-driven outcomes—prioritizing business impact over vanity metrics.