A freelance engagement with Booking.com's Brand Creative & Campaigns team spanning paid social creative, talent and creator strategy, a full audit of their paid social output and a YouTube reset. The work covered three major global sponsorship campaigns across cricket, baseball and football.

Paid social audit

Before the campaign work began I conducted a full audit of Booking.com's paid social creative, assessing what needed to improve across creative quality, team structure, processes and agency setup. The audit formed the strategic foundation for everything that followed.

ICC Cricket World Cup 2024

Developed platform-first paid social creative for markets across India, Australia and England. Also built the talent plan for the campaign, working with cricket stars Rohit Sharma (71.1M combined followers), Jos Buttler (5.9M) and Glenn Maxwell (11.2M) to create content that connected Booking.com's travel proposition to one of the world's biggest sporting moments.

MLB sponsorship, 2023-2024

Developed the creative briefs and paid social content for the MLB sponsorship across the US, working with baseball legend Ken Griffey Jr. alongside lifestyle creator Chelsea Freeman (667K followers, 222K views on her campaign reel), sports creator Jay Mendoza (1.22M TikTok) and fashion creator Imani Carrier (812K TikTok). The collaboration continued throughout 2023 and 2024 with ongoing creator work across the sponsorship.

Euros 2024

Led creative development for paid social running across Germany, UK and France, reaching into a global tournament audience of 2.2 billion. Also led the full talent sourcing and strategic rollout, including Ben Black (6.6M TikTok, 1.1M Instagram), known for attending every single 2022 FIFA World Cup game, and Fiago (824K TikTok, 602K YouTube), a top 3 finalist at the Football Content Awards 2023.

My standout recommendation was TRINIX, a French producer duo known for creating viral remixes from UGC content on TikTok and Instagram. With 5.6M TikTok followers, 6.5M monthly Spotify listeners and a sold-out show at the Olympic stadium in Paris, they brought genuine cultural relevance to the campaign in a way a standard talent agency wouldn't have suggested. They produced three original tracks for the campaign.

Creator strategy & YouTube

Alongside the three campaigns I developed an overarching Creator Strategy for Booking.com, defining how the brand should approach creator partnerships at a structural level. I also led a full reset of their main YouTube channel: auditing and cleaning up the existing content library, building a strategy from scratch, and establishing a governance process for ongoing management and updates.