Gillian N.
Director, Content, Insights and Messaging Strategy @Expedia Group
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WORK HISTORY
Director, Content, Insights and Messaging Strategy @Expedia Group
London, GB
Lead global insights, messaging strategy and CRM content operations for one of the world’s largest travel platforms. Oversee a team of 14 (6 direct reports) across insights, member engagement and CRM content. Partner with leaders across product, engineering, loyalty, and creative to strengthen customer engagement and brand storytelling.Key achievements • Built global rapid-response insights capability, reducing qualitative research timelines from 10 weeks to 1 week through member communities, agile research models and AI tools. • Strengthened loyalty engagement with insight-led content strategies that improved top-of-funnel awareness, active member engagement and repeat business. • Led messaging strategy across the traveller lifecycle, informing global CRM storytelling across multiple brands and business units. • Established new CRM Content function and tools to reduce email development time by 90% • Managed team of 14 people, embedding inclusive leadership, coaching and development frameworks
EDUCATION
Wine & Spirit Education Trust
Level 2 in Wine and Spirits
Multiverse
Foundation degree, AI Strategy and Leadership
Active IQ
Level 3 Personal Training Diploma, Health and Physical Education/Fitness
Squared Online
Digital Communication and Media/Multimedia
Wine & Spirit Education Trust
Level 3 in Wine
Cambridge Judge Business School
MA, Management Studies
University of Cambridge
BA, French and Spanish (Latin American Studies)
SKILLS
ABOUT GILLIAN N.
As Director of Content, Insights & Messaging Strategy at Expedia Group, I lead a multidisciplinary team to deliver the insight, strategy and storytelling that power loyalty and engagement for 168M+ travellers worldwide. I combine analytical depth with creative vision to shape experiences that are relevant, personalised and genuinely valuable across the entire traveller journey.With two decades of leadership experience in strategy, brand, CRM and loyalty, I specialise in building propositions and customer experiences that drive growth while strengthening trust, inclusion and long-term value. I care deeply about using data, technology and culture-shaping storytelling to improve people’s lives and open up access to travel.I’m currently undertaking a Level 5 (degree-level) qualification in AI Strategy & Leadership, focused on responsible AI governance, ethical innovation and enabling organisations to adopt AI in a way that delivers both commercial impact and positive societal outcomes
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