Initial Situation
A hospitality group supplied its franchise hotels with marketing materials through manual processes. Promotional materials could hardly be individualized, and dependence on central resources was high. The numerous coordination efforts were very time-consuming, and without scalability, coordination between the headquarters and local hotels remained inefficient — each campaign incurred unnecessarily high internal time costs.
Lever
A partner from our team developed and implemented a central digital marketing platform together with an external software partner. Marketing materials were subsequently provided automatically and individualized for each franchise unit. New digital marketing services — such as social media and email campaigns — increased efficiency and scalability. The partner managed the go-to-market rollout of the platform for the franchise hotels across the entire D-A-CH region and embedded the new way of working at both headquarters and individual properties.
Result
Internal effort significantly decreased, and campaigns could be deployed scalably and flexibly. Franchisee satisfaction increased, and measurable efficiency gains secured C-level buy-in. Period: 12 months · Role: Senior Project Lead & Product Owner.
