About

World Expeditions is one of the world’s leading adventure travel companies offering ground-breaking small group adventure holidays which began with its first trekking holiday to Nepal in 1975.

Today, with offices around the globe, they offer more than 500 standalone itineraries; small group active adventures and expeditions, cycling and walking tours and cultural journeys to every continent on earth. The company's all-inclusive, no hidden extras pricing policy combined with longer, creative itineraries and the use of quality ground services attracts people who have high expectations of their adventure travel experiences.

My role: UK Marketing Manager

Key deliverables:

• Design and deliver content marketing strategy based on business and customer needs via content roadmap (editorial calendar), structure (SEO strategy, linking, branding), workflow (budget/resource), and governance (QA, KPI metrics).

• Monthly analysis of content marketing activities: press and PR, digital campaigns, social media engagement, web traffic, PPC campaigns (CTR, leads, goals, conversions), organic search ranking, and revenue targets

• Copywrite, design and deliver eNewsletters, eDMs, campaign landing pages, adventure travel features.

• Manage social media strategy and grow brand resonance across Facebook, Twitter, Pinterest, and Google+.

• Develop SEO strategies via content creation, on-page optimisation, blogger outreach, and link-building with authoritative websites.

• Broaden online distribution online with B2B partners (Lonely Planet, Wanderlust, Responsible Travel), building a solid ecosystem of online affiliates and XML feeds to measurably increase leads and conversions.

• Development and localisation of UK brochureware (Americas, Asia, Africa & Middle East, Europe, Himalaya, Polar).

Achievements:

• Increased YoY online bookings (2012-2014) +10%, website traffic +12%, and social media followers 150%.