Creative Operations New York 2024

Is this you?

• Overwhelmed as a solo content marketer?
• Constantly creating more assets to keep up with never ending demands.
• Believing the day to day reality is unsustainable?

Take a deep breath and know that there is a better way. You can achieve more impactful results, by doing less and saying more.

Here’s how:

Shannon Doubleday, Hilton's Director of Content Marketing, and Cathy McKnight, TCA's Chief Problem Solver discuss their ongoing journey to transform Hilton's editorial and storytelling strategy.

What they are doing:

Like transforming a short-order cook to a head chef at a Michelin-star content restaurant, Shannon and her team are changing Hilton’s approach from turning out random acts of amazing content to a predictable and orchestrated library of inspired, experience-building storytelling.

What they will do:

Shannon and Cathy will:

• Provide real-life examples of how the power of pro-active, planned change is guiding Hilton to align their editorial engines and storytelling strategy
• Explain how you can strategically create less content, which, nevertheless, delivers more exceptional, relevant experiences for your audience.

All a consequence of:

• Supercharging your team's skill sets and their distinct areas of impact.
• Shifting from a doing to a co-owning content, responsibilities, and impact mindset -  with an inclusive creative ideation approach to the archive process
• Structuring your team with the right talent to become subject-matter experts instead of arbiters of everything.