Digital Marketing
The Viking Way
Transforming Viking from a mail-driven legacy model into a digital-first, performance-optimized growth engine.
Paid Digital Video
Video became a cornerstone of Viking’s digital transformation. I led the development of cohesive, multi-channel campaigns designed to reach audiences at every stage of the customer journey, leveraging both brand storytelling and performance optimization to drive impact.
Our awareness content reinforced Viking’s reputation as the only cruise line deeply committed to culture, comfort, and destination immersion. Attributes recognized across the travel industry through numerous awards.
For mid- and lower-funnel audiences, we designed more specific content showcasing on-board experiences, destination moments, and the distinct value of our Ocean, River, and Expedition products. Each asset was tailored to audience intent and platform behavior, ensuring relevance, clarity and engagement.
Social Media Content
Elevating cultural storytelling while deepening guest connection.
Social content played a critical role in amplifying Viking’s aspirational brand voice. I partner with the Organic team to create dynamic, engaging and visually refined social narratives that balanced inspiration with education.
Highlighting destinations, cultural moments and product differentiators.
To maintain authenticity, we developed a creative system leveraging:
Crew member stories | Behind-the-scenes vignettes | Partnerships with relevant KOLs
User-informed moments that leaned into aspiration and exploration
All content was built for performance: optimized for platform algorithms, audience segments and funnel stage.
Crew member stories | Behind-the-scenes vignettes | Partnerships with relevant KOLs
User-informed moments that leaned into aspiration and exploration
All content was built for performance: optimized for platform algorithms, audience segments and funnel stage.
Paid Digital Campaigns
These banners supported both evergreen initiatives and promotional cycles, ensuring that our creative remained both relevant and conversion-focused.
Meta - Pinterest - Youtube
Assets included:
Still imagery | Carousels | Short- and long-form video | Demand-generated content
tailored for Google and other performance channels
This system allowed us to quickly test, learn and scale the creative combinations that drove the strongest results; ultimately improving lead quality, lowering acquisition costs and strengthening customer lifetime value.
