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Case Studies
Avvio
Avvio — North American Expansion Strategy
Avvio’s expansion into North America required more than market entry — it required building credibility, industry presence and commercial momentum within a highly competitive hospitality technology sector. Known for developing allora.ai, the world’s first AI-powered hotel booking engine designed to increase direct bookings, the business needed a strategy capable of accelerating awareness and creating meaningful opportunities with the right audiences.
Working alongside sales and leadership teams, I helped shape and execute the North American expansion strategy, identifying the partnerships, platforms and market opportunities that would support both immediate traction and long-term growth.
The approach focused on building relationships across hotel groups, trade organizations and industry partners, while using strategic industry events as a mechanism for visibility and business development. Opportunities including HX New York, Independent Hotel Show and AHC Manchester were used to strengthen industry positioning, increase exposure to decision-makers and support pipeline growth.
Alongside partnership strategy, I led alignment across messaging, campaign direction and localized marketing activity to ensure the brand entered the market with consistency and relevance. Working across external partners, PR activity and digital campaigns, I helped create a connected expansion strategy that supported both brand visibility and commercial objectives.
Within four months, Avvio successfully launched its Los Angeles sales office, while marketing operations and campaign activity continued to be directed from London to maintain alignment across markets.
Impact
• Supported the successful launch of North American operations within four months
• Increased industry visibility through strategic partnerships and event positioning
• Strengthened partnership opportunities and commercial pipeline growth
• Established a scalable foundation for continued international expansion
Avvio’s expansion into North America required more than market entry — it required building credibility, industry presence and commercial momentum within a highly competitive hospitality technology sector. Known for developing allora.ai, the world’s first AI-powered hotel booking engine designed to increase direct bookings, the business needed a strategy capable of accelerating awareness and creating meaningful opportunities with the right audiences.
Working alongside sales and leadership teams, I helped shape and execute the North American expansion strategy, identifying the partnerships, platforms and market opportunities that would support both immediate traction and long-term growth.
The approach focused on building relationships across hotel groups, trade organizations and industry partners, while using strategic industry events as a mechanism for visibility and business development. Opportunities including HX New York, Independent Hotel Show and AHC Manchester were used to strengthen industry positioning, increase exposure to decision-makers and support pipeline growth.
Alongside partnership strategy, I led alignment across messaging, campaign direction and localized marketing activity to ensure the brand entered the market with consistency and relevance. Working across external partners, PR activity and digital campaigns, I helped create a connected expansion strategy that supported both brand visibility and commercial objectives.
Within four months, Avvio successfully launched its Los Angeles sales office, while marketing operations and campaign activity continued to be directed from London to maintain alignment across markets.
Impact
• Supported the successful launch of North American operations within four months
• Increased industry visibility through strategic partnerships and event positioning
• Strengthened partnership opportunities and commercial pipeline growth
• Established a scalable foundation for continued international expansion
Nubian Skin
Nubian Skin — North American Growth Strategy
As Nubian Skin expanded across the US and Canada, the challenge was not simply increasing visibility — it was understanding where growth opportunities existed and why interest was not consistently translating into conversion.
Using audience and performance insights, I identified key barriers within the customer journey and developed a growth strategy designed to strengthen engagement across both digital and physical touchpoints. The approach combined targeted email marketing, social media, retail partnerships and experiential activity to create a more connected brand experience.
To establish stronger market presence, I secured partnerships with US-based retailers and developed pop-up experiences that allowed customers to engage with the brand beyond digital channels. These activations created more meaningful audience interaction while strengthening brand awareness and trust within key markets.
Alongside scaling existing audiences, I also focused on identifying underserved customer groups with strong alignment to the brand. By looking beyond conventional targeting approaches and creating more representative audience engagement strategies, the brand was able to connect with new communities and broaden its reach in a way that felt authentic rather than performative.
The combined strategy strengthened customer engagement, increased sales performance and contributed to continued growth across North America, ultimately supporting the launch of a New York fulfillment center to meet demand and sustain growth more effectively.
Impact
• Expanded brand presence across the US and Canada
• Secured strategic retail partnerships and audience touchpoints
• Increased engagement and sales performance
• Supported growth leading to the launch of a New York fulfillment center
As Nubian Skin expanded across the US and Canada, the challenge was not simply increasing visibility — it was understanding where growth opportunities existed and why interest was not consistently translating into conversion.
Using audience and performance insights, I identified key barriers within the customer journey and developed a growth strategy designed to strengthen engagement across both digital and physical touchpoints. The approach combined targeted email marketing, social media, retail partnerships and experiential activity to create a more connected brand experience.
To establish stronger market presence, I secured partnerships with US-based retailers and developed pop-up experiences that allowed customers to engage with the brand beyond digital channels. These activations created more meaningful audience interaction while strengthening brand awareness and trust within key markets.
Alongside scaling existing audiences, I also focused on identifying underserved customer groups with strong alignment to the brand. By looking beyond conventional targeting approaches and creating more representative audience engagement strategies, the brand was able to connect with new communities and broaden its reach in a way that felt authentic rather than performative.
The combined strategy strengthened customer engagement, increased sales performance and contributed to continued growth across North America, ultimately supporting the launch of a New York fulfillment center to meet demand and sustain growth more effectively.
Impact
• Expanded brand presence across the US and Canada
• Secured strategic retail partnerships and audience touchpoints
• Increased engagement and sales performance
• Supported growth leading to the launch of a New York fulfillment center
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