A summary of work including content, copywriting, SEO, paid media, digital campaigns, and web optimization.

1. eCommere & Digital Marketing
By: Carolyn Chinchilla
February 2017
Portfolio & Results

2. Outline
• Blog Campaign
• Web Optimization
• Content Strategy
• Digital Campaigns
• Digital Media Plan
• eCommerce Results
• Awards & Recognition
Digital Marketing Portfolio

3. Media Placements – Blogs
Implementation.
Media: NC Blogger Network
Hotel:
HGI Triangle Town Center
Placement:
http://www.ncbloggernetwork.com/
hilton-garden-inn-hotel-march-
madness-in-raleigh/
Results (Dec):
15,000 impressions/month
Published in March

4. Media Placements – Banner Ads
Implementation.
Media: Duke University Website
Hotel: Home2 Durham/Chapel Hill
Ad Placement:
www.goduke.com
Results (Nov – Jan):
128,782 Impressions

5. Media Placements – Content Marketing & Social Media
Implementation.
Media: Hilton Suggests & Twitter
Hotel: Hilton North Raleigh
Placement:
http://hiltonsuggests.hilton.com/wh
ere-to-watch-college-basketball-in-
raleigh/
Results (Dec):
7,749,400 impressions/month

6. Hilton Mom Voyage Blog
eCommerce Managers can get an article published on the Hilton blog on behalf of hotels.
Once published, the article will look like this: http://momvoyage.hilton.com/articles/things-to-
do-in-raleigh-nc-hotel-restaurants-shopping/

7. Website Optimizations
Rooms & Rates Page Optimization.
Room Descriptions
Room Images
Missing Rooms
Summary: This project optimized room images and descriptions.
Result: Improve conversion rate by 27%.

8. Website Optimization
eCommerce Initiatives
Summary: Optimized websites like:
- Booking.com
- SEO on Hotel Websites
- Yelp.com
- YellowPages.com
- Google+
- Image Recommendations
- Testing Upsell UX

9. Content Strategy
Landing Pages.
Summary: Add content to websites based on SEO
keywords strategy and market insights.
Landing pages created for:
• Weddings
• Business Travel
• Points of Interest
• Sporting Venues
• Malls
• Universities
• Hospitals
• Local Offers/Partnerships
Create
Special Offer
Send Content
& Images
Landing Page
Requested
Approval Live
Landing Page Process:

10. Digital Media Campaigns
Atlanta & Raleigh Markets
SPORTS CLUSTER CAMPAIGNBUSINESS / GROUP CAMPAIGN

11. Digital Media Campaigns
Advertising for Hotels Near Sports Venues.
Sports Marketing Campaign
• $500-$1,000 per hotel/month
• Minimum of 10 hotels
• Mid-Atlantic Region
Includes:
- Hotel Landing Page
- Retail Rail
- Banner Advertising
- Dynamic Landing Page

12. eCommerce Results
Web Direct KPIs

13. eCommerce Results
Web Direct KPIs

14. Awards & Recognition
eCommerce Results
Circle of Excellence in
eCommerce
Nominee
Above & Beyond
Team Member
Nominee
Q1 Top Tweeter for
Hilton Suggests
Winner
2016 Travel Blogger
Hilton Suggests
Winner
eCatch for Living the
Hilton Values
2X Winner

15. Awards & Recognition
eCommerce Results

16. Awards & Recognition
eCommerce Results

17. Awards & Recognition
See what people are saying about my work.
“Carolyn is the most knowledgeable eCommerce
Manager I had.”
- Victoria Dresner
Hilton Revenue Manager
“Carolyn has done well in working with cross-functional teams such
as the social media team for managing Twitter, and within tasks
force like the rooms optimization project. Carolyn presents creative
solutions within the MVT team and has great ideas.
- Sharina Harris
Hilton eCommerce Senior Manager

18. Thank you!
For questions and more information, please contact me at ccchinchilla621@gmail.com.