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MARRIOTT BONVOY TRAVELER
Role: Photo Manager & Creative LEAD
THE CHALLENGE
Launch Marriott's digital travel magazine to engage 120+ million loyalty members through authentic storytelling. Deliver 5-6 stories weekly (25-30 curated images per week) on limited budget while maintaining premium quality, diverse perspectives, and "provocative, attention-getting images that draw readers in."
MY ROLE
Photo Manager | Art Director | Contributing Writer/Photographer
- Sourced, licensed, and curated all imagery for weekly editorial calendar serving global audience
- Negotiated industry-leading licensing contracts achieving 90-97% savings off list pricing with Getty Images
- Art directed visual storytelling in collaboration with Editorial Director to ensure written narratives came to life
- Created three original feature stories including on-location coverage of GoPro Mountain Games in Vail
- Presented at company conferences (Franchise, MLive, Show N' Tell) educating teams on visual strategy
THE STRATEGY
Authentic travel storytelling over tourist clichés. Rather than relying on generic stock photography that all travel content uses, I built a strategy around three pillars:
- Direct relationships with featured businesses to access original, behind-the-scenes photography
- Strategic vendor partnerships for diverse, community-centered imagery that represented real people and cultures
- Commissioned custom photography when authentic perspectives required it. This approach ensured Marriott Traveler stood apart from competitors while staying on budget.
THE EXECUTION
- Built direct relationships with hotels, restaurants, and attractions featured in articles, securing original photography at no cost
- Negotiated exclusive contracts with stock agencies (Getty, Shutterstock, Stocksy, and Alamy) that gave us access to premium imagery at 90-97% discounts while including extended perpetual usage rights
- When stories demanded specific perspectives, I commissioned freelance photographers
- Created my own editorial content when I could tell the story best, including on-location reporting
- Established workflow systems to deliver 25-30 targeted, high quality images weekly without fail
THE IMPACT
- Gold HSMAI Adrian Award (2019) — Hospitality industry's highest creative honor for authentic visual storytelling that expanded audience engagement and brand loyalty
- Delivered $1,038,029 in annual savings (2018) — Reduced Getty licensing from $1,066,509 list price to $28,480 actual spend through strategic vendor negotiations (97% reduction)
- Established editorial voice that positioned Marriott as thought leader in meaningful travel, launching platform that continues to thrive with podcasts, video series, and multimedia content
- Created company-wide education materials published on MGS platform supporting associates globally in understanding licensing, compliance, and best practices