Turning rapid global expansion into a deliberate portfolio. ​

 

World of Hyatt ​

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World of Hyatt was a flagship global account at VML and Jen worked as Executive Strategy Director leading the strategy for the brand and business. She worked with the SVP of Marketing on some of the brand's most consequential decisions for the CEO and COO, spanning brand architecture, platform definition, identity, and integrated marketing campaigns across the portfolio.

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The centerpiece was the re-envisioning of Hyatt's brand architecture, bringing clarity and coherence to a portfolio that had grown rapidly through merger and acquisition.The architecture had to serve multiple audiences including consumers planning their next stay, developers and franchise owners weighing investment, loyalty members making choices, and B2B partners engaging the enterprise. Jennifer iterated alongside other advisors to organize the portfolio into a more intuitive system, one that respected existing equity while unlocking future growth. This helped Hyatt shift opportunistic expansion to a more deliberate, scalable strategy portfolio strategy built for growth in luxury, lifestyle and resort.​

 

In parallel, she helped reposition the World of Hyatt masterbrand under the Be More Here platform. The world was rooted in the insight: travel is one of the rare moments when people feel truly present. She also guided the strategic refresh of the design system to ensure the identity was expressed consistently across touchpoints. Across the wider portfolio, the work sharpened premium equities, identified where to lean into luxury and lifestyle growth, and activated demand around key occasions such as weddings, wellness, tennis, and other passion points to drive consideration and revenue.

 

Agency

VML Chicago