Marketing Against The Grain
The $86B Marketing Playbook Behind Airbnb w/ Global CMO Hiroki Asai
Oct 22, 2024
In this engaging discussion, Hiroki Asai, Global CMO of Airbnb, shares insights from leading a marketing strategy worth $86B. He delves into crafting unified customer experiences by fostering collaboration between diverse teams. Hiroki discusses balancing immediate results with long-term visions in marketing projects and highlights Airbnb's innovative Barbie campaign, showcasing how to leverage cultural moments. He emphasizes the importance of a creative atmosphere and the role of leadership in navigating team dynamics for continuous innovation.
39:00
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Quick takeaways
- Airbnb's innovative marketing strategy relies on a collaborative team structure that enhances customer experience through cohesive brand communication.
- Continuous monitoring of customer insights allows Airbnb to adapt its marketing strategies, ensuring alignment with consumer needs and motivations.
Deep dives
Collaborative Team Structure
Airbnb's marketing team operates with a unique functional structure that emphasizes collaboration among different departments. By keeping creatives, marketers, product managers, and designers physically close together, the team can efficiently work on product roadmaps while considering all aspects of development and marketing simultaneously. This collaborative approach also highlights their commitment to enhancing customer experience, as it enables the team to think from the customer's perspective rather than through departmental silos. The integration of various disciplines fosters a cohesive brand voice, ensuring that the customer experiences Airbnb as a unified entity.
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