Marketing Against The Grain The $86B Marketing Playbook Behind Airbnb w/ Global CMO Hiroki Asai
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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.
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Cross-Functional Collaboration
- Airbnb's marketing team is unconventionally organized by function, with creative, marketing, product, and design teams working as peers.
- This structure, where teams work together in one room, ensures a cohesive customer experience.
Customer-Centric Communication
- Avoid internal jargon and prioritize customer language in team discussions.
- Print out designs and materials to create a shared visual understanding of the customer experience.
Co-host Network Launch
- Airbnb launched a co-host network to support new and existing hosts, connecting them with experienced co-hosts.
- This network helps hosts manage customer communication, setup, and guest interactions.