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

Episode guests

Hiroki Asai

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Episode notes

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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.

Intro

3min

Crafting a Unified Customer Experience

15min

Navigating the Balance of Short-Term Delivery and Long-Term Vision in Marketing

5min

Airbnb's Barbie Campaign: A Case Study in Cultural Marketing

9min

Navigating Team Dynamics with a Design-Led CEO

5min

Ep. 271

How do you manage $86B worth of marketing strategy while staying culturally relevant?

Kipp and Kieran dive into the innovative marketing playbook behind Airbnb with their Global CMO Hiroki Asai. Learn more on structuring teams to balance short-term optimizations with long-term goals, creating unforgettable campaigns that drive year-round engagement, and fostering a creative environment that leads to continuous innovation.

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