Exclusive Interview: Jacki Brown, Fractional Marketing Leader for Hospitality & Travel Tech
Exclusive Interview: Jacki Brown, Fractional Marketing Leader for Hospitality & Travel Tech
I'm super excited to bring you my first interview on Marketers Remote with Jacki Brown, a seasoned marketing leader with nearly two decades of experience in the hospitality and travel technology sector.
Jacki recently transitioned from her role leading product marketing for Amadeus Hospitality into running her own business as a fractional Marketing leader and consultant for Hospitality & Travel Tech.
With a Master's in Communications Management from Emerson College and certifications in Pragmatic Marketing and SAFe Agile, Jacki has a proven track record of driving results.
During her tenure at Amadeus, she increased marketing-influenced new sales by over 230%.
Her expertise spans hotel operations, destination marketing, and revenue management solutions.
A graduate school professor at Quinnipiac University, Jacki is passionate about building and mentoring teams.
She has successfully managed remote teams across the US, Canada, and Western Europe, making her insights particularly valuable for our remote marketing community.
In our exclusive interview, Jacki shares her journey, insights on marketing strategy, and top advice for marketers at all stages of their careers.
Her approach focuses on authenticity, positivity, and empowerment, making her a valued leader and consultant in the industry.
Thank you, Jacki, for sharing your story and insights with us at Marketers Remote!
The stage is yours!
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Career Journey and Transition
Can you tell us a bit about your background and what led you to pursue a career in marketing?
I’ve loved reading and writing since I was a child.
I always said I would be a writer when I grew up. I didn’t think it would be to sell products, but that tends to pay better for now.
One day I'll write that book!
What inspired you to transition into the role of a Fractional CMO? How does it differ from your previous positions?
I enjoy new challenges. If I don’t have them, I tend to get bored.
The Fractional Marketing Leader role allows me to blend my love of building and growing teams with the excitement of tackling something new.
Hospitality and Travel Tech Marketing
You've worked extensively in the hospitality and travel tech industry. What are the biggest marketing challenges unique to this sector, and how do you help companies overcome them?
Overall, the travel industry is less advanced when it comes to technology, so there’s less excitement about technology overall.
As marketers, our messaging needs to deliver value concisely while addressing challenges head-on.
It takes time to build trust in this space.
I focus on creating clear positioning and messaging and bringing that to life with a strong content strategy.
What emerging trends or technologies in hospitality and travel marketing excite you the most right now?
AI—just kidding.
Honestly, I’m most excited about the potential for attribute-based selling.
It’s taking longer to come to market than we had hoped, but it still has great potential.
Leadership and Team Management
With experience managing remote teams across different countries, what are your top tips for leading and motivating a distributed marketing team?
There was a time during Covid when I had never met a few of my direct reports in person going on two-three years.
First, having weekly one-on-ones via video was a must. My team also knew I was always available via instant message.
I found having monthly team meetings with a structured agenda for creative brainstorming, updates, and problem-solving helped build team relationships.
I supplemented those meetings with biweekly calls with my direct reports, allowing for more fluid conversations about their work and collective problem-solving.
And finally, having the whole team together at least once a year makes for the best time.
What's your approach to maintaining work-life balance, especially as a fractional CMO working with multiple clients?
I turn off all notifications on my phone—except for texts and calls—from 5 PM to 7 AM.
It’s helped me create a separation between work and personal time.
Product Marketing and Positioning
You've repositioned over 20 products in your career. What's your framework for successful product repositioning, especially in competitive markets?
I aim to get all key stakeholders in one meeting, preferably in the same room, and align on the following:
Who is the competition?
What are the product's unique features and services?
What value does that deliver?
What market category are we in?
What are the attributes of our target audience?
If everyone agrees on these points and we document them on a single page—without marketing jargon—then we’ve done the hardest part.
As a fractional CMO, how do you get up to speed on a new company's needs and make an impact in a short time frame?
I gained experience doing this in my previous agency work.
First, I immerse myself in the product, then I talk to the sales team to learn about the industry from its publications and hot topics.
The best way to learn, though, is to talk directly to existing customers.
Marketing Strategies and Campaigns
The travel industry was hit hard by the pandemic. How did you pivot your marketing strategies during that time, and what lessons can other marketers learn from that experience?
We had just finished our quarterly marketing plan the day before the shutdown and I immediately realized we needed to completely scrap it.
We wouldn't be publishing anything sales-related so instead, we shifted our team to focus on helping.
We created Amadeus's largest marketing campaign to date by interviewing dozens of industry leaders and writing playbooks full of tips and suggestions.
The campaign expanded to include webinars, podcasts, and articles.
Our goal was to offer valuable content in service of our customers and the industry, which helped build long-term trust.
💡 Marketers Remote: Learn more about marketing strategies that work in challenging times. Check out B2B marketing strategies that deliver results.
You have a background in both B2B and B2C marketing. How do you adapt your approach when switching between these two very different audiences?
It’s a common misconception that B2B and B2C are entirely different.
Regardless, you’re still marketing to people! The process is largely the same, though we tend to overcomplicate it in B2B.
Either way, you need to understand your buyer, the channels they use, and how to appeal to their psyche.
Can you share an example of a particularly successful content marketing campaign you've run and break down why it worked so well?
It was about rebuilding hospitality post-COVID.
I believe it succeeded because we didn’t try to sell anything. As a company, we set aside our product priorities and focused entirely on serving the industry.
Marketing Education and Skills Development
As someone who has taught marketing at the graduate level, what fundamental skills or knowledge do you think are most critical for marketers to develop in today's landscape?
The courage to ask questions and try new things.
I quickly discovered that students often want clear guidelines and direction for their assignments, but that’s not how real life works.
The best part of marketing in this digital world is that you can try new things, learn quickly, and adapt.
💡 Marketers Remote: Stay ahead in your marketing career. Explore these essential marketing tools and trends for 2024.
If you could go back and give advice to your younger self just starting in marketing, what would you say?
Volunteer for the big projects, even if you’re not sure you can handle them.
Those experiences will help build your skill set.
Career Reflections and Advice
What's been the most rewarding aspect of your career so far? Any particular achievements or moments that stand out?
The most rewarding part has been managing and growing team members.
It’s special when those same team members reach out years later to share ideas, ask questions, or celebrate how far they’ve come.
That’s what makes it all worthwhile.
Based on your experience, what recommendations would you give to:
a. Marketers just starting their careers?
Don’t focus too much on the brand name.
Focus on the work you’re doing and what you’re learning at the company.
Go for the right role, not the biggest name.
b. Experienced marketers looking to stay ahead in the field?
Find a few people outside your company to talk marketing with regularly.
The industry moves fast, and you need that sounding board of people sharing and keeping you current.
c. CMOs and other top marketing executives?
Build teams that complement your weaknesses. A diverse team will always make you stronger.
💡 Marketers Remote: Looking for your next role in marketing? Don't miss out on our weekly listing of the latest remote marketing jobs, published every Tuesday.
Personal Insights
On a personal note, what do you enjoy doing outside of work? Any hobbies or social activities that help you recharge and stay creative?
I’m an avid reader and go through about 40 novels a year.
Besides that, my two toddlers keep me very busy! I also love traveling and trying new food and wine.
💡 Marketers Remote: Interested in balancing work and life as a marketer? Learn from top marketing leaders with these top career tips for marketing professionals.
What's one thing you're looking forward to in your career/business or personal life in the coming year?
I’m only seven months into my consulting journey, so I have big goals for year one. I’m excited to see it come to life.
Closing
What unique value do you offer marketers or businesses in the hospitality and travel industries? How can they connect with you to learn more about your services?
I’ve recently transitioned to working with scale-ups and start-ups as a fractional marketing leader and consultant after 6.5 years of leading marketing strategy and product marketing for Amadeus Hospitality.
I now help hospitality and travel technology companies navigate growth by identifying and crafting their positioning and messaging and scaling that across digital channels into lead-generating campaigns.
After nearly two decades of marketing brands like Demandware (now Salesforce Commerce Cloud), Shark Vacuums, Ninja Blenders, Nexus Haircare, and Upromise by Sallie Mae, I fell in love with the hospitality and travel industry.
You can connect with me on LinkedIn at Jacki Schroder Brown or visit my website at jackibrownmarketing.com.
💡Marketers Remote: Ready to put Jacki's insights into action? Explore our curated list of remote marketing job opportunities updated every Tuesday.
My Key Takeaways from Our Interview with Jacki Brown
Adaptability in Marketing: Jacki highlights the importance of being flexible and focusing on providing value. In particular during challenging times like the pandemic.
Remote Team Management: For distributed teams, Jacki recommends regular video one-on-ones, structured team meetings, and annual in-person gatherings.
Product Repositioning: Jacki's framework involves aligning key stakeholders on competition, unique features, value proposition, market category, and target audience attributes.
B2B vs B2C Marketing: Jacki reminds us that whether B2B or B2C, we're always marketing to people. Understanding your buyer and their channels is key in both domains.
Continuous Learning: Jacki advises marketers to have the courage to ask questions and try new things. She highlights the importance of adaptability in digital marketing.
Career Growth: For those starting in marketing, Jacki recommends focusing on learning opportunities rather than just brand names. For experienced marketers, she suggests maintaining a network outside your company to stay current with industry trends.
And That’s It
Thank you Jacki for your insights and thought leadership!
It’s been such a great pleasure hosting you on Marketers Remote!
Wish you all the success!
-Hakan.
Founder, MarketersRemote.com | 20+ years of experience in Customer Success | I curate exclusive marketing insights and remote job opportunities building a thriving global community where top marketing pros can connect, learn, and grow.
P.S. Want to share your own story? Reply to this email with a few words about you for a chance to be featured in a next edition.