Challenge: A major travel and hospitality brand initiated a competitive RFP process to identify a partner capable of developing an ongoing brand health tracking program amid significant shifts in the travel landscape. The proposal needed to demonstrate analytical rigor while clearly conveying how the tracking program would guide future strategic decisions.

Approach: I directed the proposal from initial analysis through submission, defining its overall structure and ensuring the quantitative program was articulated with clarity and strategic intent. The emphasis was on presenting a scalable tracking solution that felt disciplined, forward-looking, and directly tied to marketing performance.

My priorities included:

• Framing the survey components in accessible language that emphasized insight rather than methodology

• Integrating social analytics to reflect a more holistic view of brand perception beyond survey data

• Organizing the proposal into phased components that illustrated a logical build from setup through ongoing reporting

• Positioning the agency’s analytical capabilities as rigorous yet pragmatic, ensuring confidence without overwhelming stakeholders

• Crafting a proprietary point of view that positioned the agency as forward-thinking around generational change, social influence, and disruptive travel models

Impact: The proposal was ultimately awarded, driven in large part by how it positioned the agency as a credible long-term measurement partner and articulated how ongoing tracking would translate into sharper marketing decisions and stronger competitive awareness. By simplifying complex analytics into a structured, executive-friendly program, it demonstrated that advanced quantitative work could be both robust and accessible.