Louise Vinciguerra

Expedia Group | E-commerce & Tech

I worked at Expedia Group for about six years, began as a Content Editor, and soon worked my way up to SEO Content Analyst and then got my own team and was promoted to Content Manager. I managed a team of four content editors, each dedicated to a different foreign language. During my entire time at Expedia Group, we worked with Agile Methodology with daily Scrum Stand-up meetings and weekly Kanban meetings. I was responsible for the handwritten SEO content as well as the UI microcopy of thousands of pages spanning from Homepage, Destination Landing Pages, Hotel Description Pages, and all booking funnel pages. My position lived in the E-commerce team and using Agile, I worked with the following teams on a daily basis: Global Localization, UI/UX, Product, SEO, Merchandising, PR & Marketing, Legal, IT & Software Development.

E-COMMERCE CONTENT STRATEGY

  • Managed a Team of 4 Destination Content Specialists, each responsible for native language content creation for over 500+ destinations
  • Created & Managed relationships with outsourced content vendors (USA, Germany), video-makers (Italy), local photographers (Italy), Media companies (USA, Italy), and various other outsourcing content & media companies to meet project deadlines & quality destination content
  • Created Content Guidelines for all handwritten content of Destination Landing Pages (POI, neighborhoods, cities, countries) to Hotel Description Product Pages, as well as blog content and Native Advertising Posts
  • Created Content Guidelines for localization of handwritten content used for twelve languages and hundreds of thousands of product pages
  • Reported to Stakeholders and collaborative teams regarding organic handwritten content and YoY progress
  • Oversaw A/B Content Tests comparing ranking, traffic, and CvR of handwritten vs computer-generated content
  • Represented Content Team in daily scrum meetings in order to be prepared for Agile feature release dates for product
  • Managed Localization of 3 languages for over 100,000 web pages
  • Responsible for Media Gallery on Hotel Product Description Pages, collaborating with Expedia Global to source images
  • Responsible for Media Repository taxonomy and labels for POS
  • Managed Budget for handwritten content and translations
  • Pioneered Video Content for a Destination Content Pilot Project

SEO

  • Created, Tested & Maintained title tags and meta descriptions for thousands of product pages
  • Reported on title tag & meta description keyword ranking
  • Managed SEO-friendly editorial calendar for a blog of eight languages & implemented ongoing quality checks
  • Managed the Localization of 3 languages for 100,000+ product and destination pages
  • Assisted in Migration of 100,000+ product and destination pages
  • Oversaw A/B Testing of long-form content vs short-form content, long-form hybrid content vs pure automated content
  • Created & Maintained SEO-friendly content guidelines for 30,000 product description pages
  • Commissioned Content prioritizing thousands of products based on ranking, using in house writers, and introducing multiple outsourced vendor writing

UI COPY/UX CONTENT

  • Wrote or Updated Microcopy for entire including Homepage, Destination Landing Pages, Product Descriptions, Transactional Pages
  • Collaborated in A/B Testing of microcopy for updates such as “button copy”, cancellation policy hovers, error message copy, check out page copy
  • Audited & Cleaned Up CMS of all historic and current microcopy labels in backend to ensure alignment for cross-functional team use
  • Checked with Legal that all new microcopy changes were up to speed with E-commerce policies
  • Involved in Ideation of all wireframes, mockups, and launches of new pages or updates to pages
  • Assisted in User Testing of new features to the site using Think Aloud methodology
  • Created Content Guidelines for long or short-form content on ideation and creation of new page
  • Implemented SEO Guidelines in the ideation and creation of a new page
  • Tested Photo Gallery changes including UGC photos at the forefront, and gallery typologies (size, number of photos displayed, etc.)
  • Labeled & Cleaned Up Photos in backend for type, seasonality, people, etc. to accommodate multiple team use and display
  • Pioneered Hotel Attribute Project leveraging data from Global Group turning content into copy, consuming UX content for amenities, know-before-you-go & hotel policies
  • Updated Mapping of Amenities on the backend, creating thousands of new ready-to-use content which were regularly updated via hotel interface property management systems

SOCIAL STRATEGY

  • Created Editorial Calendar for a travel blog in four languages: English, French, German & Italian
  • Reported blog and Facebook YoY likes, shares, visits, and overall traffic health checks
  • Curated & Created shareable content & engaging content (written & media) for Facebook
  • Managed a Team of Interns publishing content and engaging the community on Facebook and Pinterest