No. 01 · Expedia Group · Brand experience + production
The company was transforming. How we showed up needed to transform with it.
As Expedia Group transformed under new leadership, 17,000+ employees were being asked to believe in a new direction for the company.
But the way we were communicating it hadn't caught up. Town Halls were essentially PowerPoints. Production wasn't a function. And the team supporting our biggest leadership moments was primarily focused on executive IT support.
No one handed me a brief to change that. We saw the opportunity and started building.
RoleStrategy · Team Leadership · Executive Partnership · Creative Direction · Experience + Production
Years2019–2025
The opportunity
Make the experience match the ambition.
Where we started
Where we took itPowerPoints and basic internal meetings → Global broadcasts employees actually wanted to watch.
Where we started
Where we took itExecutive IT support → An in-house creative and production capability built for global scale.
Built from zero
We didn't just upgrade the events. We built the capability.
01
Found the talent
We started with people whose potential went far beyond the roles they were in, then added creative, video and production expertise as the work grew.
02
Built the case
We earned investment little by little, showing leadership what stronger production could unlock and where bringing capabilities in-house could create long-term value.
03
Built the infrastructure
New equipment. New workflows. And three purpose-built event + production spaces across Expedia Group offices globally, designed with our real estate partners to support high-quality work in-house.
04
Gave the team room to run
My role wasn't to be the producer, editor or technical expert. It was to set the vision, build the capability, advocate for the team and give talented people the room to do what they do best.
Built in-house
And then we got to see what they could do.
One example: a documentary-style leadership series created during a period of significant change at Expedia Group. Strategy, concepting, interviews, filming, editing and production were led in-house by the creative + production team we’d built.
TLT in Focus
Documentary-style leadership series, Expedia Group
0'53" · 2025
Built withStrategy and executive leadership: Ali Hooks · Creative lead and interviews: Molly Martin · Video and production: Joey Song, Zeb Hill · Editing: Molly Martin, Chelsea Abbott
The impact
People started showing up.
6–7K → 12K+
Town Hall live attendance grew to more than 12,000 employees, over 70% of Expedia Group’s 17,000+ global workforce watching live.
0 → 10+
A global creative + production capability built from the ground up.
3
Purpose-built event + production spaces across Expedia Group offices globally, created to bring more high-quality work in-house.
What it changed
What started with a Town Hall became something much bigger.
What began as a need to communicate differently became an in-house creative + production capability that changed how Expedia Group’s leaders could show up, tell stories and connect with employees around the world. And importantly, it wasn’t built around one person. It was a team, an infrastructure and a way of working designed to keep getting better.
“She took our ideas seriously, understood what we needed to execute them, and knew how to make the case to senior leadership. I did some of the best work of my career alongside Ali.”