"Destinations"

Omni-Channel Service Marketing Program

As Global Creative Director, I led the cross-functional team behind Mercedes-Benz's "Destinations" omni-channel service marketing initiative, transforming routine vehicle maintenance into a personalized ownership journey.

Built around a signature destination pin icon symbolizing guidance and movement, the campaign connected digital, mobile, social, CRM, direct mail, and retailer experiences into a unified customer ecosystem. Leveraging vehicle data, service history, geography, and customer behavior, the program delivered personalized offers, service reminders, and lifestyle content through the right channel at the right time.

The creative approach emphasized modern luxury, simplicity, and connected mobility through cinematic imagery and premium design systems, reinforcing the Mercedes-Benz brand across every touchpoint. The result positioned service not as maintenance, but as an elevated ownership experience centered on convenience, confidence, and the road ahead.

Role: Global Creative Director