In this episode of Time for a Reset: Insights from Global Brand Marketers, host Nick King sits down with Natalie Wills, Senior Vice President of Brand Marketing and Creative at Expedia Group, to explore how modern marketing teams can unify brand, performance, and product to drive meaningful business impact.Natalie shares her perspective on why creativity is no longer just a campaign output but a core growth engine, especially in a world where products and services are increasingly commoditized. She explains how Expedia Group is breaking down the traditional divide between brand and performance marketing, aligning teams around shared goals and customer experience rather than internal structures.Drawing on her experience leading global brand strategy across Expedia, Hotels.com, and Vrbo, Natalie walks through how each platform is being sharpened through clear positioning, consistent storytelling, and close alignment with product capabilities. From simplifying loyalty programs to building trust in vacation rentals, she highlights how strong brand foundations translate into real customer value.The conversation also explores the role of AI in creative development, where it adds speed and scale, and where human thinking remains essential. Natalie outlines how teams can use AI to improve efficiency while still focusing on original ideas, strategic thinking, and cultural relevance.It is a grounded discussion for marketing leaders looking to connect creativity with commercial outcomes, build stronger brand systems, and navigate the evolving role of AI in modern marketing.Topics Covered:Why creativity should be treated as a growth engine, not a campaign outputThe structural reasons behind the divide between brand and performance marketingHow Expedia Group aligns product, marketing, and creative teamsBuilding distinct brand platforms for Expedia, Hotels.com, and VrboSimplifying loyalty programs to improve customer experienceUsing AI to scale creative production while maintaining originalityBalancing creative ambition with commercial accountabilityThe evolving role of marketers in an AI-enabled worldEpisode Chapters:00:00:02 Introduction to the podcast and Natalie Wills00:01:24 Natalie’s reset on creativity and brand in an AI world00:02:29 Why brand and performance are still separated00:04:08 How Expedia Group brings brand and performance together00:06:26 Rebuilding brand platforms across Expedia, Hotels.com, and Vrbo00:11:40 Simplifying loyalty programs for customers00:13:05 Driving alignment across large, matrixed teams00:15:26 Balancing creativity with commercial accountability00:16:53 The role of AI in creative development00:18:53 How creative roles will evolve over the next few years00:20:52 What Natalie looks for in modern marketing talent00:22:57 Personal growth and consistency in leadershipIf you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts Support the show

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