Natalie Wills, SVP of Marketing & Creative at Expedia Group, is a Gold Stevie® Award-winning marketing leader recognized as the Most Innovative Woman of the Year in Advertising, Marketing, and Public Relations. A sought-after expert and mentor, her insights appear in The Sunday Times, and she serves as an expert panelist on the Power MBA digital marketing course. At Expedia Group, Natalie leads 300 professionals across 3 iconic brands, overseeing integrated marketing, creative, insights & analytics, and B2B initiatives. She focuses on strengthening these brands in domestic and international markets while delivering channel-native creative that resonates with travelers worldwide.
Previously as VP of Brand at Booking.com, Natalie led groundbreaking media partnerships with The Las Vegas Sphere, Amazon Prime, and Netflix. She spearheaded the “Somewhere, Anywhere” campaign featuring Melissa McCarthy, securing #1 Share of Voice in travel and becoming the most-viewed Super Bowl ad on YouTube for two consecutive years. This success continued with the “Book Whoever You Want to Be” Super Bowl ad featuring Tina Fey, voted most effective by Kantar and AdWeek. She led the MLB sponsorship reaching over 120 million Americans and secured high-impact sponsorships with the FIFA Women’s World Cup and ICC Cricket World Cup, reaching billions globally and boosting brand equity. Natalie introduced innovative marketing products like dynamic audio ads and AR lenses on Snapchat, and launched custom experiences on Spotify, significantly increasing brand engagement and recognition. Before Booking.com, as Director of Global Marketing at Zalando, she managed 200 professionals and developed a pioneering influencer strategy emphasizing diversity and inclusion, driving substantial audience growth across social platforms. At Diageo and Unilever, she coordinated high-profile campaigns with brands like Ciroc Vodka, Tanqueray Gin, and Dove.
Natalie holds a Bachelor of Commerce degree and a Postgraduate Diploma in Marketing Management from the University of Cape Town. Born in Zimbabwe and raised in South Africa, she has lived and worked in London, Cape Town, Berlin, and Amsterdam, where she currently resides with her family. Her global background has shaped her passion for communication, leadership, and social change, making her a dynamic and influential leader in marketing.
