Beyond the Channel: Building Content for Scale, Speed, and Smarter Marketing | Webinars | Events & Webinars | ANA

Beyond the Channel: Building Content for Scale, Speed, and Smarter Marketing

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Most brands say content is critical. But few treat it like the strategic business asset it really is.
 
This session explores how Hilton is evolving from channel-first content delivery to a modular, model-driven approach designed for scale, reuse, and personalization. You’ll hear how they’re tackling the complexity of operating across global markets and rapidly evolving tech stacks, without losing sight of the human and organizational challenges that stand in the way.
 
We’ll cover why content models are too important to be left to the tech team alone, how modular thinking unlocks the true value of your assets, and why personalization without structure is just chaos at speed. Whether you’re just starting out or already scaling, you’ll walk away with practical ways to future-proof your content and maximize the return on every content dollar.

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Beyond the Channel: Building Content for Scale, Speed, and Smarter Marketing

 Webinar Rewinds

when

Start: Thursday, July 31, 2025 at 1:00pm

End: Thursday, July 31, 2025 at 1:30pm


*** NOTE ALL WEBINARS ARE EASTERN TIME ***



Speaker(s)

Gordon McKie, Director, Digital Strategy, Hilton 

Gordon McKie is Director of Digital Strategy at Hilton, where he shapes how Hilton uses its owned digital channels (web, app, email, and in-hotel screens) to deliver the most relevant and revenue-driving content to every guest, wherever they are.

Over nearly two decades with Hilton, he has driven major initiatives across CMS and DAM transformation, machine translation, generative AI, and personalization. His work bridges marketing, technology, product and data, always with a focus on scale, structure, and strategic clarity.

He believes content isn’t just the consequence of managing a channel, it’s a critical business asset. And in an emerging world of AI and omnichannel engagement, how content is modeled, managed, and measured will define the brands that thrive.