Meredith Darling

Senior Global CRM Manager

11 years in marketing
8 years in email marketing


Vrbo: Reactivation Lifecycle

This is a broad view of the hidden listing reactivation cycle I designed. The goal was to increase re-listing conversion, decrease time from hidden listing to re-listing, and to deliver a personalized and appropriate partner experience.

From 8 hidden listing reason codes, I compared the volume and likeliness of reactivation and bucketed them into 5 groups. These groups informed timing, cadence, and prioritization.

The value of this cycle update is $1.7M, calculated by taking the projected increase in reactivations by 60 days post-hide, times the yearly incremental value of a reactivation. Exact numbers are confidential.