Allison Busacca Email & Phone Number

London, Gb

London, Gb

Driving growth and changing the way people travel!

Menlo Park, California, Us

Department lead. Responsible for product discovery and product growth, driving teams to meet ambitious revenue and adoption goals.Highlights:• Drove a 40+ product team to launch the WhatsApp Business Directory, a 0-1 pilot which unlocks native business discovery and commerce. Surpassed business onboarding goals by 13x.• Drove alignment between 20+ sales, marketing and product VPs/Directors to outline blockers to Click to WhatsApp Ads growth; setting the foundations needed to capture $1B in incremental revenue by 2024• Worked with other leads to scope the department’s two-year product strategy + vision, including target markets, segments and surfaces• Formalized product discovery efforts with PMM, UXR and Data Science. Prioritized understand work based on product needs; used customer research, market insights, data and competitor analysis to inform product roadmaps• Defined success KPIs w/ other leads; advised team on mitigating risks, managing interdependencies, driving XFN alignment • Aligned product pods to priority focus areas, allowing for greater efficiency and highlighting future resourcing gaps• Asked to speak internally about maintaining motivation and creating a sense of belonging when driving projects forward.• Surpassed department revenue goals; hit $3M daily revenue and 1M MAA; CTWA is now a $1B run-rate business• Organized WhatsApp’s first EMEA Diversity Day for 600 attendees; exceeding similar event attendance by 4X

Needham, Ma, Us

Pre-Covid: Led the international expansion of TripAdvisor Experiences in France, Germany, Italy, Spain and Japan; XFN team of 20+.• Aligned previously siloed roadmaps across three cross-functional business units to grow the International experiences department by 55% YoY, and increase conversion for non-US points of sale by 72% YoY (vs 40% for YoY for US). • Prioritized improving how we speak and sell in 10+ languages worldwide; used machine learning to help consumers find a tour in their native language in >1 min, and improved human translation to increase conversion by another 14%During Covid: Moved to the Viator experiences exec team, reported to the president. Managed reports through two layoffs and reorgs.• Worked with exec team to relaunch the consumer product vision, strategy and roadmap to meet changing traveler behaviors• Designed company OKRs; aligned B2C roadmaps to OKRs; formalized B2C product pods to ensure XFN collaboration• Sponsored two tiger team initiatives: “Virtual experiences” (15% of virtual consumers also booked future in-person tours) and the “Reopening” (a rebrand of the site + the launch of safety features to meet a surge in summer demand)

Department lead. Responsible for innovative product & vertical growth programs, as well as inbound to support product roadmap development, across consumer and business initiatives. Served as IG EMEA Head of Community from July 2016 to July 2018.Highlights:• Developed a global Flight School program which grew Travel Ads adoption by 10%, adding $3.5M of incremental EMEA revenue in 6 mo. Globally, revenue grew 56% for FS attendees vs 37% for overall airlines• Built a product feedback process for +6M businesses; led prioritization and investment case development for regional needs, incl support for right-to-left languages in MENA• Coordinated between 9 global functions + 2 external creative agencies to execute the 50-SMB, 25,000-attendee #InstaGiftMarket and Insta-Economy report launch. The report was picked up by 50+ UK policy and press, while educational workshops grew Stories adoption by +9% WOW and reached 8K on @instagramforbusiness• Launched Instagram Stories for press, policy makers, influential advocates and key clients w/ a never-before-seen live Stories experience, inspiring 30+ min of Stories creation. • Conceived IG's first Livestameet, the company's biggest global event oriented exclusively to Stories and Teens; 250 teens attended 45 Livestameets, resulting in more than 100k views and 30% first-time Lives• Led a team of 25+ to organize London's 2018 IWW activities. Approx 350 people attended; doubled the activities YOY• Used consumer insights to educate +250 sales colleagues in 7 regions; contributed to +$40m in incremental IG revenue

London, England, Gb

Founding member of the BBC.com features business; Editor-in-Chief for BBC.com/Travel. Responsible for the site’s brand vision, commercial strength and editorial growth. 2016 Gold Lowell Thomas winner for best Travel Journalism website.Highlights:• Refined the site vision in response to audience feedback, market research and sales needs; lead a redesign and USP/brand re-launch that grew site UVs by 63% in the first six months; grew 115% over four years • Coordinated with sales to grow revenue by 17% in year one, 300% over four years; managed a $1M budget • Employed social listening to grow distribution and reach; followers grew by 700%; referral traffic by 150• Represented the brand at global events, including WTM, SXSW, ITB Asia, City Nation Place, SMW, INDABA, TBC Asia• Inaugural “50 Reasons to #LovetheWorld” campaign reached ~141m on Twitter & won a 2015 Silver Lowell Thomas award, beating out the New York Times• Hired and managed an in-house editorial team, as well as a roster of 600 freelancers, including contracts • Established partnerships with NatGeo, Lonely Planet, T&L, Lindblad Expeditions, The Travel Show and BBC Earth• Served as Deputy Editor from 2010-2012.

New York, Ny, Us

Digital Editor for the Sunday Travel section, online travel guides, multimedia and blogsHighlights:• Launched the NYT’s first UGC video series; including a bespoke CMS, pilot video and guidelines• Launched a 400k UVs/month blog; produced audio & video interactives; coordinated a multi-level CMS migration• Managed the Frommer’s partnership + weekly data uploads for 1,120 travel guides, compared monthly traffic trends• Trained print editors on WordPress, basic HTML, SEO strategies and best blogging practices

New York City, Ny, Us

Part of a two-person team running the pregnancy & parenting section of the women’s lifestyle website Highlights:• Assigned, edited and produced articles, slideshows, tools, user-generated features and packages • Managed experts and freelance writers; coordinated content with TODAY show segments• Edited and wrote for a daily blog; wrote two weekly newsletters• Coordinated editorial, design and tech workflow; managed project deliverables• Analyzed traffic using Omniture; aided in SEO strategies, blog outreach and content distribution • Worked with marketing on integration projects with Oxygen, Bravo and Universal Pictures

Washington, Dc, Us

• Freelance researcher (September 2007-August 2008) and ASME Intern (June 2006-Aug 2006)• Contributing fact-checker/researcher for National Geographic Personal Explorer, Ltd.• Wrote and edited copy for the website, magazine and Travvies Award-winning blog• Wrote “48 Hours: Quebec City” (October 2006), “What’s New Madrid” (November/December 2006)

University Park, Pennsylvania, Us

Lead site redesign as Web editor; turned the Keystone Press Award-winning, 40,000-circulation daily newspaper into a 24-hour newsroom• Edited copy, posted breaking news, created photo galleries, monitored blogs, assigned stories • Previously served as page designer, news editor, staff reporter for the daily; arts editor for the daily and a 16-to-24-page weekly entertainment magazine

• Worked on the “Hot Toy” and “Best Toy” features (October, November/ December 2005)

Us

• Wrote news, feature and sports stories for a series of weekly newspapers in Central New Jersey • Freelance writer, winter break 2004-2005