Sofia Bogunovic

The publication was released twice a year in print format, and we also developed an intricate online publication presence. The project was intensive and required coordinating a lot of different teams and stakeholders at a given time, including motivating professors to volunteer their time in writing articles, overseeing writers and editors to ensure a consistent tone of voice and article quality, managing designers to build mock-ups and a clear brand identity for both the print and digital publication, and working with web developers to launch a bug-free website.

My primary role was to project manage the entire launch and direct editorial work and publication for two years. IE Insights magazine is now known as the university’s knowledge hub, acting as a thought leadership portal.

In a post-COVID-19 reality, business travel was heavily called into question even by major business leaders like Bill Gates. This was, of course, a problem for us as a business travel platform. One of the challenges we faced as a brand team was to figure out how to give that a positive spin. Our company culture revolved around fostering real-life connections whenever possible, which inspired the strategy to position TravelPerk as a thought leader in shaping the future of work within the realm of real-life interaction. We decided that we would set our company as a subject-matter expert on the different ways in which teams could come together in person and, in that way, showcase that there was a need for business travel in our new reality; it was just different than it was before.

I was the key project leader on this. For two years, I worked on developing the topics we needed to cover, building thought leaders out of our leadership team, managing editorial and content calendars, and creating all of the content myself, including form content, videos, and podcasts. I’m very proud that after a shaky start, our content accounted for over 40% of overall web traffic.

The IE Women Initiative is a task force within the university aimed at fostering gender equality in higher education. In 2019, I led a campaign leveraging International Women’s Day to drive visibility and applications to our scholarship programs explicitly aimed at women. I ran a transversal digital marketing campaign across LinkedIn, Facebook, and Google Ads and utilized the creative imagery of a poem written by one of our students. We produced a 2-minute video with her poem as the script, and I used clips, images, and quotes from this video to form the basis of my digital marketing campaign. The campaign attracted a 20% uptick in web traffic to our financial aid webpage when it ran and increased scholarship applications. The campaign culminated in an event with a screening of the video for all existing students, who were encouraged to become brand ambassadors. My role in this was to conceive the campaign and digital marketing strategy, oversee the production of the video, and manage distribution and metrics. I was even featured in it for a glorious second of fame!