sherpa°

Sherpa° was one of the hottest traveltech startups of 2021. Having signed a flurry of deals with major airlines and travel companies, it rode a wave of organic media coverage. But when the dust settled, it was challenged to maintain share of voice. Clearly, the company would need to start making its own noise.

I joined sherpa° at an interesting time in its development. The team had grown to 50 employees, and the CEO had a vision for the company as a thoughtful, responsible, and innovative member of the global aviation and travel tech community. As the company’s first marketing and communications hire, I developed a strategy alongside the leadership team to use PR and content to showcase the company as a) an attractive place to work, b) an investment with lots of potential upside, and c) a trusted commercial partner for airlines.

We developed an intensive pipeline of thought leadership, product marketing and company news content which was pushed out through the brand’s owned channels. The content was designed to be utilised by sherpa’s growth and partner success teams in their engagements with prospects and partners. The content secured sherpa’s place as a leading voice within its domains. This was evidenced by continued media requests and mentions in publications such as The New York Times, The Seattle Times, The Singapore Straits Times, and on Australia’s number-one national TV news broadcast.