In this edition of Expedia Group Arrivals, we’re excited to welcome Natalie Wills, Senior Vice President of Brand Marketing and Creative. Based in our Amsterdam office, Natalie joined EG in March 2025 and brings a wealth of global experience and a passion for building brands that resonate.

Natalie, welcome to Expedia Group! Can you tell us a bit about your background? 

My journey is quite the story. I was born in Zimbabwe but grew up in the beautiful KwaZulu-Natal province of South Africa.  My childhood was filled with a love for horse riding and a close-knit family of 6. A significant influence in my life was my father, who was a renowned human rights lawyer and even represented Nelson Mandela on a number of occasions.  

After university in Cape Town, where I studied economics, politics, and marketing, my career took me to South African Breweries, then on to Unilever in London, where I was part of the team that launched all global Dove innovations. From there, I went back to SAB Miller’s global team, where I had incredible opportunities to “build the plane while flying it” and learn a wide range of marketing skills. Next, I got a cool opportunity to work for Diageo in Amsterdam, working on luxury spirit brands. 

My career pivoted into e-comm when I took a role at Zalando, a fast-growing fashion e-commerce platform. This experience was invaluable in understanding the world of digital marketing and set the stage for my love of the tech space. Most recently, I was VP of Brand at Booking.com before making the jump to Expedia Group.  

So what ultimately drew you to join EG? 

Seeing the leadership, mission and warmth of EG really drew me in—and of course the inspiring leadership of Ariane, as a female CEO. The consistent kindness and humility I experienced with each person I met during the interview process made a lasting impression, revealing a truly special and people-centric culture. 

Your father’s work sounds incredibly impactful. How has that shaped your perspective on your own career and the kind of organizations you want to be a part of? 

My father’s dedication to justice working on apartheid-related cases deeply influenced my values. Witnessing his commitment to making a difference along with growing up in a household where human rights were celebrated instilled in me the importance of working for organizations that align with strong ethical principles. I want to feel proud of where I spend my time and believe in the positive impact the company is making. This was a significant factor in my decision to join Expedia Group. 

You’ve worked across various industries, from beverages to fashion e-commerce and online travel. What key learnings have you carried with you across these experiences? 

One of the biggest lessons I’ve learned is the importance of understanding my own work style. I’ve realized I’m a “journey” over “destination” person at heart. I thrive in dynamic environments where there’s room to innovate, solve problems, and build things as opposed to more established settings with limited growth. I also understand the power of strong brands and the need to connect with consumers on a deeper level. My experience at Zalando taught me the speed and agility required in digital space, which I believe is crucial for Expedia Group’s continued growth. 

Looking ahead at your role as SVP Brand Marketing and Creative at Expedia Group, what are some of your initial priorities and your vision for the future of our brands? 

I’m incredibly excited about the potential we have! My initial priorities revolve around injecting more creative agility back into our channels and reigniting the love for our brands. I believe we have incredible product initiatives, and we need to showcase them in a way that truly resonates with consumers and differentiates us from the competition. 

I also see a significant opportunity to put our brands back into the cultural conversation. we have an incredible portfolio of brands and we need to make sure that they are all playing to their strengths and we are showcasing these strengths within our marketing. I’m confident that we can achieve amazing things quickly with the talented team we have. 

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