Transforming the digital experience: with high risk comes high reward

Pablo-Jacobo Ruiz Alonso

Head of Global Digital Marketing, Amadeus

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Digital transformation is something we preach to our customers. But we’ve also embraced this philosophy internally.

Our team set out with a clear and ambitious vision to change the digital experience of our current and potential customers. We wanted to offer best in class user experiences, enable lead generation, and make the most out of our online marketing spend. This was our North Star to keep us focused. Early on during this huge transformation effort we embraced a partnership approach.

Today, we couldn’t be more proud of the recognition earned as Best Digital Leader Executive during the European Digital Mindset Awards 2019 ceremony organized by the Digital Enterprise Show in Madrid. This is followed by our recent recognition at the 2019 Adobe Experience Maker Awards in London where Amadeus was named runner up for the Best Digital Experience. Both of these awards are a testament to all of the hard work put in by our teams.

Our journey began over two years ago with the aim to deliver full-scale digital transformation by planning, designing, and implementing a renewed agile, customer-centric, and insight-driven digital ecosystem. We used a simplified process and structured methodology to accelerate the speed of transformation. Together, we moved from vision to roadmap, and roadmap to launch of the minimal viable product in a little over eight months.

The transformation of our digital marketing ecosystem has generated value on many levels. But most importantly we learned that when you combine smart people with good processes and great platforms, transformation happens. We made sure that the platform we chose not only met our needs, but was also easy to implement, develop on, and maintain. Features are nice, but usability is much more important. We partnered with Adobe, and their platform checked all of these boxes and came backed by solid developers and a dedicated account team.

Early on we realized that true transformation requires your everything. To persuade the company, team, individuals, partners and other stakeholders, you must have a blind belief in your team's capabilities to deliver. So if you dream about leading a transformation, ask yourself how much you really want it. And how much are you willing to risk, because with high risk comes high reward.

Members of the Amadeus Global Digital Marketing team at the award ceremony
Members of the Amadeus Global Digital Marketing team at the award ceremony


Digital transformation