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296  <h1 data-alignment="center" class="heading animate-in">Scaling HGV&#39;s Social Proof Program Into A Multi-Segment Content &amp; Community Engine</h1>
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313        <p>Originally launched in 2018 to spotlight real member stories on HGV’s blog and amplify the member voice, the Explorer program has tripled in size and evolved into a vibrant influencer community under my leadership.</p>
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411        <p>The Explorers program initially had 10–12 contributors and limited reach.</p>
412<p><strong> Goal:</strong> Transform it into a scalable, high-impact engine that drives:<br/></p>
413<ul><li>Content creation</li><li>Member engagement</li><li>Consumer insights</li><li>Brand loyalty</li><li>Purchase upgrades</li></ul>
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473        <p>I led the strategy, expansion, and cross-functional execution of the Explorers program.</p>
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518        <p>I was responsible for:</p>
519<ul><li>Building the future-state vision<br/></li><li>Marketing the program internally to gain buy-in<br/></li><li>Directing recruitment, onboarding, and contributor support<br/></li><li>Aligning Copy &amp; Design, Club, DBM, Legal, Development, Consumer Insights and Social Media teams</li><li>Leading messaging and storytelling direction</li></ul>
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617        <p><em>"By scaling the Explorers Program we’re enabling HGV to tap into authentic, real-world testimonials that build trust, validate the Member experience and influence purchase decisions."</em><br/><br/><b><i>Gordon Gurnik, Senior Executive Vice President, Chief Operating Officer</i></b><b><i><br/></i></b></p>
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645
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649            <div class="column"  data-column="1">
650        
651              <div
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653    data-definition-name="Heading"
654    data-definition-type="generic"
655    data-id="11374385"
656    data-order="1"
657    id="block-11374385"
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659>
660  <h4 data-alignment="left" class="heading animate-in">Scalable Structure, Three Contributor Segments</h4>
661
662
663    
664</div>
665        
666              <div
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674>
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676    
677    
678    <div class="line width--small style--line-solid-thick alignment--left valignment--top"></div>
679    
680</div>
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684</div>
685        
686    </div>
687        
688            <div class="column"  data-column="2">
689        
690              <div
691    class="block block--inline block-text" 
692    data-definition-name="Text"
693    data-definition-type="generic"
694    data-id="11374387"
695    data-order="1"
696    id="block-11374387"
697    
698>
699  <section class="block-text" data-alignment="left">
700    <div class="wrapper--small animate-in" data-richtext="content">
701        <p>1. Blog Explorers<br/> → Story-driven content creators<br/>
701 → Authentic owner voice</p>
702    </div>
703</section>
704
705
706    
707</div>
708        
709    </div>
710        
711            <div class="column"  data-column="3">
712        
713              <div
714    class="block block--inline block-text" 
715    data-definition-name="Text"
716    data-definition-type="generic"
717    data-id="11374388"
718    data-order="1"
719    id="block-11374388"
720    
721>
722  <section class="block-text" data-alignment="left">
723    <div class="wrapper--small animate-in" data-richtext="content">
724        <p>2. Forum Moderators<br/> → Peer-to-peer engagement<br/> → Build trust &amp; community</p>
725    </div>
726</section>
727
728
729    
730</div>
731        
732    </div>
733        
734            <div class="column"  data-column="4">
735        
736              <div
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743    
744>
745  <section class="block-text" data-alignment="left">
746    <div class="wrapper--small animate-in" data-richtext="content">
747        <p>3. Insights Panel<br/> → 200+ owners for research &amp; feedback<br/> → Real-time insight for marketing &amp; product decisions</p>
748    </div>
749</section>
750
751
752    
753</div>
754        
755    </div>
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761  </div>
762</section>
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806        
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808          <h4></h4>
809          
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814        
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817
818        <img  style="object-position: 50% 50%;" data-src="https://media.journoportfolio.com/users/477882/images/8005f8a8-d9a4-47f5-8852-ad11c11990aa.png">
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858            <div class="overlay__inner">
859        
860            <div>
861          <h4></h4>
862          
863          </div>
864
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866            </div>
867        
868
869        
870
871        <img  style="object-position: 50% 50%;" data-src="https://media.journoportfolio.com/users/477882/images/53e1e69c-83b3-4695-bfdd-c895b50b0172.png">
872
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890</section>
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917>
918  <h2 data-alignment="center" class="heading animate-in">Execution</h2>
919
920
921    
922</div>
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938</div>
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941    
942</div>
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945    class="block block--inline block-text" 
946    data-definition-name="Text"
947    data-definition-type="generic"
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950    id="block-11374536"
951    
952>
953  <section class="block-text" data-alignment="left">
954    <div class="wrapper--small animate-in" data-richtext="content">
955        <p>How I operationalized the program:</p>
956<ul><li>Built recruitment pipelines and multi-touch campaigns</li><li>Established vetting and selection criteria and processes</li><li>Created onboarding &amp; training systems</li><li>Developed Explorer incentive program</li><li>Built alumni pipeline to sustain long-term advocacy</li><li>Integrated content flow back into marketing channels</li></ul>
957<p></p>
958    </div>
959</section>
960
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963</div>
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972</section>
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978<section class="section"  data-background-src="" style="background-position: ;" data-order="9"  data-id="4253238" id="section-4253238">
979
980    
981
982    
983        
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985
986  <div class="section__content" data-layout-mode="normal">
987    
988        
989            <div class="column"  data-column="1">
990        
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992    class="block block--inline block-heading" 
993    data-definition-name="Heading"
994    data-definition-type="generic"
995    data-id="11374596"
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997    id="block-11374596"
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999>
1000  <h3 data-alignment="center" class="heading animate-in">Results </h3>
1001
1002
1003    
1004</div>
1005        
1006              <div
1007    class="block block--inline block-text" 
1008    data-definition-name="Text"
1009    data-definition-type="generic"
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1013    
1014>
1015  <section class="block-text" data-alignment="left">
1016    <div class="wrapper--small animate-in" data-richtext="content">
1017        <ul><li><strong>150% YoY</strong> growth in program participants (exceeded goal)</li><li><strong>600 Insight Panelists</strong> onboarded (exceeded goal)</li><li><strong>20 Forum Moderators</strong> recruited (exceeded goal)</li><li><strong>100% increase in content</strong> production (program launch year)<br/><br/></li></ul>
1018    </div>
1019</section>
1020
1021
1022    
1023</div>
1024        
1025    </div>
1026        
1027    
1028
1029    
1030
1031  </div>
1032</section>
1033      
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1037
1038<section class="section"  data-background-src="" style="background-position: ;" data-order="10"  data-id="4253261" id="section-4253261">
1039
1040    
1041
1042    
1043        
1044    
1045
1046  <div class="section__content" data-layout-mode="normal">
1047    
1048        
1049            <div class="column"  data-column="1">
1050        
1051              <div
1052    class="block block--inline block-heading" 
1053    data-definition-name="Heading"
1054    data-definition-type="generic"
1055    data-id="11374660"
1056    data-order="1"
1057    id="block-11374660"
1058    
1059>
1060  <h3 data-alignment="left" class="heading animate-in">Leadership Takeaway</h3>
1061
1062
1063    
1064</div>
1065        
1066    </div>
1067        
1068            <div class="column"  data-column="2">
1069        
1070              <div
1071    class="block block--inline block-text" 
1072    data-definition-name="Text"
1073    data-definition-type="generic"
1074    data-id="11374661"
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1077    
1078>
1079  <section class="block-text" data-alignment="left">
1080    <div class="wrapper--small animate-in" data-richtext="content">
1081        <p>I don’t just produce content — I build systems, programs, and team
1081s that drive measurable growth.</p>
1082    </div>
1083</section>
1084
1085
1086    
1087</div>
1088        
1089    </div>
1090        
1091    
1092
1093    
1094
1095  </div>
1096</section>
1097      
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1103  <div class="footer" id="footer">
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1128<section class="section"  data-background-src="" style="background-position: ;" data-order="0" data-footer="true" data-id="4251852" id="section-4251852">
1129
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1137    
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1142    class="block block--inline block-heading" 
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1148    
1149>
1150  <h3 data-alignment="center" class="heading animate-in">Meagan W. Henao</h3>
1151
1152
1153    
1154</div>
1155        
1156              <div
1157    class="block block--inline block-text" 
1158    data-definition-name="Text"
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1163    
1164>
1165  <section class="block-text" data-alignment="center">
1166    <div class="wrapper--small animate-in" data-richtext="content">
1167        <p>Associate Creative Director / Director of Growth Content &amp; Strategy / Director Performance Creative<br/><br/><a href="https://www.journoportfolio.com/"></a></p>
1168    </div>
1169</section>
1170
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1173</div>
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