Nancy King is the VP of Marketing at Airbnb. She leads Airbnb's global brand marketing team, performance marketing, marcom and social media teams. Prior to Airbnb, Nancy 20 years working across a mix of agencies, start-ups and as a founder of a strategy consultancy. Timestamps 00:00 - Intro 00:48 - Nancy’s background as a creative 05:16 - What can people learn from both agency and client side experience 07:08 - Origins of Airbnb 08:42 - The phases of Airbnb 09:54 - Losing 80% of the business overnight 17:47 - Deciding to re-invest in advertising 21:23 - The challenges of not owning your product 25:03 - The best Airbnb ads 26:52 - Making creative in-house rather than using agencies 30:00 - The impact culture has on the work at Airbnb 31:51 - Working in a founder-led business 35:12 - How Nancy’s role has changed 40:12 - Power of industry events 42:00 - The most expensive Airbnb