Objective Develop and execute a plan that would either improve ROI without a budget increase or maintain revenue figures despite a reduced spend. Maximize revenue holistically across all Hilton properties and their respective markets without sacrificing efficiency, under or over spending, or compromising the team’s ability to effectively pace shifting budget over defined spend cycles. Solution Optimize multiple accounts against a single goal via a unified policy. Utilize cross-profile Halogen to provide aggregate forecasting by using performance data to project the effect of increasing or decreasing spend across multiple profiles. Results Drove a 9% increase in ROI across a group of profiles that was driven by a 5% increase in revenue and 4% decrease in costs. Increased efficiency by reducing the amount of time inspecting profiles.