Steph Ross

Integrated marketing communications.
Freelance writer. Avid volunteer.

Airbnb Design

As the leading digital marketplace for short-term rentals, Airbnb dedicates itself to providing authentic experiences for travelers. The brand’s approach has been design-driven from the start and the Airbnb Design team was looking to raise its newer profile in the art and design world.

I developed a PR strategy to elevate Airbnb’s then Creative Director and spotlight the team’s design projects. That required artfully crafted pitches that cut through the noise, an international Design Week media tour, executive media trainings, and rapid response communications.

Those elements helped establish meaningful relationships with reporters and influencers. I secured coverage in creative outlets like Architectural Digest, ArchDaily, Creative Review, and That Creative Life; as well as speaking engagements at Adobe’s 99U and the AIGA conference.

While my team was on fire and just getting started, that plan quickly pivoted to crisis communications response and planning due to the start of the COVID-19 pandemic.

650 Townsend is one of Airbnb’s coveted office spaces in San Francisco’s Design District. This adaptive reuse architectural project inspired a media blitz in architecture outlets.
Airbnb Design partnered with Design Week Mexico 2019 on its Design House opening party. We leveraged this as a pinnacle moment for setting up a media tour and building relationships with top-tier art and design beat reporters from around the world.

Role & responsibilities

  • Developed and managed PR media strategy, overseeing monthly reporting cadences.
  • Lead executive media training for Airbnb’s thought leaders.
  • Mentored a team of junior PR staff through the pitch and reporting processes.
  • Crafted pitches, media releases, and statements for Airbnb’s leadership team, securing coverage in dozens of media outlets.
  • Fostered relationships with more than 120 reporters on behalf of the Airbnb Design team.