Building the Netflix of e-learning in hospitality

2015 - 2018

The challenge

In Q1 2016 Lobster Ink, the world’s leading online education platform for the hospitality industry, approached the WeAreBrain team to explore a new collaboration. The partnership would entail the design, development and launch of a new Lobster Ink website and online marketing of the Lobster Ink platform, globally.

Our solution

WeAreBrain set up two dedicated sprint teams that worked with Lobster Ink over a period of six months. A truly international initiative; teams were located in Amsterdam, Kiev, Geneva and CapeTown, meeting daily, using software support tools to support the collaboration.

Team One (re)designed and developed the new website, including the development of an enterprise-ready, open-source CMS (Umbraco) and the customization and integration of 3rd party services for job application tracking, PR and Employee Onboarding.
A DevOps engineer would manage the Azure Cloud hosting environment of the site.

Team Two, WeAreBrain’s marketing specialists, created a digital strategy focusing on content creation and management (text, visual, video), as well as key online marketing operations (SEO, social media support, and data analytics).

Increased brand recognition

  • Develop a website in line with Lobster Ink’s brand guidelines and brand positioning
  • Increase global brand awareness
  • Increase employee engagement

Increased brand engagement

  • Increase time spent on site
  • Facilitate easier content discovery
  • Improve engagement with learners

Increased web traffic

  • Increase overall website traffic from own, earned and paid media
  • Increase SEO traffic
  • Increase traffic from Social

Sales and lead generation

  • Increase B2B/enterprise sales leads
  • Increase direct response/conversion
  • Foster better relationships with industry experts through thought leadership in hospitality

Scalability and security

  • Build a scalable global platform built on and with Azure Cloud
  • Enable video streaming globally (including in China behind the firewall)

Other strategic benefits

  • Ease of use for internal teams spanning from marketing content to HR
  • Enable a faster go-to-market and reduce development lead times

The result

Our collaboration with Lobster Ink was very fruitful:


more search impressions


reduced delivery time


output in 6 months

What the client had to say

Mario is an extremely versatile online professional with an entrepreneurial drive. He is the hands on, 'getting things done' kind of guy, and the one who, once he's on a project, will follow through and achieve stuff. Collaborating with him on technical implementations has been a pleasure, because of his thorough high level knowledge of the tech field, yet always keeping the business perspective. Last but not least, Mario is one of the wittiest people I've met in recent years. Very entertaining, but never cheap and superficial.
Marc van Neerven, Former CTO at Lobster Ink

Client type