Willow Hill, Scout Lab: “Not seeing limits”

From her earliest stages of life, Willow Hill learned an invaluable lesson: never let circumstances define you. Her mother, who gave birth to Willow at 16, embodied this mindset, demonstrating to her daughter that hard work, resourcefulness, and resilience can change a person’s trajectory. Years later, these qualities have served Willow well. She played a leading role in transforming Airbnb into a global brand, and has since gone on to co-found Scout Lab, an award-winning, purpose-driven creative communications agency that has collaborated with companies like Wix.com and Venmo.

Willow Hill, Founder & CEO of Scout Lab, shared the story behind her title with us on February 19, 2025.

Willow Hill is an entrepreneur and award-winning creative marketing leader at the helm of building the culture-shifting brands of tomorrow. As the Co-founder and Chief Creative Officer of Scout Lab, purpose-driven agency of the year – her clients include Wix.com, Venmo, Casetify and scaling startups such as Ritual, Maple, Hey Jane, Kindred and more. Prior to Scout Lab, she built and launched Airbnb’s global brand, introducing the Airbnb rebrand to the world via major global campaigns. Today she is also an LP at the Airbnb Angels fund.

Willow speaks on building brands designed for the seventh generation. Speaking topics include: Building environmentally sustainable brands, Designing for Gen Z and Beyond. As a DEI practitioner of belonging, she also speaks on An Indigenous Approach to Creativity. Her work has been featured by Forbes, The Disney Channel, Ad Week, Nylon, Hypebeast, Rolling Stone, and more.