The work
speaks for itself.

Aruba needed travel agents across markets to prioritise the island over competing Caribbean destinations. Agents sell what they know and what they believe in — the challenge was to make Aruba personal, not just a brochure entry.

Designed and executed a full sales programme across online and offline channels — sales runs to travel agencies, trade events, curated brand partnerships, and tailored presentations. Each touchpoint was built around Aruba's feeling, not just its features: the light, the culture, the warmth that makes it different from everywhere else.

Agents don't remember slide decks. They remember experiences. Every interaction was designed to be memorable — from the way Aruba was presented to the materials agents took home. The goal was advocacy, not awareness. Agents who feel connected to a destination sell it with conviction.

Two distinct challenges across two stores: lead the launch of The Body Shop's new branded refill concept store on Amsterdam's Kalverstraat from scratch — and consistently rank Leiden in the national top 3 week after week, in a competitive retail environment where most stores plateaued.

For Amsterdam Kalverstraat, I was brought in from day zero — building the store's culture, team, and customer experience from the ground up for the refill concept launch. For Leiden, I developed a consistent sales methodology rooted in the Body Shop's values: body, mind and soul. Not product pitching — genuine connection that converted browsers into loyal customers.

The Body Shop's power is its values — sustainability, ethics, self-care. Most retail teams sell the product. I trained teams to sell the belief. When a customer understands why a brand exists and feels that the person serving them actually lives it, the sale becomes a natural conclusion. Body, mind, soul — applied to every customer interaction.

Aman is one of the world's most quietly revered luxury hotel brands — no billboards, no noise, no mass marketing. Its guests don't need to be sold to. But as new ultra-luxury entrants crowd the space, Aman's digital presence risks being outpaced by brands that speak louder. The brief: maintain the silence, but be impossible to miss.

Aman doesn't need more content — it needs the right content in the right places. Pinterest, not Instagram. Long-form over short-form. Editorial photography direction that feels like it was found, not produced. A content calendar built around the emotional arc of travel: the dream, the arrival, the return. Every pin, every caption, every email in the voice of someone who has been there and wants you to feel it.

Build a Pinterest presence that functions like a private travel magazine. Develop a seasonal editorial content direction — one mood board, one narrative, one palette per quarter. Write email campaigns that read like letters from the property. Create a brand vocabulary guide for Aman's content team: the words they use, the words they never use, and why the difference matters.

Rosewood's "A Sense of Place" philosophy — rooting each property deeply in its local culture and landscape — is its greatest differentiator. The challenge is communicating that across 40+ properties worldwide without it becoming a tagline. Each property has its own story. The brand needs to tell all of them while remaining coherently, unmistakably Rosewood.

Rosewood's content should feel like reading dispatches from someone with extraordinary access — not a press release, not a room tour, but the specific detail that makes a place feel real before you've arrived. A morning ritual at Rosewood Doha. The light at Rosewood Little Dix Bay at 6am. The scent of the spa at Las Ventanas. Content that makes people feel they've been there — and need to go back.

Develop a property-by-property Pinterest content strategy — each board its own world, its own palette, its own mood. Write a signature email series: "A Note from Rosewood" — intimate, first-person, one property at a time. Build a brand copy playbook that any Rosewood content team worldwide can use to tell their local story in the global brand voice. Identify and pitch brand partnership opportunities with luxury lifestyle media.