I audit, refine, and help rebuild digital experiences for hospitality and lifestyle brands—from resort websites to restaurant, retreat, and concept sites—so that when people find you, it’s easy and compelling for them to explore, book, or buy. I stay involved from UX recommendations and copy through to collaborating with your dev/design partners and QA, ensuring the strategy is actually executed.

What this can include:

• Website and booking flow audits to identify friction points

• UX and content recommendations mapped to the guest journey

• Wireframes and page outlines for new or refreshed sites

• Collaboration with designers and developers (or light builds in template-based platforms)

• Landing pages for packages, events, and seasonal campaigns

• Ongoing testing and optimization recommendations based on performance

Ideal for: properties and groups that get traffic, but aren’t seeing the inquiries or bookings they should.

Launches and campaigns that move the needle—on time and on brand.

From summer camp enrollment pushes to holiday packages and special events, I design and manage integrated campaigns that tie together your key channels and tell one clear story.

What this can include:

• Campaign strategy and messaging for specific offers or seasons

• Channel plans across social, email, web, and paid partners

• Asset planning and creative briefs for your internal teams or agencies

• Timeline and project management from concept to launch

• Performance reporting with insights and next-step recommendations

Ideal for: teams that need senior-level guidance and execution support around key seasons or high-stakes initiatives.

For hospitality and lifestyle groups or agencies, I step in as a strategic and execution partner. That means building the playbook and helping teams actually run it—setting up workflows, content calendars, and reporting so strategy turns into consistent output.

What this can include:

• Fractional Head of Digital/Brand support for hospitality groups

• Audits of current digital presence and marketing ecosystem

• Channel and content playbooks for internal teams

• Training and workshops on social, content, and AI-enabled workflows

• Ongoing strategic oversight with your in-house or agency team

Ideal for: leaders who want cohesive strategy, consistency across properties, and someone who can “own” digital without the overhead of a full-time director.

Clear data, smarter decisions.

I translate performance data into simple, practical next steps—so you know what’s working, what’s not, and where to invest next.

What this can include:

• Dashboard design and recurring reporting (monthly or campaign-based)

• KPI definition aligned to your business goals (occupancy, ADR, inquiries, sales, etc.)

• Creative and channel testing plans

• AI-enhanced workflows for content ideation, analysis, and optimization

• Action plans that turn insights into real changes in your marketing

Ideal for: teams that are busy, data-rich, but insight-poor—and want clarity in plain language.