01 — Branding
Caymanite — Brand Identity
My Role
Project lead responsible for the full lifecycle of Caymanite, including opportunity assessment, concept development, branding, stakeholder alignment, and execution.
Commercial Necessity
In-house F&B spend was declining as guests left the resort seeking authentic local cuisine. Guest research showed 38% wanted a Caymanian dining experience, yet no premium local offering existed on property.
Idea / Strategy
Developed Caymanite, a branded culinary experience inspired by the Caymanian stone whose layered formation reflects the rich heritage of Caribbean cuisine. Led the project from concept to launch, combining storytelling, identity design, and an elevated menu to create a distinctive on-property experience.
Results
Delivered a 30% increase in in-house F&B revenue within three months and created a long-term guest experience asset for the property.
02 — Digital Marketing
Grand Cayman Marriott — 360° Campaign
My Contribution
Led the initiative end-to-end, including audience analysis, campaign strategy development, content production, media planning, campaign execution, budget management, and performance optimization.
Commercial Necessity
15% occupancy increase needed in low season. Limited centralized marketing support for tactical offers created an opportunity to drive performance via local activation.
Strategy
Developed and executed an in-house paid media strategy to increase low-season demand. Following the success of local staycation campaigns, I scaled the approach to targeted U.S. offers across key feeder markets with direct airlift to Cayman, leading audience segmentation, creative production, budget allocation, and campaign execution.
Results
The local staycation campaign generated a 37% YoY increase in reservations, achieving ROIs of 1:21, 1:52, and 1:17 across the summer period. The strategy was later expanded to U.S. promotional offers, generating 868 room nights, over $531K in room revenue, ADR of $615, and a total ROI of 1:6 with a ROAS of 570.5x.
03 — Openings
Ascia — Restaurant Launch
My Contribution
Led the commercial and marketing strategy for the restaurant launch, including market research, positioning, campaign development, influencer partnerships, content production, execution, and performance measurement.
Commercial Necessity
Launch a new restaurant within the property and drive immediate revenue with limited standalone visibility and marketing resources.
Strategy
Positioned Ascia as a “Hidden Gem” of Asian cuisine, transforming a space and budget constraint into a distinctive marketing advantage. Developed the launch strategy, brand narrative, social media approach, and influencer-led Taste Test campaign to drive awareness, credibility, and word-of-mouth.
Results
Ascia recovered its initial investment within the first two weeks of operation and was recognized with Marriott CALA’s Best Practices Award (Q1), validating the effectiveness of the launch strategy.
04 — Influencer Campaign
Cayman Islands — Destination Marketing
My Contribution
Led the concept development and commercial strategy for experiential brunch programming in collaboration with F&B, Culinary, and Operations teams, including theme creation, positioning, and execution.
Commercial Necessity
Increase brand awareness and social media engagement to support a +15% YoY growth objective. The property had experienced a significant decline in audience engagement and market share following the 2023 beach erosion, which negatively impacted digital performance and visibility.
Strategy
Developed an influencer-led brand experience targeting key U.S. feeder markets, particularly New York. Selected creators based on audience fit, engagement quality, and brand alignment. Designed the full experience around resort amenities, F&B offering, and resort fee inclusions to maximize content value and storytelling potential, shifting the content strategy toward a video-first approach.
Results
Achieved over 13K total engagements and 26K+ unique reach from the top-performing collaboration. Contributed to a 90% increase in social media engagement vs. 2024, transitioning the property from a static-content approach to a video-first strategy, with top-performing content amplified across Marriott Bonvoy global platforms.
05 — Experiential Events
Wanderlust Brunch — Theme Editions
My Contribution
Led the concept development and commercial strategy for experiential brunch programming in collaboration with F&B, Culinary, and Operations teams, including theme creation, positioning, and execution.
Commercial Necessity
Increase brunch covers and strengthen revenue performance in a highly competitive category, where brunch represents over 40% of total F&B revenue at Anchor & Den and faces strong market competition across the Cayman Islands.
Idea
Repositioned the brunch offering through the creation of the “Wanderlust Brunch” series, introducing rotating themed editions tied to cultural moments and peak demand periods. Developed seasonal concepts such as 80s Brunch, Retro Brunch, Mexican Brunch (Cinco de Mayo), and Tabanca Brunch (Cayman Carnival), transforming brunch into a recurring experiential product.
Results
Increased average covers per event from 110 to +200 across four consecutive months, reaching performance levels not seen since 2019. The outlet was awarded Silver at Best of Cayman Islands 2025 and 2026 in the Brunch category, reinforcing Anchor & Den’s position as a leading F&B destination in the market.
06 — Research
Batalla de Gallos — Experiential Study
RESEARCH OBJECTIVE
Five-year academic study examining how brands create meaning, loyalty, and cultural relevance through experiential events. Using Red Bull Batalla Perú 2023 as a case study.
Context
Consumer behavior is increasingly shifting from ownership to experiences, prompting brands to seek deeper emotional connections through experiential marketing and Marketing Communication Events (MCEs).
Methodology
Designed a proprietary evaluation framework combining qualitative research, audience analysis, and experiential marketing theory.
Conclusion
Identified the emotional and cognitive drivers behind high-impact brand experiences and developed a structured methodology for measuring experiential marketing effectiveness and audience engagement.
to make events,
sell experiences."
had a reputation
problem.
became the
culture.
concepts.
1 lens.
as a
laboratory.
One brand.
Different experiences.
experiential
module.
providers.
Not 8.
gives meaning.
The crowd
multiplies it.
research proved.
don't just show up to culture —
they become it.
Red Bull didn't sponsor
the battle. It gave the
battle its wings."