Responsibilities

• Own the brand voice — develop and maintain a brand voice guide that captures what Mas Olas sounds like across every channel. Then write in it, and ensure everything that goes out sounds like it.
• Activate the 50,000-person email list — segment it, build behavioral automation flows, launch the "Letters from Todos Santos" editorial newsletter and drive measurable direct booking revenue from owned channels.
• Lead content strategy across Instagram, Pinterest, LinkedIn, and email — developing the editorial calendar, art-directing content shoots, managing the fractional content creator, and ensuring every post earns its place.
• Build and manage the paid media program — working with a paid media agency on Google Search and Meta/Instagram campaigns targeting California, Texas, New York, and key Mexican markets (CDMX, Monterrey, Guadalajara).
• Run the PR and influencer program — managing a boutique PR agency, orchestrating 8–10 influencer property visits per year, and pitching the brand's editorial stories to Condé Nast Traveler, Bon Appétit, Travel + Leisure, and AD México.
• Drive the retreat practitioner program — in partnership with the retreat coordinator, developing the content and outreach strategy that attracts longevity physicians, wellness practitioners, and creative retreat leaders to book Sunday–Thursday residencies.
• Attend the weekly commercial team meeting — bringing marketing performance data, upcoming campaign calendar, and channel intelligence to the shared conversation with sales and revenue management.
• Manage a lean team of fractional specialists — content creator, email specialist, paid media agency, PR agency, and retreat coordinator — holding each accountable to performance and budget.
• Build the DTC retail and subscription strategy — developing the Botanica apothecary retail line, coffee subscription, and branded product program that extends the guest relationship beyond the stay.