Amaru Nicaragua
Aserradores, Nicaragua
2022 - Present
The Challenge
Launch a semi-luxury surf resort in a remote region with no social presence while avoiding overexposure of sensitive surf spots. Growth needed to be intentional and sustainable in the brand’s early years.
The Goal
Build demand without harming the place. Position Amaru as a premium, values-driven destination through slow, trust-based growth.
My Approach
I led a people-first growth strategy across social, SEO content, and partnerships:
Trust-building social centered on people, not just waves
SEO blogs for long-term, high-intent traffic
An aligned influencer pipeline without mass exposure
Organic content + design direction for a cohesive brand look
This system prioritized depth of connection over viral reach to support sustainable growth.
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![An image of Greenspacing.]()
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![A group of people on a boat, with one man in sunglasses and swim shorts smiling, holding onto the boat's canopy, with the ocean in the background.]()
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![People surfing on a large wave in the ocean, other surfers waiting in the water, clear sky, calm sea.]()
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![Beach scene with palm trees, a thatched-roof cottage, and people on the shoreline, some with surfboards, in a tropical setting.]()
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![An image of Greenspacing.]()
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![A man walking barefoot on a sandy beach, carrying a surfboard on a motorcycle.]()
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![Dark sky with orange-lit clouds during sunset or storm, with mountain silhouettes in the foreground and string lights hanging overhead.]()
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![Tourists on a beach with palm trees, some are standing and others are laying or sitting on the sand.]()
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![A person in a wetsuit surfing on a wave near a coastline with dense trees in the background during sunrise or sunset.]()
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![A person holding a large glass pitcher of green juice over lush green tropical leaves, while another person holds a black coffee mug with white text and a plate with breakfast foods, including eggs, rice, plantains, salsa, and toast.]()
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![Sunset over the ocean with silhouettes of trees and rocks in the foreground.]()
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![Person falling into water trying to surf, with surfboard visible in the water and legs up in the air.]()
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![An image of Greenspacing.]()
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Social Media Management
As a relatively new resort located in a hard-to-reach area, Amaru needed an organic social media presence that not only put them on the map, but actually built enough trust to sell people on booking the ticket and making the trip South.
I believe that when it comes to social, the best brands don’t sell; they make you feel like you’re part of the club. So rather than hard selling, I focus on providing relatable, aspirational, and valuable content to a targeted, but wide, audience of surfers. Whether it’s a reel, story, or carousel, I keep Amaru’s people in the forefront to build trust, never blow up breaks to maintain respect for the area, and always aim to create a little bit of FOMO.
Not only has this strategy taken the brand’s following to over 11k followers, but it has increased their monthly reach from 9k to 500k views, and had a direct impact on both website traffic and bookings at the resort. In particular, there is a high rate of returning guests that reports re-booking because of our social media presence, and a high rate of new guests that reports booking because of our influencer collaborations on social.
Results That I Love
Through strategic content, we reach tens to hundreds of thousands of views per post and thousands of engagements. I track performance, analyze what’s resonating, and refine the strategy to drive site conversions and meet campaign goals.
Google Ads
Banners
A series of Google display ads designed to introduce Amaru to a targeted audience of surfers, primarily from the Southeast and Southwest coasts of the US, who were experiencing small waves at the time of year these went live.
Email Marketing
Amaru’s email marketing is designed as a more personal touchpoint with the resort’s community, keeping past and prospective guests connected between visits. Built natively in Mailchimp, the emails focus on updates, behind-the-scenes moments, and community news, while strategically driving traffic to other channels such as blog posts, YouTube videos, and new site content to maintain engagement and long-term interest.
Blog Writing
I write SEO-optimized, engaging blog content for Amaru Nicaragua that attracts surfers and travelers while driving traffic and showcasing the resort’s lifestyle and destination appeal.
Read: The 5 Biggest Roadblocks Beginner Surfers Face—And How to Finally Overcome Them
Read: Everything You Need to Know Before Flying Into Managua Airport (MGA)
Retreat Booklet
A 30-page digital and print retreat booklet designed as a comprehensive marketing and sales tool for prospective retreat hosts. The booklet clearly outlines accommodations, amenities, services, and pricing, while showcasing the resort’s atmosphere and capabilities.
