Amaru Nicaragua
Aserradores, Nicaragua
2022 - Present
For Amaru Nicaragua, a remote, luxury surf resort located in Northern Nicaragua, I lead creative and marketing efforts that capture the spirit of the destination and its lifestyle. My work spans social media management, content creation, photography, blog writing, email marketing, influencer outreach, and graphic design—crafting a cohesive, aspirational narrative that connects with surfers of all levels and travelers around the world while promoting the resort’s unique offerings and amenities.
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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.
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.
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.
