Club Med

Brand media
"That's l'Esprit Libre" campaigns

I directed U.S. brand media strategy and campaigns, managing a brand media agency and leading 20+ national awareness and consideration campaigns, plus 2 city-specific activations in Chicago and Philadelphia.

For awareness, I crafted campaigns across CTV, OOH, DOOH, digital news media, radio and print. For consideration, I executed video, YouTube, Meta, podcast, branded content, and digital display campaigns.

From strategic briefs and campaign strategy to media mix selection, audience-targeted planning, creative direction, and budget optimization, I delivered 105M+ impressions, ensuring each campaign elevated brand perception, stood out from the competition, and made an impact across 360° marketing activations.

Online videos

Online display

Social media

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Content Production
"Happy to Care" Content Series

To elevate awareness of Club Med’s sustainability program, we launched a 360° Earth Month campaign designed to foster a sense of belonging among Happy to Care, the community of changemakers across Caribbean resorts. The campaign aimed to showcase sustainability not just as a corporate commitment, but as an integral part of the guest experience, turning purpose into a tangible brand story.

Designing a purpose-driven content narrative

The campaign highlighted how sustainability is embedded into everyday resort operations, from eco-friendly initiatives in dining and activities to local environmental projects, connecting these actions directly to the guest journey. The storytelling transformed abstract commitments into engaging, relatable experiences that guests and employees could recognize and take pride in.

360° activation & rollout

The campaign rolled out across a full suite of owned and on-property touchpoints, including Social, CRM, Website, PR, Trade, and in-resort activations. This ensured consistent messaging across the entire guest journey, engaging new prospects while deepening relevance, pride, and participation among existing guests and on-site teams.