Launching an Award-Winning Urban Resort Through Strategy-Led Social Media and Visual Storytelling

👀 Role + Context

Since 2019, I’ve led digital marketing consulting for Four Seasons Hotel Bangkok at Chao Phraya River from its pre-opening phase through its rise to global acclaim. My role included building the hotel's full digital and content ecosystem, working directly with **Dan Schacter,** the Regional Director of Public Relations and Communications for Four Seasons Asia-Pacific (APAC).

This was a highly collaborative, cross-functional engagement encompassing strategy, execution, and creative direction. My work helped position the hotel as one of the world’s most talked-about luxury properties through compelling brand storytelling, high-performing paid media, and global influencer campaigns.

🔧 Scope of Work

• Built the hotel’s organic and paid social media strategy across eight social handles for the property, restaurants, and spa
• Developed and implemented voice and visual content guidelines pre-opening
• Directed photo and video production across organic, paid, and influencer-led campaigns
• Led performance strategy for paid social and SEM, including ad copywriting, creative direction, and targeting structure
• Delivered trend forecasting and competitor analysis across APAC and global luxury benchmarks
• Collaborated with in-house and external creatives to align content with global brand standards and cultural nuance

💥 Key Wins

• Collaborated with the Four Seasons Bangkok property team and Regional Director of Public Relations and Communications for APAC to lead Four Seasons’ first-ever multi-property influencer immersion trip across Bangkok and Tokyo
  • Personally managed strategy, influencer identification, outreach, negotiation, and end-to-end coordination
  • Acted as the main liaison with FS APAC leadership and in-market teams
  • Invaluable support provided by the on-property FS Bangkok team to deliver seamless guest experience and high-quality content
  • Influencers included: @gregorydava, @nycxclothes, @calculatedopulence, @garrettswann, and @kyleecampbell
  • Delivered a complete campaign rollout and content handoff — [Metrics forthcoming]
• Contributed to the hotel being named #3 Best Hotel in the World (2023) by The World’s 50 Best
• Drove 11.6M+ social engagements, 5M+ video views, and 1.4M+ website clicks across hotel and F&B profiles
• Built a content-rich social media ecosystem from the ground up, now reaching 91K+ Facebook fans and 43K+ Instagram followers
• Executed paid media campaigns with an average $0.06 CPC and 9.6% engagement rate, outperforming luxury benchmarks