Editorial Strategy & Social Media
Overview
Developing and executing an editorial strategy that translated the hotel's brand identity into engaging, platform-specific content throughout the year.
The Brief
Create a consistent social media presence that strengthened brand awareness, showcased the guest experience, and supported key commercial and seasonal initiatives while maintaining Rosewood's visual identity.
The Approach
Working closely with internal departments and the Corporate Brand team, I developed and executed an editorial content strategy that balanced planned campaigns with reactive storytelling. Beyond showcasing the hotel and its experiences, the strategy focused on discovering and celebrating the community that brings the property to life. Through recurring editorial concepts such as The Book That Changed My Life and The Gallery, we highlighted the stories, and creativity of guests, associates, and local collaborators, creating authentic content that reflected the property's creative spirit while fostering a deeper connection with our audience.
Key Responsibilities
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Developed and managed the social media editorial calendar
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Planned content around seasonal moments, hotel activations, and commercial priorities
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Coordinated content requests across departments, including Food & Beverage, Rooms, Spa, Events, and Sales
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Identified storytelling opportunities to showcase the guest experience
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Briefed and coordinated photographers, videographers, and creative partners when required
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Produced photography and video content for social media
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Wrote and reviewed social media copy
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Ensured consistency with Rosewood's global brand guidelines
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Monitored content performance to inform future planning
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Deliverables
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Editorial calendar
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Social media campaigns
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Photography
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Short-form videos and Reels
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Stories
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Organic social content
The Gallery
A series documenting the evolving creative programing of The Gallery at Rosewood Amsterdam. With each new artist, designer, or gallery taking over the space, we create bespoke content that reflects their unique vision, offering audiences an intimate look into their work and the stories behind each exhibition.
Advocatuur Bar
Once the Palace of Justice, now transformed into a lively cocktail bar with its own in-house distillery, Advocatuur blends history with contemporary mixology. Through photography, video, and social content, I helped bring the bar's distinctive identity to life, capturing its craftsmanship, atmosphere, and vibrant guest experience.
The Book That Changed My Life
A recurring editorial series celebrating the Rosewood Amsterdam community. Artists, designers, writers, and creatives are invited to share a book that has influenced their life and reflect on the impact it has had on their personal or creative journey.
Asaya Spa
Produced social-first video content for Asaya Spa, bringing its wellness philosophy to life through visual storytelling that emphasized relaxation, ritual, and the guest journey.
Bibi van der Velden
In collaboration with Bibi van der Velden and her team, I produced a video introducing Jewels on Wheels, an exclusive jewelry experience at Rosewood Amsterdam. The content highlighted the craftsmanship, artistry, and personalized guest experience behind this unique collaboration.
Eeuwen Restaurant
Through photography and video, I brought Eeuwen's culinary identity to life, showcasing its seasonal menus, Mediterranean-inspired cuisine, and the dining experience through refined visual storytelling.