Commercial thinking.
Applied to real projects.

Sales Process & Team Development

For a hospitality and development business, restructured the sales and marketing funnel, revised website and sales materials, and trained staff in sales and client communication. Represented the business to resort developers, private clients and investment funds.

The emphasis was on the sales process itself: how enquiries were handled, how the offering was presented and how staff communicated with prospective clients.

Focus: sales processes, customer-facing materials and team capability.

Concept Development & US Market Research

Led a team developing an F&B and retail concept designed for franchising, with sustainability and community building central to the proposition.

Conducted research into US expansion opportunities for related retail products and business-to-business sales. This engagement focused on defining the concept and examining its potential market, rather than managing an existing sales operation.

Focus: concept development, franchise planning and market-entry research.

Technology & Commercial Partnerships

For a commercial services business, created an advertising program for managed properties and served as the liaison with app developers, hardware providers, mobile banking services and cashless payment partners.

This work focused on developing additional commercial offerings and coordinating the external providers needed to support them.

Focus: advertising programs, technology-provider coordination and payment partnerships.

Resort Feasibility & Commercial Planning

Prepared initial feasibility studies for boutique resort concepts. The work combined market studies, property valuation, construction and operating-cost estimates, and five-year income projections.

Recommendations also addressed guest experience, interior design and potential partnerships with social and environmental organizations, taking local culture and environmental context into account.

Focus: market assessment, financial planning and differentiated hospitality concepts.

Wellness App — Positioning & Product Content

Helped develop a wellness app by identifying its target market, developing company branding and writing its user-experience content.

Developed AI prompts for meditation instructions using established protocols, edited AI-generated instructions, wrote voiceover scripts and produced supporting reading material. The work connected the product's market positioning with the language and content users would encounter inside it.

Focus: audience definition, branding, UX writing and AI-assisted content development.

Corporate Training Book — Founder Philosophy & Company History

Wrote a book for corporate training, documenting the history of a company and its founders and communicating the founders' philosophy to management.

Focus: executive communication, organizational knowledge and training content.

Hospitality Reputation Management

Provided hospitality consulting and guest-facing communication for four- and five-star hotels across the United States. Addressed service-quality questions and guest feedback, with the aim of supporting guest satisfaction and service improvement.

Tented Retreat — Development & Business Planning

Developed construction, marketing and business plans for a small luxury tented camp conceived as private high-end accommodation and a retreat center.

Glamping Projects — Feasibility & Development Advice

Provided on-site advice on project feasibility, construction options, design and branding considerations for glamping developments.

Safari Accommodation — Design-Team Leadership

Led the design team on a project to convert a mobile safari site accommodating more than 200 guests into a permanent site designed to a five-star standard.

Resort Concept — Multidisciplinary Team Assembly

Assembled a team to conduct market research and develop the marketing, value proposition and architecture for a new resort concept.

Cross-Border Business Representation

Represented a large Indonesian company in negotiations with US institutions.

Property Due Diligence & Owner Representation

Conducted due diligence and complex negotiations involving multiple parties over land rights and purchase agreements. Worked with legal teams on establishing ownership over multiple properties.

Business & Technology Content

Wrote, edited and published blog articles covering international business news, SaaS reviews, international hiring and global HR services.