Nest Hostels
Marketing Strategy & Digital Growth
- Brand
- Track
- Strategy
- Role
- Content Strategist → Head of Brand & Content Strategy, Europe
- When
- Apr 2024 – Apr 2026
- Where
- 12 hostels · Canary Islands & Ibiza
- Team
- 5–8 people · 3 languages
Nest is a chain of 12 hostels across the Canary Islands and Ibiza, and marketing for a chain is a different game.
Every property had its own audience and its own rhythm, but all of them needed to feel like one brand. Bookings depended heavily on platforms like Booking.com, marketing was spread across people and properties, and there was no shared way of seeing what was actually working.
I joined in April 2024 to organise social media across the properties, and by December I was leading brand, content and a multicultural creative team for the whole network. I rebuilt the brand and its content strategy, set up tracking and monthly reporting, created a Notion dashboard and process framework the team could run without depending on one person, and pushed direct bookings with offers like Nest Pass and Long Stay, in Portuguese, English and Spanish.
What I did
- Complete rebranding across 12 properties
- Brand voice and tone for every channel
- Content strategy for Instagram, TikTok, YouTube and the blog
- “Triple Pillar” content: 50% educational, 30% inspirational, 20% commercial
- Campaign and offer communication: Nest Pass, Long Stay, Black Week
- Analytics and tracking set-up
- Monthly KPI and social media reports
- Customer journey mapping
- Notion dashboard and process framework for the team
- Marketing diagnosis and department structure
- Semester roadmap and priorities
- SEO and website
- Paid media: Meta Ads and Google Ads
- Influencer marketing
- Direct-booking strategy to reduce OTA dependency
- Guest communication and WhatsApp community
- Strategic projects: wayfinding, self check-in, UX
Some of what we made.
