Over the past 15+ years, I’ve worn many hats — publicist, digital strategist, brand director, and founder — all within the hospitality and lifestyle sectors. Much of my work has centered around building brand presence and driving revenue for all-inclusive resort brands, particularly within the North American market. I’m all about turning strategies into results that matter.
Hello. I'm Michelle.
As a little girl in the '80s, I remember seeing Club Med commercials on TV — Even then, something about it stayed with me — the sense of getting away, traveling to beautiful destinations. Looking back, I can’t help but wonder if those early impressions planted the seed for a career spent shaping experiences in the all-inclusive space.
Looking Back
I began my career in public relations at RBB Public Relations, securing media coverage for hospitality, consumer packaged goods, and travel brands.
Click to view more about Costa Maya cover story in USA Today
Foundations in
Earned Media
One of my proudest moments was leading an award-winning campaign for Vlasic Pickles — a social-first digital activation that won a PR News Digital Award at a time when consumer packaged goods were just discovering social media.
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PR News Digital Award
At Palace Resorts, I stepped into a larger arena. I led multi-channel brand marketing efforts across direct-to-consumer, weddings, ecommerce, and group travel—overseeing campaigns that elevated the brand’s presence across the U.S. and Latin America. One of the most defining moments was launching The Palace Life campaign, which came to life in Times Square and included a takeover of Yankee Stadium in partnership with the Jamaica Tourist Board and Delta.
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The Palace life campaign
Living the Palace Life
None of that would’ve been possible without the agencies and internal teams. I led an internal team of 23 — from designers to digital strategists to copywriters. My leadership philosophy is about clarity, accountability, results, and lifting up strong thinkers to become strong doers.
Clarity & Results
At Karisma, I had the opportunity to refine brand and PR strategy across multiple global hospitality brands in North America. It was a fast-paced environment where cross-functional collaboration and agency management were key.
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Collaboration &
Agency Management
More recently, I stepped into entrepreneurship and launched Say I Do Marketing. My focus? Helping high-end wedding venues and hotel brands grow their weddings and group business. I also built The Wedding Engine, a white-labeled CRM and automation platform to help venues convert more leads.
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Say I Do Marketing
From pitching media and leading digital transformations to launching bold campaigns in Times Square and developing automation that drives real results — I bring a unique blend of strategic vision, creative energy, and performance-driven leadership. I’m proud of the path I’ve taken, and even more excited about what’s ahead. I’m ready to lead the next chapter — and help shape what L’Esprit Libre truly means for Club Med across North America.
Ready to Lead
the Next Chapter
Reviving Costa Maya Through Press Power
Strengthen Industry Relationships | Broad consumer reach
Costa Maya, a cruise port on Mexico’s Yucatan Peninsula, turned to strategic PR efforts after Hurricane Dean in 2007 severely impacted operations. The media goal was to keep travel and cruise media engaged during the recovery and generate positive exposure once the port was rebuilt. USA Today was a prime target due to its wide circulation and traveler-focused readership. By maintaining a relationship with travel reporter Jayne Clark and providing consistent updates on the port’s progress and new amenities, I secured a front-page feature in the Life section with five photos showcasing the revitalized destination. The coverage, combined with other placements, helped Costa Maya regain its cruise line partners.
Live The Palace Life
The Palace Life campaign positioned Palace Resorts as the all-inclusive experience that makes every guest feel like royalty. Launched with a bold Times Square activation and extended across digital, email, trade, and in-resort channels, the campaign unified messaging across consumer and B2B audiences. It drove a significant increase in direct bookings, making the ecommerce channel the fastest-growing business unit, and helped achieve consistent high occupancy with frequent sell-outs. Most notably, the campaign's language and positioning were echoed organically in guest reviews, proving that the message truly resonated and became part of the brand experience.
Consistent High Occupancies | consumer direct E-commerce Growth | brand loyalty
BBQ Meets Brine: A Social Media Hit
Award Winning Campaign | EARLY SOCIAL MEDIA ADOPTER
Winner of PR News Digital Award - To build awareness and grow its Facebook community, Vlasic Pickles launched a fun, interactive campaign connecting BBQ culture with their iconic pickles. At the heart of the effort was the Team Vlasic BBQ Quiz, where users could discover their grilling personality and enter for a chance to win a year’s supply of pickles. The campaign ran across custom landing pages, Facebook ads, personality results, and blog outreach, generating 26,566 new Facebook likes, 50 million ad impressions, and over 7,920 contest entries. Nearly 30 blog placements helped drive 15,000+ clicks to the quiz, proving that a smart blend of gamification, social media, and branded storytelling could turn pickles into a summer sensation.
Reaching Tweens Where They Scroll
Collaborated closely with agencies and internal operations to secure a high-impact visit from social media influencer Brent Rivera, whose content resonates strongly with our core tween demographic. Recognizing the alignment between his audience and our brand, we remained persistent in pursuing this opportunity, coordinating logistics and creative direction across teams. The result was a branded roundup video that has since garnered over 38 million views, significantly amplifying our reach and reinforcing our appeal to younger travelers and their families.
Influencer Marketing | Brand recognition
Luxury Boutique Hotel Wedding Marketing
INCREASED ROOM REVeNUE | MORE BOOKED WEDDINGS
A luxury boutique hotel and wedding venue partnered with Say I Do Marketing to increase bookings and strengthen its market presence. Facing challenges like poor lead quality, low conversion rates, and a fragmented marketing strategy, we implemented a centralized lead system powered by The Wedding Engine, enhanced email and SMS nurturing, and executed a targeted media plan including placements in Bridal Guide. By refining the sales process and introducing new marketing materials, the venue experienced a significant uptick in qualified leads, more venue tours, increased revenue, and a strong foundation for ongoing growth.