Wellness Retreat Business Marketing → Project Management · 6 months

Overview A wellness retreat business running yoga, movement, health and nutrition retreats in Romania and Bali. I was brought in for marketing, web and design — and ended up running the operations.

My Role I started with the website, campaigns and graphic design. Within weeks it was clear the marketing wasn't the real problem, so my role shifted: process design, internal organisation, strategy and coordination of the freelance team.

The Challenge The business was disorganised in a specific way: nothing was clear enough to communicate. Not the message, not the target audience, not the objective. That made marketing almost impossible — you can't write good copy for an offer nobody has defined. Everything lived in conversations between the two founders, and each retreat was improvised from scratch.

My Approach I went back to the questions nobody had answered: who is this for, what are they buying, and what are we trying to achieve. Once those were settled, the marketing wrote itself.

Then I built the repeatable process — a clear flow from creating a retreat, to launching it, to marketing it, to communicating with participants, to confirming bookings. I set up a communication system for after the retreat as well, so returning guests weren't left to chance.

I coordinated the freelance team — designers and photographers — briefing them, tracking deliverables and keeping the work aligned with the strategy.

Outcome First three retreats sold out to full capacity. 40% of participants returned for a later retreat. Left the business with a documented end-to-end process — creation, launch, marketing, participant communication and follow-up — that could be reused for every future retreat.