DANIELA DE LA FE
Miami
Summary
Senior copy and brand content leader with 5+ years of experience developing brand identities, website copy, CRM/email content, and digital campaigns across hospitality (hotel & F&B) and destination-driven properties. Proven ability to take brands from ideation to launch, steward editorial systems, and partner with leadership, UX, design, and development teams to deliver cohesive, on-brand experiences.
Overview
8
8
years of professional experience
Work History
Marketing Director (South Beach Group Portfolio)
THINK HOSPITALITY
Miami
03.2025 - 12.2025
- Developed and stewarded brand identities across the South Beach Group hospitality portfolio, aligning visual systems, messaging, and copy
- Led end-to-end brand, copy, and content development for 4 hotel website launches, from ideation through launch, including all supporting digital marketing assets
- Led copy, content, and messaging strategy across websites, campaigns, email, and CRM
- Established and enforced brand and editorial standards across digital touchpoints
- Served as the primary liaison between Think Hospitality and South Beach Group, working closely with operations, reservations, and ownership teams to align brand and marketing strategy following acquisition
- South Beach Group portfolio acquired and operated under Think Hospitality
Senior Marketing Manager
THINK HOSPITALITY
Miami
09.2023 - 03.2025
- Owned brand identity expression and content strategy across a growing hospitality and attractions portfolio
- Led copy strategy and content development for 13+ hotel website launches, partnering with design, UX, and development teams
- Produced and led creative direction for hotel and F&B brand identities and campaigns, ensuring cohesion between visuals, messaging, and copy
- Wrote and edited website copy, email marketing, CRM communications, and campaign messaging
- 20% increase in Island Waterpark ticket revenue — by optimizing the purchase flow with add-to-cart functionality
- Built editorial workflows and maintained consistency of brand voice across properties
Marketing Manager
THINK HOSPITALITY
Miami
01.2021 - 09.2023
- Executed website, email, and campaign copy aligned to established brand positioning
- Supported brand launches, seasonal campaigns, and guest communications
- Collaborated cross-functionally with designers, developers, and photographers on content and brand execution
Copywriter & Proofreader
HAT AND BEARD PRESS
Los Angeles
01.2018 - 01.2020
- Edited and proofread long-form written content, refining structure, tone, and narrative clarity
Education
Associate of Occupational Studies (AOS) - Acting (Two-Year Conservatory)
American Academy of Dramatic Arts
Los AngelesEnglish, Creative Writing & Communications
University of Miami
Skills
- Brand Identity Development
- Copy & Content Strategy
- Brand Voice & Messaging
- Website & UX Copy
- CRM & Email Content
- Campaign Copy
- Editorial Standards & Proofreading
- Creative Direction
- Cross-Functional Leadership
- Hospitality & Destination Marketing
- Bilingual: English / Spanish
Additional Information
Background in performance and storytelling, informing a nuanced approach to voice, tone, and narrative in written work.
Training
Columbia University (edX), Digital Marketing Boot Camp
Hobbies and Interests
- Serialized fiction and cultural writing
- Literature and criticism
- Competitive tennis (league play)
Timeline
Marketing Director (South Beach Group Portfolio)
THINK HOSPITALITY
03.2025 - 12.2025
Senior Marketing Manager
THINK HOSPITALITY
09.2023 - 03.2025
Marketing Manager
THINK HOSPITALITY
01.2021 - 09.2023
Copywriter & Proofreader
HAT AND BEARD PRESS
01.2018 - 01.2020
Associate of Occupational Studies (AOS) - Acting (Two-Year Conservatory)
American Academy of Dramatic Arts
English, Creative Writing & Communications
University of Miami