Building the Soul of The Place

Auberge Resorts Collection is a luxury hospitality brand renowned for its elegant, design-led properties, shaped by place, culture, and exceptional service. During a period of expansion in Mexico, I worked across new openings and established resorts to build partnerships, cultural programming, and guest experiences that reflected the identity of each destination while reinforcing the Auberge brand.

My role sat at the intersection of hospitality, culture, and brand strategy. I collaborated with brand, operations, culinary, wellness, and property leadership to identify the artists, artisans, chefs, designers, and cultural partners that could bring each destination to life. Together, we developed programming, rituals, collaborations, and experiences that transformed each property from a beautiful hotel into a meaningful expression of place.

From artist residencies and local maker collaborations to culinary partnerships, wellness programming, and community-driven experiences, my work focused on building cultural ecosystems around each property. Every partnership was intentionally selected to enhance the guest experience, strengthen connections to the local creative community, and foster a lasting emotional affinity with the brand.