WORK EXAMPLES: EL CAMINO TRAVEL
Content, strategy and storytelling for one of the most distinctive founder-led travel brands in the industry.
3 years | 50+ travel guides | 5 content streams
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THE WORK
Travel guides
Led the content and curation strategy for 50+ destination guides - the core value of El Camino's Clubhouse membership. This meant setting editorial direction for each destination, briefing and editing other writers, identifying local creatives and experts to collaborate with, and writing guides myself in El Camino's tone. Every guide was built around avoiding stereotypes, ensuring diverse representation, spotlighting locally owned businesses and ensuring El Camino’s unique lens on a destination came through every time.
Three personal favourites that showcase how we differentiated from every other travel brand covering the same destinations.
London Culture Guide - specifically focused on London’s multicultural communities and where to discover the parts of London that most guides miss
The Responsible Guide to Bali - directly addressed how the island is suffering from tourism, then reframed the entire destination around Balinese culture, community and responsible travel.
Jamaica Guide - purposefully focused on less-visited areas to showcase the island beyond the resorts and highlight small, locally-owned businesses
Instagram content + management
Worked directly with Katalina to build the weekly content calendar, writing captions, creating Reels and Stories, coordinating with on-the-ground teams during trips, and maintaining brand consistency across every post. The key strategic challenge: pivoting from a trip-led content model to an app-led one to support a new product launch, growing the email waitlist through Instagram before the launch. Top performing posts:
““Let’s face the facts — you don’t need us to paint a picture of Bali for you. It is Indonesia’s most popular island and Instagram’s favourite backdrop. You’ve likely marvelled at it on Eat Pray Love, heard about the out-of-this-world villas from friends, or even seen it for yourself (and if you haven’t been, then chances are you’ve considered it). Knowing this, we want to reposition that picture a bit — because if you zoom out of those aesthetic Instagram shots, here is what you may see on the outskirts...”
Email marketing
Managed the full email operation across four distinct newsletter types, each with a different audience, purpose and voice.
Weekly founder newsletter - written in Katalina's voice, building her cultural authority through curated picks and playful language that hinted but never overshared. Achieved consistently high click-through rates.
Clubhouse community newsletter - biweekly updates keeping members actively engaged and driving participation in the private space.
Guide launch newsletters - biweekly emails teasing new travel guides, blending copy and design direction to drive traffic back to the site.
Waitlist email series - a nurture funnel built to grow anticipation and drive early conversions ahead of the new product launch, tied closely to the Instagram strategy.
Deep Dive interview series
Conceived and led El Camino's Deep Dive series, which featured on the blog and Clubhouse. El Camino's audience is women who want to travel boldly and live curiously. The Deep Dive interview series platformed female creatives living around the world to show what bold living looks like globally. Each interviewee shared their personal recommendations for the places they called home, feeding authentic, insider knowledge directly into El Camino's content. The result was a content stream that simultaneously reinforced who El Camino was for, deepened community identity, and generated the kind of on-the-ground local intelligence that no travel brand can fake.
Tour itinerary pages
Wrote the web copy for El Camino's tour itinerary pages, crafting descriptions that conveyed the immersive, culturally rich nature of each trip, and curating the visual selection to ensure every image reflected the brand's values around diversity, local connection and authentic experience.
15k+ views/600+ likes
Organic reel announcing the launch of the new ECT app and pushing waitlist signups
12.6k+ views/350 likes
Organic reel sharing the ECT travel style that resonates with their community
“It’s not often that I get to work with someone who truly gets it — gets me — and understands my vision. Kayla was that person. Is that person.”
Most website click-throughs
Guide promotion consistently drove the highest CTR of any content type
