San Alfonso Hostería
Organic reels and photos, SEO-optimized profiles and Meta Ads that turned visibility into messages and reservations.
18K post views in 28 days, up from ~2.4KPortfolio
The work behind the numbers.
Six case studies and a collection of shorter projects from six years of B2B and B2C marketing, in English and Spanish. Every metric on this page comes from the platform where it was measured. Yes, I checked them twice.
Estefania Tapia, Bilingual Marketing Strategist & Project Manager.
50+qualified B2B leads per month within 90 days
73.5%average open rate on an 8-email recruitment journey
2×Airbnb bookings for a luxury villa in one year
2×magazine and email subscribers for a healthcare platform
Case study 01
Lynx Connections
Growing both sides of a home-services marketplace at the same time.
50+qualified B2B leads per month
90 daysto reach that pipeline from launch
2audiences: service providers and homeowners
EN + ESbilingual UGC creator program
The challenge
A marketplace only works when supply and demand grow together. Lynx needed to sign up service providers (B2B) and attract homeowners (B2C) at the same time, with no lead pipeline in place.
My role
I led the marketing strategy and managed the program end to end: positioning, paid campaigns, the CRM pipeline, LinkedIn content and the creator program.
What I did
- Defined ICPs, positioning and an acquisition roadmap for providers and for homeowners.
- Built a Meta Ads and Instantly cold outreach engine that fed a segmented GoHighLevel pipeline.
- Ran a B2B LinkedIn content strategy with monthly calendars, custom graphics and blog posts to support partner onboarding.
- Directed a bilingual UGC creator program: briefs, scripts, hooks and sales angles.
Results
- 50+ qualified B2B leads per month within the first 90 days.
- One pipeline for two revenue streams, segmented by audience in GoHighLevel.
- Stronger platform adoption and brand trust in both language markets.
What I learnedIn a two-sided marketplace, the first job is finding which side is the bottleneck. Everything else follows from that.
Case study 02
Monroe County Schools
Email that helped fill classrooms in the Florida Keys.
73.5%average open rate, automated journey
20.3%average click rate, automated journey
125K+emails sent across campaigns
2,173candidates completed the full journey
The challenge
Recruit teachers to the Florida Keys. It's a dream location, but moving there is a big decision, and candidates needed more than a job post to say yes.
My role
I ran the district's recruitment email program and its Meta Ads: newsletters, the automated candidate journey and campaign timing.
What I did
- Timed Meta Ads to the November and January hiring windows, when candidates were actively deciding.
- Wrote newsletters about life in the Keys: the schools, housing and stories from current teachers.
- Managed and optimized an 8-email automated journey that walked candidates through the hiring process.
Results
- Best email, "Let me introduce myself": 82.3% open rate and 37.7% click rate.
- Newsletters: 28.3% average open rate, 3.2% click rate and 11.1% clicks per unique open.
- Healthy list: 0.06% bounce rate and 0.47% unsubscribe rate.
- 2,204 clicks between Oct 2024 and Jun 2025.
- All target teaching positions filled.
What I learnedPeople don't relocate for a job description. They relocate for a life they can picture, so that's what every email showed them.
Case study 03
Duval Street Media
Six hospitality brands, six voices, one goal: more direct bookings.
6properties managed at the same time
2×Airbnb bookings for Barrier Island House
+518%Facebook link clicks for Barrier Island House
10+on-site team members coordinated
The challenge
Six very different properties, from an adults-only inn to a historic wedding venue, all competing with online travel agencies for the same guests. Each one needed its own voice and its own path to direct bookings.
My role
I owned organic social, Meta Ads, content calendars, Mailchimp newsletters and community management for the whole portfolio. I also built the agency's own LinkedIn presence and blog.
What I did
- Defined a brand voice and audience for each property, from romantic getaways to family trips and groups of friends.
- Planned content around occupancy and booking goals, and ran Meta Ads from targeting to reporting.
- Standardized SEO, content calendars and community management across all six accounts.
- Coordinated content capture and approvals with 10+ team members on site.
Flagship: Barrier Island House
A luxury private villa in Exuma, Bahamas, positioned for families and groups planning a Caribbean getaway. In one year:
- 2× Airbnb bookings and Superhost status three times in a row.
- 342,771 accounts reached on Facebook (+121.5%).
- 36,094 Facebook link clicks (+518.4%).
- 4,699 Instagram link clicks (+311.8%).
- Facebook interactions built from almost zero to 1,152.
What I learnedOne strategy can serve six brands, but one voice can't. The framework stays the same; the personality has to change.
One portfolio, five more voices
Same strategy, different personalities.
The Southernmost Inn
Adults-only, luxury but affordable.
5,363Facebook profile visits (+28.8%) 911interactions, built from zeroThe Paradise Inn
Elegant, private and calm.
2,369content interactions (+17.9%)NYAH Hotels
Playful, social, with humor.
1,170content interactions (+22.1%)The Cabana Inn
Young, fun and laid-back.
169new Instagram followers 866interactions, built from zeroAudubon House
Romantic and cultural, for weddings and vow renewals.
14,595content views (+20.5%)
Case study 04
Gutsy Medical
B2B LinkedIn and a new website for a regulated industry.
1full website redesign, brief to launch
4channels: LinkedIn organic, LinkedIn Ads, blog and newsletter
2teams managed: design and development
+30.2%organic LinkedIn impressions in 30 days
The challenge
A medical company was running on a Shopify template that didn't fit its industry, with a LinkedIn page that had no clear strategy. In healthcare, a website has to be clear, credible and compliant at the same time.
My role
I managed the website redesign with the design and development teams, and owned LinkedIn content, the blog, the corporate newsletter and LinkedIn Ads.
What I did
- Rewrote the site's messaging and positioning to meet medical industry standards.
- Managed the redesign from brief to launch: UX/UI, site architecture and compliance review.
- Built a B2B LinkedIn content plan with industry-targeted visuals and a structured publishing workflow.
- Launched a blog and a corporate newsletter, and managed LinkedIn Ads alongside organic content.
Results
- A modern, industry-compliant website replaced the generic Shopify template.
- A repeatable LinkedIn system: content plan, visuals, blog and newsletter in one workflow.
- 823 organic LinkedIn impressions in 30 days (+30.2%), with no paid boost.
What I learnedIn regulated industries, the fastest way to launch is to involve compliance from the first draft, not the last.
Case study 05
Medoncmd
Making oncology content people actually want to read.
2×magazine and email subscribers
+20–30%website traffic
Monthlydigital magazine, launched from scratch
Weeklynewsletter with plain-language articles
The challenge
Turn complex, sensitive medical news into content that patients, families and providers would actually read, without losing accuracy along the way.
My role
I led a cross-functional marketing team across simultaneous projects: task assignment, performance tracking and training, plus strategy, content and the website.
What I did
- Launched a monthly digital magazine with the month's most important milestones in oncology.
- Wrote educational articles in plain language and distributed them through a weekly newsletter.
- Built compliance-safe social media frameworks for healthcare audiences on each channel.
- Managed and optimized the WordPress site: content, plugins, SEO, performance and security.
Results
- The magazine doubled the site's subscriber and contact base.
- Website traffic grew 20–30%.
- A growing email list with first-party data for future campaigns.
What I learnedSimple is not the same as simplified. Patients don't need less information; they need it in an order that makes sense.
Case study 06
ERGOSTATS
Building a B2B marketing function from zero for a statistics firm.
0 → 1marketing function built from scratch
3 yearsleading strategy, team and budget
4channels: Meta, Google, email and events
1face of the brand, on camera (that was me)
The challenge
A statistical research center with deep expertise and no marketing function. Its clients needed to understand why statistics mattered to their business, and most of the content out there was written for statisticians.
My role
I built and led the marketing team: hiring, training, KPI tracking and budget across paid media, content, events and PR, aligned with the sales department.
What I did
- Defined the ICP, messaging and full-funnel approach for complex B2B technical services.
- Turned economic data into content people could use, such as minimum wage trends and employment indicators.
- Ran events and webinars, including a sales forecasting webinar and a time series course.
- Ran Meta, Google and email campaigns, and became the on-camera face of the brand.
Results
- A complete marketing function, from strategy to a trained team, where none existed.
- A growing consulting pipeline and stronger brand authority in B2B statistical research.
- Recognition as a leading name in statistical services in Quito.
What I learnedTechnical buyers don't need simpler ideas. They need clearer ones.
Additional work
Freelance engagements and shorter projects. Smaller in scope, but each one taught me something I still use.
Growth strategy
Profundiza
Social media, Wix SEO and blog posts that positioned the founder as a mentor for new restaurant owners and promoted his course and software.
+30% course enrollment in six months
Malinche STL
Premium positioning without losing its Mexican roots, plus a custom catering ordering app on Wix with payments and taxes built in.
+15% catering orders in two monthsBrand & web
Mestiza
Created a fun, approachable and authentic brand personality, and a communication strategy to match it.
Brand voice and identity, built from zero
Pet Loss Support
Empathy-first copy and a fully responsive redesign for a very delicate topic.
See the before and after
Bilingual personal brand
A bilingual content engine across Facebook, Instagram and TikTok: monthly calendars, short-form video, copywriting and publishing schedules.
English and Spanish, three platformsCreator & video operations
UGC creator pipeline
Monthly content briefs, scripts and B-roll guides for TikTok, Instagram and Facebook, with briefs, timelines and creator deliverables managed in Monday.com.
Winning assets handed to paid media
Stimuler App
Authentic videos about an app I actually use every day. Being my nerdy self was the brief.
62K views in 60 days
Bilingual YouTube channel
Video operations and distribution in English and Spanish: content calendar, SEO copywriting, hashtag strategy and native scheduling.
End-to-end video operationsWhere it began
TEFY Asesoría Académica
My first marketing client was me. I built this practice during the pandemic, grew its audience with my own UGC and created self-study guides for students who felt lost without structure. It has guided hundreds of students through their exams, and it taught me what every client feels: you need results, not jargon.
Hundreds of students guided since 2019
CAPSY EDUCA
A UGC-style video strategy, flyers and a free webinar that brought new students to the center.
UGC, flyers and a free webinarBefore & after
Pet Loss Support, a landing page for an emotional-support ebook. The challenge: sell a grief resource for families, especially parents helping young children, without sounding like a sales page.
Rewrote the message
The copy now starts with what families are feeling, then offers guidance, then the ebook.
Rebuilt the layout
A calmer visual hierarchy that works the same on desktop, tablet and mobile.
Optimized for search
Keyword research, on-page SEO and metadata so more families find it when they need it.
Writing samples
Strategy only works if people understand it. Articles, newsletters and ghostwritten pieces, in English and Spanish.
B2B marketing & thought leadership
Healthcare & science writing
- World Heart Day Recap: What the Gut Has to Do with Cardiometabolic RiskFor Gutsy Medical
- Behind the Scenes of Cancer Care: The Village that Saves LivesGhostwritten for MedOncMD
- Revolutionizing Cancer Care: Neoantigen Selective TILs at the Orlando Health Cancer InstituteGhostwritten for MedOncMD
- MedOncMD Monthly Magazine, December 2023Digital magazine (PDF)Plain-language oncology news for patients, families and providers.
Newsletters, in English and Spanish
- Highlights from Monroe County School DistrictRecruitment newsletter (PDF)Part of an email program with a 28.3% average open rate.
- Café AcadémicoLinkedIn newsletter, in SpanishMy own newsletter for psychology students.
- Brewed MarketingLinkedIn newsletter, in EnglishMy own newsletter on marketing strategy.
Toolkit & credentials
The tools I use every day, and the nerd paperwork behind them.
Toolkit
- Project management
- Monday.com, Notion, Asana, ClickUp, Slack
- CRM & email
- GoHighLevel, HubSpot, Zoho, Mailchimp, Instantly
- Paid media
- Meta Ads, Google Ads, LinkedIn Campaign Manager, TikTok
- Web & SEO
- WordPress, Wix, Shopify
- Content
- Canva, CapCut
- Languages
- Spanish (native), English (C2), Japanese (A1)
Education & certifications
- 2026Master's in Marketing, EIDHI – ALNES International University, focused on consumer psychology
- 2023B.A. in Psychology, Universidad Técnica Particular de Loja
- 2026Google Project Management Professional Certificate
- 2025EF English Certificate, C2
- 2025Mailchimp Email Marketing Campaigns
- 2024Hotel Digital Marketing & Social Media Strategy
- In progressMeta Marketing Science Certification
What clients say
In their words, not mine.
Estefy is the kind of team member every leader hopes to have. She's self-sufficient, highly organized, and consistently delivers work that is strategic, on time, and optimized for results. She takes initiative, improves processes, and communicates with warmth and clarity. Her positivity and dedication to learning make her an asset to any team, both in performance and culture.
Nathalia was an incredible asset to our project. Her milestones always on schedule. Her communication friendly and efficient. Her curiosity helped us delve into new learning procedures. I recommend Nathalia to anyone looking for help in Social Media strategies.
I really appreciate her services in managing and optimizing my website. I think Estefania's work is incredible and has made my website look more professional, sophisticated and above all it is friendly with my subscribers.
Like what you see? Let's talk.
Whether you're hiring for a marketing or project management role or need a strategy for your brand, I'd love to hear what you're working on. I'll bring the questions.
Hola, ¿En qué puedo ayudarte?
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