Armadilla UK.Strategic Brand & Marketing Lead.
As Strategic Brand & Marketing Lead, I am repositioning Armadilla from a product-led business to a brand with purpose and bold impact in the luxury hospitality space. I develop the brand narrative, voice, and positioning to reflect its ambition and values, ensuring consistency across every channel and touchpoint.
I shape marketing strategies that speak directly to ambitious partners - from wellness retreats to global hotel groups - and create campaigns that turn premium flexible accommodation units into aspirational spaces. My role bridges insight, storytelling, and commercial focus, helping Armadilla build recognition and relevance in a high-growth market.
Brand repositioning in luxury hospitality.
The Challenge
Armadilla had built a reputation for premium flexible accommodation units but was still seen primarily as a product manufacturer. To scale within the luxury hospitality market - from wellness retreats to resorts and estates - the business needed to shift perception. The challenge was to reposition Armadilla as a brand with purpose and impact: not just a desginer and manufacturer of units, but a partner in creating unique guest experiences.
The Work
I led the development of Armadilla’s brand strategy, narrative, and marketing direction. This included refining the brand positioning and tone of voice, crafting messaging tailored to luxury hospitality decision-makers, and shaping campaigns that repositioned Armadilla’s spaces as aspirational, luxury flexible solutions. I worked closely with leadership to align commercial goals with brand storytelling and built marketing frameworks that spoke directly to hospitality leaders while ensuring consistency across channels.
The Impact
The strategy elevated Armadilla from product-led to brand-led, securing a robust resonance in the hospitality sector. By reframing the business around experience and partnership, not just design and build, we opened up new conversations with premium global clients and positioned Armadilla as a distinctive player in a competitive market. The work continues to guide communications, campaigns, and partnerships, supporting the company’s growth ambitions worldwide.
