Tantalo Hotel.
Tantalo Hotel is a boutique art hotel in Casco Viejo, Panama City, known for its vibrant rooftop, artistic interiors, and cultural energy. But despite its bold identity, the brand had lost clarity. Marketing efforts lacked direction, the guest experience felt fragmented, and internal roles were undefined. Beth was brought in to refresh the brand, create a new strategy, restructure the team, and reimagine the rooftop as a cultural destination, resulting in a sharper identity, stronger team culture, and a reinvigorated marketing ecosystem built for growth.
our work.
Scope: Brand refresh · Marketing strategy · Audience segmentation · Team training · Internal comms · Newsletter & blog · CX audit · Remote marketing direction (in Spanish)
Over the course of two years, Beth partnered with the Tantalo team to realign the brand from the inside out. She created a full-spectrum marketing strategy targeting two distinct audiences (locals and tourists), delivered an on-site experience audit, and trained the internal team to deliver on the updated vision. She also ideated and launched a creative, budget-conscious rooftop event plan to reestablish Tantalo as a local cultural hub, while managing the team and implementation from Costa Rica in fluent Spanish.
Results Highlights
Refreshed brand identity, positioning, and tone of voice
Launched a new newsletter and blog to drive storytelling and engagement
Built and executed a dual-audience marketing strategy:
→ Locals for restaurant + rooftop events
→ Tourists for hotel bookings and packagesCreated a creative rooftop event plan with unique, low-budget ideas not seen elsewhere in Panama
Conducted a full Customer Experience Audit to evaluate branding touchpoints
Recruited, trained, and restructured the on-site marketing team
Recommended and supported the hiring of a Head of People & Culture
Led the marketing strategy remotely from Costa Rica in Spanish
Delivered a 12-month marketing plan aligned with business goals and team capabilities
kind words.
“Beth has proven to be an exceptional Marketing Director. Her innovative ideas, combined with her meticulous attention to detail, have left a lasting positive impact on the hotel’s marketing operations.”
— Lorenzo Robles, General Manager of Tantalo Group, Panama City.
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“Beth has proven to be an exceptional Marketing Director during her tenure overseeing the operations of Tantalo Hotel in Panama City. Her ability to understand the market dynamics and analyze the hotel's operational configuration, opportunities, budgets, and specific needs were key in driving growth and clarity for the business. Over the course of more than a year, Beth successfully led the marketing team, demonstrating strong leadership skills and a clear vision.
One of her key achievements was proposing a comprehensive marketing plan that provided a clear strategic path for the following 12 months. This plan not only aligned with Tantalo Hotel's vision and goals but also empowered the team with actionable insights and direction; she guided the team in optimizing social media strategies and campaigns, ensuring impactful engagement with the target audience.
Additionally, Beth implemented an updated brand strategy that elevated the hotel's overall image and aligned its branding. Her innovative ideas, combined with her meticulous attention to detail, have left a lasting positive impact on the hotel's marketing operations.
Beth is a true asset to any organization, combining strategic marketing with business growth innovation.”
Let’s shape your next chapter
with clarity, resonance, and results that last.
Whether it’s a bold repositioning, a strategic launch, or a story waiting to be sharpened, we’d love to help you bring your next chapter to life.