Hi, I’m Caroline

I work with travel, hospitality, and lifestyle organizations to turn expertise into social media content that reaches, resonates, and travels far.

I spent most of my career building social media strategies for national trade associations in Washington, D.C., most recently as Director of Content at the American Hotel & Lodging Association. I know how to tell an industry's story, communicate expertise clearly, and create content that builds trust for organizations where reputation and relationships matter most.

With that foundation in place, I chose to expand my perspective beyond Washington. Now based in Málaga, Spain, I serve U.S. clients with a strategic approach shaped by both industry experience and a global awareness.

I believe content should be thoughtfully crafted, sent with purpose, and designed to resonate wherever it lands. That's the postcard philosophy—and it's the standard behind every strategy I build.

A smiling woman with blonde hair wearing a black leather jacket, maroon sweater, and black skirt, standing on a narrow city street with multi-story buildings and balconies.

What people say about working together

  • “During my time working with Caroline I could always count on her to be proactive and come to me with new, creative ideas – even when it came to drier topics. She is extremely organized, an effective communicator, and highly skilled when it comes to managing campaigns across platforms.”

    — Senior Director of Social Media, American Bankers Association

  • "Caroline is a talented and creative social media strategist. Her ideas led to measurable increases in social media impressions and engagement and really took our channels to the next level. She thinks outside the box and brings forth ideas I would never have thought of. Her collaborative and thoughtful planning, organization, and execution of projects set her apart."

    — Vice President of Content & Strategy, American Hotel & Lodging Association

Is Postcard Social right for you?

You’re a perfect fit if you’re:

In travel, hospitality & lifestyle:

  • A travel, hospitality, or lifestyle business ready to turn your social media into a trust-building tool

  • A local, state, regional, or national association in hospitality or travel advocating and educating for your industry

A professional association:

  • While my focus is travel, hospitality, and lifestyle, I have extensive experience working with associations across industries. If you're looking for strategic social media support (member engagement, advocacy campaigns, event coverage, thought leadership, ongoing management), let's talk.

Or:

  • An organization hosting conferences, events, or signature programs needing project-based, strategic social media coverage

  • An executive, consultant, or founder building thought leadership in any industry