& CREATIVE
FROM GLOBAL TRAVEL BRANDS TO INDEPENDENT FOUNDERS
Brands I've Worked With
STRATEGIST FOR EXPERIENCE-LED BRANDS
About
Most marketing problems aren't marketing problems.
They're positioning problems. Clarity problems. The product is strong, the brand has a real reputation but the story hasn't kept up. So the campaigns feel scattered, the messaging feels generic, and the budget keeps going in without enough coming back out.
I'm Nabila, founder of Curious & Creative. I'm a brand and campaign strategist who works with founder and MD-led businesses across travel, hospitality, luxury, and lifestyle to get clear on what they stand for and build marketing that reflects it.
The work I do sits at the foundation: positioning, narrative, campaign architecture, content strategy, and partnerships. Getting that thinking right is what makes everything else — the channels, the content, the spend — start to perform.
I don't add more activity. I bring structure to what's already there, and direction to what comes next.
What People Say
MARKETING STRATEGY FOR EXPERIENCE-LED BRANDS
Services
BRAND STRATEGY & POSITIONING
Most briefs land here: something feels off, but no one can quite name it. I find the gap between where your brand is positioned and where it needs to be, and build the strategic foundation to close it. The work that makes every other marketing decision easier.
When this is right, every other marketing decision gets easier, and faster.
CAMPAIGN ARCHITECTURE
A campaign without a strategic spine is just content with a deadline. I design campaigns from the inside out; rooted in a clear proposition, built around the right audiences, and structured to build momentum rather than just fill a calendar.
The result is activity that compounds rather than resets with every new brief.
CONTENT & PARTNERSHIP STRATEGY
Content works when it's connected to something - a clear positioning, a narrative, a commercial goal. Partnerships work when they're rooted in brand identity, not just reach. I design both so they reinforce each other and earn their place in the plan.
No more content for content's sake. No more partnerships that look good on paper but go nowhere.
NARRATIVE & MESSAGING
What you say, how you say it, and where. These aren't executional decisions, they're strategic ones. I develop the messaging architecture that gives your brand a clear, consistent voice across every channel and every conversation.
When the language is right, your team stops reinventing it. Your audience starts remembering it.
STRATEGY POWER HOUR
One focused session. One specific challenge. You bring the problem - a campaign that isn't landing, a growth moment you need to think through clearly. You leave with direction and frameworks you can act on immediately.
Sometimes you just need an hour with the right person.
STRATEGY THAT MOVES THE BUSINESS
The Work
Explore selected work spanning in-house leadership roles and consultancy engagements across brand strategy, campaigns, content and partnerships. More details shared on request.
CAZENOVE + LOYD
Repositioning an established tour operator for a new audience without losing existing client trust.
QUINTESSENTIALLY
TRAVEL
Leading global marketing strategy across three travel divisions (leisure, incentive and corporate) for one of the world's most recognisable luxury concierge brands at a pivotal moment of growth.
OXFORD STREET
Bringing one of London's most iconic retail destinations to life through a content-led programme spanning digital, in-store and street events to build footfall, dwell time and commercial relevance.
SEVENTRAVEL
Building the brand proposition and world for a new luxury travel agency entering a crowded market.
SOUND OF THE OCEAN
Building the brand world for a first-of-its-kind musical hostel concept from the ground up, giving an original experience a voice, a story and a social presence to match.
RESULTS ACROSS BRAND, CAMPAIGNS, CONTENT & PARTNERSHIPS
The Impact
960% ROI
Award-winning brand magazine - Gold, CIM Travel Marketing Awards 2024
80% YoY
Increase in partnership revenue for a brand partnerships programme
38%
Uplift in brand searches following full company rebrand
16%
Revenue growth through integrated marketing strategy
3.45M Reach
Christmas campaign for a major London destination brand
766%
Enquiry uplift following repositioned PR and media strategy
£200K
In bookings at a product launch secured through partnerships and client engagement
18%
Acquisition targets exceeded in six months following brand launch and GTM strategy
RELENTLESSLY CURIOUS
STRUCTURALLY SOUND
CULTURALLY ATTUNED COMMERCIALLY FOCUSED
How I Work
Start with the real problem
Most briefs describe a symptom. Before any strategy, I invest time to understand what's actually going on - your market, your audience, your growth constraints, and where the real opportunity sits.
Build the foundation, then the plan
Positioning, messaging and narrative come before channels and campaigns. The strategic work has to be right before the executional work can perform. That order matters — and it's what separates marketing that stacks up from marketing that burns budget.
Leave you with something usable
Strategy only has value if it can be acted on. Everything I produce is clear, practical and ready to be used, whether that's by your team, alongside me, or both.
Who I Work With
TRAVEL & HOSPITALITY
LUXURY
LIFESTYLE
IF SOMETHING FEELS OFF, LET'S FIND IT
Get in Touch
I work with a small number of clients at a time which means when we work together, you get my full attention.
If you're navigating a positioning challenge, a growth moment, or a marketing problem you can't quite name — I'd love to hear what you're working on.
