Everything Now® is a strategy-led, senior-level studio partnering with luxury hotels, brands, and hospitality groups to bring clarity, direction, and alignment to their marketing and brand strategy.
We specialize in openings, repositionings, and complex marketing ecosystems where precision, expertise, and immediate impact are essential.
Operating globally from Madrid.
NOW IN MOTION
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NOW IN MOTION /
W Florence
Client Strategy
We act as the external marketing department, leading positioning, commercial strategy, F&B programming, brand narrative, and full marketing coordination.
Rosewood Hotel Group
Strategic Consulting
We provide corporate-level strategic marketing support aligned with group growth priorities, strengthening positioning clarity and supporting marketing structure across selected initiatives.
The Lake Como EDITION
Client Strategy
We lead Client Strategy for market entry, aligning launch planning, storytelling, digital ecosystem, and integration with revenue and sales strategy.
Hotel Investment Partners
Strategic Consulting
We define positioning and develop the go-to-market strategy from development through launch, aligning ownership, operator, and brand.
SLS Barcelona
Client Strategy
We developed the pre-opening marketing strategy, structured F&B positioning, and built the commercial rollout framework for launch.
Anantara Convento di Amalfi
Client Strategy
We externalize all marketing functions for the reopening, aligning brand narrative, digital direction, guest experience positioning, and commercial strategy.
JW Marriott Hotel Tashkent
Strategy & Creative Projects
We defined positioning, narrative framework, and guest experience storytelling to support a structured and competitive opening.
W Rome
Client Strategy
We provide ongoing marketing externalization, reposition venues, elevate programming, train the internal marketing team, and ensure commercial performance alignment.
Design Hotels
Strategy & Creative Projects
We develop strategic and creative platforms to support brand evolution and industry leadership initiatives.
Minor Hotels
Strategy & Creative Projects
We provide strategic consulting to refine positioning and strengthen property-level storytelling across selected portfolio assets.
Principessa Forte dei Marmi Client Strategy
We lead positioning, launch strategy, and marketing blueprint development to ensure a structured and commercially aligned market entry.
El Palace Barcelona
Client Strategy
We provide Client Strategy leadership, refining heritage positioning and aligning marketing direction with long-term commercial growth.
TRUSTED BY
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TRUSTED BY /
SERVICES
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SERVICES /
Our services are designed to keep everything aligned.
We define direction through Strategic Consulting, build structured brand and creative systems through Strategy & Creative Projects, and lead ongoing marketing execution through Client Strategy.
Each level has a clear scope, but all are grounded in disciplined thinking and measurable impact.
Clarity-first
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Strategy-led
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Creativity-backed
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Outcome-obsessed
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Clarity-first / Strategy-led / Creativity-backed / Outcome-obsessed /
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Defines direction.
We provide senior-level advisory to clarify positioning, commercial priorities, and strategic direction before execution begins.
This is diagnostic and decision-focused work. It aligns owners, operators, and leadership teams around a clear market position and growth roadmap.
There is no execution in this vertical. It defines the foundation others will build on.
Scope includes:
Brand and hotel positioning
Purpose and narrative definition
Market and competitive analysis
Commercial strategy alignment
Opening and pre-opening strategic frameworks
Advisory to owners, asset managers, and operators
Executive-level marketing guidance
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Builds the platform.
This vertical translates strategy into structured, tangible systems: identity, storytelling, creative frameworks, and experience architecture.
It is project-based and delivery-driven. It produces the tools and assets that allow a hotel or brand to operate consistently and differentiate in the market.
It does not manage daily marketing execution. It builds what execution requires.
Scope includes:
Brand identity and visual systems
Tone of voice and storytelling frameworks
Experience and concept development
F&B positioning and concept refinement
Opening creative direction
Signature experience design
Group or corporate-level brand platforms
Paid media strategic frameworks (not campaign management)
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Operates and leads ongoing marketing.
We act as the external marketing department for luxury hotels.
This is long-term, integrated engagement. We lead, coordinate, and oversee all marketing functions to ensure alignment between brand, digital, PR, sales, and revenue.
This vertical does not redefine positioning from scratch. It activates, manages, optimizes, and protects it over time.
Scope includes:
External marketing leadership
Budget planning and allocation
Digital ecosystem management and optimization
Social media and content oversight
PR and communication coordination
Partnerships and activations
Alignment with Sales and Revenue
Performance reporting and KPI tracking
MEET THE TEAM
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MEET THE TEAM /
We are a senior team of strategists, creatives, and operators working at the intersection of brand and business. We are creatives, but we speak business. We think rigorously, act decisively, and partner closely with leadership teams to bring clarity, structure, and commercial direction to every brand we support.
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YAMIL ERRASTI
FOUNDER AND HEAD OF STRATEGY
Yamil brings over 20 years of experience across global brands including Apple, W Hotels, The Ritz-Carlton and Marriott. He leads strategic direction at Everything Now, focusing on positioning, commercial alignment and long-term brand clarity. As Founder, he works closely with owners and senior leadership teams, acting as a trusted advisor on growth, identity and market differentiation within the luxury hospitality sector.
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ALEX ROLLI
SENIOR MANAGER,
CLIENT STRATEGYAlex is a marketing strategist with experience in global brand environments and experiential campaigns, including Consumer Marketing at Estée Lauder. At Everything Now, she leads client relationships and operational oversight, ensuring strategic alignment, delivery discipline and sustainable growth across retainer projects.
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SOPHIE SINCLAIR
SENIOR MANAGER,
STRATEGY AND CREATIVESophie leads the Strategy & Creative Projects vertical, translating positioning into actionable brand platforms and overseeing storytelling and execution. She also leads paid media strategy and manages all group and corporate projects, ensuring disciplined coordination and commercial alignment across complex initiatives.
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LAURA PÉREZ
SENIOR STRATEGY
CONSULTANTLaura brings more than two decades of experience in luxury hospitality marketing and communications, with senior roles at The Ritz-Carlton, Address Hotels + Resorts, and Mövenpick Hotels & Resorts. She provides high-level strategic guidance across positioning, PR and brand development, strengthening the studio’s advisory capabilities across international markets.
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JAVI BOSCH
STUDIO
EXECUTIVEJavi is a third-generation hospitality professional with experience in guest-facing and client management roles. As Studio Executive, he supports client projects and internal operations, reinforcing structure, commercial awareness and disciplined execution across the studio.
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ALLY LEWIS
CLIENT STRATEGY
COORDINATORAlly supports the Client Strategy vertical, assisting with coordination, reporting, research, and execution across our long-term hotel partnerships. She works closely with senior team members to help maintain structure, timelines, and performance oversight across accounts.
Frequency
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the signal behind the work
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Frequency / the signal behind the work /
A space for clarity, frameworks, and the ideas shaping luxury, hospitality, and brand strategy today. Not trends. Not noise. Just perspective; grounded in experience, driven by intention.
