Sonia Mossu Guerrero

Selected work · 2026

Sonia Mossu Guerrero · Selected work01
A curved gallery with arched timber shopfronts and mosaic floor beside a smooth concrete wall
Bourse de Commerce, Paris

Marketing strategist · Palm Beach · 14 years in Paris

Your work is excellent. I make it the obvious choice.

Positioning, websites, search and AI visibility, campaigns and client experience for businesses where the experience is the product.

Sonia Mossu Guerrero · Selected work, 2009–2026

Contents02

Selected work. One way of working.

  1. 03How I workThe three habits behind every page that follows.
  2. 04Organic salon, Palm Beach Gardens areaA specialty made visible, findable and bookable: strategy p.6, results p.10.
  3. 12Strategy study: The VinetaThe same method, applied to a Palm Beach hotel.
  4. 13Paris: Stranger Things and FriendsBrand detail delivered for global names, for thousands of guests.
  5. 16Vanderpump VillasLuxury hospitality that had to look effortless, on camera.
  6. 18Email and CRMCampaigns that grew a client’s spend many times over.
  7. 19PhotographyI shoot what guests notice, in Palm Beach and Paris.
  8. 20The finance underneathBudgets I have actually run.
  9. 21ToolkitWhat I use, hands-on.
How I work03

A clear offer is a commercial asset.

Most of the businesses I work with don’t need louder marketing. They need the client to understand, quickly and in the same words everywhere, what they do best, who it’s for and what happens next.

Three habits. Tap one.

“Show the decisions behind the work, not only the work.”

Case 01 · Organic salon, Palm Beach Gardens area04

Forty years behind the chair. A website that didn’t say so.

The client is a six-chair organic color salon near Palm Beach Gardens, open since 2004. Its owner-colorist is Vidal Sassoon certified, trained at Frédéric Fekkai, and is a specialist colorist. Clients arrived by word of mouth and stayed for years.

Online, none of that was visible. The site was a green template that weighted every service equally. A former developer held the domain and accounts.

  • My roleBrand, positioning, website, search, Google Business Profile, ads, booking and press. Hands-on, end to end, April–October 2026.
  • ConstraintNo agency, an ad budget of a few hundred dollars, and an owner who doesn’t use social media.
The numbersFigures come from the salon’s Search Console, booking and ad reports, and I’m happy to walk through them.
Case 01 · Before05
The salon’s previous website on a phone: a comb photo, ‘Be different’ in script, and a green welcome panel

Before: everything said with equal weight.

“Your premier local skilled and up to date with the latest hair styles, hair cuts, and color trends organic hair salon…”

The opening line on the old homepage. Her specialty never appeared above the fold. “Organic” led, in green, though the certifications belong to the color line, not the salon.

Previous site, archived August 2026

The strategy06

Lead with the hardest thing she does best.

Do everything well, get chosen on price. Be known for the difficult work, get chosen on trust.

  1. 1
    PositionHer specialty first, with a promise clients can feel: “Vacation hair. Every day.”Homepage, first line
  2. 2
    ProveForty years behind the chair, real client before-and-afters and Google reviews, kept apart from mood images.Gallery, reviews, proof pages
  3. 3
    Be foundA site built to be found by search and by AI assistants.About 70 pages · search · AI
  4. 4
    Two doorsKnow what you want: book a color service. Not sure: a free consultation, chosen by goal.Booking flow
  5. 5
    MeasureNew clients and what they spend, not clicks. Search term, page and offer must ask the same question.Search Console · bookings · ads
Case 01 · After07

After: the specialty in the first line.

The rebuilt site
Rebuilt salon homepage: merlot panel, ‘Vacation hair. Every day.’, with color-service and consultation buttons
Homepage on a phone: a client’s long blonde result in the salon chair
Blonde page on a phone, with a book-a-consultation button
  • Says it“Blonde, platinum and corrective color are what this salon is known for.”
  • Two doorsKnow what you want: book a color service. Not sure: book a free consultation, chosen by goal.
Case 01 · The site, page by page08

From 2 pages to about 70.

Every service, concern and nearby town gets a page that answers it.

/blonde
Blonde specialist page: hero photograph and a row of real blonde results
/stories
‘What we are actually doing this season’: four editorial stories with photographs
/gallery
Gallery band: ‘Real hair, real women, beautiful color’ with four client results
Case 01 · The system behind it09

A brand is a set of decisions, kept.

Editorial image from the services page: a blonde woman in pink and merlot hot rollers
Salon brand palette: deep merlot, merlot, graphite, oyster white, butter yellow, oxblood pink Before and after: brassy orange hair corrected to a cool, even blonde

Editorial mood (services page) · Brand palette · Real client before and after

Four decisions. Tap one.
10

Search and AI found the salon.

Weekly search impressions
247
2,130 · three weeks after relaunch
Weekly clicks from search
9
94 · same three weeks

≈$6,000in completed, paid appointments from new clients in September 2026

20 clientsnew in the first month; nine came on an AI assistant’s recommendation

Clearest siteNew clients who compared salons online said they chose the salon for its site.

Almost half of the new clients found the salon by asking an AI assistant.

New-client revenue combines the website, AI search and ads. It is not presented as a return on ad spend.

Proof11
Long, straight icy platinum blonde, photographed outside the salon
Client result

Proof beats adjectives.

12
The Vineta’s white 1926 facade between palms
Photo: Sonia Mossu Guerrero, October 2026

The same method, at hotel scale.

Palm Beach + a 1926 house + Oetker hospitality + Coco’s kitchen

The ingredients are there. Connect them into one story that travels: website, press, AI answers, the team at the door.

01Start with what’s trueCoco’s menu, shaped with Hotel du Cap-Eden-Roc’s chefs. Tell it once, well.
02One set of factsThe same answer everywhere, so guests and AI assistants recommend with confidence.
03A reason to returnMartini Mondays plus a hosted walk through the house.

Independent study, 2026. Not commissioned by The Vineta or Oetker Hotels.

Case 02 · Stranger Things: The Experience, Paris13
Two cocktails in branded Stranger Things: The Experience cups on a black bar, against neon pink and yellow
Shoot directed by Sonia Mossu Guerrero

Every glass, plate and uniform had to match what the brand owner approved.

14

Brand detail at production scale.

A server in a Scoops Ahoy sailor uniform holding a waffle with strawberries, banana and chocolate A toasted sandwich on a white plate on the orange velvet couch, with a rose-print cushion A pepperoni pizza on parchment on a yellow leather couch, with a patterned rug below

My company, Mango Chillies, delivered the culinary production for Stranger Things: The Experience (Netflix) and Friends: The Experience (Warner Bros.): menus, service and the shoots that sold them.

1,000guests an hour at weekend peaks, 20 staff, about 10 vendors

€70,000a month in operating spend and purchasing, per production, plus payroll

Shoots I directed: brief, photographer, styling, shot list and final selection.

Case 02 · Friends: The Experience, Paris15
Chocolate cookies on a clear cake stand on the arm of a tufted green velvet armchair, in warm side light
Shoot directed by Sonia Mossu Guerrero

Velvet, braided trim, one plate. Every detail had to belong in the room.

Case 03 · Vanderpump Villas, France16
A garden table set with pink lace, pink glassware, roses and tiered cake stands in front of an ivy-covered French villa, as a woman adjusts a place setting
On set, Vanderpump Villas

A working villa had to read as real hospitality, on camera, for about sixty days.

Case 03 · Vanderpump Villas (Disney and Hulu)17

Culinary producer, about sixty shoot days.

A silver tray of papaya, figs, grapes, berries and passion fruit on a windowsillA long candlelit dining table under crystal chandeliers in a stone villa dining room, set with blush linen, gold chargers and rosesA chef arranging hydrangea and roses beside a croquembouche, a film camera in the foreground

A villa in France became the set for a reality series about luxury hospitality. With the creative director and production team, I made every table read as real hospitality.

  • Menus and stylingMenus, food styling, table and service details, and the kitchen behind them.
  • Budget and vendorsBudgets, purchasing and every vendor delivery, coordinated to the shoot schedule.
  • StaffTrained the team in hospitality service, including teaching a bartender who was new to the bar to make every cocktail on the menu.
Why it matters to youLuxury that looks effortless is a production problem, the same discipline as an install day or a project shoot.
18

The client multiplied its spend.

Marketing Manager, Kracow Enterprises: email and CRM strategy, segmentation and reporting for clients including Virgin Mobile.

≈45%average open rate

3.5–4%average click rate, used to shape the next campaign

“Under her management, Virgin Mobile significantly increased its advertising commitments with Kracow Enterprises to many multiples of its original level.”

Piotr Dewicki, former CEO, Kracow Enterprises · letter of recommendation, October 2026

19

I photograph what guests notice.

The Vineta lounge: slipcovered sofa and armchairs, a gilded palm lamp and patterned blinds Coco’s table: scalloped plates, silver and crystal A face blurred by motion, in warm light against dark A pancake with caramel, cream and red fruit, shot from above on blue Coco’s entrance seen through yellow orchids in soft focus The arcade of Café Marly at the Louvre, lamps receding Coco’s dining room: potted palm, gilded leaf sconce and patterned chairs Roasted pear with French toast, cream and toasted buckwheat The rotunda of the Bourse de Commerce, Paris The Vineta bar: bottles on brass shelving behind a gilded leaf column A chocolate layer cake topped with fresh roses and limonium An outdoor bar styled at dusk with candles, vintage clocks and stacked leather suitcases

The Vineta, Palm Beach, 2026 · Paris · Vanderpump set, France · Plates: my own

Light, table, material, the moment a room changes mood: I shoot what a guest notices before I write about it.

Foundation · Accounting, 2002–200820

I read a marketing budget the way a CFO will.

Before marketing, I trained as an accountant (B.S., Florida State University) and worked in audit, property accounting and management reporting.

  • $2Min tax bills missed during an acquisition, found while preparing budgets for 20 subsidiaries
  • $800K+in record-keeping discrepancies resolved across 80 entities at Prologis
  • $200K → $15Ka client’s tax penalty, reduced through research and negotiation
Why it mattersA project’s total budget is not the firm’s revenue. I judge marketing on earned fees and margin, after the cost of delivering the work.
Toolkit21

What I use, hands-on.

1GOOGLEAD2SE3H4SPANISHURB5LOCALSEOSHP6KC7EOLON8F9METAADSMANAGERVSLE10ZAPIER11NOTIONYLSC12QWOTEDEHH

Hover or tap any word

Across

  1. 1Google Ads · Search campaigns matched to the service clients want
  2. 4Spanish · Bilingual, with English
  3. 5Local SEO · Why a local salon shows up for “near me”
  4. 9Meta Ads Manager · Paid social for the salon and for restaurants in Paris
  5. 10Zapier · Joins the apps so follow-up happens on its own
  6. 11Notion · Where plans, calendars and briefs live
  7. 12Qwoted · Where I answer journalists’ requests

Down

  1. 2Search Console · Where impressions went from 247 to 2,130
  2. 3HubSpot · CRM: contacts, pipeline and email
  3. 6Klaviyo · Flows that send the right email at the right moment
  4. 7English · Bilingual, with Spanish
  5. 8French · Fourteen years of it, in Paris

Also in the kitConversion tracking · Google Business Profile · positioning and copy · visual identity · shoot direction · website builds · booking journeys · budgets and variance · vendor coordination · reporting

Thank you22
Sonia Mossu Guerrero in a living room with dark abstract art and sculptural shelving

Let’s talk about your next client.

Sonia Mossu Guerrero · Marketing strategist · Palm Beach

Email me LinkedIn

soniamossuguerrero@gmail.com · 561-701-4792 · soniamossuguerrero.com

Drag the page, tap either side, or use the arrow keys. Tap anything with a ring.