Marriott International has tapped Miami-based Alma as its new social media agency. 

Alma, which is based in Miami’s Coconut Grove, will be leading the company’s multilingual and multicultural social media strategy in the wider region. 

The award-winning agency is part of DDB Latina.

“We are incredibly excited about the opportunity to work with alma and are confident that they will help us stay at the cutting edge of social and add strategic value to the organization,” said Dylan Ellsworth, Director of Social Media Strategy for the Americas at Marriott International.

Alma will be managing social media across Marriott’s 21 different brands in the region, from Ritz-Carlton to W.

Marriott has been on an expansion push in the wider Caribbean region of late, particularly in the increasingly competitive all-inclusive space.

“We feel honored to collaborate with a leading brand such as Marriott International,” said Isaac Mizrahi, COO and Co-President of alma. “We believe in unlocking culture to uncover deep insights that the brand can leverage to engage guests — and we believe this approach will help Marriott International achieve their creative and business goals in the region.”

The two companies said their first collaboration was projected for the first quarter of this year. 

— CJ