At the Palm Beach International Boat Show 2025, Chief Marketing Officer of YATCO, Onno Ebbens sat down with Sarah Flavell, Director of Marketing at Damen Yachting, to explore what it takes to market one of the world’s most iconic yachting brands—Amels. With nearly 20 years of experience in the superyacht world, Sarah shares her journey from selling light fittings to leading the marketing strategy for Damen’s yachting division. In a candid conversation, the two discuss reputation, relationships, and the nuances of navigating a niche industry where trust and long-term investment are paramount.
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Video Transcription:
Introducing Sarah Flavell, Marketing Manager at Damen Yachting
Onno Ebbens: “We’re in the show — like, it’s already day three of the show.”
Sarah Flavell: “It is day three.”
Onno: “Yeah, it is day three. Day three! I invited myself to meet Sarah.”
Sarah: “My name is Sarah Flavell, and I’m the Marketing Manager for Damen Yachting.”
Onno: “Also known under the yachting brand Amels.”
Sarah: “Absolutely. So, Amels is our flagship brand. Damen Yachting is the company, the corporate brand. Amels is the flagship brand. It’s over 100 years old. We’re incredibly proud to build our Amels yachts, but we also have our explorers and our yacht supports, and we do large yacht refits.”
Onno: “Exactly. Last year we took a group of 20 captains to visit the facilities in Vlissingen, which was impressive. The reason I invited myself to talk to Sarah is because she’s a marketing expert — and in this niche industry, I was curious to find out more. Let’s start with your background — where you came from — and roll that into what marketing means for a big shipbuilder like Damen.”
Sarah: “I’ve been lucky to work almost my entire career in the superyacht industry—nearly 20 years now. I started out not in superyachts, but in maritime, working for a water ski and wakeboard center in the UK. That led to a role at the London Boat Show, which connected me to people in the superyacht sector. My first job in the industry was selling light fittings for Savage Lighting.”
Onno: “So you come from a sales background?”
Sarah: “Yes—I’m a very commercially-minded marketer. After selling light fittings, I moved to the Netherlands where I worked for an AV and IT company, giving me some technical experience. Then I started my own marketing agency. For 10 years, Amels was one of my clients—I even wrote for the Finest Moments magazine. During COVID, they asked me to increase my hours, and eventually I joined full-time. Now I’m responsible for all of Damen Yachting’s marketing.”
Onno: “So you basically started as an agency—and became their Marketing Director?”
Sarah: “One hundred percent. Now I oversee all marketing for Damen Yachting, which is part of Damen Shipyards Group.”
Marketing in the Superyacht Industry
Onno: “Let’s dive into the marketing side. You’re not just experienced in sales and yachting—you’ve been a consultant, and now you’re a Marketing Director. What’s the secret to marketing in a niche industry like yachting?”
Sarah: “There are many factors. In yacht buying, so many parties are involved in the decision-making—not just the owners. We market to captains, brokers, owner’s reps, and even co-makers. They all contribute to the process.”
Onno: “How do you tie marketing into that mix?”
Sarah: “It’s multi-faceted. First, there’s brand awareness—we’re stewards of the Amels brand, which is over 100 years old. Then there’s engagement: events, boat shows, dinners, and shipyard visits. These in-person experiences matter. Lastly, we use content like brochures to tell our story, but nothing replaces face-to-face connection.”
Onno: “So this is a very in-person industry?”
Sarah: “One hundred percent.”
Budgeting and Strategy
Onno: “Many companies—startups or mid-size—always ask: where should I put my marketing budget? I ask myself that too. What’s your advice?”
Sarah: “When I was consulting, I’d always ask clients: who influences the buying decision the most? Focus your core budget on that. Press releases and social media are important—but your priority should be reaching the key decision-makers. That might mean events, personal meetings, or high-quality materials.”
Onno: “Because this is a reputation-based business.”
Sarah: “Exactly—and it’s a long-term investment. You rarely get instant results. On the shipbuilding side, it takes four years to build a boat. Marketing needs patience and persistence.”
Presence at Boat Shows
Onno: “You’ve got a stand here in Palm Beach. You’re basically everywhere—is that essential?”
Sarah: “Yes. Visibility is key. Each show brings value. Palm Beach is especially important because the American market is so strong. We have many clients here and meet new people every year. It’s a valuable marketing tool.”
Current Projects at the Shipyard
Onno: “How many yachts are under construction now?”
Sarah: “We usually have 16 to 18 yachts under construction. Right now, there are three Amels 60s, two Amels 80s, and we’ve just relaunched a refit—so it’s busy!”
Onno: “It’s amazing. If you haven’t seen the Vlissingen facility—go check it out. It’s small, but beautiful.”
Sarah: “It’s tiny—but it’s by the sea and we love it.”
Onno: “Well, I’m Dutch, so I’m biased! Thank you so much.”
Sarah: “Thank you—it was great to talk to you.”
