Position: Director, Marketing - Luxury Brands
Location: This role is based at the company's headquarters in Bethesda, Maryland, with the possibility of remote work. Relocation assistance is not provided.
Job Summary:
The Director of Marketing for Luxury Brands is a key member of the Global Brand Team, overseeing strategic and consumer marketing efforts for the company's ultra-luxury hotel brands. This role will determine the overall marketing strategy, driving a differentiated and on-brand experience that resonates with the target audience of cultivators and experience collectors.
As the marketing leader, you will collaborate closely with diverse teams across the luxury organization, as well as external agency partners. You will have an intimate understanding of the brand's target consumers and apply that knowledge to guide strategic decisions across all marketing plans, creative development, messaging, advertising, paid media, partnerships, and content marketing initiatives.
Furthermore, you will partner with the public relations lead to craft a robust strategy supporting brand initiatives. This position is pivotal in expressing the brand voice, enhancing the guest experience, and exploring new lines of business aligned with the company's vision.
Responsibilities:
- Develop and execute a compelling, differentiated brand and marketing strategy, leveraging consumer insights, competitive analysis, and stakeholder needs.
- Contribute to the creation of strategic brand business plans, including economic strategy, product and service models, brand positioning, value propositions, and competitive strategies.
- Drive the development of strategic partnerships and their activation plans.
- Oversee the brand's aesthetic direction, including photography point-of-view and toolkits for key initiatives.
- Inform business strategies and plans with relevant consumer and market trend data, including leading custom research efforts.
- Contribute to the long-term strategic planning for the brand portfolio, including initiatives like the yacht collection, leadership center, residences, and other focus areas.
- Champion the brand positioning, visual identity, and communication tools to ensure consistent execution across the organization and properties.
- Develop the global brand marketing and creative strategy, focusing on key performance indicators such as awareness, perception shift, and engagement.
- Collaborate with continent (international) brand teams on marketing planning and high-profile property openings.
- Encourage property-level activation of brand marketing initiatives through the development of toolkits (PR, social, experiential, digital, etc.).
- Support marketing efforts for new hotel openings and conversions, including pre-opening activities, training, communications, and driving awareness.
- Develop and execute a comprehensive marketing plan for the brand in the US and Canada, including merchandising with key stakeholders, integrated marketing strategies, and creative messaging.
- Manage budgets and set performance metrics for all marketing activities in the US and Canada.
- Represent the brand as a champion to stakeholders, including owners, customers, executives, and associates, both internally and externally.
- Educate and communicate the brand strategy, positioning, voice, and strategic pillars to drive consistent understanding and execution.
- Define and recommend brand marketing performance metrics and targets.
Qualifications:
- Bachelor's degree in Business Administration, Marketing, or a related field, with 6+ years of relevant professional experience demonstrating progressive career growth and exceptional performance. An MBA is preferred.
OR
- 8+ years of relevant professional experience in marketing or a related function, demonstrating progressive career growth and exceptional performance.
- Proven ability to deliver results in complex and ambiguous situations.
- Broad marketing experience across digital, social media, PR, and paid media, with a focus on brand awareness and Net Promoter Score (NPS) as key goals.
- Expertise in creating and leading activations that support campaign objectives, partner needs, brand needs, and hotel needs.
- Skilled in developing briefs that outline goals, budgets, and KPIs for marketing programs.
- Ability to plan, execute, develop content, and evaluate the success of marketing plans and events.
- Global and strategic thought leadership, combining creative savviness and strong business acumen.
- Excellent presentation skills to represent the brands with key stakeholders, design and development groups, and senior executives.
- Partnership and activation expertise.
- Demonstrated experience in managing teams and agencies.
- Strong complex project and budget management skills, with exemplary resource management abilities.
- Exceptional communication skills.
Apply now to be part of an amazing global team and embark on a fulfilling career path!
Employment Type: Full-Time
Salary: $ 111,000.00 246,000.00 Per Year
