Proper Hospitality is a distinguished collection of luxury lifestyle hotels, combining refined elegance, innovative design and unparalleled guest experiences. We are redefining luxury travel by offering distinctive stays that celebrate both sophistication and local culture. As we continue to expand, we are seeking a visionary Vice President of Creative and Marketing to lead the charge in creating world-class marketing campaigns, overseeing creative direction and driving growth through innovative digital strategies.
The Vice President of Creative and Marketing will be responsible for developing and executing a strategic, creative vision for Proper Hospitality’s marketing initiatives to increase brand awareness, drive guest engagement and ultimately deliver revenue growth. Reporting to the Chief Operating Officer and working closely with both the Chief Executive Officer and President, this key role will lead a talented in-house marketing and creative team while collaborating with external PR agencies to ensure seamless, consistent brand messaging across all platforms.
This individual will have a deep understanding of the luxury hospitality sector, an innovative approach to digital marketing and a proven track record in managing high-performing teams. The Vice President of Creative and Marketing will ensure that the brand remains at the forefront of the market, offering a compelling experience for both new and returning guests.
Key Responsibilities:
Creative Vision & Strategy
- Develop and lead the overarching creative strategy for Proper Hospitality, ensuring consistency across all marketing channels and customer touchpoints
- Collaborate closely with the CEO, President and COO to align creative initiatives with business goals and to evolve Proper Hospitality’s identity to meet market demands
- Oversee the creation of premium visual content, including photography, video, and written materials, for use in both digital and offline marketing campaigns
Digital Marketing & Growth Performance
- Direct and execute digital marketing campaigns across a variety of channels, including paid media (PPC, social ads), SEO, content marketing, email marketing, and partnerships
- Use data-driven insights to optimize campaigns and drive measurable results, including customer acquisition, conversion, and retention
- Continuously assess and improve the customer journey, ensuring smooth integration from online interactions to in-hotel experiences, maximizing ROI on all digital channels
External PR Partnerships
- Work closely with external PR firms to ensure Proper Hospitality’s narrative is effectively communicated in the media, with a focus on luxury, lifestyle and travel press
- Provide creative direction and support to PR partners to ensure alignment with marketing campaigns, social media initiatives and overall brand messaging
- Evaluate the effectiveness of PR campaigns in terms of brand visibility, media coverage and impact on guest engagement
Brand Development & Positioning
- Define and evolve our brand’s positioning in the competitive luxury hospitality market, ensuring it stands out for its unique offerings and experiences
- Identify and leverage new market opportunities and customer segments to drive brand growth
- Lead the development of premium partnerships, collaborations and influencer initiatives to boost brand awareness and appeal
Team Leadership & Collaboration
- Manage and mentor a high-performing, cross-functional creative and marketing team, ensuring they are equipped with the tools and direction to deliver outstanding work
- Foster a culture of creativity, innovation, and excellence within the team, promoting collaboration and continuous development
- Collaborate with key internal stakeholders (Operations, Sales, and Digital teams) to ensure alignment between marketing efforts and business objectives
Budget Management & Reporting
- Develop, manage and optimize the marketing and creative budget, ensuring effective allocation of resources across campaigns and initiatives
- Track and report on the effectiveness of marketing activities, adjusting strategy as necessary to achieve KPIs and business goals
- Provide regular updates to the COO, CEO and President on campaign performance, budget status and new opportunities
Qualifications
- 8+ years of experience in senior creative and marketing roles, with a preference for experience in the luxury hospitality, lifestyle or premium brand sectors
- A proven track record in digital marketing, including SEO, PPC, social media, content marketing, and email marketing, with a focus on performance-driven growth
- Strong experience managing external PR agencies and collaborating with media partners to ensure brand visibility and coverage
- A leadership style that fosters creativity, accountability and collaboration within teams
- Strong strategic and analytical skills, with the ability to use data to inform decisions and optimize marketing efforts
- Excellent communication and presentation skills, with the ability to articulate ideas clearly to senior leadership and external stakeholders
- Deep understanding of the luxury consumer market and the ability to create campaigns that resonate with affluent guests
- Bachelor’s degree in Marketing, Business, or a related field; an MBA or advanced degree is a plus
Company Overview
Proper Hospitality is made up of a diverse group of passionate individuals who share a common love for hotels and the art of hospitality. Our philosophy is simple: There is a right way to do things and anything less just isn’t proper. We are seeking out the “best of the best” from inside and outside of the industry to work alongside us as we grow a new kind of lifestyle Hospitality Company inspired by a centuries-old tradition. The work is challenging and fast-paced, but rewarding above all.
We provide equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, genetics, or any other federal/state protected category.
Proper Hospitality will consider qualified applicants with criminal histories in a manner consistent with local Fair Chance Hiring Ordinances.
