Corporate Director of Marketing - Luxury & Lifestyle Division

Driftwood Hospitality Management's company culture empowers our associates to take initiative, be proactive, and contribute to the success of their property with well-defined strategies and objectives. Driftwood Hospitality Management is renowned for our fully integrated approach to hospitality services - all with outstanding client service. Our team is made up of the best talent in the hospitality industry, down to every employee, position, and hotel.

This is an onsite role at the Driftwood Capital offices in Coral Gables, FL.

Position Summary

The Corporate Director of Marketing is a senior leader responsible for developing and executing the overall marketing strategy for the hotel management company's portfolio of properties. This individual will drive brand positioning, digital marketing, sales alignment, guest engagement, and revenue growth through innovative campaigns and partnerships. The Director will work closely with property-level teams, corporate executives, and external agencies to ensure a consistent and compelling brand identity across all hotels while tailoring marketing initiatives to each property's unique market.

Key Responsibilities

Strategic Leadership

• Develop and lead the corporate marketing strategy aligned with company objectives and owner expectations.
• Ensure strong brand positioning across multiple hotel flags (branded and independent).
• Collaborate with ownership and operations to align marketing with revenue management and sales strategies. Month-end reporting cadence: portfolio roll-up across brand.com initiatives, spend, and performance metrics
• Owner communication: ability to present marketing ROI and portfolio trends in a clear, data-backed format to ownership groups
• SOP creation with accountability metrics for focus assets and portfolio benchmarks
• Pre-opening focus: include ramp-up timelines, soft opening visibility, and early content seeding to accelerate traction.
• Lead, mentor, and develop a corporate marketing team and guide property-level marketing associates.
• Manage agency relationships, contract negotiations, and budgets.
• Foster a culture of innovation, accountability, and continuous improvement.
• Collaborate with senior leadership and property teams to align marketing

initiatives with overall business objectives.

Brand & Communications

• Oversee brand standards, positioning, and messaging across all properties.
• Lead the creation and execution of compelling brand campaigns, while
• maintaining brand standards to enhance visibility and guest loyalty.
• Manage corporate PR initiatives, media relations, influencer partnerships, and crisis communication.
• Create storytelling and content strategies that highlight guest experiences, amenities, and destinations.

• Crisis readiness: experience handling reputation issues and aligning brand communication swiftly across the portfolio

Digital Marketing & Distribution

• Lead digital strategy including websites, SEO/SEM, social media, CRM, and reputation management.
• Implement loyalty and guest engagement programs to increase repeat business.
• Oversee email marketing, performance marketing, and content campaigns across platforms, including blogs & other channels.
• Website builds & audits
• Drive direct bookings through optimization of brand.com design, content, and

SEO/SEM strategies.

• Immersed with brand partners on initiatives, releases, and beta testing, ensuring alignment and mutual leverage on digital activations
• Budget discipline: evaluate agency value vs in-house capabilities, negotiate contracts, and optimize ROI

Revenue & Performance

• Partner with revenue management to develop marketing promotions & pricing strategies that maximize marketing spend to deliver higher than average ROAS.
• Track ROI of marketing campaigns with analytics tools and dashboards.
• Monitor and analyze digital performance metrics to optimize ROI and adjust
• strategies as needed.
• Set KPIs and provide monthly/quarterly reports to executives and ownership groups to communicate marketing ROAS, trends, and opportunities.
• AI-forward mindset: test automation, labor-saving tools, and engagement tactics to drive higher conversions
• Ancillary revenue: ensure capability to drive topline across F&B, spa, and events, not just rooms

Property Support & Collaboration

• Support property-level marketing managers with guidance, toolkits, and campaign frameworks.
• Lead marketing onboarding and pre-opening strategies for new hotels.
• Coordinate with F&B, spa, and event teams to promote ancillary revenue streams.

Qualifications

• Bachelor's degree in marketing, Business, Communications, or related field (Master's preferred).
• 10+ years of progressive marketing experience in hospitality, hotel management, or luxury lifestyle brands.
• Proven experience in multi-property portfolio marketing.
• Strong digital marketing expertise (SEO/SEM, CRM, analytics, content).
• Excellent leadership, communication, and presentation skills.
• Ability to balance creative vision with analytical performance metrics.
• Experience with both branded (Hilton, Marriott, Hyatt, etc.) and independent hotels is highly desirable.
• Must be located in Miami, Florida

Key Competencies

• Strategic thinker with a strong business acumen.
• Results-oriented with a focus on measurable ROI.
• Creative brand storyteller with strong digital fluency.
• Exceptional collaboration and relationship-building skills.
• Ability to thrive in a fast-paced, dynamic environment.

Benefits

• 401(k)
• Dental insurance
• Disability insurance
• Employee assistance program
• Flexible spending account
• Health insurance
• Life insurance
• Paid time off
• Vision insurance
• Room Discounts
• Employee Food and Beverage Discounts

EEO: Driftwood Hospitality Management is committed to a diverse and inclusive workplace. We are an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, pregnancy, genetic information, protected veteran status, or any other legally protected status.