Responsibilities

• Brand Foundation and Concept Development - Create and evolve brand positioning, visual identities, design systems, voice principles, guest-experience standards, and storytelling frameworks for new and existing assets.
• Lead brand baseline development for new acquisitions, transitions, repositionings, and new hotel, F&B, amenity, and experiential concepts.
• Partner with Marketing and full Commercial team, Operations, Development, Asset Management, and ownership stakeholders to ensure brand strategy supports the business.
• Identify distinctive, place-specific experiences and signature moments that guests will notice, remember, photograph, recommend, and discuss.
• Personally develop high-value creative work, including concept boards, identity systems, visual standards, master templates, launch materials, presentations, and first-round design for priority initiatives.
• Establish the visual language for photography, video, campaigns, on-property materials, and other guest-facing brand touchpoints.
• Portfolio Brand Stewardship - Serve as a senior creative and brand advisor to Marketing Directors, Marketing Managers, Operations, and other commercial team members and property leadership.
• Establish scalable standards and processes that preserve the individuality of each hotel.
• Lead brand audits, immersion sessions, and creative reviews for new and existing priority assets.
• Ensure brand thinking is reflected across the full guest journey, not only in marketing communications, but also in F&B, amenities, programming, guest touchpoints, physical materials, and on-property experience. System maintained by Director, Brand Content.

Requirements

• Approximately 10 or more years of progressive experience in creative direction, brand design, art direction, or integrated brand development, including leadership responsibility.
• Strong background in hospitality, restaurants, luxury lifestyle, experiential retail, travel, or another highly experience-led consumer category.
• Demonstrated experience across multiple brands, properties, locations, or business units.
• Exceptional portfolio showing both strategic concept development and hands-on design across identity, print, digital, photo/video, content, and physical brand application.
• Advanced proficiency in relevant professional design tools and the ability to personally produce presentation-ready and market-ready creative work.
• Ability to connect brand thinking to commercial objectives, guest insight, local culture, and operational realities.
• Strong executive presence and the conviction to present, defend, and improve ambitious creative ideas.
• Deep understanding of property realities and operational needs. A true partner to the field.
• Experience managing employees, agencies, freelancers, photographers, production partners, and multidisciplinary creative work.
• Highly collaborative, decisive, resourceful, and comfortable operating in a growing organization where all roles require both strategic thinking and direct contribution.