Responsibilities

• - Pre-Opening & Launch Strategy: Lead the development and execution of the resort’s pre-opening marketing strategy, including awareness campaigns, launch messaging, media storytelling, and experiential activations.
• - Build the marketing infrastructure from the ground up: analytics frameworks, content systems, agency scopes of work, channel mix strategy, and CRM architecture.
• - Partner with the Managing Director, ownership, and brand leadership to position The Shenandoah in the luxury wellness and nature travel market ahead of opening.
• - Shape the resort’s digital presence, direct booking strategy, and PR narrative during the pre-opening phase.
• - Identify and secure pre-opening partnerships, media relationships, and influencer collaborations to drive awareness and brand momentum at launch.
• - Brand Strategy + Storytelling: Serve as the on-property marketing lead and brand steward for The Shenandoah Nature Resort, translating the resort’s positioning, mission, and guest experience into clear marketing strategies, campaigns, and content.
• - Ensure all marketing, programming, collateral, photography, social media, PR, and guest communications reflect the resort’s brand voice and visual identity.
• - Partner with ownership, corporate marketing, operations, sales, revenue management, and programming teams to ensure the brand is consistently expressed across every guest touchpoint.
• - Own the resort’s marketing strategy across all channels: digital, social, email, PR, content, paid media, partnerships, and direct booking.
• - Build and manage the marketing budget with a performance-oriented mindset; optimize spend based on channel ROI and guest acquisition data.

Requirements

• - 10+ years of marketing experience, preferably in luxury hospitality, wellness resorts, lifestyle hotels, destination resorts, private clubs, travel, or experiential brands.
• - Prior experience marketing a highly programmed property or destination with multiple revenue centers, such as rooms, spa, wellness, food and beverage, events, retreats, recreation, or retail.
• - Strong understanding of luxury guest expectations, experiential travel, wellness tourism, and destination storytelling.
• - Proven experience leading both external agency partners and on-site marketing teams, including managing scopes of work, timelines, budgets, performance expectations, and cross-functional execution across digital, social, PR, content, programming, and on-property marketing initiatives.
• - Experience managing digital marketing, social media, PR, content, email marketing, website content, and agency partners.
• - Strong commercial acumen with the ability to connect marketing strategy to revenue performance.
• - Excellent writing, communication, project management, and cross-functional collaboration skills.
• - Experience with pre-opening, brand launch, repositioning, or resort ramp-up strongly preferred.
• - Ability to work collaboratively with ownership, corporate teams, operations, sales, revenue management, agencies, and on-property leaders.
• - Comfortable working in outdoor resort environments with variable weather, terrain, and event logistics.