Responsibilities

• Digital advertising and growth strategy: Own paid media strategy and budget across the portfolio (paid search, paid social, programmatic, and metasearch). Lead the Growth & Performance Marketing Manager to a shared revenue target, not a siloed channel number.
• CRM and lifecycle revenue: Own email and SMS revenue across the portfolio, measured as revenue per subscriber and flow share of revenue. Set the CRM strategy, segmentation, and lifecycle design, and hold the optimization judgment. The Growth & Performance Marketing Manager runs the day-to-day sends and platform execution (Klaviyo or equivalent); you are the expert whose judgment shapes what they send.
• Web platform leadership: Lead the Director, Web Product & Experience, whose team includes Proper's website development team, and hold the platform to a high bar for conversion, funnel health, and booking engine performance. The technical spec is theirs to write; the judgment to direct it well is yours.
• Guest experience and direct revenue: Find the moves that grow market share and direct bookings, from email capture and consent to on-site conversion to media targeting, and make the digital guest experience feel as considered as the physical one.
• Measurement and accountability: Build the single view of web, paid, and CRM performance that leadership relies on, and size every recommendation in dollars.
• AI fluency, continuously: Track how AI is changing paid media, search, and CRM, and bring those changes into how Proper buys, targets, and personalizes. This is ongoing, not a one-time project.
• Agency and tech stack management: Manage Proper's paid advertising and digital agencies, along with the relevant marketing tech stack. Partner with Proper's in-house creative team, who produce the design briefs behind your campaigns.
• Team leadership: Directly manage the Growth & Performance Marketing Manager and the Director, Web Product & Experience, whose own team includes the website development team and CRO contractors.
• Revenue and property partnership: Work closely with the revenue management team and property GMs to understand the needs of a dynamic, ever-changing business, and find where digital and CRM can support them.
• Performance social: Own paid social strategy and spend as part of the broader paid media budget, and bring targeting, retargeting, and conversion measurement to how Proper uses social for acquisition. The SVP, Brand & Creative leads all social creative, organic and paid, along with brand strategy; you flag the opportunities the data shows you and let their team lead the execution. Your job is making sure paid and performance social convert, not setting the brand's voice.

Requirements

• Real depth in digital advertising: you have owned paid media budgets and channel strategy (paid search, paid social, programmatic, and metasearch) and can point to a track record of moving ROAS and cost per booking in the right direction.
• Real depth in CRM and lifecycle marketing: you have run a platform like Klaviyo as a genuine revenue lever and can set strategy and judge optimization even when someone else is sending the campaigns, with a real understanding of segmentation, automation, and how lifecycle data should inform paid and web.
• A confident, working understanding of web platforms and conversion, enough to lead a technical web leader with good judgment.
• 8 to 12 years in growth, performance marketing, or CRM and lifecycle leadership, with direct accountability for revenue across a multi-site or multi-brand portfolio.
• Experience leading director-level or senior individual-contributor teams, comfortable setting the strategy and trusting others to execute it well.
• A genuine curiosity about how AI is reshaping paid media, search, and CRM, backed by examples of actually putting that into practice.
• Fluent in partnering with external agencies and vendors: clear briefs, high standards, and the judgment to know when a partnership isn't working.
• A background in luxury, lifestyle, or hospitality is a plus, but never a substitute for the right operator.

Preferred

• A background in luxury, lifestyle, or hospitality is a plus.

Benefits

• From comprehensive benefits to meaningful development programs, Proper is designed to help you build a career, and a life, that feels as inspiring as the experiences we create for our guests.
• Our Best Place to Work initiative is a living commitment: a continuous investment in our people, our culture, and our purpose.