The role leads the resort’s pre-opening marketing, building the strategy, partnerships, digital presence, and direct-booking growth for The Shenandoah, guiding cross-functional teams and budget management to launch with a luxury wellness positioning.

Own strategic marketing across channels, partnerships, and PR
Lead pre-opening campaigns, content, and influencer activation
Drive direct bookings through SEO/CRM and on-property activation

Job Description

Responsibilities

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.
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.
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.
Lead or partner with agency resources on campaign development, content production, influencer engagement, and media relations.
Drive direct booking growth through a deliberate SEO, SEM, and CRM strategy that reduces reliance on OTA channels and builds long-term guest loyalty.

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.

Preferred

Ability to speak Spanish or other languages is a plus.

Benefits

Competitive compensation package, including quarterly incentive plan.
Generous health, dental and vision insurance, plus 401K.
Comprehensive onboarding and training plan to set you up for success.
Coaching, feedback, and mentorship to develop yourself and your team.
Personalized development plan to fit your individual role and career goals.
Leadership courses to improve your personal and interpersonal effectiveness.
Monthly fitness and transportation credits.
Unlimited PTO and 9 paid holidays.
Opportunities to volunteer and give back to our local communities.
Paid Parental Leave.

PM Hotel Group

People-first hospitality. At PM Hotel Group every team member is dedicated to delivering memorable guest experiences. As a company we're committed to our core values of respect for one another, our communities and the planet. We manage with a dedication to sustainability, a tradition of teamwork and a passion for innovation and entrepreneurship. Committed to diversity + inclusion, our people-first mindset lies at the center of our corporate DNA. Our vision inspires our approach. We build relationships. We create value- driving top line revenue and bottom line results for our owners.Join us and join the future of hospitality!

Founded in 1995

Chevy Chase, Maryland, USA

491 employees (12 in marketing)

pmhotelgroup.com