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.
About the Role
The Westin Cocoa Beach Resort & Spa is seeking an accomplished and highly strategic Director of Marketing to lead all pre-opening and ongoing marketing efforts for this landmark oceanfront luxury resort’s launch on Florida’s Space Coast in May 2027. This leadership role is responsible for shaping and executing a fully integrated, revenue-driven marketing vision that elevates brand positioning, accelerates demand generation, and establishes the resort as the premier wellness-focused luxury and conference destination. The Director of Marketing will oversee all facets of resort marketing, including leisure, group and conference, weddings, spa and wellness, food & beverage, retail, and special events, while defining the property’s market identity, launch strategy, and long-term brand equity across all guest and consumer touchpoints. Reporting directly to the Director of Sales & Marketing, and in close alignment with Driftwood Capital’s Corporate Vice President of Marketing, this leader will ensure seamless integration with ownership objectives and Marriott brand standards while partnering cross-functionally with resort leadership to drive market share, optimize total revenue performance, and establish a best-in-class luxury positioning in a highly competitive coastal resort market.
Key Responsibilities
Strategic Marketing Leadership
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Develop and execute annual integrated marketing plans aligned with revenue objectives, market share goals, and ownership return expectations.
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Lead all pre-opening marketing initiatives, including market positioning, awareness campaigns, launch planning, and demand generation strategies.
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Establish the resort as Florida’s premier wellness-driven luxury destination, leading oceanfront meetings & weddings, and incentive travel destination, with a distinctive culinary, spa and lifestyle resort experience.
- Collaborate with Sales, Revenue Management, Operations, Spa, Food & Beverage, and Finance leadership to ensure marketing initiatives support overall business objectives.
- Monitor competitive trends, market conditions, and consumer behavior to identify growth opportunities.
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Drive market share growth, RevPAR index performance, and ancillary revenue generation.
Brand Management & Content Strategy
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Ensure compliance with Marriott and Westin brand standards while differentiating the property within the luxury resort marketplace.
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Lead development of brand storytelling, creative strategy, photography, videography, and content creation.
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Oversee seasonal campaigns and promotional initiatives focused on wellness, culinary programming, meetings, events, and leisure experiences.
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Maintain consistency across all guest-facing marketing channels and communications.
Digital Marketing & Performance Strategy
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Direct all website strategy, content management, and digital experience initiatives across Marriott.com and property-specific digital platforms.
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Oversee SEO, SEM, paid media, display advertising, retargeting, and digital acquisition strategies.
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Partner with Revenue Management to optimize OTA presence and digital distribution performance.
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Lead CRM, database marketing, email marketing, and customer lifecycle campaigns.
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Develop targeted marketing strategies for leisure, group, weddings, spa, retail, and food & beverage segments.
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Utilize analytics and performance dashboards to evaluate campaign effectiveness, attribution, conversion rates, and return on investment.
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Present actionable insights and recommendations to executive leadership.
Multi-Outlet & Ancillary Revenue Marketing
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Provide strategic marketing leadership for all resort revenue-generating outlets including: Signature Spa and Wellness programs, multiple Food & Beverage concepts, retail and resort merchandise operations, destination weddings and social events, group meetings, local packages and kids programing
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Developing distinct positioning strategies for each outlet while maintaining overall brand cohesion.
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Driving local and regional awareness for resort dining and entertainment venues.
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Creating spa membership, wellness retreat, and package marketing initiatives.
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Supporting retail merchandising programs and seasonal activations.
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Developing integrated promotions that increase guest spend and enhance the overall resort experience.
Group Sales & Event Marketing
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Partner with the Sales organization to support group and conference revenue objectives.
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Develop targeted campaigns focused on corporate meetings, incentive travel, association business, and destination weddings.
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Create compelling sales tools, collateral, presentations, and digital assets that support business development efforts.
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Position the resort as a premier oceanfront wellness retreat and conference destination.
Public Relations & Strategic Partnerships
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Lead public relations strategy in partnership with external agencies and corporate marketing teams.
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Secure media coverage across luxury travel, meetings, wellness, culinary, and lifestyle channels.
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Manage influencer relationships, content creator partnerships, media visits, and familiarization tours.
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Coordinate grand opening activities and major resort announcements.
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Develop strategic partnerships with tourism organizations, destination marketing groups, community leaders, and corporate partners.
Agency & Vendor Management
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Manage external marketing agencies, consultants, creative partners, and vendors.
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Establish scopes of work, performance metrics, and accountability measures.
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Oversee contracts, budgets, and agency performance reviews.
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Ensure all partner initiatives align with Marriott brand standards and ownership objectives.
Leadership & Team Development
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Recruit, train, mentor, and develop the resort marketing team.
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Foster a culture of innovation, accountability, collaboration, and performance excellence.
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Present marketing strategies, performance results, forecasts, and recommendations to ownership and corporate leadership.
Financial Management & Reporting
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Develop and manage the annual marketing budget.
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Allocate resources strategically based on revenue potential and return on investment.
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Monitor key performance indicators, campaign effectiveness, ROAS, customer acquisition costs, and market share performance.
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Provide comprehensive monthly, quarterly, and annual performance reporting.
Qualifications
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Bachelor's degree in Marketing, Communications, Public Relations, Business, or related field required; MBA preferred.
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Minimum seven (7) to ten (10) years of progressive hospitality marketing leadership experience.
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Proven success in a luxury resort, upper-upscale hotel, or destination resort environment.
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Experience marketing multiple food and beverage outlets, spa operations, and ancillary revenue centers strongly preferred.
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Pre-opening, repositioning, or major resort launch experience highly preferred.
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Marriott brand experience strongly preferred.
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Demonstrated expertise in digital marketing, performance analytics, CRM strategy, and revenue-focused marketing initiatives.
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Strong understanding of Florida leisure, group, and drive-market dynamics preferred.
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Exceptional communication, presentation, leadership, and project management skills.
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On-property presence preferred; however, a hybrid remote work arrangement within Florida may be considered for the right candidate.
Why Join The Westin Cocoa Beach Resort & Spa
This is a rare opportunity to lead the marketing launch and long-term positioning of one of Florida's most anticipated luxury resort openings. The Director of Marketing will play a pivotal role in shaping the property's identity, driving market awareness, and building a destination brand that influences resort performance for years to come.
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401(k)
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Disability insurance
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Employee assistance program
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Health insurance
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Life insurance
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Paid time off
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Room Discounts
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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.
