Description:
ABOUT US
Crystal Creek Hospitality is a collection of independently spirited and branded hotels focused on remarkable hospitality™. We see every day as an opportunity to enrich the lives of our employees, guests, and communities. Our vision, mission, values, and commitments are at the core of every decision we make and every person we hire. No heroes, no egos—just a diverse group of individuals with solid relationships built on a foundation of trust that honors our employees, guests, and investors.
OUR VALUES
We Engage and We Listen
We Care and We Own
We Provide and We Ensure
We Appreciate and We Have Fun
JOB OVERVIEW
The Corporate Director of Marketing leads the development and execution of integrated marketing strategies across Crystal Creek Hospitality’s portfolio of branded and independent hotels, restaurants, and related hospitality experiences. The role translates enterprise priorities into property-level plans that strengthen brand positioning, increase qualified demand, grow direct revenue, and support guest engagement throughout the customer journey.
Reporting to the Vice President of Sales and Marketing, the Corporate Director of Marketing serves as the day-to-day strategic marketing partner to corporate and property leaders. This position provides leadership across brand strategy, digital marketing and e-commerce, customer relationship management, content, public relations, social media, reputation management, marketing analytics, and agency performance. The role may directly supervise assigned marketing team members, contractors, and provides functional leadership to property-level marketing resources.
ESSENTIAL JOB FUNCTIONS
Portfolio Marketing Strategy & Commercial Leadership
- Partner with the Vice President of Sales and Marketing to translate company growth objectives, portfolio priorities, and owner commitments into annual and multi-year marketing strategies.
- Assist in developing property marketing plans, campaign calendars, channel strategies, performance goals, and resource requirements.
- Evaluate market conditions, competitive activity, customer insights, property performance, and emerging hospitality trends to recommend priorities and adjust marketing investment.
- Lead marketing workstreams for hotel openings, acquisitions, management transitions, renovations, rebrandings, repositioning initiatives, and significant food-and-beverage or guest-experience launches.
- Create scalable marketing playbooks, standards, and templates across portfolio.
Brand Strategy, Positioning & Creative Governance
- Guide the development and refinement of property positioning, brand narratives, and destination storytelling.
- Ensure brand voice, visual identity, photography, video, copy, collateral, signage, and guest-facing communications are accurate, and consistently applied across channels.
- Develop creative briefs and oversee the production, review, and approval of campaign assets, property content, sales materials, restaurant promotions, and other marketing communications.
- Support the creation and refinement of hotel, restaurant, bar, event, and destination concepts that enhance market relevance and commercial performance.
Digital Marketing, E-Commerce & Direct Revenue
- Provide strategic oversight for hotel and outlet websites, booking-engine content, landing pages, mobile experience, conversion pathways, and direct-booking merchandising.
- Manage partners that are responsible to optimize paid search, paid social, display, retargeting, metasearch, cooperative media, and other performance-marketing programs.
- Manage search engine optimization, local-search visibility, listings management, destination content, and website-content governance to increase qualified organic traffic.
- Ensure hotel, restaurant, and amenity content is accurate, compelling, and current across brand websites, online travel agencies, third-party platforms, map services, and tourism channels.
- Establish clear performance expectations for digital agencies and technology partners and hold them accountable for pacing, optimization, reporting quality, and business results.
CRM, Loyalty & Guest Lifecycle Marketing
- Lead customer relationship management and lifecycle-marketing strategies, including email, text messaging where appropriate, segmentation, automation, and personalized guest communications.
- Develop pre-arrival, in-stay, post-stay, win-back, local-market, loyalty, and repeat-guest campaigns that support revenue, engagement, ancillary spend, and retention.
- Establish content, frequency, testing, and performance standards for property-level email and customer communications.
- Use guest insights, survey feedback, loyalty information, and reputation data to inform messaging, product development, and marketing priorities.
Social Media & Reputation
- Provide strategic direction for social-media channels, content calendars, content creation, community management, paid amplification, governance, and property participation.
- Monitor brand sentiment, competitive visibility, social engagement, and online reviews; coordinate timely responses.
Marketing Analytics, Budgeting & Performance Management
- Assist in developing and executing property marketing budgets.
- Prepare clear monthly, quarterly, and campaign-specific reporting for the Vice President of Sales and Marketing, executive leaders, and General Managers.
- Analyze results against budget, forecast, prior periods, market benchmarks, and campaign goals; identify risks, opportunities, and specific optimization actions.
- Evaluate marketing vendors, technology platforms, agency contracts, and media investments for effectiveness, scalability, service quality, and financial value.
Team, Agency & Cross-Functional Leadership
- Assist in selecting, onboarding, and managing creative, digital, public relations, social-media, content, and technology agencies and vendors in accordance with company procurement and approval practices.
- Establish project-management processes, service expectations, approval workflows, and communication routines that keep work visible, coordinated, and on schedule.
- Provide marketing education, tools, and practical guidance to property leaders so local teams can execute effectively within portfolio standards.
- Model Crystal Creek Hospitality’s values and promote a culture of creativity, responsiveness, accountability, inclusion, collaboration, and continuous improvement.
Compliance, Risk Management & Special Projects
- Ensure marketing activities follow applicable brand standards, advertising requirements, data-privacy expectations, accessibility practices, copyright and licensing rules, promotion terms, and company approval protocols.
- Protect confidential guest, employee, company, owner, vendor, and performance information and promptly escalate material brand, legal, privacy, or reputation concerns.
- Maintain organized, current, and audit-ready marketing plans, contracts, approvals, asset rights, campaign records, and performance documentation.
- Participate in strategic initiatives, system implementations, portfolio integrations, owner presentations, leadership meetings, and other special projects as assigned.
- Perform other job-related duties reasonably assigned by the Vice President of Marketing.
Requirements:
ESSENTIAL QUALIFICATIONS
- Bachelor’s degree in Marketing, Communications, Business, Hospitality Management, or a related field required; an advanced degree or relevant professional certification is preferred.
- Five or more years of progressive marketing experience, including significant experience within hotels, resorts, restaurants, travel, or another hospitality-related business.
- Three or more years of multi-property, regional, corporate, or comparable leadership experience with responsibility for strategy, budgets, agencies, and measurable business results.
- Demonstrated success developing and executing integrated campaigns across digital, e-commerce, customer relationship management, social media, public relations, content, partnerships, and traditional channels.
- Strong understanding of the hotel commercial ecosystem, including revenue management, sales, distribution, online travel agencies, direct-booking strategy, loyalty, guest segmentation, and the digital booking journey.
- Experience supporting branded or franchised hotels and independent, lifestyle, luxury, or destination-driven properties is strongly preferred.
- Working knowledge of website content management, search engine optimization, paid search, paid social, metasearch, analytics, marketing automation, reputation management, and customer relationship management platforms.
- Excellent writing, presentation, brand storytelling, and executive communication skills, with the ability to influence leaders and communicate complex information clearly.
- Proven ability to manage teams, contractors, agencies, and cross-functional stakeholders; manage competing priorities; and deliver high-quality work across multiple properties and deadlines.
- Ability to travel regularly to hotels and company meetings and to work occasional evenings or weekends during openings, events, crises, or major campaign launches.
PHYSICAL DEMANDS & WORK ENVIRONMENT
The physical demands and work environment described here are representative of those that must be met by an employee. These requirements support successful performance of the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
The position is primarily performed in an office, hotel, or remote-work environment and requires prolonged periods of sitting and working at a computer. The employee must be able to use standard office equipment, communicate effectively in person and through telephone or electronic means, and perform repetitive hand and finger movements. The employee may regularly stand and walk through hotel, restaurant, meeting, event, and back-of-house areas; occasionally bend, reach, and lift or move items weighing up to 25 pounds; and travel by automobile or commercial transportation. The role may require overnight travel and occasional evening, weekend, or holiday work during openings, events, crises, major campaigns, or other business-critical periods.
