Director of Marketing bei Proper Hospitality

Introducing The Shelborne by Proper, a holistic restoration of the iconic Miami beachfront hotel. This extensive renovation preserves the landmark’s 1940 art deco distinction and authentic charm while modernizing interiors from top to bottom — all embracing the rich heritage originally crafted by Morris Lapidus and Igor Polevitzky, two of the most celebrated Art Deco architects of the mid-twentieth century.

The Shelborne introduces four vibrant new food & beverage destinations to the neighborhood, each suited for warm weather dining, with an all-day signature restaurant, a lobby bar- lounge, and curated cafe. Resort amenities include a spacious pool and lush garden lounge, indoor-outdoor cabanas, sundeck terrace, state-of-the-art fitness center, dedicated access to a private beach club, and more than 15,000 square feet of indoor-outdoor meeting & event space.

Position Overview

The Director of Marketing is a key member of The Shelborne's executive leadership team, responsible for shaping and executing a dynamic brand strategy that positions the property as a premier destination in the luxury hospitality market. This role works in close partnership with the Director of Sales and Marketing to ensure a cohesive approach to revenue generation, brand visibility, and guest engagement. The Director of Marketing leads the development of innovative marketing campaigns, strategic partnerships, and curated programming that resonate with discerning travelers and members alike.

Key Responsibilities

• Brand Leadership: Define, protect, and elevate The Shelborne's brand identity across all channels, ensuring alignment with the property’s vision, values, and guest experience

• Marketing Strategy: Develop and execute an integrated marketing plan that drives awareness, loyalty, and profitability, balancing traditional hospitality marketing with forward-thinking digital and experiential initiatives

• Proper Club Strategy: Partner with the Membership team to design and implement marketing strategies for Proper Club, ensuring the program drives engagement, retention, and a sense of exclusivity among members

• Content & Creative Direction: Oversee the creation of compelling storytelling, creative assets, and content across digital, print, PR, and social platforms to showcase The Shelborne's unique experiences and offerings

• Programming & Partnerships: Identify and launch curated partnerships, events, and cultural activations that enhance The Shelborne's reputation as a lifestyle destination for both guests and local communities

• Digital & Social Presence: Drive engagement and growth through innovative use of digital platforms, influencer collaborations, and emerging technologies, ensuring the hotel maintains a leading edge in the luxury sector

• Guest & Member Engagement: Support the development of loyalty initiatives and membership programming, ensuring high-value guests feel connected to the brand beyond their stay

• Corporate Alignment: Liaise closely with the corporate marketing team to ensure The Shelborne's initiatives align with brand-wide campaigns, standards, and long-term strategies

• Collaboration with Sales: Partner with the Director of Sales to align marketing efforts with revenue targets, business development initiatives, and key market segments

• Team Leadership: Inspire, mentor, and manage a team of marketing professionals, fostering creativity, accountability, and professional growth

• Performance & Analytics: Establish KPIs, monitor campaign performance, and provide actionable insights to continuously refine strategy and maximize ROI

Qualifications

• 7–10 years of progressive marketing experience, ideally in luxury hospitality, lifestyle, or high-end consumer brands
• Proven ability to develop and execute integrated marketing strategies that drive brand awareness and revenue