Director, Brand Marketing, Luxury Brands - CALA

This role provides strategic guidance and oversight for marketing the CALA portfolio of Luxury hotels, focusing on the strategic development of Luxury Brand marketing initiatives. It aims to drive successful hotel openings and elevate on-property Luxury Marketing teams. The role requires a seasoned marketing leader with a strong track record of developing compelling Luxury positioning narratives, building relationships with industry stakeholders, and creating integrated marketing strategies that enhance visibility and engagement.

This leader will champion brand integrity, strengthen luxury positioning, and accelerate topline growth through agile planning, owner relations, and cross-discipline collaboration. They will partner with the Sr. Director of Marketing & Digital to set the property ramp-up phase for success by providing all necessary assets to the Shared Services Field Marketing, Public Relations, and Social Media teams to develop and execute a comprehensive digital marketing strategy.

Key Responsibilities 

Luxury Openings Strategy & Execution

- Lead the marketing strategy for all luxury hotel openings, including new builds and conversions.

- Serve as strategic liaison to coordinate and facilitate communication between Global brand leaders and on-property leaders to ensure alignment and execution of marketing brand initiatives

- Lead the identification and selection of brand-approved positioning, creative agencies, and content creators.

- Develop Residence rental product marketing focused on capturing high-net-worth travelers.

- Align with Openings, Development, Brand, PR, and Continent Luxury teams to ensure seamless pre-opening and launch communications, including marketing budget optimization and reporting.
- Define the critical path for marketing activation, including agency onboarding, photography and content requirements, positioning workshops, and RAMP meetings.

On-Property Marketing Elevation

- Provide consultative guidance and lead the development and delivery of marketing frameworks to elevate Director of Sales & Marketing and on-property marketing teams’ knowledge and executional capabilities, ensuring alignment with brand standards and property-level business goals.

- Provide direction for the development of annual property marketing plans

- Develop new on-property marketing role profiles tailored to specific brands and CALA, and lead the onboarding of on-property Marketing leaders across CALA
- Create toolkits and templates for property-level marketing execution.
- Partner with Luxury Senior Director Commercial Services and Field Marketing to ensure consistent brand pull-through and digital strategy alignment.

  Brand Strategy & Localization

- Localize global brand messaging for CALA markets while maintaining luxury brand integrity, ensuring campaigns resonate with regional audiences and are tailored to key customer segments and high-net-worth individuals. 

- Lead destination and coop Demand Generation Luxury marketing efforts focused on leisure travel and high-value segments.

- Partner with Director Luxury Brand Management to ensure alignment, including Brand Partnerships.
- Ensure brand voice and creative assets are adapted for regional relevance.

- Oversee agency selection and onboarding, positioning, and creative support. 

- Provides strategic guidance to CALA Content team in selecting visual assets vendors, Architecture, Lifestyle, Destination, Social Content, Copywriters, etc.
- Oversee in-market strategic alliances, partnerships and promotional partners to amplify luxury brand exposure. 

- Manage owner relationships for halo properties to drive marketing performance and ensure alignment on brand marketing

Performance & Reporting

- Provide strategic oversight and executive-level reporting on the effectiveness of hotel openings, pre-opening plans, and pre opening budgets. Leverage performance analytics and ROI insights to inform decision-making and optimize campaign impact across luxury openings and ongoing brand programs.

-Ensures PRO Formas, pre opening budgets and any budget-related allocations are aligned with key strategies that will help achieve a successful opening phase, adhering to “Drive Direct First” strategy. 

 

Candidate Profile   

Education & Experience

- Bachelor’s degree in Marketing, Communications, or Hospitality; MBA preferred.
- 10+ years in luxury brand marketing, with regional experience in CALA or similar markets. Proven success in hotel openings, agency management, and team development highly desired.

- Must possess broad marketing experience across Brand, digital, paid media, social media and public relations. 

- Fluency in English and Spanish; Portuguese desired.

Skills & Competencies

- Drives for results through Enterprise Mindset

- Possesses excellent problem solving and decision-making capabilities.

- Develops and sustains relationships based on an understanding of customer needs and actions 

- Demonstrated ability to take complex projects and efforts from conception to successful execution. 

- Proven track record working with senior executives in a consultative manner. 

- Consistent track record of advancing business direction and strategies.

- Strong planning, organizing and Project Management skills

- Embraces Global Mindset utilizing diverse styles to foster innovation, boost engagement.

- Strategic planning and execution across multi-channel platforms.
- Strong leadership and coaching capabilities.
- Expertise in brand storytelling, destination marketing, and digital strategy.

The salary range for this position is $114,200 to $155,600 annually. Marriott offers a bonus program, comprehensive health care benefits, 401(k) plan with up to 5% company match, employee stock purchase plan at 15% discount, accrued paid time off (including sick leave where applicable), life insurance, group disability insurance, travel discounts, adoption assistance, paid parental leave, health savings account (except for positions based out of or performed in Hawaii), flexible spending accounts, tuition assistance, pre-tax commuter benefits, other life and work wellness benefits, and may include other incentives such as stock awards and deferred compensation plans. Benefits and incentive compensation may be subject to generally applicable eligibility, waiting period, contribution, and other requirements and conditions. 

The compensation and benefits information is provided as of the date of this posting. Marriott reserves the right to modify compensation and benefits at any time, with or without notice, subject to applicable law.

Marriott International is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non-discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law.