Area Director of Digital Marketing, Freehand Hotels

About Us

HEI Hotels & Resorts is proud to welcome the Freehand Miami to our growing portfolio of distinguished properties. Freehand is a collection of hotels that combine the social culture of a hostel with innovative design, award winning food and beverage, and a community-driven atmosphere. At HEI, we understand that exceptional hotels are built by exceptional people. Our continued success is driven by our associates - the heart of every guest experience. Where people choose to work matters. In return for that choice, we are committed to providing competitive compensation and benefits, industry-leading tools and training, and a culture that empowers growth and excellence. Simply put, we honor the privilege of our associates choosing HEI by investing in them - ensuring they thrive, grow, and elevate every property we serve.

Don't meet every single requirement of this job? At HEI we are dedicated to building a diverse and inclusive workplace, so if you're excited about this role but your experience doesn't align perfectly with every qualification in the job description, we encourage you to still send in your information. You may be the perfect candidate for this or for other roles within our organization!

We value U.S. military experience and invite all qualified military candidates to apply.

Overview

HEI Hotels & Resorts is seeking a collaborative, analytically driven Enterprise Marketing Director to support a portfolio of three to four hotels across multiple markets. This role will serve as the primary marketing partner for each property-developing and executing comprehensive, segment-focused marketing strategies that drive revenue across Transient, Group, Business Travel, F&B, weddings/events, and ancillary outlets.

Working closely with property leadership, sales, and revenue management, this position ensures each hotel's marketing efforts are strategically aligned, brand-compliant, and optimized for performance. Regular property travel is expected to support commercial planning, photo shoots, site visits, and cross-functional alignment.

Strategic Commercial Marketing

• Build and execute integrated marketing plans that support all revenue segments, including Transient, Group, BT, meetings, weddings, F&B, and experiential offerings.
• Ensure each property's brand voice, positioning, and content remain competitive and aligned with market demand.

Direct Channel Growth & Digital Performance

• Improve direct booking share through continuous optimization of website, paid media, metasearch, SEO, email/CRM, and social channels.
• Partner with Revenue Management to activate targeted campaigns addressing demand shifts, pace needs, and compression opportunities.

Cross-Functional Collaboration

• Act as a key partner to GMs, DOSMs, revenue teams, and ownership groups; participate in commercial calls, planning sessions, and business reviews.
• Support sales initiatives through segment-specific campaigns, BT visibility strategies, group lead-generation initiatives, and event-driven marketing.

Agency & Vendor Management

• Oversee creative, media, SEO, social, and PR partner execution, ensuring consistency with HEI standards and strong ROI.
• Manage asset development including photography, videography, and brand collateral.

Performance Insights & Reporting

• Monitor KPIs across channels and segments, providing monthly reporting with insights, trends, and actionable optimizations.
• Provide forward-looking recommendations to maximize revenue, enhance visibility, and strengthen competitive positioning.

Qualifications

• 4-5+ years of progressive marketing experience, preferably in hospitality, travel, or multi-unit consumer brands
• Strong understanding of digital marketing, brand strategy, and hotel commercial performance (Transient, Group, BT)
• Ability to manage multiple properties and priorities in a fast-paced environment
• Highly analytical with experience in performance tracking and data-driven decision making
• Exceptional communication and project management skills
• Familiarity with hotel CRMs, booking engines, metasearch, and brand systems is a plus
• Comfortable with regular travel (approximately 25-40%)

Compensation

Tipped/Service Charge Eligible? No

Discretionary Performance Bonus Eligible? Yes

Benefits

HEI Hotels and Resorts is committed to providing a comprehensive benefit program that offers you choices for your physical, mental and financial wellness, creating value in your most important investment - you!

For your physical and mental wellness we offer competitive Medical and Dental programs through Anthem Blue Cross Blue Shield as well as Vision insurance programs through EyeMed. Our Vacation, Sick and Holiday programs are available for you to rejuvenate with time off. HEI also provides pet insurance through the ASPCA. For your financial wellness, HEI provides a wide array of coverage, including Supplemental, Spousal and Child Life insurance as well as Short and Long-Term Disability plans. Our 401(k) Savings Plan with matching funds, and discounts through our 'YouDecide' and Hotel Room Discount programs provide additional incentives for choosing HEI as the employer of your future. Specific details and eligibility of these programs vary by location and employment status.

HEI Hotels and Resorts is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, and other legally protected characteristics.