Brand Marketing Manager

The Shelborne By Proper

The Shelborne by Proper is an iconic Miami Beach landmark reimagined through the lens of Proper Hospitality. Set along the ocean in the heart of South Beach, our historic Art Deco property brings together thoughtful design, elevated hospitality, dynamic food and beverage, wellness, nightlife, and a distinctly Miami sense of energy. More than a hotel, The Shelborne is envisioned as a destination for both travelers and locals — honoring the character and history of the property while creating a modern luxury experience that feels deeply connected to the culture, rhythm, and spirit of Miami Beach.

Essential Job Duties and Responsibilities

Property Marketing Leadership

• Serve as the primary marketing lead for Shelborne by Proper, owning the property marketing calendar and keeping it aligned with revenue goals, demand trends, and the events and programming calendar

• Build and maintain the property marketing plan, and keep it in line with the corporate marketing plan as it rolls out

• Take part in Shelborne's weekly sales and marketing meeting and the revenue calls, so marketing responds to real need periods and pace

• Lead the monthly property marketing meeting with hotel leadership and keep a clear record of decisions and next steps

• Act as the main contact between the hotel and corporate marketing: bring complete briefs in, and carry brand standards back to the property

Campaigns, Programming & Partnerships

• Plan and run marketing for the hotel's restaurants, bars, events and seasonal moments

• Support group and event sales with collateral, email, targeted outreach and content that helps the sales and events teams win business

• Coordinate on-property programming, local partnerships and cultural moments with the General Manager, F&B and events teams, and bring anything that carries brand or press weight to corporate Partnerships and PR

• Work with PR partners, corporate and local, on announcements, openings and relaunches

Brand & Content

• Make sure everything guest-facing at Shelborne, in print, digital and in the building, meets Proper brand standards, and route work to corporate brand and creative for approval where required

• Feed the corporate social team: share upcoming programming, moments and capture needs early, and capture photo and video on property when needed. Social strategy, voice and publishing stay with the corporate social team

• Keep Shelborne's website content, Google Business Profile and third-party listings accurate by using the agreed corporate request path

• Manage on-property collateral requests (menus, signage, in-room and event materials) through the standard Asana intake with the design team

Performance & Reporting

• Send the weekly property marketing recap in the standard format: wins, tasks completed, project updates, outstanding asks and approvals, next week's content plan, and upcoming programming and partnerships

• Track results of campaigns, promotions, email and paid efforts for the hotel, and share what you learn with the General Manager and corporate marketing

• Keep the large project tracker current, including budgets, marketing plans, and restaurant relaunches

• Give property input to the CRM and email program and to website offers. Corporate digital builds and sends; you supply the story, the dates, and the offer details

• Support quarterly performance reviews with property leadership and corporate marketing

Collaboration & Working Style

• Partner with the hotel's sales, events, F&B and membership teams so marketing matches what the property is selling

• Submit corporate requests with complete briefs, keep your tasks and dates current in Asana, and flag blockers early

• Support management of the property marketing budget and local vendors, photographers and agencies

• Use AI tools in daily work, such as planning, drafting, and reporting, within Proper's brand and review standards

Key qualifications & skills

• 5+ years of experience in hospitality, lifestyle, or luxury marketing; on-property or hotel experience strongly preferred

• A strong eye for brand: you can tell whether work looks and sounds like Proper, and you can explain why

• Clear, confident writing and the ability to turn a rough request into a complete brief

• Understands how a hotel makes money (occupancy, pace, group and events, F&B) and can connect marketing activity to revenue

• Comfortable with performance reports and analytics, and able to turn them into next steps

• Organized and calm: you can run many small requests and a few big projects at once in a busy property

• Works well with General Managers, sales, F&B and events teams, and corporate colleagues, with a high level of autonomy

• Hands-on with email and social scheduling tools, Asana, Notion and Google Workspace; basic design skills (Canva, Figma or Adobe) are helpful

• Comfortable using AI tools to plan, draft and report

• Willing to work on-site in Miami Beach, including evenings and weekends around events and key moments

Preferred skills

• Knowledge of the Miami and South Florida market, with local relationships in press, creative and hospitality

• Experience marketing restaurants, bars, events, or nightlife

• Photo and video capture with light editing

• Experience with local PR, creator, and partnership relationships

• Experience launching or relaunching a hotel or restaurant concept

Physical Demands

• Ability to sit or stand for extended periods.

• Ability to work on a computer for long hours.

• Ability to lift and carry light items (up to 20 pounds), such as design materials, portfolios, or promotional assets.

Why Join Proper Hospitality

At Proper, we build experiences that move people — and that begins with the team behind them. As a best-in-class employer, we’re committed to creating one of the Best Places to Work in hospitality by nurturing a culture where creativity, excellence, and humanity thrive together.

Everything we do is grounded in the belief that hospitality is more than a profession - it’s an opportunity to care for others and make lives better. Guided by the Pillars of Proper, we show up with warmth and authenticity (Care Proper), strive for excellence in everything we do (Achieve Proper), think creatively and resourcefully (Imagine Proper), and take pride in the style and culture that make us who we are (Present Proper).

We believe our people are our greatest strength, and we invest deeply in their wellbeing, growth, and sense of belonging. From comprehensive benefits to meaningful development programs, Proper is designed to help you build a career, and a life, that feels as inspiring as the experiences we create for our guests.

Our Commitment: Building the Best Place to Work

Our Best Place to Work initiative is a living commitment — a continuous investment in our people, our culture, and our purpose. We listen, learn, and evolve together to create an environment where everyone feels empowered to imagine boldly, achieve confidently, care deeply, and present themselves authentically.

At Proper, joining the team means more than finding a job — it means joining a community that believes in building beautiful experiences together, for our guests and for one another.

Proper Hospitality is an equal-opportunity employer. We provide employment opportunities to all individuals regardless of race, color, religion, sex, national origin, age, disability, gender identity or expression, genetics, or any other federally or state-protected category.