Vice President of Marketing
About our company:
Springboard Hospitality is a premier third-party hotel management company with a 30+ year history transforming lifestyle hotels, from the islands of Hawaii to the tip of Florida.
Springboard team members are a diverse mix of independent innovators, savvy storytellers, adventure-seekers, tech entrepreneurs, free-thinkers and community leaders making waves across one of the most diverse portfolios in the industry.
At every level, the Springboard team is dedicated to going Above & Beyond to deliver hotels that transform people, properties & communities. From memorable moments at the front desk, to thoughtful room touches, to inspired onsite programming, the Springboard team is committed to empowering the traveler’s journey—inviting them to experience the frequency of each hotel’s locale, pushing authentic human connection, exploration, and discovery, while also driving revenue.
Springboard values intentional culture, and whole-heartedly believes in nurturing, training, and empowering the careers of the hospitality leaders of today and tomorrow, encouraging them to travel and explore, through Springboard’s award-winning portfolio. From work life balance to career development, Springboard values and invests in the greater team, reflected in zero corporate turnover during the pandemic, well positioned for continued growth through the future.
https://www.springboardhospitality.com/
Primary mission:
The Vice President of Marketing serves as a key member of Springboard Hospitality’s executive leadership team, responsible for setting and executing the company’s brand and marketing vision across the entire portfolio. This role leads enterprise-level marketing strategy, brand positioning, digital engagement, loyalty initiatives, and communications to drive demand, strengthen customer connections, and enhance the company’s reputation while ensuring alignment with ownership goals and Springboard’s long-term growth plans.
As the senior-most marketing leader, the VP partners closely with the President, Commercial Team, Operations, and Property GMs to shape strategic direction, drive brand innovation, and lead transformative initiatives that position Springboard as a market leader and hospitality brand of choice in diverse markets.
SCOPE OF WORK + TEAM
- Reports to President
- Direct Reports: Field Marketing Directors & Managers, Area Marketing Managers, Digital Marketing Managers
- Oversight of Springboard’s 50+ properties
- Springboard Executive Leader
- This role may be based remotely with regular travel to properties, corporate offices, and industry events.
RESPONSIBILITIES
Enterprise Marketing Strategy & Brand Leadership
- Define, lead, and execute the company’s enterprise marketing strategy in alignment with overall corporate objectives and market conditions.
- Develop and oversee the company’s brand positioning, storytelling, and voice to ensure consistency and strength across all properties and channels.
- Establish long-term and short-term marketing goals that drive demand, brand recognition, guest engagement, and profitability.
- Anticipate and respond to evolving consumer behaviors, competitive shifts, and macroeconomic factors to maintain brand relevance and market leadership.
Commercial Alignment & Cross-Functional Leadership
- Partner with executive leadership to integrate marketing strategies into the broader commercial plan, ensuring alignment with Sales, Revenue, Digital, and Operations.
- Serve as a key advisor to property owners and asset managers on brand positioning, market opportunities, and marketing performance.
- Collaborate with Finance and Operations to ensure marketing investments are data-driven, measurable, and strategically aligned with growth objectives.
Digital, Distribution & Demand Generation
- Oversee digital marketing, content strategy, and paid media campaigns to drive awareness, direct bookings, and market share.
- Lead CRM, loyalty, and guest engagement programs that strengthen long-term customer relationships.
- Drive direct booking initiatives and digital innovations that shift share from higher-cost third-party channels.
- Ensure consistent brand merchandising, storytelling, and positioning across all platforms.
Leadership Development & Team Performance
- Recruit, mentor, and inspire top marketing talent, fostering a high-performance culture rooted in creativity, accountability, and continuous learning.
- Provide strategic coaching and development opportunities for marketing leaders at both the corporate and property levels.
- Champion diversity, equity, and inclusion within the marketing discipline.
Performance Analytics & Reporting
- Oversee enterprise-wide marketing analytics, measuring ROI, campaign effectiveness, and brand health.
- Establish clear KPIs and monitor performance against marketing, engagement, and revenue contribution goals.
- Translate complex data into clear, strategic recommendations that inform business and investment decisions.
Technology, Innovation & Partnerships
- Evaluate and implement enterprise-level marketing technologies (CRM, CMS, digital platforms) to enhance performance and efficiency.
- Champion the use of data-driven personalization and predictive analytics to optimize guest engagement and conversion.
- Lead strategic partnerships with agencies, influencers, and media to amplify brand presence and market impact.
Special Initiatives
- Provide marketing leadership in due diligence, onboarding, and integration of new hotels into the portfolio.
- Spearhead marketing strategies for property repositioning, renovations, and brand transitions.
