Director of Marketing

Tiempo Completo

The Westin Cocoa Beach Resort & Spa Cocoa Beach, Florida Opening May 2027

About The Westin Cocoa Beach Resort & Spa

The Westin Cocoa Beach Resort & Spa is a landmark oceanfront destination redefining wellness-driven luxury on Florida’s Space Coast. Slated to open in May 2027, the resort will feature thoughtfully designed guest accommodations, a signature spa, distinct food & beverage concepts, curated retail experiences, expansive resort-style pools, and expansive meeting and event space.

Blending Westin’s globally recognized wellness philosophy with expansive beachfront access and sophisticated meeting and event facilities, the resort is poised to become the premier luxury leisure and conference destination between Miami and Jacksonville.

Position Overview

The Director of Marketing serves as the on-property marketing leader. This role is responsible for architecting and executing a fully integrated marketing strategy that drives revenue, market share, and long-term brand equity across all resort verticals — including leisure, group and conference, weddings, spa, food & beverage outlets, retail, and special events.

This is a high-impact, highly visible role that requires both strategic vision and hands-on leadership. The Director will lead the resort’s full pre-opening marketing launch, build awareness in competitive regional and national markets, and establish the property as a flagship Westin wellness and event destination.

This role reports directly to the Director of Sales & Marketing and maintains a dotted-line reporting relationship with Driftwood Capital’s Corporate Vice President of Marketing to ensure alignment with corporate strategy, brand positioning, and ownership objectives.

Core Competencies

• Strategic and revenue-driven mindset
• Multi-channel marketing expertise
• Brand storytelling and positioning
• Financial acumen and ROI accountability
• Agency leadership and vendor management
• Executive presence and communication skills
• Ability to thrive in a fast-paced, pre-opening environment

Key Responsibilities

Strategic Marketing Leadership

• Develop and execute the annual integrated marketing plan aligned with revenue goals and ownership return expectations.
• Lead and oversee the full pre-opening marketing strategy, including brand positioning, demand generation, the launch timeline, and market entry.
• Position the resort as:
  • The premier wellness-driven luxury destination on Florida’s Space Coast
  • A leading oceanfront conference and meeting destination
  • A culinary and lifestyle destination with distinct F&B identities
• Partner cross-functionally with Sales, Revenue Management, Operations, Spa, and F&B leadership to align campaigns with segment strategies.
• Drive market share growth and RevPAR index performance across all demand segments.

Brand, Creative & Content Leadership

• Ensure alignment with Marriott and Westin brand standards while differentiating the property as a destination resort.
• Oversee development of brand storytelling, photography, videography, and lifestyle content.
• Lead seasonal and thematic campaigns focused on wellness, beach experiences, culinary programming, and event activations.
• Maintain brand consistency across all guest touchpoints.

Digital & Performance Marketing

• Own and manage all website content strategy and updates across Marriott.com and any property-specific digital platforms, ensuring accuracy, brand alignment, SEO optimization, and timely promotion of resort experiences, F&B outlets, spa offerings, retail activations, and group and event programming.
• Oversee SEO/SEM, paid media, and digital advertising.
• Manage OTA presence and digital distribution strategy in partnership with Revenue Management.
• Lead CRM strategy, email marketing, and lifecycle marketing initiatives.
• Develop segmented campaigns for leisure, group, spa, weddings, and F&B.
• Utilize analytics dashboards to measure ROI, attribution, conversion, and channel performance.
• Provide data-driven recommendations to executive leadership.

Multi-Outlet & Ancillary Revenue Marketing

Unlike traditional hotel roles, this position oversees marketing for a complex resort ecosystem, including:

• Multiple independent food & beverage outlets
• Signature spa and wellness programming
• Retail boutiques
• Destination weddings and social events
• Large-scale group and conference space

Responsibilities include:

•  Developing distinct marketing strategies and positioning for each outlet while maintaining overall brand cohesion.
•  Driving local and regional F&B awareness among non-in-house guests.
• Developing campaigns for spa membership, packages, and wellness retreats.
• Supporting retail merchandising campaigns and seasonal programming.
• Building integrated promotions that increase on-property capture and total resort spend per guest.

Group, Conference & Event Marketing

• Collaborate with the Sales team to market the meeting spaces.
• Develop targeted campaigns for corporate meetings, incentives, association business, and destination weddings.
• Create compelling collateral and digital tools that support group sales efforts.
• Position the property as a premier oceanfront wellness retreat venue.

Public Relations & Market Positioning

• Lead PR strategy in partnership with retained agency.
• Drive media coverage in luxury travel, meetings, lifestyle, wellness, and culinary outlets.
• Coordinate influencer and content creator partnerships.
• Manage press visits and opening events.
• Develop strategic partnerships with tourism boards, corporate partners, and regional organizations.

Agency & Vendor Management

The Director of Marketing will manage external partners as needed. Responsibilities include:

• Establishing clear scopes of work and KPIs
• Managing budgets and contracts
• Leading strategy sessions and ensuring performance accountability
• Integrating agency output into broader resort strategy
• Ensuring all partners align with both Marriott standards and Driftwood corporate objectives

Team Leadership

• Directly manage the on-property marketing team.
• Foster a performance-driven, collaborative marketing culture.
• Serve as the marketing voice for strategic discussions with sales, revenue management, and the executive team.
• Present strategy, performance updates, and forecasts to ownership and corporate leadership.

Budgeting & Reporting

• Develop and manage the annual marketing budget.
• Allocate resources across channels and outlets based on ROI potential.
• Track KPIs + ROAS
• Provide structured monthly and quarterly reporting to property leadership and corporate.

Qualifications

• 7–10+ years of progressive hospitality marketing experience.
• Proven leadership experience in a luxury or upper-upscale resort environment.
• Experience in marketing multi-outlet F&B concepts and spa operations is strongly preferred.
• Pre-opening or major repositioning experience highly preferred.
• Experience within Marriott or a major global brand system preferred.
• Demonstrated expertise in digital performance marketing and analytics.
• Strong understanding of Florida leisure, drive markets, and group travel segments preferred.
• Bachelor’s degree in Marketing, Public Relations, Journalism, or related field (MBA preferred).

Why This Role Is Unique

This is not a traditional hotel marketing role. It is the marketing leadership position for a flagship, multi-dimensional resort asset with complex revenue and strong brand visibility. The Director of Marketing will shape the launch narrative, build long-term brand equity, and directly influence returns from day one.