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Job Overview
Life House's mission is to make travel more meaningful and more accessible. Our Brand Marketing team's mission is to breathe life into our hotels through telling the substantive stories that exist and supplementing those stories with new scalable ideas that help build awareness and trust in our brand.
We are looking for a Brand Marketing leader to own the Life House brand (and its sibling brands and hotels) and its manifestation into the world. The VP, Brand Marketing will be responsible for leading a team that makes our brands, each of our hotels, bars & restaurants into word-of-mouth hot-spots by discerning travellers who value the value propositions we offer. This role will oversee all branded avenues from PR, social media, paid social, partnerships, influencer marketing, email marketing, retention etc. (to name a few) and will be working closely with the creative team to wholly own these avenues in a scalable and ROI positive way (i.e. that drives demand at each hotel).
At our current stage, this role does not create large scale marketing campaigns, but rather the focus will be on building scalable brand marketing systems and grassroots marketing efforts that manifests in our hotels filling up with our target crowd that values our brand versus price shoppers.
BACKGROUND:
Life House is a hotel brand & technology company. Our mission is to make travel more meaningful and more accessible for travelers and make hotels more seamless & more profitable for owners. In the context of brand marketing that means increasing the value to travelers and manifesting that through high ROI demand.
Essentially that means making a hotel experience worth more to a traveler than it's physical brick & mortar through branding, storytelling, culture, events, partnerships etc. in a way that breathes life into our hotels and makes the experience so much more than a place to stay.
As the reasons people travel are different at each property/location and as rarely do travelers make a hotel booking from upper funnel touch points, the brand marketing leader at Life House will be responsible for building Life House and its sibling brands into a household name AND creating scalable strategies and systems that allow each hotel to have its own strong presence.
YOU ARE:
A storyteller. You have an ability to make something worth far more than its elements by connecting your audience to its origin and meaning. Our hotels are more than a place to sleep. Our design details don't just look aesthetically pretty, there are deeply rooted stories there.
A "design thinker" & objective-driven. You empathize with your target audience before you create plans for reaching them. You have an organic empathy for travelers with discerning (not gimmicky or cheesy) tastes who are yearning for authentic, meaningful, human experiences. You are able to adapt how you communicate to best reach and engage our audience and differentiate our brand. You have excellent verbal and written communication skills to communicate these things.
Articulate about ROI. You like being oriented around quantitative business goals in a way that doesn't dilute your creativity. You can work backwards from a business goal to design the best brand strategy and you are articulate about what success looks like in the context of numbers.
Organized. In building scalable systems and managing teams you are able to manage highly interdependent, complex projects and keep various workstreams on track (ideally with Asana).
Ambitious. You are eager to make an impact, not just clock in and out. You thrive in a fast-moving, dynamic, hyper-growth environment and are able to operate fluidly between the 30,000-foot strategy level and the micro-detail to get things right.
YOU WILL (JOB DESCRIPTION):
Own all brand marketing across the entire company for hotels and bars & restaurants and working closely with the VP of Revenue & Performance Marketing team as a de-facto "two-headed CMO" to grow our brand's awareness and strength.
Oversee all things that the brand manifests externally through. This includes social media, paid marketing, influencer marketing, brand partnerships, our websites, PR, etc.
Create scalable strategies and systems that allow each hotel to launch successfully with "buzz" and continuously operate successfully and stay relevant year after year.
Work with our creative team to ensure a strong and consistent brand identity is holistically communicated.
Develop understanding of customer mindsets, attitudes, & behaviors. Translate those insights into marketing strategies.
Develop, in partnership with our analytics teams, metrics and measurement solutions that demonstrate the impact of the brand programs.
Own end to end campaign execution, including defining success metrics, target audience, messaging / messaging hierarchy, channel strategy, creative vision and ongoing optimization.
THE IDEAL CANDIDATE HAS:
Experience building creative brand marketing and content strategies with nimble budgets & short timelines.
Great writing and presentation skills that can communicate these strategies to teammates effectively
Experience leading and managing distributed creative teams with extreme organization.
Experience with building a brand's awareness from the ground up in an early stage company.
Experience and desire owning a product marketing throughout a product's lifecycle.
Experience designing and executing on 360 marketing campaigns.
Experience working at a top tier brand, brand agency, or advertising agency that thinks about differentiated branding and brand marketing in a structured way.