Vice President of Brand & Marketing

Overview

Proper Hospitality is seeking an experienced Vice President of Brand & Marketing to join our corporate team in Los Angeles.

The Vice President of Brand & Marketing will define and lead the creative and strategic direction for Proper Hospitality’s brand portfolio—Proper, By Proper, and The Collective. This leader ensures clear, consistent storytelling across all touchpoints, translating our values of design, culture, and wellness into experiences that build both brand strength and commercial performance.

They will also play a central role in new openings, ensuring each launch reflects Proper’s standards of design, storytelling, and cultural connection while driving awareness and demand in each market.

Reporting to the EVP of Commercial Strategy, the VP of Brand & Marketing will guide a cross-functional team spanning brand strategy, creative, PR, social media, and property-level marketing. They will collaborate closely with the VPs of Activations & Experiences and Revenue to align brand expression with guest experience and business results.

In the first year, success will mean unifying the Proper, By Proper, and Collective narratives under one brand architecture, elevating creative standards across every channel, and connecting brand initiatives directly to measurable awareness, engagement, and revenue growth.

• Brand Strategy + Creative Direction
• Define and evolve the brand positioning, voice, and visual identity for all sub-brands
• Lead internal and external creative teams in developing campaigns, photo/video content, and brand assets
• Oversee brand launch strategy for new properties and concepts, working with Development, Design, and Operations to translate each project’s vision into market-ready positioning, creative campaigns, and PR strategies
• Oversee creative approvals and maintain brand consistency across digital, print, and experiential channels
• Partner with Development, Design, Food & Beverage, and Activations & Experiences teams to ensure the brand is expressed cohesively across physical and digital environments
• Serve as the steward of Proper’s aesthetic and cultural point of view, ensuring storytelling reflects our leadership in design, wellness, and hospitality

• Marketing, Content & Communications
• Lead social media, influencer, and partnership strategy across all brand and property channels
• Oversee PR and communications—corporate and property-level—guiding agency partners and shaping narratives that build reputation and earned visibility
• Manage property marketing managers and the in-house creative director responsible for execution of brand assets
• Partner with the Director of Performance Marketing to align creative and campaign strategy with digital goals, ensuring consistency between brand storytelling and revenue outcomes

• CRM + Guest Engagement
• Oversee CRM and database growth strategy, working with the Commercial team to personalize communication and drive loyalty
• Use data and insights to inform lifecycle marketing and strengthen guest relationships
• Lead a collaborative, high-performing team across brand, PR, social, and creative disciplines
• Manage agency partners and maintain a network of collaborators in design, culture, and wellness
• Partner with executives across Operations, Development, Finance, and Commercial functions to ensure the brand drives measurable business impact

• Qualifications
• 10+ years of experience in brand or integrated marketing, including 5+ in senior leadership
• Proven success scaling or evolving a lifestyle or luxury brand—ideally spanning hospitality, design, wellness, or fashion
• Strong creative sensibility with the ability to connect brand storytelling to commercial performance
• Deep understanding of digital channels, content strategy, and cultural trends
• Exceptional leadership, communication, and collaboration skills; comfortable guiding both creative teams and agency partners
• $,000 base + bonus

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…