VP of Consumer Marketing & Brand (Lifestyle & Hospitality)

Job Title: VP of Consumer Marketing & Brand (Lifestyle & Hospitality)

Location: Miami, FL

Industry: Lifestyle & Hospitality

Direct Reports: None. This is mainly a sole contributor role.

Visa: No sponsorship possible. Must have valid work authorization

Job ID: ZR_9558_JOB

Remote work policy: On-site

Job Seniority: Executive Level

Company size: Medium (50-1000 ppl)

Company Ownership: Privately Owned

Industry(ies): Hospitality, Hospitality Tourism Leisure,

Function(s): Marketing,

Region(s): Chicago, NORTH AMERICA, USA, Florida, Miami

Company Description

Our client is a fast-growing hospitality and lifestyle platform operating at the intersection of entertainment, culture, retail, consumer experiences and hospitality. The business is evolving beyond a traditional hotel model and is building a broader direct-to-consumer ecosystem that combines destinations, experiential activations, merchandise, and branded lifestyle ventures.

Headquartered in Miami, the company is in an expansion phase across multiple markets and is seeking to strengthen its central marketing leadership. This role will be instrumental in shaping how the platform is positioned, launched, and experienced by consumers globally.

Objective of the Role

The Vice President, Consumer Marketing & Brand will define and lead the global consumer marketing strategy across the client’s hospitality, retail, and experiential businesses. The mandate is to build a culturally relevant lifestyle brand platform, not simply to promote properties.

This executive will develop the strategic brand narrative, create launch and go-to-market playbooks, and build stronger direct-to-consumer engagement across physical and digital touchpoints. The role requires both strategic vision and the ability to operate in a hands-on, entrepreneurial environment where the infrastructure is still being built.

Ideal Profile

The ideal candidate is an accomplished brand builder with a strong track record of launching, scaling, or repositioning consumer-facing lifestyle concepts. Relevant backgrounds may include lifestyle brands, entertainment, fashion, consumer services, wellness, sports-related brands, retail concepts, or other modern B2C businesses with strong experiential and cultural dimensions.

This person should bring broad 360-degree marketing capability, with exposure to brand strategy, creative development, activations, digital marketing, CRM, and consumer engagement. The strongest profiles are likely to come from smaller or scaling businesses where they had meaningful ownership and were required to be both strategic and operational.

A traditional hospitality profile focused mainly on property marketing, corporate travel, or B2B demand generation would be less relevant. Likewise, candidates coming exclusively from very large, highly structured corporations may be less suited unless they have personally operated in a lean, entrepreneurial, high-accountability environment.

Responsibilities

• Define and lead the global consumer marketing and brand strategy across all business units.
• Build a clear and differentiated brand platform that connects hospitality, entertainment, retail, and lifestyle experiences.
• Develop and execute launch strategies for new openings, activations, and brand extensions.
• Create scalable direct-to-consumer marketing frameworks across digital, experiential, and physical channels.
• Strengthen CRM, consumer data capture, lifecycle marketing, and retention capabilities.
• Drive culturally relevant campaigns, partnerships, and storytelling initiatives that increase awareness, engagement, and commercial performance.
• Ensure consistency between brand positioning and the on-the-ground consumer experience across markets.
• Partner closely with leadership, operations, development, retail, and external agency partners to embed brand thinking into execution.
• Help elevate the marketing function from local execution to centralized strategic leadership.

Requirements

• Significant senior marketing leadership experience, ideally within consumer-facing lifestyle, entertainment, retail, fashion, wellness, or adjacent sectors.
• Proven success launching or scaling brands, concepts, or new ventures in competitive markets.
• Strong expertise in brand strategy, go-to-market planning, creative leadership, and direct-to-consumer marketing.
• Demonstrated ability to work effectively in lean or fast-growth environments with limited internal resources.
• Commercially minded, highly creative, and comfortable balancing long-term brand building with near-term results.
• Strong executive presence and the ability to influence multiple stakeholders across functions and geographies.
• Based in, or willing to relocate to, Miami. Candidates already authorized to work in the United States are strongly preferred.
• Willingness to travel internationally as required.