Director of Experience

Job Title: Director of Experience

Company: Reef

Location: Lehi, Utah

Salary: $140,000-$160,000

About Reef:

Reef is a Utah-based vertically integrated investment and development firm founded in 2005, with three primary lines of business: Investments, Real Estate, and Lifestyle. Reef's team is currently involved in some of the most prominent development transactions in Utah and other targeted geographies across the United States.

Built on two decades of success, our investment approach combines proven expertise with purposeful innovation. Reef's team has completed more than 500 transactions across all lines of business. In addition to our real estate investment strategy, Reef and/or affiliates own and operate various businesses that add significant long-term value to its projects. We have grown rapidly, growing from about 25 employees to well over 400, with managed assets on behalf of over 750 institutional and individual partners worldwide.

With the motto "Expect the Best," Reef's most prominent developments include Black Desert Resort, a $2 billion luxury golf resort in Ivins, Utah; Marcella, a luxury private golf community in Park City, Utah; Tributer Resort, Virginia's newest premier private lakeside golf destination on Lake Anna; Cornerstone Club, a 5,000-acre residential community, private club, and resort in Telluride, Colorado; Sweetens Cove, a renowned and evolving golf destination nestled in the Tennessee Valley; and the restoration of the historic Coco Palms Resort in Wailua, on the island of Kauai, Hawaii.

At Reef, our mission is to recruit, develop, and retain entrepreneurial individuals who desire to build and create something long-lasting and meaningful. Our business enables bright, committed people to work in high-performing teams within an environment that allows each person to achieve their professional objectives. Reporting to the President of Asset Management, Reef values a strong culture dedicated to the health and well-being of our employees.

Position Summary

Reef is seeking a Director of Experience to build and manage feedback channels that capture, integrate, and translate input from hospitality guests, investors, club members, real estate owners, and employees into actionable insights. The Director of Experience will develop systems that measure and improve these experiences, ensuring Reef and its communities deliver consistent, high-quality, and memorable interactions that elevate brand value, strengthen loyalty, and drive growth. This role serves as a key connector across Reef's ecosystem-prioritizing feedback, routing it to the right leaders, and ensuring follow-through with professionalism.

Key Responsibilities

Feedback Systems & Processes

• Build and maintain Reef's portfolio-wide experience and engagement framework by partnering with operators to leverage their existing feedback systems.
• Identify opportunities to expand or standardize best practices from operator platforms to ensure consistent tracking and reporting.
• Develop dashboards and scorecards that integrate multiple data sources into a single Reef-wide view.
• Ensure all feedback is routed to the most relevant leaders and acted on, with consistent follow-up to originators.

Operator Partnership & Onsite Experience

• Collaborate closely with third-party operators who manage Reef's hospitality, club, and residential assets to capture feedback on the onsite experience (guest stays, club usage, dining, recreation, events, etc.).
• Partner with operators to ensure their property-level systems (e.g., guest surveys, NPS, comment cards) are aligned and integrated into Reef's broader experience framework.
• Share benchmarks, tools, and insights that help operators enhance onsite service delivery while maintaining their operational autonomy.
• Explore opportunities to expand best practices across properties for consistent experience tracking and measurement.
• Maintain high-trust relationships by acting as a collaborator and integrator, ensuring visibility of issues without dictating operator strategies.

Employee Property Feedback

• Create and manage structured channels for Reef employees to provide feedback on their experiences at Reef assets (e.g., Le Dépôt, Black Desert Resort, Tributer, Cornerstone).
• Develop and administer internal post-visit surveys that capture employee observations as if they were guests, members, or owners-turning staff visits into valuable insight opportunities.
• Integrate employee feedback with operator and member feedback, ensuring a well-rounded view of asset performance.
• Provide leadership with synthesized reporting that combines these inputs, highlighting areas for improvement and opportunities to reinforce Reef's brand promise.

Stakeholder Committees & Feedback Channels

• Establish structured opportunities for members, real estate owners, and other stakeholders to provide input (e.g., advisory committees, focus groups, periodic feedback forums).
• Partner with project teams to design committee formats that are constructive, representative, and aligned with Reef's brand values.
• Capture insights from these committees and ensure they are systematically integrated into Reef's experience reporting.
• Demonstrate to stakeholders that their input is valued by maintaining transparency and providing regular updates on how feedback informs decision-making.

Insights & Continuous Improvement

• Aggregate and analyze feedback from operator systems, employee input, and stakeholder committees to identify cross-project trends.
• Highlight consistent variables and recurring issues that impact stakeholders across Reef's platform.
• Coordinate cross-functional working groups to prioritize and address feedback themes.
• Lead monthly Experience Reviews with senior leadership to report on aggregated insights, portfolio-wide trends, and progress on follow-up actions.

Qualifications

• 5-10 years of progressive experience in hospitality, customer experience management, or a related field (real estate, clubs, luxury services a plus).
• Strong understanding of customer experience systems, including NPS, Qualtrics, survey platforms, and process improvement methodologies.
• Demonstrated ability to coordinate across multiple business lines and external vendors.
• Excellent analytical skills-able to translate data into actionable insights and present findings to senior leadership.
• Exceptional communication skills and high emotional intelligence, with the ability to influence, collaborate, and manage the priorities of other leaders across the firm.
• Strong prioritization ability-skilled at recognizing which issues require immediate elevation to leadership and which can be resolved within teams.
• Highly organized, detail-oriented, and able to see the bigger picture-balancing day-to-day feedback flow with portfolio-wide insight.
• Team player mentality-collaborates with operators, internal leaders, employees, and partners while ensuring accountability and consistent execution.
• Presence and professionalism-demonstrates authority when representing Reef to investors, members, and external stakeholders, while balancing respect for leadership roles that may sit above this position.

Company Benefits

• 401(k) Plan with Company Match
• Generous Health Plan with HSA Match
• Flexible Paid Time-off
• Daily Company Lunches
• Cell Phone Service Allowance
• Discounts at Company-owned Resorts and Golf Courses

Salary : $140,000 - $160,000