Marketing Strategy & Business Growth

• Lead the overall marketing strategy with a focus on increasing guest traffic, revenue, event inquiries, partner visibility and brand awareness.
• Develop integrated campaigns across digital, social, email, PR, paid media, onsite marketing and partnership channels.
• Align marketing activity with seasonal business priorities, major programming, launches, events and revenue opportunities.
• Build clear campaign plans with defined audiences, objectives, timelines, budgets and performance measures.
• Identify opportunities to increase repeat visitation, average spend, event business and overall destination awareness.

Brand Positioning & Storytelling

• Lead brand positioning, voice, visual identity and guest-facing storytelling.
• Build a compelling destination brand centred around hospitality, food and beverage, entertainment, experiences and community.
• Develop stories and campaigns highlighting culinary partners, events, seasonal initiatives, collaborations and guest experiences.
• Ensure brand consistency across digital platforms, signage, promotional materials, media communications and onsite touchpoints.
• Continually identify opportunities to strengthen the brand and improve how the destination is presented to the public.

Digital Marketing & Social Media

• Oversee website content, social media, email marketing, paid digital campaigns, SEO, digital listings and CRM-supported communication.
• Ensure operating information, promotions, events and guest-facing content remain accurate and current.
• Develop a strong social and content strategy designed to increase engagement and visitation.
• Coordinate photographers, creators, agency partners and internal stakeholders to maintain a consistent flow of high-quality content.
• Monitor channel performance and emerging hospitality, lifestyle and consumer trends.

Programming, Activations & Partnerships

• Lead marketing strategy for seasonal programming, activations, promotions, collaborations and community initiatives.
• Help develop experiences that attract local guests, visitors, corporate audiences and media attention.
• Work closely with operations and events teams to ensure programs are commercially viable, operationally realistic and aligned with the brand.
• Build complete marketing plans around major programming and seasonal initiatives.
• Develop brand partnerships and collaborations that support traffic, earned media, sponsorship value, audience growth and revenue.

Hospitality Partner Marketing

• Strengthen the visibility of onsite hospitality partners through coordinated campaigns, photography, storytelling, promotions and digital content.
• Maintain clear communication with partners regarding marketing opportunities, deadlines, campaigns and promotional requirements.
• Create straightforward processes that make it easy for partners to participate in destination-wide initiatives.
• Identify stories, launches, menu features and offers that can generate stronger awareness and sales.

Events & Sales Support

• Partner with the events and sales teams to position the destination for private, corporate, social and partnership events.
• Maintain compelling digital and sales materials including event presentations, photography, website content and promotional assets.
• Ensure venue capabilities, packages, experiences and event opportunities are clearly communicated.
• Develop campaigns that generate qualified event inquiries and strengthen awareness of the destination as an event venue.

PR, Media & External Partnerships

• Manage relationships with PR agencies, media, influencers, photographers, creators and strategic partners.
• Develop proactive PR opportunities across hospitality, food and beverage, lifestyle, tourism, events, design and culture.
• Create media angles, launch strategies, press materials and campaign messaging tied to business priorities.
• Coordinate media visits, influencer experiences, interviews and partnership activations.
• Support reputation management and public-facing communication when required.

Guest Communication & Onsite Marketing

• Oversee guest-facing signage, directories, promotional materials, wayfinding and other onsite communications.
• Ensure guest information remains polished, accurate and consistent with brand standards.
• Partner with operations to identify communication opportunities that improve the overall guest journey.
• Maintain a calendar for seasonal updates, programming, campaigns, launches and major initiatives.

Analytics & Marketing Performance

• Develop reporting that connects marketing activity to traffic, engagement, event inquiries, sales performance, awareness and return on investment.
• Track the performance of digital campaigns, social media, email, PR, partnerships, activations and major programs.
• Provide regular insights and recommendations rather than simply reporting activity.
• Use guest behaviour, market trends, competitor activity and campaign performance to guide future investment.

Budget & Agency Management

• Manage marketing spend against approved budgets and business priorities.
• Recommend investment across paid media, content, PR, social, photography, activations and other marketing channels.
• Track spending and identify opportunities to improve marketing effectiveness.
• Manage external agencies and partners against defined deliverables, timelines, budgets and performance expectations.

Leadership & Collaboration

• Work closely with operations, events, hospitality teams, commercial leaders and external partners.
• Lead campaign planning, creative reviews, marketing meetings and post-program evaluations.
• Communicate proactively across multiple stakeholder groups.
• Bring forward clear recommendations that connect brand initiatives to guest experience and commercial performance.
• Create an organized, responsive and collaborative marketing environment.