We are seeking a hands on and creative Director of Marketing to help bring Crystalbrook Sam, our newest hotel opening in Adelaide, to life.
This is a pivotal pre-opening role responsible for shaping the hotel’s brand presence, driving demand and positioning Crystalbrook Sam as one of Adelaide’s most compelling hospitality and lifestyle destinations. Beyond opening, this role continues as a key leadership position within the hotel, playing an integral part in building the brand, guest experience and operational success the business.
The Opportunity
Reporting to the Group Director, Marketing, with a strong partnership to the Hotel General Manager, the Director of Marketing will lead the marketing strategy and execution for Crystalbrook Sam across brand, digital, PR, partnerships and campaigns.
You will play a key role in bringing the hotel to market, building awareness, creating cultural relevance and ensuring the property launches with impact for rooms, F&B C&E and Eleme Day Spa.
Working closely with the Group Team, Sales, Revenue and Operations, you will develop integrated campaigns that drive visitation, build brand affinity and deliver measurable commercial results.
As part of the pre-opening leadership team, you will shape the narrative and positioning of Crystalbrook Sam from the ground up.
What You’ll Do
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Partner with the Group team to develop and execute the pre-opening marketing strategy and launch campaigns for Crystalbrook Sam
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Lead brand marketing and delivery across digital, social, PR, CRM, guest experiences, activations, local marketing and partnerships.
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Drive demand through integrated campaigns across accommodation, dining, spa and events
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Lead end-to-end digital campaign management, from strategic planning and briefing through to execution with agencies and in-house design teams.
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Monitor performance insights and draw data connections to inform budget allocations and optimise spend across all channels.
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Oversee the creation of assets from Do Not disturb signs, to dry cleaning dockets to digital ads to TVCs in collaboration with the group and design team, ensuring all content is on-brand, targeted and optimised for each platform.
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Build strategic partnerships that elevate the hotel’s profile within Adelaide and beyond
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Manage PR, media relations and influencer engagement to maximise brand visibility
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Provide insight and performance reporting to continuously optimise marketing outcomes
About You
We are seeking a confident generalist marketer with strong industry experience across both digital and brand marketing. Previous experience within hotels, hospitality, lifestyle, premium or destination-led brands is essential.
You will be a strategic marketing leader with a strong understanding of how to drive commercial marketing activity while bringing creative ideas to life. You combine commercial thinking with hands-on execution, knowing how to build meaningful brand demand, strengthen market presence and deliver measurable business results.
You are comfortable working in a dynamic, fast-moving environment and bring energy, curiosity and confidence to the opportunity ahead. With strong partnership and community-building experience, you understand the importance of local connection, brand storytelling and creating campaigns that genuinely resonate.
Most importantly, you will be excited by the opportunity to bring a new destination to life, shaping how the market sees, feels and experiences Crystalbrook Sam from day one.
Why Crystalbrook
At Crystalbrook we believe hospitality should be thoughtful, bold and experience-driven. Our Collaborators are empowered to be Customer Obsessed, Courageous and Collaborative, working together to create exceptional experiences for our guests and each other.
Joining Crystalbrook Sam means being part of a leadership team launching one of Adelaide’s most exciting new hospitality destinations.
If you are ready to help shape the story of Crystalbrook Sam, we would love to hear from you.
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