Director of Brand Strategy and Creative Services - Shangri La Resort + Golf Club

POSITION Director of Brand Strategy and Creative Services ROLE FUNCTIONS The Director of Brand Strategy & Creative Services provides strategic leadership and creative direction for Shangri-La Resort, ensuring a cohesive, distinctive, and compelling brand presence across all resort experiences, venues, and marketing channels. This position is responsible for translating the resort's business objectives into effective brand strategies, marketing campaigns, and high-quality creative content that enhance brand awareness, strengthen guest engagement, and support revenue generation.

Working collaboratively with resort leadership, department heads, and external marketing partners, the Director establishes brand standards, directs creative initiatives, and oversees the development of print, digital, photographic, and video content. The role requires a balance of strategic thinking, creative expertise, hands-on execution, and cross-functional collaboration to ensure marketing initiatives align with the resort's positioning, operational priorities, and business goals.

REPORTS TO General Manager ESSENTIAL FUNCTIONS Brand Strategy & Creative Direction

Guide brand positioning and messaging for Shangri-La and its individual venues, maintaining a cohesive resort identity while recognizing each venue's audience. Establish and maintain standards for design, brand colors, typography, photography, and written communications. Develop and maintain an annual brand and creative strategy aligned with the resort's business objectives, seasonal priorities, and revenue opportunities. Partner with resort leadership to establish marketing priorities and coordinate creative initiatives across departments. Evaluate brand positioning and guest perceptions to identify opportunities for differentiation and improved market visibility. Creative Services & Content Production

Lead the development and production of print and digital materials, including advertisements, menus, brochures, digital signage, event graphics, promotional displays, and guest communications. Produce original photography, video, graphic design, and copywriting that showcase the resort's amenities, experiences, and people. Manage creative projects from initial request through concept development, approval, and final delivery. Coordinate with printers, production vendors, and outside creative partners to maintain quality and meet deadlines. Organize and maintain approved marketing assets so resort teams and external partners can access current materials. Social Media & Marketing Partner Coordination

Lead content creation and creative direction for assigned portions of Shangri-La's social media presence. Collaborate with external marketing partners on content calendars, campaign priorities, messaging, and promotional timing. Review proposed content and posting calendars within the established approval process. Supply original assets, accurate resort information, and timely updates to support scheduled campaigns. Coordinate coverage of resort events, experiences, and community initiatives for use across appropriate marketing channels. Advertising & Market Development

Guide creative development for local and regional advertising, including print, radio, and television. Develop advertising concepts, scripts, messaging, and supporting creative assets. Coordinate campaign execution with leadership, media representatives, and external marketing partners. Identify community partnerships and promotional opportunities that strengthen resort awareness and encourage visitation. Support campaigns promoting overnight stays, recreation, dining, membership, group business, and special events. Department Collaboration & Project Management

Serve as the primary internal resource for brand guidance and creative services. Work with department leaders to understand promotional needs, gather accurate information, and establish project priorities. Coordinate creative deadlines with the resort's event calendar, seasonal business needs, and operational readiness. Maintain a clear process for creative requests, review, approval, and delivery. Communicate project status and production needs to relevant stakeholders.

Performance & Improvement

Review available marketing reports with leadership and external partners to evaluate campaign effectiveness. Use relevant measures-including engagement, inquiries, bookings, visitation, and attributable revenue-to inform recommendations. Recommend improvements to messaging, creative materials, campaign timing, and marketing priorities. Provide leadership with clear updates on creative initiatives, campaign results, and opportunities for improvement. QUALIFICATIONS & SKILLS

5–7 years of progressively responsible experience in brand strategy, marketing, or creative services; leadership experience preferred. Proficiency in graphic design, photography, video production, and copywriting. Experience in hospitality, luxury resorts, tourism, or lifestyle brands preferred Ability to influence stakeholders, manage competing priorities, and provide creative direction Demonstrated success developing campaigns and creative content aligned with business objectives. Bachelor's degree in Marketing, Communications, Graphic Design, or related field preferred, or equivalent experience PHYSICAL DEMANDS While performing the duties of this position, the employee is regularly required to sit, stand, walk, communicate, and use computers and related equipment. The position may require extended periods of standing or walking while photographing, filming, or supporting resort events. Occasional bending, reaching, and lifting or transporting photography, video, and promotional equipment weighing up to 25 pounds may be required. The employee must be able to manage multiple priorities and meet deadlines in a fast-paced hospitality environment. Reasonable accommodations may be provided to enable qualified individuals with disabilities to perform the essential functions of the position.

WORK ENVIRONMENT The duties of this position are performed in both indoor and outdoor resort environments, including offices, guest areas, dining venues, recreational facilities, and event locations. The position may require exposure to varying weather conditions and occasional work during evenings, weekends, and holidays to support resort events, marketing initiatives, and creative production needs.

ADDITIONAL NOTES The Director is responsible for brand strategy, creative services, and designated marketing initiatives. Social media publishing and account management responsibilities are coordinated with resort leadership and external marketing partners. Website development and maintenance, as well as daily operational management of individual resort venues, are outside the direct scope of this position.

This role summary outlines core duties but is not exhaustive. Other responsibilities may be assigned. This position is at-will and subject to change at the discretion of the Company.

Must be able to pass a background check.