About our Company
We Make Hotels. Sydell Group builds and operates unique properties that are a reflection of their neighborhoods, a celebration of architecture and design, and a gathering place for visitors from near and far. Our hotels are collaborations among exceptional talent from the creative, culinary, and retail worlds, and our goal is to create travel experiences that offer inspiration and a sense of connection to our respective cities. Sydell Group's diverse portfolio of award-winning hotels include NoMad New York and Los Angeles; The LINE LA, DC and Austin; Freehand Miami, Chicago, LA and New York; The Ned, London and Park MGM, Las Vegas; as well as the forthcoming NoMad Las Vegas and NoMad London.
We are seeking a dynamic Brand Experience Director to join our team. A successful candidate will have a genuine passion for the hospitality industry and an entrepreneurial spirit.
The Brand Experience Director is the creative champion for Freehand New York. This candidate intuitively gets the Freehand brand, works strategically to achieve the business goals of the property through creative and cultural programs, and supports other on-property teams (sales, marketing, revenue, operations and F&B) in maintaining brand standards. A successful Brand Experience Director brings existing relationships rooted in both the New York and global creative communities, as well as cultivating new ones in the course of their work.
The Brand Experience Director is a member of the creative department and supports overall positioning for Freehand New York. This role oversees hotel cultural programming and establishes partnership and influencer initiatives, develops social media content and property-level brand standards and executes on communication strategy. The Brand Experience Director manages on-property brand support and is responsible for upholding standards on all public-facing communications. This Brand Experience Director works jointly with the Sydell creative and marketing teams, on-property management and sales teams and external agencies. Key areas of accountability include direction of the property’s brand experience and execution of strategy for brand definition and brand growth that supports the creative, revenue and awareness goals for the hotel.
Reports to:
Current: VP, Creative & Culture
When hired: Global Brand Director
Takes Direction from: VP, Creative & Culture, Property GM, VP Operations
Scope of Work
Supports Freehand New York and its retail and F&B partners, focusing on overall brand positioning
o Identifies and engages key communities
o Develops outreach, engagement and communications plans to engage creative communities
Develops and promotes cultural programming with a focus on engaging and growing relevant audiences, revenue generation and market differentiation
Oversees and maintains creative assets for the hotel
o Works with Sydell creative team on compiling photography briefs and scheduling shoots
o Serves as Art Director for all on-property shoots – layering, styling, coordination
o Maintains and circulates an organized database of photography that is available to relevant property teams (sales, marketing, revenue, ops)
Identifies partner opportunities with relevant brands, influencers, companies and others to create awareness, programming opportunities, photography and other initiatives that drive culture, revenue and visibility for the hotel.
Graphic design
o Works with the marketing team and third-party agencies brand-aligned templates and materials - sales kits, one sheets, invitations, in-room communications, etc.
Executes content strategy across platforms (social, email, website, in-room, etc.) that aligns with overall brand strategy
o Develops editorial and social calendar for property
Social media - weekly
Generates content for culture eBlasts - monthly
Contributes to FH blog
o Manages social media posting for the property, in coordination with Sydell content team
Contributes to Global Instagram
Generates local post ideas
Manages publishing and Facebook, Twitter, etc.
Develops brand guidelines, look books and standards for brand consistency and communicates them effectively to all relevant internal departments on property (sales, operations, etc.)
o Coordinates the generation of photography through engagement of third party community photographers
Provides regular reporting on performance of brand initiatives and programs
Responsible for developing touch points on property in accordance with brand guidelines
o Sales and VIP amenities
o Mini Bar
o Room layering
Assists in the development of retail programs and collaborations
Assists in brand-relevant materials and plans for HR and onboarding efforts
Supports PR goals in coordination with national and regional agencies
o Oversees property tours and onsite coordination/engagement for influencers, press and others as needed
Lends creative support to other Freehand properties for major events or brand-wide projects
Other projects as assigned
Compensation & Benefits
We offer competitive wages and benefits while fostering a diverse and inclusive work experience.
We thrive in being a diverse work environment. Consideration for employment will be based upon personal capabilities and qualifications without discrimination based on race, color, religion, sex, gender identity, age, national origin, disability, sexual orientation, or any other protected characteristic as established by law.
About our Brand
Freehand exists for a new generation of urban explorers who seek a deeper connection to the places they visit and a community of likeminded travelers. A mix of private and European-style shared accommodations, comfortable and inspiring public spaces and celebrated food and beverage programs offer a unique home to those traveling alone or together on any budget. At the heart of each Freehand is a passion for connecting guests to the magic that defines their respective cities through a vibrant calendar of events showcasing emerging local creative talent.