Description

Summary

The Director of Brand & Experience Strategy serves as the strategic steward and institutional guardian of The Driskill's brand identity, storytelling, partnerships, and experiential positioning. Reporting directly to the General Manager, this highly cross-functional leadership role operates at the intersection of brand, guest experience, partnerships, marketing, PR, and programming.

This role ensures that the property's historic legacy, Western heritage, and Austin cultural significance are translated into refined, intentional guest experiences that strengthen brand clarity, deepen emotional connection, and drive measurable business impact. The position requires both creative vision and institutional rigor-balancing storytelling and aesthetic leadership with disciplined execution and clear performance accountability.

Key Responsibilities

Public Relations and & Communications

§ Serve as the primary media contact for all local, regional, and national press.

§ Proactively pitch stories that highlight The Driskill's heritage, events, culinary offerings, guest experiences, and community impact.

§ Manage reactive communications, crisis PR, and brand reputation.

§ Oversee press releases, media kits, press visits, and influencer partnerships.

§ Maintain consistent brand voice and messaging across all channels.

Communality Engagement & Partnerships

§ Build and sustain strong relationships with Austin-area businesses, cultural organizations, tourism partners, universities, event producers, and civic leaders.

§ Identify and develop creative partnerships that enhance brand visibility, drive traffic, and create unique guest experiences.

§ Represent the hotel at community events, business associations, and networking functions.

§ Work closely with local organizations to position The Driskill as a key community contributor.

Marketing Leadership

§ Together with the Director of Sales and Marketing, develop and execute the annual marketing plan aligned with hotel business goals, revenue targets, and Hyatt brand standards.

§ Lead digital strategy including website content, SEO, paid media campaigns, social media, email marketing, and content creation.

§ Collaborate with Sales, Events, Food & Beverage, and Rooms to support promotions, packages, and business-driving initiatives.

§ Analyze marketing performance and deliver monthly reports, insights, and recommendations.

Brand Stewardship

§ Elevate The Driskill's historic brand, ensuring all marketing materials reflect its legacy and contemporary relevance.

§ Oversee photography, video production, and brand assets.

§ Support internal communications efforts when needed to strengthen colleague engagement and cultural alignment.

Leadership Attributes

§ Relationship-focused communicator who thrives in a community-centered environment.

§ Creative thinker with a strategic mindset and a strong "test & learn" approach.

§ Agile, proactive, and able to adapt quickly to changing business needs.

§ Demonstrates leadership expectations: growth mindset, cross-functional collaboration, outcome-focused execution, and commitment to care.

Success Indicator

§ Strengthened local and national media presence.

§ Growth in partnerships that drive incremental revenue and brand awareness.

§ Increased community engagement and guest-facing activations.

§ Consistent, modern, and distinctive representation of The Driskill brand across all channels.

§ Clear, measurable impact on marketing-driven revenue performance.

Qualifications

§ 8+ years of experience in marketing, public relations, hospitality communications, or luxury brand management.

§ Proven success in media relations and securing earned press.

§ Experience developing partnerships or community business relationships; existing Austin connections a strong plus.

§ Strong storytelling and writing skills; comfortable being the public-facing representative of the brand.

§ Understanding of digital marketing, social media strategy, and analytics.

§ Highly collaborative, relationship-driven, and comfortable working cross-functionally.

§ Prior experience in hospitality or lifestyle brands preferred but not required.