Director of Sales & Marketing

Build Experiences That Matter. At Populus, every decision shapes how guests experience our brand and how our teams bring our purpose to life. As a Director, you'll translate vision into action-leading people, improving operations, and creating memorable experiences that reflect our belief that hospitality can positively impact both people and the planet. This is more than a traditional Director of Sales & Marketing role. It is an opportunity to shape the commercial future of a brand with purpose. The successful candidate will combine strategic sales leadership, innovative marketing, data-driven decision making, and authentic storytelling to build awareness, create demand, strengthen market share, and deliver exceptional financial performance.

Responsibilities

Lead the hotel's commercial strategy across Sales, Marketing, Revenue Strategy, Public Relations, Digital Marketing, Brand Positioning, Business Development, and Distribution to drive sustainable growth and long-term asset performance; Drive market share, RevPAR, ADR, profitability, and total commercial performance through thoughtful strategy and disciplined execution; Build and inspire a high-performing commercial team that embraces proactive selling, marketing innovation, collaboration, accountability, and exceptional customer engagement; Champion the Populus brand through compelling storytelling, destination marketing, community partnerships, and experiential programming; Provide strategic oversight of third-party marketing, creative, digital, public relations, advertising, and social media agencies while ensuring every initiative supports the Populus brand and commercial objectives; Demonstrate strong knowledge of website optimization, SEO/SEM, CRM, paid media, analytics, content strategy, social media, digital distribution, and emerging hospitality technologies and trends; Partner closely with Crescent's regional Sales, Marketing, Revenue Strategy, Digital Marketing, and Commercial leaders to leverage enterprise expertise, identify new opportunities, share best practices, and maximize overall commercial performance; Partner with Food & Beverage leadership to develop campaigns, activations, and experiences that elevate the guest journey while maximizing total hotel revenue; Translate market intelligence, consumer insights, and business analytics into actionable commercial strategies and confidently present recommendations to executive leadership.

Requirements

Five or more years as a Director of Sales & Marketing within a lifestyle, boutique, independent, or upper-upscale hotel is required.

Nice to have

Demonstrated success driving commercial performance across multiple demand segments; Strong background leading integrated sales and marketing disciplines; Experience directing third-party marketing, creative, digital, and public relations partners; Executive presence with exceptional financial acumen, communication, and presentation skills; Passion for lifestyle hospitality, innovation, sustainability, authentic guest experiences, and community engagement.

Benefits

Operational incentive plan eligibility; Comprehensive benefits for eligible associates and family members; 401(k) program with company match; Travel discounts at Crescent-managed properties throughout North America; Career growth opportunities with a leading hospitality management company; Opportunity to lead one of the most innovative and purpose-driven hotels in the United States