Director of Marketing

About the Role
The Westin Cocoa Beach Resort & Spa is seeking an accomplished and highly strategic Director of Marketing to lead all pre-opening and ongoing marketing efforts for this landmark oceanfront luxury resort’s launch on Florida’s Space Coast in May 2027.   This leadership role is responsible for shaping and executing a fully integrated, revenue-driven marketing vision that elevates brand positioning, accelerates demand generation, and establishes the resort as the premier wellness-focused luxury and conference destination. The Director of Marketing will oversee all facets of resort marketing, including leisure, group and conference, weddings, spa and wellness, food & beverage, retail, and special events, while defining the property’s market identity, launch strategy, and long-term brand equity across all guest and consumer touchpoints. Reporting directly to the Director of Sales & Marketing, and in close alignment with Driftwood Capital’s Corporate Vice President of Marketing, this leader will ensure seamless integration with ownership objectives and Marriott brand standards while partnering cross-functionally with resort leadership to drive market share, optimize total revenue performance, and establish a best-in-class luxury positioning in a highly competitive coastal resort market.

Key Responsibilities

Strategic Marketing Leadership

• Develop and execute annual integrated marketing plans aligned with revenue objectives, market share goals, and ownership return expectations.
• Lead all pre-opening marketing initiatives, including market positioning, awareness campaigns, launch planning, and demand generation strategies.
• Establish the resort as Florida’s premier wellness-driven luxury destination, leading oceanfront meetings & weddings, and incentive travel destination, with a distinctive culinary, spa and lifestyle resort experience.
• Collaborate with Sales, Revenue Management, Operations, Spa, Food & Beverage, and Finance leadership to ensure marketing initiatives support overall business objectives.
• Monitor competitive trends, market conditions, and consumer behavior to identify growth opportunities.
• Drive market share growth, RevPAR index performance, and ancillary revenue generation.

Brand Management & Content Strategy

• Ensure compliance with Marriott and Westin brand standards while differentiating the property within the luxury resort marketplace.
• Lead development of brand storytelling, creative strategy, photography, videography, and content creation.
• Oversee seasonal campaigns and promotional initiatives focused on wellness, culinary programming, meetings, events, and leisure experiences.
• Maintain consistency across all guest-facing marketing channels and communications.

Digital Marketing & Performance Strategy

• Direct all website strategy, content management, and digital experience initiatives across Marriott.com and property-specific digital platforms.
• Oversee SEO, SEM, paid media, display advertising, retargeting, and digital acquisition strategies.
• Partner with Revenue Management to optimize OTA presence and digital distribution performance.
• Lead CRM, database marketing, email marketing, and customer lifecycle campaigns.
• Develop targeted marketing strategies for leisure, group, weddings, spa, retail, and food & beverage segments.
• Utilize analytics and performance dashboards to evaluate campaign effectiveness, attribution, conversion rates, and return on investment.
• Present actionable insights and recommendations to executive leadership.

Multi-Outlet & Ancillary Revenue Marketing

• Provide strategic marketing leadership for all resort revenue-generating outlets including: Signature Spa and Wellness programs, multiple Food & Beverage concepts, retail and resort merchandise operations, destination weddings and social events, group meetings, local packages and kids programing

• Developing distinct positioning strategies for each outlet while maintaining overall brand cohesion.
• Driving local and regional awareness for resort dining and entertainment venues.
• Creating spa membership, wellness retreat, and package marketing initiatives.
• Supporting retail merchandising programs and seasonal activations.
• Developing integrated promotions that increase guest spend and enhance the overall resort experience.

Group Sales & Event Marketing

• Partner with the Sales organization to support group and conference revenue objectives.
• Develop targeted campaigns focused on corporate meetings, incentive travel, association business, and destination weddings.
• Create compelling sales tools, collateral, presentations, and digital assets that support business development efforts.
• Position the resort as a premier oceanfront wellness retreat and conference destination.

 

Public Relations & Strategic Partnerships

• Lead public relations strategy in partnership with external agencies and corporate marketing teams.
• Secure media coverage across luxury travel, meetings, wellness, culinary, and lifestyle channels.
• Manage influencer relationships, content creator partnerships, media visits, and familiarization tours.
• Coordinate grand opening activities and major resort announcements.
• Develop strategic partnerships with tourism organizations, destination marketing groups, community leaders, and corporate partners.

Agency & Vendor Management

• Manage external marketing agencies, consultants, creative partners, and vendors.
• Establish scopes of work, performance metrics, and accountability measures.
• Oversee contracts, budgets, and agency performance reviews.
• Ensure all partner initiatives align with Marriott brand standards and ownership objectives.

Leadership & Team Development

• Recruit, train, mentor, and develop the resort marketing team.
• Foster a culture of innovation, accountability, collaboration, and performance excellence.
• Present marketing strategies, performance results, forecasts, and recommendations to ownership and corporate leadership.

Financial Management & Reporting

• Develop and manage the annual marketing budget.
• Allocate resources strategically based on revenue potential and return on investment.
• Monitor key performance indicators, campaign effectiveness, ROAS, customer acquisition costs, and market share performance.
• Provide comprehensive monthly, quarterly, and annual performance reporting.

Qualifications

• Bachelor's degree in Marketing, Communications, Public Relations, Business, or related field required; MBA preferred.
• Minimum seven (7) to ten (10) years of progressive hospitality marketing leadership experience.
• Proven success in a luxury resort, upper-upscale hotel, or destination resort environment.
• Experience marketing multiple food and beverage outlets, spa operations, and ancillary revenue centers strongly preferred.
• Pre-opening, repositioning, or major resort launch experience highly preferred.
• Marriott brand experience strongly preferred.
• Demonstrated expertise in digital marketing, performance analytics, CRM strategy, and revenue-focused marketing initiatives.
• Strong understanding of Florida leisure, group, and drive-market dynamics preferred.
• Exceptional communication, presentation, leadership, and project management skills.
• On-property presence preferred; however, a hybrid remote work arrangement within Florida may be considered for the right candidate.

 

Why Join The Westin Cocoa Beach Resort & Spa

 

This is a rare opportunity to lead the marketing launch and long-term positioning of one of Florida's most anticipated luxury resort openings. The Director of Marketing will play a pivotal role in shaping the property's identity, driving market awareness, and building a destination brand that influences resort performance for years to come.