Director of Marketing Job at Villatel (Orlando)

Job Description

The Director of Marketing will be the foundational marketing leader for Homes by Villatel, charged with owning the marketing strategy across two equally important and deeply connected mandates. On the consumer side, you will build the brand, drive demand, and curate how every property shows up across direct and OTA channels. On the growth side, you will help bring new inventory onto the platform across three motions: signing new owners across our current and expanding Florida footprint, supporting acquisitions of additional properties and operating companies, and — over time — helping us attract the best brands and operators as we build a broader multi-market platform.

Job Responsibility

Brand Build & Stewardship — Lead the launch and ongoing build of the Homes by Villatel consumer brand, ensuring every touchpoint reflects our standard-setting positioning and operational excellence
Performance & Paid Media — Assist in paid media, SEO, and paid social to drive direct bookings, reduce reliance on third-party channels, and grow lifetime value, with clear accountability for ROAS, CAC, and pipeline contribution
Email Marketing & CRM — Own the email and CRM program end to end, including segmentation, automation, lifecycle journeys, promotional campaigns, win-back, and the guest data infrastructure that powers personalization at scale
Guest Lifecycle Communications — Design and operate the pre-arrival, in-stay, and post-stay communications program that drives upsells, improves guest experience, lifts reviews, and converts first-time guests into repeat guests
Content & Creative — Direct photography, video, editorial, and storytelling that captures the distinct character of each property and destination while remaining unmistakably on-brand
Social Media — Build and operate a strategic social presence across Instagram, TikTok, YouTube, and emerging platforms that grows audience, drives demand, and showcases the properties and destinations at brand standard
Influencer & Creator Strategy — Build a programmatic approach to influencer and creator partnerships, from travel press trips to long-term creator collaborations, that generates earned reach and converts
Destination & Local Partnerships — Develop co-marketing relationships with destination authorities, theme parks, attractions, restaurants, concierge networks, and experience partners that meaningfully expand reach and enrich the guest offering
Print & Brand Experience — Oversee print and in-home brand expressions, including welcome materials, guest correspondence, signage, and partnership collateral, ensuring consistency across digital and physical touchpoints
Multi-Brand Architecture for Future Growth — Begin to architect the brand system that will, over time, allow future partner brands to retain their identity and audience while clearly belonging to Homes by Villatel — including the conventions, guidelines, and playbook for how each future partner shows up across our channels and theirs
Performance & Analytics — Establish the KPIs, dashboards, and attribution rigor required to run marketing as a measurable growth function, not a cost center
Direct Channel Conversion — Own the merchandising experience on homesbyvillatel.com, ensuring every property is presented to brand standard and engineered to convert
OTA Listing Optimization — Curate and continuously optimize property listings across Airbnb, VRBO, Booking.com, Expedia, and other distribution partners, including titles, descriptions, photography, amenity tagging, search ranking, and review velocity
Reputation & Reviews — Own the review and reputation program across every channel, ensuring our review profile reflects the standards we operate to on the ground
Content & Listing Standardization — Partner with operations and creative to ensure every property is photographed, copywritten, and merchandised consistently across every surface where it appears, both ours and our partners'
Revenue Management Partnership — Partner closely with Revenue Management to understand business needs (occupancy gaps, ADR targets, soft seasons, new inventory ramp) and translate them into marketing campaigns, promotions, and channel pushes that support pricing strategy and revenue goals
Positioning for Owners — Develop and articulate a powerful, differentiated position that resonates with property owners across our current and expanding Florida markets, clearly communicating why Homes by Villatel is the platform to entrust their home to
Owner Collateral — Build a complete suite of owner-facing collateral, including pitch decks, one-pagers, performance proof points, owner case studies, and acquisition presentations that reflect our credibility and brand standards
Lead Generation Funnel — Architect and operate a robust, measurable owner lead-generation engine across paid, organic, content, referral, and event channels, with full-funnel tracking from first touch to signed agreement
Geographic Expansion Marketing — Build the market-entry marketing playbook that supports organic expansion into new Florida sub-markets along the Central East Coast and Central West Coast, including local positioning, partnerships, and owner outreach
Owner Lifecycle Marketing — Design the journey that nurtures owner prospects, supports the BD team, and strengthens retention and advocacy among existing owners
Acquisition & Integration Marketing — Lead the marketing playbook for acquisitions, including pre-close diligence storytelling, announcement campaigns, guest and owner communications, and the orderly integration or coexistence of acquired marketing assets (website, CRM, social, channel presence) within the Homes by Villatel ecosystem
Acquisition & Partnership Pipeline Support — Partner with leadership on the inbound and outbound marketing strategy that supports our acquisition pipeline today and, over time, partnerships with operators and brands in premium leisure destinations — including market-specific narratives, founder stories, and announcement campaigns when deals activate
Market Intelligence — Maintain a clear point of view on competitive positioning, owner economics, and category trends to inform messaging and inventory acquisition strategy
Team & Agency Leadership — Over time, build, lead, and develop the in-house marketing team and orchestrate external agency, freelance, and production partners against a unified roadmap
Cross-Functional Partnership — Work closely with Revenue, Operations, Owner Success, BD, and Acquisitions leadership to ensure marketing is tightly aligned with the realities of the business and the standards of the brand
Budget Ownership — Own the marketing budget end-to-end, with clear accountability for ROAS, CAC, owner lead cost, and brand equity outcomes

Requirements

8+ years of progressive marketing leadership, with meaningful time spent owning consumer demand, distribution, and partner or owner acquisition functions (hospitality, travel, real estate, property management, or dual-sided platform experience strongly preferred)
Proven track record of building and scaling consumer brands, ideally in hospitality, travel, or premium lifestyle categories, with a clear point of view on what separates a category-defining brand from a commodity
Hands-on expertise across the modern marketing stack: paid media, SEO, email/CRM, lifecycle, content, social, web, analytics, and creative production. You can roll up your sleeves
you are not a slide-deck-only operator
Direct experience optimizing performance on major short-term rental and travel OTAs (Airbnb, VRBO, Booking.com, Expedia), including listing merchandising, search ranking, reviews, and channel strategy
Deep email/CRM and lifecycle marketing fluency, with experience operating a guest data infrastructure (CDP, ESP, segmentation, automation) at scale
Experience running PR, earned media, and influencer/creator programs in travel, hospitality, or lifestyle, with relationships you can put to work on day one
Demonstrated success building and operating lead funnels for high-consideration audiences, with measurable pipeline impact targeting owners, partners, or other relationship-driven buyers
Strong design and editorial sensibility, with command of both digital and print disciplines and an eye for the details that signal a brand operating at the highest standard
A point of view on house-of-brands, hybrid, and endorsed brand structures, and how to architect a multi-brand system that lets future partner brands keep their identity without diluting the master brand
Analytical and commercially fluent, comfortable defending CAC, ROAS, attribution, and contribution margin in front of a results-focused leadership team
A builder's mindset, you are energized by ambiguity, comfortable building systems where none exist, and disciplined enough to scale them once they work
Florida-based, with a strong preference for the Orlando or Melbourne Beach areas, and willingness to spend time on-property and in-market

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