Area Director of Marketing, Napa Collection
About The Position
The Area Director of Marketing, Napa Collection is responsible for leading the marketing strategy and execution across Peregrine Hospitality’s Napa Valley portfolio: Silverado Resort and Spa, Bardessono Hotel and Spa, and Hotel Yountville. This role owns regional brand performance and top-line results, partnering closely with Revenue Management, Sales, and Operations to drive occupancy, ADR, and RevPAR across all three properties. This role ensures each hotel maintains a distinct, compelling brand story while advancing the collective identity of the Napa Collection across digital and distribution channels, local market activation, food & beverage and spa promotion, and guest experience. This is a hands-on leadership position ideal for a strategic, creative, and data-savvy marketer who thrives in a growth-oriented, multi-property environment.
Requirements
- 8+ years of marketing experience, including multi-property or regional marketing leadership in hospitality.
- Proven track record of driving occupancy, ADR, and RevPAR through integrated marketing and direct-booking growth.
- Working knowledge of hotel distribution: OTAs, GDS, metasearch, brand.com, and channel/rate parity dynamics.
- Experience partnering with Revenue Management and Sales to influence demand and pricing strategy.
- People leadership experience, including managing direct reports and/or agency partners.
- Strong command of digital marketing across paid media, SEO/SEM, social, email, and web, plus analytics tools.
- Bachelor’s degree in Marketing, Communications, Business, or related field.
Nice To Haves
- Experience with luxury, lifestyle, or independent/boutique hotels preferred.
Responsibilities
- Develop and execute the annual marketing plan for Silverado, Bardessono, and Hotel Yountville, aligned to occupancy, ADR, and RevPAR targets.
- Partner with Revenue Management and Sales to drive demand across need periods, seasonal shoulders, and peak Napa Valley travel windows.
- Translate brand strategy into locally relevant campaigns tailored to each property’s guest mix and competitive set.
- Monitor market demand, competitive rates, and booking trends, and adjust promotional strategy accordingly.
- Partner with the Senior Director of Digital to maintain each property’s digital presence, including websites, GDS content, metasearch, and organic/local SEO.
- Optimize performance across OTAs in coordination with Revenue Management, protecting rate parity and growing direct-booking share.
- Partner with performance marketing team to brief paid media, social, email, and loyalty-driven campaigns across the collection.
- Manage online reputation across TripAdvisor, Google, and review platforms to strengthen guest sentiment and conversion.
- Plan and promote seasonal packages, renovations, and on-property activations across the Napa Collection.
- Drive food & beverage, spa, and event promotion, along with group and catering demand.
- Build community and tourism partnerships with Visit Napa Valley, local wineries, and regional businesses.
- Safeguard brand standards, voice, and visual identity across all three properties.
- Coordinate with in-house creative and agency partners on content, photography, and asset development.
- Ensure each hotel’s distinct story aligns with the collective Napa Collection identity.
- Manage and develop property marketing managers, coordinators, and/or agency partners.
- Serve as the primary marketing partner to General Managers and area Operations and Sales leaders.
- Own and manage the area marketing budget, ensuring efficient allocation, strong ROI, and clear performance reporting.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
