Area Director of Marketing

Hersha Hospitality Management LP•Washington, DC

5d•Hybrid

About The Position

The Area Director of Marketing, DMV Portfolio is responsible for leading the strategic development, positioning, and execution of comprehensive marketing programs for HHM Hotels’ high-profile DMV portfolio. This role works in close partnership with the Senior Director of Marketing, General Managers, and Area Sales & Revenue Leadership to drive market share, total revenue, and brand visibility across both Independent Collection Hotels & Resorts and soft-branded/flagged assets. Centrally based in the Washington, D.C. metropolitan area, this position requires a deep understanding of the local market landscape to craft high-impact promotional strategies, direct agency partners, oversee PR/event activations, and ensure brand integrity.

Requirements

Bachelor's degree in Marketing, Advertising, Business or Hospitality/Travel preferred
Minimum of 5–7 years of progressive marketing experience in hospitality or travel
Proven experience managing agency relationships, large budgets, and complex multi-property portfolios.
Advanced proficiency in Google Analytics, metadata/reporting tools, and digital marketing performance platforms.
Strong skills in Microsoft PowerPoint and Excel for high-level owner reporting and data presentation.
Working knowledge of graphic design platforms (Canva, Adobe Creative Suite) and content management systems.
Ability to translate business goals into revenue-generating marketing plans.
Exceptional Communication: Strong presentation and negotiation skills across GMs, owners, and external partners.
Project & Agency Management: High proficiency in directing external agencies, vendors, and cross-functional teams.
Data-Driven & Budget Savvy: Comfort with analytics, ROI modeling, and financial spend tracking.
Position must be located in DMV
Candidate must be willing to be onsite at a few different hotel locations
Minimal travel within the U.S.for hotel activations, events, and photo shoots
Requires sitting, typing, speaking on the phone and standing for extended periods, walking, pushing, lifting up to 20 pounds, bending and reaching, stooping, kneeling, or crouching.
Practice safe work habits to ensure safety.

Nice To Haves

Account Management experience at a digital marketing agency a plus
Experience with major hotel systems (IHG, Marriott, Hyatt, Hilton) a plus
Understanding of hospitality/travel industry and marketing solutions preferred

Responsibilities

Develop and own annual marketing strategies, business plans, and budgets for the DMV portfolio in direct alignment with HHM revenue goals.
Lead cluster marketing strategies across Independent Collection and branded assets in the DMV area to drive market share and cross-property synergies.
Lead hotel repositioning and rebranding initiatives in close partnership with Sales and Revenue Directors, General Managers, and property executive teams.
Monitor, analyze, and present campaign performance metrics, marketing ROI, and web traffic analytics to key stakeholders and property ownership groups.
Manage and optimize the marketing budget, tracking channel spend and adjusting allocations based on revenue priorities.
Collaborate with Corporate Sales/DOSMs to deliver strategic B2B marketing collateral and high-yield client pitch decks.
Oversee total marketing campaign execution, crafting high-level creative briefs and setting overall collateral guidelines.
Direct on-property teams and vendors on marketing material production to ensure strict adherence to positioning and brand standards.
Build and lead strategic marketing presentations for ownership meetings, GM quarterly reviews, and regional leadership updates.
Establish and enforce the master editorial and promotional calendars for the DMV region.
Set content and storytelling strategy, providing clear direction to social media agencies, digital partners, and content creators.
Lead property photoshoots and videography production, from creative concepting and shot list approval to photographer selection and final asset approval.
Oversee total asset governance, ensuring all photo galleries, brand repositories, and digital channels display current, high-resolution media.
Manage content distribution across various channels.
Direct regional event strategy, overseeing high-profile monthly activations, property launches, and major community events.
Negotiate and secure local brand partnerships, cross-promotional tie-ins, and special offer alliances to expand audience reach in the DMV.
Conceptualize innovative programming, seasonal room packages, and F&B concepts tailored to hyper-local market trends.
Drive PR strategy and agency relationships, establishing key media pitch angles, localized storylines, and crisis communication guidelines.
Direct local PR agencies and media consultants to maximize press coverage, editorial inclusions, and award nominations.
Lead executive media tours, influencer hosting, and brand partnership site visits across DMV properties.
Maintain organized records of all contracts and agreements.