Senior Director, Growth, CRM & Digital Experience

Proper Hospitality Careers•Santa Monica, CA

About The Position

Proper Hospitality is seeking a Senior Director, Growth, CRM & Digital Experience to lead their digital revenue engine, encompassing web, digital advertising, and CRM. This new role is created due to Proper's growth and aims to unify these functions into a connected revenue stream. The Senior Director will set the strategy for the company's online presence, media optimization, and customer relationship management to drive direct bookings and repeat visits. The position reports directly to Sales & Marketing leadership and requires a strategic leader with deep expertise in digital advertising and CRM, as well as a strong understanding of web performance. The role involves leading a team, making commercial decisions, and staying ahead of AI's impact on the digital landscape.

Requirements

Real depth in digital advertising: owned paid media budgets and channel strategy (paid search, paid social, programmatic, and metasearch) with a track record of moving ROAS and cost per booking in the right direction.
Real depth in CRM and lifecycle marketing: run a platform like Klaviyo as a genuine revenue lever, set strategy, and judge optimization, with an understanding of segmentation, automation, and how lifecycle data informs paid and web.
A confident, working understanding of web platforms and conversion, enough to lead a technical web leader with good judgment.
8 to 12 years in growth, performance marketing, or CRM and lifecycle leadership, with direct accountability for revenue across a multi-site or multi-brand portfolio.
Experience leading director-level or senior individual-contributor teams.
A genuine curiosity about how AI is reshaping paid media, search, and CRM, backed by examples of putting that into practice.
Fluent in partnering with external agencies and vendors: clear briefs, high standards, and the judgment to know when a partnership isn't working.

Nice To Haves

A background in luxury, lifestyle, or hospitality.

Responsibilities

Own paid media strategy and budget across the portfolio (paid search, paid social, programmatic, and metasearch).
Lead the Growth & Performance Marketing Manager to a shared revenue target.
Own email and SMS revenue across the portfolio, measured as revenue per subscriber and flow share of revenue.
Set the CRM strategy, segmentation, and lifecycle design, and provide optimization judgment.
Lead the Director, Web Product & Experience, holding the platform to a high bar for conversion, funnel health, and booking engine performance.
Find and implement strategies that grow market share and direct bookings, from email capture to on-site conversion to media targeting.
Build a unified view of web, paid, and CRM performance for leadership.
Track and integrate AI's impact on paid media, search, and CRM.
Manage Proper's paid advertising and digital agencies, along with the relevant marketing tech stack.
Partner with Proper's in-house creative team.
Directly manage the Growth & Performance Marketing Manager and the Director, Web Product & Experience.
Work closely with the revenue management team and property GMs to support business needs.
Own paid social strategy and spend as part of the broader paid media budget.
Ensure paid and performance social convert, not setting the brand's voice.