This executive leadership role is responsible for defining, elevating, and protecting the BHC brand while driving demand across its portfolio. The Chief Marketing Officer shapes how BHC is experienced, perceived, and chosen as a leading luxury hospitality brand rooted in Charleston, leading brand strategy, marketing, social media, and public relations.
Responsibilities
Market the brand strategy for BHC, positioning the portfolio as a cornerstone of Charleston’s hospitality landscape and a recognized luxury brand
Serve as the steward of brand identity, ensuring all properties reflect their distinct personality with a cohesive narrative rooted in Charleston’s culture
Partner closely with the Brand Director to steward BHC’s brand identity across all properties, ensuring alignment between marketing strategy and creative direction
Serve as the commercial and market-facing counterpart to the Brand Director—translating brand vision into demand-generating campaigns, media narratives, and audience engagement strategies that reinforce each property’s distinct identity within the broader portfolio
Lead a best-in-class social media strategy that captures the essence of Charleston while engaging a luxury audience
Identify and activate emerging trends, platforms, and creators to ensure the brand remains culturally relevant and visible
Partner with influencers, tastemakers, and cultural figures to expand reach beyond the local market
Partner closely with the Chief Sales Officer to align marketing and revenue strategies
Ensure marketing efforts drive awareness, consideration, and demand across hotels, restaurants, entertainment, and future assets
Support new openings, activations, and seasonal programming with integrated campaigns that convert to business results
Establish clear handoffs and accountability between marketing and sales functions
Support the group sales channel through targeted marketing initiatives including content development, digital collateral, trade presence, and campaign strategies that position BHC’s meeting and event offerings within the luxury corporate and social market
Ensure the meetings and events value proposition for The Charleston Place and The Cooper is market-facing, media-supported, and competitively positioned
Direct all public relations efforts, positioning BHC and its properties within top-tier local and national media
Cultivate relationships with leading travel, lifestyle, and luxury publications to establish BHC as a must-visit destination brand
Drive storytelling that highlights Charleston as a destination while elevating BHC’s role in shaping its future
Lead executive visibility and thought leadership to position BHC as an influential voice in luxury hospitality
Millions of jobs, with real people getting hired every day
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Oversee crisis communications with a focus on protecting brand reputation at the local and national level
Select, direct, and evaluate external PR and marketing agency partners, including the agency of record, ensuring agencies are aligned to BHC’s brand standards, property-level priorities, and portfolio-wide narrative goals
Establish clear performance expectations, manage agency relationships as strategic extensions of the internal team, and hold partners accountable to measurable outcomes
Develop and execute integrated marketing campaigns that drive local engagement and broader brand awareness
Ensure marketing initiatives reflect the unique identity of each property while reinforcing the strength of the BHC portfolio
Partner with property teams to create experiences and activations that resonate with Charleston locals and visitors alike
Collaborate with the VP of Programming & Experiences and Brand Director to ensure the programming calendar is developed with market visibility in mind—providing consumer insight, cultural trend analysis, and media opportunity identification that shapes programming into newsworthy, demand-driving activations
Ensure BHC events, cultural partnerships, and guest experiences are positioned and amplified to reach both local audiences and destination travelers
Establish strategic partnerships that elevate BHC’s presence within Charleston and extend its reach into luxury, cultural, and travel markets
Collaborate with local institutions, artists, and cultural leaders to authentically represent Charleston
Align with like-minded brands and platforms to expand visibility and credibility
Lead BHC’s digital marketing strategy across paid, owned, and earned channels—including paid search, paid social, display, email, and SEO—ensuring digital investments are optimized for both brand awareness and direct revenue conversion
Oversee CRM strategy and email marketing programs that deepen guest relationships, drive repeat visitation, and support lifecycle engagement across the portfolio
Partner with revenue management and sales to align digital channel strategy with rate, occupancy, and demand objectives
Ensure the BHC website and property digital presences reflect brand standards and are optimized for discovery, storytelling, and conversion
Define KPIs across brand awareness, social engagement, earned media, using insights to refine strategy
Oversee marketing budgets to ensure strong brand investment and measurable return
Build and lead a high-performing team across brand, social media, PR, and marketing disciplines
Serve as a strategic advisor to executive leadership on brand perception, cultural relevance, and market expansion opportunities
Requirements
Minimum of 12–15 years of progressive leadership experience in marketing, brand, public relations, and social media, ideally within luxury hospitality or lifestyle brands
Bachelor’s degree in marketing, communications, business, or related field
Proven success building brands that resonate with target audiences
Deep expertise in social media, content strategy, public relations, and brand storytelling
Established network of media, influencers, and industry relationships at the national level
Strong understanding of how to translate a sense of place into a compelling brand narrative
Exceptional creative judgment with a refined eye for luxury aesthetics and detail
Executive presence with the ability to represent the brand externally
Experience managing external agency partners, including PR agencies of record, creative agencies, and digital/media agencies
Working knowledge of CRM, email marketing platforms, and digital analytics tools
Nice to have:
MBA or advanced degree
Experience positioning a destination or portfolio within travel and luxury markets
