Director of Digital Content & Social Media

Starwood Hotels; Canada; On-site; CAD 120,000 - 180,000; Full time

Job summary

Starwood Hotels is seeking a Director of Digital Content & Social Media to lead content development across social, web, app, and email channels. You will shape editorial voice, govern content standards, and work with cross-functional teams to drive brand storytelling.

You will mentor a high-performing team, manage agency partners, and oversee content for blogs, newsletters, and campaigns, ensuring a premium, consistent guest experience across all digital touchpoints.

Qualifications

• Bachelor's degree or equivalent professional experience.
• 10+ years leading digital content, social media, and integrated marketing for luxury/hospitality brands.
• Proven enterprise-level social media and content strategies that boost brand awareness and business performance.
• Experience mentoring teams and managing agency partners.
• Experience overseeing photo/video shoots, direction, and editorial development.

Responsibilities

• Develop and lead the overarching digital content strategy across social, web, app, and email marketing.
• Maintain governance standards for editorial, creative, and content across brands and touchpoints.
• Lead and mentor a high-performing content team and manage external vendors.
• Guide content calendars aligned with brand campaigns, openings, and initiatives.
• Oversee CMS content strategy, digital merchandising, and UX best practices.
• Collaborate with Brand Marketing, PR, Influencer Marketing, and property teams on integrated campaigns.
• Analyze performance and translate insights into actionable recommendations.

Skills

Digital content strategy

Social media

Editorial leadership

CMS platforms

Email marketing

CRM (Salesforce Marketing Cloud)

Team leadership

Vendor management

Analytics

Brand storytelling

Education

Bachelor's degree in Marketing/Communications or related field

Tools

Drupal

WordPress

Salesforce Marketing Cloud

Job description

Grow with us... Life at Starwood Hotels is based on a simple idea: the world is beautiful and we want to keep it that way. But we can’t do it alone. That’s why hiring thoughtful and inspiring Team Members and Leaders who understand that our people, collaboration, stellar service, and respect for nature are so important to us.

As our Director of Digital Content & Social Media, you will lead the development, execution, and optimization of content across our digital ecosystem, including social media, website, app, and email marketing. This role blends creative storytelling with operational excellence, ensuring our brands show up consistently and effectively across every guest touchpoint.

You will oversee content from ideation through publication, not only creating engaging social-first content but also managing ongoing website and app updates, supporting property-level content audits, and shaping our editorial voice across blogs and email communications. This is a highly cross-functional role requiring both a creative eye and a strong understanding of CMS platforms, digital merchandising, and content strategy.

If you are equal parts storyteller, strategist, and digital operator, someone who cares as much about how content performs as how it looks, this role is for you.

What You’ll Do

• Develop and lead the overarching digital content strategy across social media, websites, email marketing, mobile platforms, and emerging digital channels, ensuring alignment with brand objectives and business priorities.
• Establish and maintain editorial, creative, and content governance standards that ensure consistency across all brands, properties, and digital touchpoints.
• Lead, mentor, and develop a high-performing team responsible for social media, email marketing, and digital content, fostering creativity, collaboration, and professional growth.
• Oversee agency partners and external vendors, providing strategic direction, creative feedback, and performance management to ensure exceptional execution.
• Serve as the primary strategic advisor to property marketing teams, providing guidance, best practices, content direction, and approvals to elevate social media and digital marketing performance across the portfolio.
• Oversee the planning and approval of integrated content calendars, ensuring alignment with brand campaigns, seasonal priorities, partnerships, hotel openings, and key business initiatives.
• Review and approve digital content across social media, email marketing, websites, and mobile platforms, ensuring creative excellence, brand consistency, and editorial accuracy.
• Partner with Brand Marketing, PR, Influencer Marketing, Food & Beverage Marketing, Digital Performance, and property teams to develop integrated campaigns that support brand and commercial objectives.
• Oversee website, CMS, and mobile app content strategy, ensuring content remains current, optimized, and reflective of evolving business priorities.
• Guide the development of email marketing strategies and editorial programming that strengthen guest engagement, drive conversion, and reinforce brand storytelling.
• Oversee the portfolio's editorial content strategy, including blogs and long-form storytelling, ensuring content supports SEO, brand positioning, and guest inspiration.
• Establish best practices for social media photography, videography, short-form video, and emerging content formats, ensuring our brands remain culturally relevant while maintaining a premium creative standard.
• Analyze performance across digital channels, translating data and consumer insights into actionable recommendations that improve engagement, audience growth, and business performance.
• Monitor evolving digital trends, platform updates, consumer behavior, and emerging technologies, identifying opportunities to innovate and keep our brands at the forefront of digital marketing.
• Develop scalable processes, workflows, and governance that improve collaboration, streamline content production, and ensure operational excellence across the organization.

About You

• Bachelor's degree in Marketing, Communications, or a related field, or equivalent professional experience.
• 10+ years of experience leading digital content, social media, and integrated marketing strategies for a luxury, lifestyle, hospitality, or consumer brand.
• Proven experience developing and leading enterprise-level social media and digital content strategies that drive brand awareness, engagement, and business performance.
• Demonstrated success leading, mentoring, and developing high-performing teams, while effectively managing agency partners and external vendors.
• Extensive experience overseeing creative content production, including photo and video shoots, creative direction, content planning, and editorial development from concept through execution.
• Deep understanding of digital content strategy across social media, websites, email marketing, and mobile platforms, with experience ensuring a consistent brand experience across all digital touchpoints.
• Experience working with CMS platforms (Drupal, WordPress, or similar), with a strong understanding of website content strategy, digital merchandising, and user experience best practices.
• Strong understanding of CRM and email marketing platforms, such as Salesforce Marketing Cloud, and experience shaping email content strategy and lifecycle communications.
• Excellent editorial judgment with experience overseeing long-form content, campaign messaging, and brand storytelling across multiple channels.
• Strong understanding of social media platforms, emerging trends, creator marketing, platform algorithms, and evolving digital best practices.
• Highly analytical, with experience using performance insights and consumer data to optimize content strategies and inform business decisions.
• Exceptional creative instincts with a keen eye for visual storytelling, brand consistency, and premium content execution.
• Outstanding leadership, communication, and presentation skills, with the ability to influence stakeholders and build strong cross-functional partnerships across corporate and property teams.
• Strategic thinker with exceptional organizational skills and the ability to manage multiple priorities in a fast-paced, collaborative environment.
• Experience with global and emerging social platforms, including Douyin, RED, WeChat, and Weibo, is a plus.
• Willingness to travel as needed to oversee content productions, support hotel openings, attend brand events, and collaborate with property teams.

Application Requirement

• Applicants must submit a portfolio and/or their social media account(s) including content that they’ve shot and edited

About Us

As a mission-driven company, our purpose is our true north, and our compass guides the way. The purpose we live by impacts the lives of our team members, drives the experiences for our guests, builds community with like-minded travelers and takes care of the planet we live in. Founded in 2006 by Barry Sternlicht, Starwood Hotels is a luxury hotel brand management company and affiliate of global private investment firm Starwood Capital Group.

Starwood Hotels is an Equal Opportunity Employer. We believe in a diverse, sustainable workforce with an empowered, inclusive culture. We are committed to non-discrimination on any protected basis covered under applicable law. If you require any special accommodations, please visit People Operations.