Senior Director, Growth, CRM & Digital Experience

Proper Hospitality; Los Angeles (CA); On-site; USD 220,000 - 250,000; Full time

Job summary

Proper Hospitality is seeking a Senior Director, Growth, CRM & Digital Experience to own the digital revenue engine across web, paid media, and CRM. Set online strategy, optimize media, and drive direct bookings.

You will lead two reports, define standards, and align web and CRM to one revenue target. The role requires deep experience in digital advertising, CRM, and web product leadership, with 8–12 years in growth or CRM leadership; hospitality background is a plus.

Qualifications

• Real depth in digital advertising and CRM with a track record of moving ROAS and revenue per booking.
• Experience leading CRM platforms and lifecycle design (e.g., Klaviyo) to drive revenue.
• Strong understanding of web platforms, conversion, and leading a web/UX team.
• 8–12 years in growth, performance marketing, or CRM leadership with revenue accountability across multi-brand portfolios.

Responsibilities

• Own paid media strategy, budget, and revenue targets across the portfolio.
• Own email and SMS revenue, lifecycle segmentation, and CRM design; oversee platform execution.
• Lead Web Platform & CRO leadership and ensure high conversion and booking engine performance.
• Align teams toward a unified revenue target with a single reporting cadence.
• Monitor AI-driven shifts in paid media and CRM; adapt strategy accordingly.

Skills

Digital advertising

CRM & lifecycle marketing

Web product leadership

Leadership & team management

AI in marketing

Paid media strategy

Tools

Klaviyo

GA4

Job description

Proper Hospitality is an independent hospitality company operating a growing portfolio of design-forward properties under the Proper Hotels, By Proper, and The Collective brands. We are not a large hotel chain. We build brands with texture, rooted in place, culture, food and beverage, wellness, and community.

Today, that portfolio includes Santa Monica Proper, Downtown LA Proper, San Francisco Proper, Austin Proper, Hotel June in West Los Angeles and Malibu, The Shelborne by Proper, and Lake Tahoe Proper Resort & Casino, alongside a growing Collective of independent hotels including Avalon Beverly Hills, Avalon Palm Springs, Ingleside Estate, and The Culver Hotel.

Our web presence is our digital storefront: the place where every paid channel, every email and SMS send, and every direct booking converts. That function has grown quickly and shown real promise. As we expand into new markets and new properties, it is ready for senior leadership to match the ambition.

This is a new seat, created by Proper's growth. It brings web, digital advertising, and CRM together as one connected revenue engine, with one person leading the team that runs it day to day.

Position Overview

The Senior Director, Growth, CRM & Digital Experience owns Proper's digital revenue engine: web, digital advertising, and CRM, end to end. You set the strategy for how Proper shows up online, how we buy and optimize media, and how we turn every guest interaction into a return visit and a direct booking.

You will lead two direct reports: the Growth & Performance Marketing Manager, who runs paid media and growth day to day, and the Director, Web Product & Experience, who runs the platform and its performance day to day. You are their strategic anchor. You set the number, the standard, and the roadmap, and you hold both accountable to one shared outcome instead of two disconnected ones.

The talent we want most in this seat is depth in digital advertising and CRM: someone who has run paid media budgets, moved ROAS in the right direction, and knows how to turn a CRM into a genuine revenue engine, not just a way to send campaigns. Fluency in web and site performance matters too, enough to lead the Web Product & Experience function with real judgment, while the technical craft stays with the director who owns it.

This is the most senior digital seat at Proper, reporting directly into Sales & Marketing leadership. You will make commercial calls, lead through your team, and keep us ahead of how AI is reshaping search, advertising, and the guest experience, with the trust and the room to do it without a technical manager above you.

What You Own

• Digital advertising and growth strategy: 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, not a siloed channel number.
• CRM and lifecycle revenue: 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 hold the optimization judgment. The Growth & Performance Marketing Manager runs the day-to-day sends and platform execution (Klaviyo or equivalent); you are the expert whose judgment shapes what they send.
• Web platform leadership: Lead the Director, Web Product & Experience, whose team includes Proper's website development team, and hold the platform to a high bar for conversion, funnel health, and booking engine performance. The technical spec is theirs to write; the judgment to direct it well is yours.
• Guest experience and direct revenue: Find the moves that grow market share and direct bookings, from email capture and consent to on-site conversion to media targeting, and make the digital guest experience feel as considered as the physical one.
• Measurement and accountability: Build the single view of web, paid, and CRM performance that leadership relies on, and size every recommendation in dollars.
• AI fluency, continuously: Track how AI is changing paid media, search, and CRM, and bring those changes into how Proper buys, targets, and personalizes. This is ongoing, not a one-time project.
• Agency and tech stack management: Manage Proper's paid advertising and digital agencies, along with the relevant marketing tech stack. Partner with Proper's in-house creative team, who produce the design briefs behind your campaigns.
• Team leadership: Directly manage the Growth & Performance Marketing Manager and the Director, Web Product & Experience, whose own team includes the website development team and CRO contractors.
• Revenue and property partnership: Work closely with the revenue management team and property GMs to understand the needs of a dynamic, ever-changing business, and find where digital and CRM can support them.
• Performance social: Own paid social strategy and spend as part of the broader paid media budget, and bring targeting, retargeting, and conversion measurement to how Proper uses social for acquisition. The SVP, Brand & Creative leads all social creative, organic and paid, along with brand strategy; you flag the opportunities the data shows you and let their team lead the execution. Your job is making sure paid and performance social convert, not setting the brand's voice.

What This Role Is Not

This is a leadership role, not a build role. Writing code and managing GA4 day to day belongs to the Web Product & Experience Director, and sending campaigns and running the CRM platform day to day belongs to the Growth & Performance Marketing Manager. Your craft is the strategy and judgment behind digital advertising and CRM, paired with enough fluency in web to lead it with confidence.

What We Are Looking For

• Real depth in digital advertising: you have owned paid media budgets and channel strategy (paid search, paid social, programmatic, and metasearch) and can point to a track record of moving ROAS and cost per booking in the right direction.
• Real depth in CRM and lifecycle marketing: you have run a platform like Klaviyo as a genuine revenue lever and can set strategy and judge optimization even when someone else is sending the campaigns, with a real understanding of segmentation, automation, and how lifecycle data should inform 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, comfortable setting the strategy and trusting others to execute it well.
• A genuine curiosity about how AI is reshaping paid media, search, and CRM, backed by examples of actually 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.
• A background in luxury, lifestyle, or hospitality is a plus, but never a substitute for the right operator.

What Success Looks Like

In the First 90 Days

• You have a full, unified view of current web, paid, and CRM performance, and you know exactly where the gaps are.
• The Growth & Performance Marketing Manager and the Director, Web Product & Experience are aligned to one shared revenue target and a shared reporting cadence.
• CRM and paid media are working as one funnel, not two: audiences captured on-site reach CRM and inform paid targeting.
• You have identified the two or three highest-dollar opportunities in digital advertising and CRM, with a plan to go after them.

Beyond the First 90 Days

• Web, digital advertising, and CRM keep pace with how AI is reshaping search, media buying, and personalization, with you deciding what is worth adopting and when.
• Market share and direct bookings grow year over year against paid and OTA channels.
• The digital guest experience, from the first ad to the confirmation email, feels as considered as a stay at the property itself.
• Your directors and their teams grow stronger every year under your leadership, not just your own output.

Compensation

• Base range: $220,000-250,000 BOE

Why Join Proper Hospitality

At Proper, we build experiences that move people, and that begins with the team behind them. As a best-in-class employer, we are committed to creating one of the Best Places to Work in hospitality by nurturing a culture where creativity, excellence, and humanity thrive together.

Everything we do is grounded in the belief that hospitality is more than a profession. It is an opportunity to care for others and make lives better. Guided by the Pillars of Proper, we show up with warmth and authenticity (Care Proper), strive for excellence in everything we do (Achieve Proper), think creatively and resourcefully (Imagine Proper), and take pride in the style and culture that make us who we are (Present Proper).

We believe our people are our greatest strength, and we invest deeply in their wellbeing, growth, and sense of belonging. From comprehensive benefits to meaningful development programs, Proper is designed to help you build a career, and a life, that feels as inspiring as the experiences we create for our guests.

Our Commitment: Building the Best Place to Work

Our Best Place to Work initiative is a living commitment: a continuous investment in our people, our culture, and our purpose. We listen, learn, and evolve together to create an environment where everyone feels empowered to imagine boldly, achieve confidently, care deeply, and present themselves authentically.

At Proper, joining the team means more than finding a job. It means joining a community that believes in building beautiful experiences together, for our guests and for one another.