Director, Brand Content

Raffles, at distinguished landmark addresses around the world, is the vibrant heart of its destination, curating experiences that are culturally enriching, intellectually stimulating and always respectful of local communities, heritage and the environment. Its timeless elegance, refined manners and spirit of generosity ensure that every visitor arrives as a guest, leaves as a friend and returns as family.
 

Raffles is seeking a strategic, visionary, and highly creative Director of Brand Content to define and lead a world-class global content ecosystem. Reporting to the Global Vice President of Raffles, this role will support brand storytelling, deepen audience engagement, and amplify Raffles’ presence across social platforms worldwide, strengthening the brand’s awareness in global luxury hospitality.

The Director will provide executive leadership to hotel marketing and social teams across all regions, oversee the creation and management of content, drive internal and external creator strategies, and lead high-impact partnerships with agencies. This role ensures consistent, culturally relevant brand expression, fosters innovation in luxury social engagement, and positions Raffles at the forefront of global luxury brand awareness.

Key Responsibilities:

Strategy & Leadership

• Develop and execute a comprehensive global social media and content strategy that advances Raffles’ brand priorities, with a focus on brand awareness, storytelling, cultural relevance, and engaging new audiences worldwide.
• Define and lead the global content creator strategy, overseeing internal and external creators to ensure alignment with Raffles’ brand vision and business objectives.
• Provide strategic oversight of global social media channels, including Instagram/Facebook, X, Pinterest, LinkedIn, and YouTube, ensuring best-in-class execution across regions.
• Partner cross-functionally with Marketing, PR and Digital teams to deliver cohesive messaging, integrated campaigns, and consistent brand storytelling across all markets.
• Lead and manage external social media agency partnerships globally, ensuring alignment with brand strategy, quality standards, and campaign objectives.
• Provide strategic leadership and guidance to hotel marketing and social teams worldwide, sharing best practices, campaign frameworks, and recommendations to elevate local execution.
• Review and provide strategic feedback on individual hotel social media strategies and content to ensure brand consistency and excellence.
• Establish and drive global governance for hotel social media managers, ensuring consistent adoption of social media guidelines and brand content standards across the portfolio.
• Analyze global social media performance data and audience insights to inform strategy, optimize content, and identify emerging trends or growth opportunities.
• Represent the brand externally as a thought leader in social media, luxury content, and digital storytelling, cultivating strategic partnerships and industry visibility.
• Drive innovation by exploring emerging platforms, technologies, and creative approaches to ensure Raffles remains at the forefront of luxury brand engagement worldwide.

Content & Social Media Management:

• Oversee the creation and delivery of content across all social and digital platforms, ensuring high-quality, engaging, and on-brand output that drives global brand awareness.
• Ensure all content reflects Raffles’ brand voice, storytelling, and values while resonating with diverse audiences across multiple regions.

• Monitor trends, audience insights, and performance analytics to optimize content effectiveness, inform strategy, and identify opportunities for innovation.

Community & Engagement:

• Build and nurture a vibrant global online community by designing innovative campaigns, facilitating meaningful conversations, and amplifying compelling brand storytelling.
• Leverage data-driven insights to grow the follower base, drive engagement, and strengthen long-term brand loyalty across all social platforms.
• Foster authentic connections with audiences worldwide, ensuring the brand remains culturally relevant and top-of-mind in luxury hospitality.
• Develop and implement a global community engagement framework, aligning local hotel social teams with overarching brand objectives.
• Collaborate with cross-functional teams to integrate community insights into broader marketing, PR, and content strategies.
• Champion brand advocacy initiatives, identifying and cultivating relationships with key influencers, partners, and brand ambassadors globally.

Analytics & Reporting:

• Establish global KPIs and metrics to measure the performance and impact of social media and content initiatives across all platforms.

• Analyze audience behavior, engagement trends, and campaign results to identify opportunities for optimization and innovation.
• Present actionable insights and strategic recommendations to senior leadership, driving continuous improvement and data-informed decision-making.
• Benchmark performance against industry standards and competitors to ensure Raffles maintains a leading position in luxury social engagement.
• Partner with regional teams to standardize reporting, ensuring consistency, transparency, and alignment across global markets.
• Drive growth in global social media followers across key platforms and improve engagement rates (likes, shares, comments, saves).
• Optimize content performance by tracking and improving metrics such as reach, views, and video completion rates.
• Ensure timely and accurate reporting of global social media performance, maintaining alignment with business objectives and campaign goals.
• Measure campaign ROI and impact on brand awareness, audience sentiment, and overall social media effectiveness.

Innovation & Trends:

• Continuously explore new trends, platforms, and digital innovations to keep the brand culturally relevant and ahead of the curve.
• Push creative boundaries by testing fresh content formats and social approaches that elevate brand storytelling and presence.

• 8+ years of experience shaping content strategy, social media, or brand marketing for luxury, hospitality, or premium lifestyle brands.
• Proven ability to conceive and deliver refined, globally resonant social media strategies and campaigns.
• Extensive experience leading social media agencies and external creative partners to the highest creative standards.
• Demonstrated expertise in developing content creator strategies, cultivating long-term creator relationships, and overseeing elevated content production.
• Experience guiding and supporting regional and local marketing teams to ensure brand consistency across markets.
• A highly developed creative sensibility with a strong point of view on storytelling, aesthetics, and brand expression.
• Strong analytical acumen, with the ability to distill performance data into thoughtful, actionable insights.
• Exceptional communication, collaboration, and leadership skills, with a meticulous and organized approach to project management.
• Fluency in social media management tools, analytics platforms, and content management systems.
• Composed, adaptable, and solutions-oriented, with the ability to perform at a high level in a fast-paced, luxury environment.

Salary range: $145,000 - $175,000 USD annual base salary

Location: Office base in New York City

Our Commitment to Diversity & Inclusion: we are an inclusive company and our ambition is to attract, recruit and promote diverse talent.