Position OverviewWe are seeking an accomplished and highly engaged Regional Director of Sales and Marketing to lead the commercial strategy for both Lake Tahoe Proper Resort & Casino and San Francisco Proper. As the senior commercial executive across both properties, this person will hold full responsibility for total revenue performance, brand positioning, and go-to-market strategy at each hotel, and for the connective strategy that ties a resort market to a major urban market.
This is a highly visible, hands-on leadership role for a commercial operator who combines strong sales and marketing instincts with the discipline to run two teams in two markets at once. The Regional Director of Sales and Marketing will directly lead the sales and marketing teams at both properties, sit on each property's executive leadership team, and ensure every commercial decision reflects the standards and spirit of Proper Hospitality. The role is based in San Francisco for the first 9 to 12 months, with regular travel to Lake Tahoe, and has flexibility to be based from either property after that window.
Drive the Regional Sales Strategy- Own sales strategy and performance across all commercial segments at both properties, leisure, corporate, group, catering, and wholesale, with particular depth in Groups, Incentives, and Business Travel
- Maintain full accountability for revenue performance at each hotel, including forecasting, pricing input, and annual sales budgets
- Translate ownership and company objectives into clear, property-level priorities and measurable results at both Lake Tahoe Proper and San Francisco Proper
- Identify and capitalize on new business opportunities and market trends across a resort and casino traveler base and an urban corporate and business transient base
- Manage key client relationships, luxury consortia partnerships, and top accounts at both hotels to build loyalty and repeat business
Build an Exceptional Sales & Marketing Team- Lead, mentor, and directly manage the sales and marketing teams at Lake Tahoe Proper and San Francisco Proper to achieve and exceed budgeted goals
- Establish clear accountability across both teams while fostering a collaborative, solutions-oriented operating culture
- Coach team members to think regionally, not just by property, while respecting what makes each market distinct
- Build meaningful development opportunities for high-potential talent across both properties
- Foster a workplace where employees feel valued, supported, and empowered to do their best work
Elevate Brand, Marketing & Communications- Develop and execute an annual marketing and communications plan for each property, aligned to Proper's brand positioning and each hotel's distinct market
- Oversee brand communications, digital marketing, and public relations for both hotels, ensuring storytelling that is specific to each property and consistent to the Proper brand
- Partner with the corporate marketing team and outside agencies to optimize SEO/SEM, social media, and CRM performance across both markets
- Lead the creation of promotional materials, press releases, and digital assets consistent with Proper's luxury identity at each property
- Curate strategic partnerships, sponsorships, and collaborations that raise brand visibility in both Lake Tahoe and San Francisco, including partners positioned to benefit from San Francisco's current momentum
Optimize Revenue Performance- Partner closely with Revenue Management and Reservations at both properties on pricing, inventory, and channel distribution
- Analyze sales performance, market conditions, and competitor activity across both markets to sharpen strategy and defend market share
- Review financial and commercial results regularly at each property, identifying performance gaps and ensuring timely, effective action
- Prepare and manage the department's annual budget, forecasts, and performance reporting for both hotels
Champion Two Distinct Markets- Serve as the principal commercial steward of both Lake Tahoe Proper and San Francisco Proper's positioning in their respective markets
- Maintain a sophisticated understanding of the Lake Tahoe resort and casino landscape and the San Francisco luxury urban landscape, including demand, competition, and consumer behavior in each
- Build strong relationships with key clients, industry partners, and local stakeholders in both Northern California markets
- Represent both properties and Proper Hospitality with professionalism and credibility in the industry and in each local community
What You Bring- Bachelor's degree in Business, Marketing, Hospitality Management, or a related field (MBA preferred)
- 10+ years of progressive sales and marketing leadership experience in luxury hospitality or high-end lifestyle brands
- A rich understanding of all commercial segments, with particular depth in Groups, Incentives, and Business Travel
- A proven track record of achieving revenue goals and driving brand performance in luxury markets, ideally across more than one property or region
- Demonstrated success leading sales and marketing for a complex, high-performing hotel or resort
- Deep understanding of digital marketing, brand management, and revenue strategy
- A strong network of luxury travel partners, media contacts, and corporate clients spanning both resort and major urban markets
- A visible, hands-on leadership style with the organizational discipline to run two teams in two markets at once
- Strong executive presence, sound judgment, and the ability to communicate effectively with ownership, corporate leadership, and property teams
- Experience or genuine interest in pre-opening environments, given Lake Tahoe Proper's 2027 launch
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