Etéreo, Auberge Collection is located on Mexico’s Riviera Maya, within the luxury Kanai development just 30 miles from Cancun International Airport. Set within a protected mangrove forest along a pristine stretch of the Caribbean Sea, the resort offers 75 luxury accommodations—ranging from 875 sq. ft. Studios to 3,925 sq. ft. three-bedroom Penthouse Suites. Each oceanview retreat features expansive private terraces with floor-to-ceiling glass doors, spa-style bathrooms with dual vanities and soaking tubs, and thoughtful design that blurs the line between indoors and out. From outdoor adventures that immerse guests in the region’s natural wonders to hands-on experiences with local artisans, the resort’s on- and off-site programming is designed to celebrate the vibrancy of the Yucatán and its rich cultural heritage. The resort’s signature dining venue, Itzam, showcases elevated modern Mexican cuisine with a focus on local ingredients, complemented by panoramic ocean views from its open-air seating, lounge terrace, and private dining room, Pixán. Further celebrating the destination’s culture and history, the resort’s outdoor eatery Che Che honors the ‘nikkei’ tradition, blending Japanese techniques with Latin American ingredients, while in-the-sand dining at El Changarro completes a culinary program rooted in discovery. For wellness seekers, SANA, an Auberge Spa, offers a serene healing sanctuary featuring a cenote-inspired pool, drawing on ancient practices while embracing modern wellness trends.
For more information: auberge.com/etereo
Follow Etéreo on Facebook and Instagram @EtereoAuberge
The Director of Marketing & Communications serves as the strategic marketing leader for the property, responsible for driving brand awareness, brand positioning, and integrated 360 marketing strategies that generate demand and strengthen the brand’s emotional connection with guests. As a key member of the property’s executive leadership team, this role blends strategic planning with hands-on local execution to deliver elevated storytelling and measurable commercial impact across PR, social media, partnerships, digital media, and on-property activations that operate within and are consistent with overall brand objectives and guidelines.
Bringing both a refined luxury lens and strong business acumen, the Director balances creative storytelling with analytical rigor and strong cross-functional collaboration. Through locally relevant storytelling and performance-driven marketing initiatives, this leader ensures the property’s distinct positioning is expressed across every guest touchpoint while delivering exceptional customer engagement and strengthening brand differentiation in the competitive luxury hospitality landscape.
Strategic Commercial Leadership
- Develop and lead the annual marketing budget and strategy to deliver revenue goals, brand positioning, and market opportunities.
- Leverage both customer data and property level data (ADR, occupancy, need periods, market mix) into targeted marketing objectives with clear measurable 360 tactics depending on the needs of the property (awareness, demand, retention and key business drivers)
- Partner with Revenue Management and Sales to drive demand and optimize performance.
- Manage marketing budget and allocate investment to maximize ROI and measurable business impact.
Brand Positioning & Partnerships
- Lead the development and execution of marketing strategies that reinforce the brand’s unique luxury positioning and identity.
- Oversee holistic content strategy and storytelling across all channels and guest touchpoints, ensuring brand alignment and elevated execution.
- Lead creative asset development including photography, video, copy, visual identity, and collateral ensuring creative direction and production align with the property’s brand standards and reflect a consistent and elevated voice across channels
- Concept and manage strategic partnerships that reinforce luxury positioning and enhance brand equity and drive incremental demand and revenue while strengthening competitive differentiation.
- Monitor industry trends, cultural movements, and competitor activity to inform marketing strategies and maintain brand relevance
Integrated 360 Marketing
- Develop and lead 360 marketing strategy and integrated campaign execution across digital, paid media, social, PR, partnerships, and on-property channels.
- Ensure channel strategies are cohesive and aligned with positioning and commercial priorities.
- Lead social media strategy and content creation, ensuring platforms authentically reflect the property’s positioning while maintaining global brand standards and driving engagement.
PR & Communications
Oversee public relations and influencer marketing, managing agency partnerships, influencer collaborations, and media stays to drive brand awareness and buzz.
Performance & Digital Marketing
- Drive audience growth, engagement, and conversion through data-informed marketing initiatives.
- Track and analyze campaign and channel performance using data and insights to optimize strategy and investment.
- Partner closely with digital marketing performance teams and external agencies to optimize paid media strategy, audience targeting, and campaign effectiveness.
- Oversee digital advertising strategy across paid search, paid social, and programmatic channels to ensure media investment supports commercial priorities and demand generation
Cross-Functional Leadership
- Serve as a key member of the property’s executive leadership team, contributing to overall business strategy and planning.
- Foster strong collaboration across Operations, Revenue, Sales, F&B, and Experience teams to ensure alignment and seamless execution.
- Act as brand guardian, approving all guest-facing touchpoints across the property to ensure a consistent brand experience throughout the customer journey.
- Lead and develop the property marketing team, fostering strategic thinking, accountability, and performance excellence.
- Present marketing strategy and performance reviews to property leadership, corporate teams, and ownership stakeholders.
- 8–10+ years of developing and executing integrated marketing experience within luxury hospitality, lifestyle, fashion, design, or premium consumer brands.
- Strong experience managing multi-channel marketing ecosystems, including digital, paid media, PR, social, content, and partnerships.
- Proven track record of developing culturally relevant marketing campaigns and integrated 360 strategies that strengthen brand positioning and drive measurable business performance.
- Experience managing digital marketing, CRM, and customer lifecycle marketing.
- Expertise in tracking, analyzing, and optimizing marketing performance using data and insights.
- Experience leading creative campaign development, public relations initiatives, and high-profile brand events that elevate visibility and brand storytelling.
- Demonstrated success leading cross-functional teams and managing external agencies and strategic partners.
- Strong business and financial acumen, with fluency in performance metrics, ROI, and demand drivers (ADR, occupancy, market mix).
- Expertise in tracking, analyzing, and optimizing marketing performance using data and insights across digital platforms including .COM.
- Possess a refined understanding of luxury style, design, and brand nuance, with the ability to translate brand vision into a one of a kind expression at the property level.
- Entrepreneurial mindset with a high degree of initiative, ownership, and self-direction; comfortable operating with autonomy in a dynamic environment.
- Strong executive presence with the ability to influence cross-functional stakeholders and present strategy to senior leadership and ownership.
- Experience leading and developing high-performing marketing teams.
- Bachelor’s degree required
About Auberge Collection
Auberge Collection is a portfolio of extraordinary hotels, resorts, residences and private clubs. While each property is unique, all share a crafted approach to luxury and bring the soul of the locale to life through captivating design, exceptional cuisine, innovative wellbeing, and gracious yet unobtrusive service. With 30 one-of-a-kind hotels, resorts, and residences, Auberge invites guests to create unforgettable stories in some of the world’s most desirable destinations.
For more information: auberge.com
Connect with Auberge Collection on Instagram, TikTok, Facebook, and LinkedIn @Auberge and #AlwaysAuberge
About Friedkin
Friedkin is a privately held family of global brands spanning automotive, entertainment, hospitality, investments, and sports.
Founded in 1969 and headquartered in Houston, Texas, the company is led by Chief Executive Dan Friedkin, and united by a mission to build breakthrough brands that redefine the status quo.
The Friedkin portfolio includes Gulf States Toyota, 30WEST, Accelerated Solutions Group, AS Roma, Ascent Automotive Group, Auberge Collection, Congaree, Copilot Capital, Diamond Creek, Everton Football Club, GSFSGroup, Imperative Entertainment, Legendary Expeditions, NEON, Northside Lexus, Pursuit Sports, The Friedkin Group International, USAL and Westside Lexus.
For more information, please visit www.friedkin.com