Job Summary

The primary responsibility of the Vice President of Marketing is to develop and execute the overall marketing strategy for the Company across all business segments, with a strong focus on driving sales, revenue growth, and brand awareness. This position serves as a company-wide resource, supporting residential, commercial, hospitality, and corporate initiatives, with significant emphasis on the Company's hospitality portfolio, including resorts, hotels, clubs, marinas, golf courses, and food and beverage operations.

Responsibilities include, but are not limited to, brand development and management, marketing strategy, product positioning, lead generation, guest and member acquisition, and partner collaboration across a diverse range of assets and business lines. The Vice President will build and lead a high-performing marketing team, utilizing both internal and external resources, to support the mission, growth objectives, and brand standards of the Company and its affiliated brands.

This position will work closely with operational and sales leaders to develop marketing programs that drive occupancy, visitation, memberships, guest engagement, and overall business performance, while also providing strategic marketing leadership for corporate initiatives and special projects as needed.

Primary Responsibilities

Primary Segments & Revenue Streams

• Support revenue growth and brand positioning for residential lot sales, commercial sales and leasing, and hospitality operations.
• Drive marketing initiatives that support clubs, resorts, hotels, marinas, golf courses, food & beverage outlets, memberships, weddings, group sales, meetings, and special events.
• Develop strategies that increase occupancy, ADR, RevPAR, membership growth, guest visitation, and ancillary revenue opportunities across hospitality assets.

General Marketing

• Brand management
• Consumer and B2B marketing across multiple business segments
• Experiential and event marketing
• Social media and content marketing
• Traditional and digital media buying and monitoring
• Market, consumer and competitor research / analysis to support goals
• Website development and management

Strategy Development

• Establish marketing teams with expertise that support business strategies and sales in residential, commercial and hospitality, etc.
• Prepare overall marketing strategy with key stakeholders
• Develop programs with objectives that support business strategy
• Analyze market trends and provide advice related to strategy
• Manage overall marketing budget for multiple segments and projects
• Work with internal teams, third-party agencies, and joint venture partners to find mutually beneficial cross-promotion opportunities

Public Relations

• Oversee the company’s internal and external public relations initiatives
• Media and investor relations
• PR firm management
• Copywriting – website, digital, print, collateral, etc.
• Press releases

Essential Functions

• Working with key stakeholders, develop and execute strategic marketing plan and initiatives company-wide, that will support multiple business segments including residential, commercial sales and leasing, retail, private club, resorts, hotels, etc.
• Develop, guard and enhance St. Joe’s corporate brand (including brand strategy, design, and direction including creative, copy, logo, usage) as well as ensure strategic alignment between corporate and sub-brands and affiliated entities.
• Oversee and act as approver for all sub-brands and how they relate / tie into parent company brand.
• Responsible for strategy of web presence, social media, design and content development.
• Responsible for database marketing including CRM, email strategy and execution.
• Oversee advertising planning and buying to include PPC, remarketing, online display, paid social, print, outdoor and event sponsorships among others across several assets and business units.
• Oversee social marketing optimization including paid marketing and influencer campaigns on social channels.
• Build marketing budgets across all segments to ensure maximum results as well as management and direction of contracts and vendors.
• Manage public relations and corporate communications strategy (direct-mail, web-based, press, social media, etc.) and ensure alignment for strategies that relate to sub-brands.
• Oversee the organization and production of collateral and business support materials for corporate, project and sales needs to included printed collateral, magazine production, video production, photography, website development and content.
• Working closely with sales teams to continue to improve and further develop a qualified database of existing and potential contacts across multiple business segments.
• Oversee preparations for onsite and offsite events and sponsorships.
• Conduct marketing research, development and analysis.
• Ensure effective communication among team and alignment of responsibilities with business goals.
• Build and manage strong marketing team to support and lead marketing efforts for all business segments.

• Normal office environment, with occasional travel to other office and/or property locations.