Director of Marketing & Culture

Opening in early 2025, The Standard, Brussels marks the hotel brand’s third outpost in Europe. Set in the city’s Northern Quarter, The Standard, Brussels brings the brand’s design, culture and activation-driven philosophy to Belgium.

With 180 guestrooms (plus 20 residences), the modern, new-build project features many stages for The Standard’s renowned day- and nightlife. A ground-floor greenhouse welcomes guests and locals into the lobby lounge, restaurant, and terrace. Upstairs, The Rooftop features its own restaurant, bar and garden—set to become a neighbourhood destination. Throughout the building, additional public and private event spaces are platforms for happenings.

The Standard, Brussels will welcome a new set of creative, dynamic guests into the brand ethos. In Brussels, The Standard’s signature mix of playful, sophisticated, unexpected hospitality finds roots and resonances in local culture. The simple premise behind The Standard is that it is anything but. Founded in 1999, the goals of every Standard are to up the aesthetic stakes and defy convention while attending to every detail, embracing our local communities, providing a welcoming and inclusive environment for our teams and, of course, delivering a smashing good time for our guests.

We are defined by our richness of personality, diversity of background and lifestyle and are now looking for a Director of Marketing & Culture who will embody our ‘Anything but Standard’ ethos as we commence our pre-opening period.

Your role

As our Director of Marketing & Culture, you will work in partnership with our General Manager, Senior Executive team, and Corporate Marketing team in New York to deliver a diverse range of Brand, Marketing and Cultural initiatives for our new property in Brussels. As part of our senior pre-opening team, you will oversee a number of important projects on our critical path during pre-opening period, to ensure that our pre-opening Marketing & PR strategy is implemented within the property in the lead up to our opening and official launch party, as we get ready to shake things up in the Brussels market.   

The Standard, Brussels is our third European property and you will have full responsibility for driving the local, regional and international marketing plan for the property and be responsible for the development of key neighbourhood and Brussels based partnerships that resonate with our brand DNA. You will also be responsible for delivering a range of events, programming and cultural activations to engage with The Standard guests and local communities (past examples in London include partnerships with British Airways, the Face magazine, and our Dinner with Friends series featuring stand out guest chefs).

On a day-to-day basis, you will support the wider Hotel, Restaurants and Bars with promotional campaigns and be the point of contact for all design – digital content, flyers, signs, newsletters etc and oversee the creation of inhouse collateral and materials, property-dedicated campaigns and content, including regular photo shoots and editorials across the property. You will also manage our local PR agencies to ensure they are delivering regular media coverage for the hotel and its F&B outlets across key press and targets.

You’ll be well connected with influencers and VIPs in city, to invite talent to the hotel, parties and events and regularly host your contacts to build a local following. You will also work closely with both the Revenue & Sales Directors in the creation of promotions and packages to support transient and direct sales in order to achieve our monthly revenue forecasts.   

With the support of a Culture & Programming Manager you’ll oversee the overall digital presence of the Standard, Brussels social channels where you’ll lead the strategy for the creation or content, stories and ‘moments’ to drive engage of your followers. In addition to this you will also curate the selection of visuals and copy for press as well as oversee the property’s website. Our SVP of Brand, Marketing & Culture in New York will be on hand remotely to amplify these efforts on a paid and organic basis and help create engaging and exciting social and digital content.

As our senior Marketing specialist on property, you will of course be responsible for introducing and showcasing The Standard to the Brussels market. Initially this will involve creating a buzz and anticipation within the market as we prepare to open, through networking with potential partners, clients and conducting ‘hard hat’ tours of the building. During the opening period of the hotel there will be numerous opportunities to entertain and welcome clients to the hotel, through individual fam trips, tours and of course various opening events and parties.  

This is not a ‘Standard’ Director of Marketing & Culture position so you will need to have miles and miles of personality and stamina, be highly social, upbeat, and friendly; confident and can handle pressure well; thrive in a high-volume, high-energy environment and able to work equally well both independently and as part of a team.

Do you have what it takes to be our Director of Marketing & Culture at The Standard, Brussels?

A minimum of 5+ years’ Senior Marketing experience ideally gained within the hospitality or cultural world. Experience in Brussels or the Benelux region is essential for this role

In addition to this, the ideal candidate will also…

·         Have a solid understanding and detailed knowledge of the Brussels Hotel and F&B market along with current trends

·         Be well connected in the city, and have established relationships with local partners in entertainment, music, arts, fashion and cultural events     

·         Be a confident and proactive self-starter with strong project management skills

·         Pre-opening hotel experience is an advantage

·         Be experienced of producing a range of monthly marketing reports for both Corporate Office & Private Ownership.

·         Exceptional attention to detail with strong Administration and IT skills, with a working knowledge of InDesign, photo shop and graphic design skills

·         Fluency in French and/or Dutch in addition to English is essential for this role

·         During our preopening and opening period you may need to have a flexible approach to working hours

We are defined by our richness of personality and diversity of background and lifestyle so if you think you have what it takes to be a Director of Marketing & Culture at The Standard, Brussels we’d love to hear from you.

All applicants must be eligible to live and work in the European Union. Documented evidence of eligibility will be required from candidates prior to commencing employment.

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