Build Experiences That Matter.
At Populus, every decision shapes how guests experience our brand and how our teams bring our purpose to life. As a Director, you'll translate vision into action-leading people, improving operations, and creating memorable experiences that reflect our belief that hospitality can positively impact both people and the planet.
A Rare Opportunity
At Crescent Hotels & Resorts, we believe exceptional hotels begin with exceptional people. We are seeking an inspiring Director of Sales & Marketing to lead the commercial vision for one of the country's most distinctive lifestyle hotels.
Populus is more than a hotel—it is a destination built with purpose. Inspired by Colorado's iconic Aspen tree and recognized as the nation's first carbon-positive hotel, Populus seamlessly blends inspired architecture, exceptional food and beverage, immersive experiences, sustainability, and community into a hospitality experience unlike any other. Every guest interaction, partnership, and commercial decision contributes to a brand redefining modern lifestyle hospitality.
How We Lead at Populus
- Rooted in Nature: We draw inspiration from nature's resilience, stewardship, balance, and long-term thinking.
- Generous: We create value by giving back—to our guests, associates, community, and environment.
- Curious: We embrace creativity, innovation, continuous learning, and thoughtful collaboration.
- Brave: We lead with integrity, accountability, transparency, and the courage to challenge convention.
We are committed to providing you with:
- Highly competitive annual salary of $150,000-$165,000 based on experience
- Operational incentive plan eligibility
- Comprehensive benefits for eligible associates and family members
- 401(k) program with company match
- Travel discounts at Crescent-managed properties throughout North America
- Career growth opportunities with a leading hospitality management company
- The opportunity to lead one of the most innovative and purpose-driven hotels in the United States
The Opportunity
This is more than a traditional Director of Sales & Marketing role. It is an opportunity to shape the commercial future of a brand with purpose. The successful candidate will combine strategic sales leadership, innovative marketing, data-driven decision making, and authentic storytelling to build awareness, create demand, strengthen market share, and deliver exceptional financial performance.
Your Impact
- Lead the hotel's commercial strategy across Sales, Marketing, Revenue Strategy, Public Relations, Digital Marketing, Brand Positioning, Business Development, and Distribution to drive sustainable growth and long-term asset performance.
- Drive market share, RevPAR, ADR, profitability, and total commercial performance through thoughtful strategy and disciplined execution.
- Build and inspire a high-performing commercial team that embraces proactive selling, marketing innovation, collaboration, accountability, and exceptional customer engagement.
- Champion the Populus brand through compelling storytelling, destination marketing, community partnerships, and experiential programming.
- Provide strategic oversight of third-party marketing, creative, digital, public relations, advertising, and social media agencies while ensuring every initiative supports the Populus brand and commercial objectives.
- Demonstrate strong knowledge of website optimization, SEO/SEM, CRM, paid media, analytics, content strategy, social media, digital distribution, and emerging hospitality technologies and trends.
- Partner closely with Crescent's regional Sales, Marketing, Revenue Strategy, Digital Marketing, and Commercial leaders to leverage enterprise expertise, identify new opportunities, share best practices, and maximize overall commercial performance.
- Partner with Food & Beverage leadership to develop campaigns, activations, and experiences that elevate the guest journey while maximizing total hotel revenue.
- Translate market intelligence, consumer insights, and business analytics into actionable commercial strategies and confidently present recommendations to executive leadership.
Preferred Experience
- Five or more years as a Director of Sales & Marketing within a lifestyle, boutique, independent, or upper-upscale hotel is required.
- Demonstrated success driving commercial performance across multiple demand segments.
- Strong background leading integrated sales and marketing disciplines.
- Experience directing third-party marketing, creative, digital, and public relations partners.
- Executive presence with exceptional financial acumen, communication, and presentation skills.
- Passion for lifestyle hospitality, innovation, sustainability, authentic guest experiences, and community engagement.
At Populus, every role is a stewardship role. Every decision shapes our guests, our community, and the future of hospitality.
Why This Opportunity
This is an opportunity to do more than lead Sales & Marketing.
It is an opportunity to shape a brand, inspire a team, influence a destination, and help define the future of lifestyle hospitality.
At Populus, exceptional commercial performance and purposeful hospitality are not competing priorities—they are inseparable.
If you are energized by creating demand, building meaningful partnerships, leading with curiosity, and delivering measurable business results while honoring a brand with purpose, we invite you to help write the next chapter of Populus.
We're looking for leaders who inspire others through curiosity, generosity, and courage. By developing your team, embracing innovation, and leading with purpose, you'll help define what a new species of hospitality looks like-for our guests, our community, and one another.
