The Challenge
Starwood operates three distinct luxury hotel brands — Baccarat Hotels, 1 Hotels, and Treehouse Hotels. Each has its own identity, audience, and voice. You''ll be the person who translates that into scroll-stopping content across Instagram, TikTok, and YouTube. This is not a scheduling role — you''ll shoot in hotel lobbies, edit on your phone, post in real time, and build the strategy that ties it all together.
Your Mission
Audit all three brands'' social presence — what''s working, what''s stale, where the gaps are
Own the content calendar for Instagram, TikTok, and YouTube across all 3 brands
Shoot your first batch of on-site content at NYC properties (Reels, TikToks, Stories)
Establish brand voice guidelines per property so content feels distinct, not templated
Grow TikTok following by 40%+ across the portfolio through original trend-driven content
Build a repeatable content production workflow — shoot weekly, post daily, report monthly
Launch an influencer partnership program for 1 Hotels targeting eco-conscious travel creators
Hit engagement rate benchmarks: 4%+ on Instagram, 8%+ on TikTok
KPIs You'll Own
Engagement Rate
Instagram and TikTok engagement across all 3 brands
Follower Growth
Monthly growth rate per platform per brand
Content Volume
Posts per week per brand — consistency matters
UGC & Mentions
Brand mentions and guest-generated content volume
Tools & Stack
Your Team
Your Manager
Head of Brand Marketing — oversees all brand and creative across the portfolio
Current Team
You + 1 content intern + external photography contractor for events
This is the first dedicated social media hire — you''ll shape the function from scratch
The Package
Salary
$75K–$100K base
Variable
No bonus structure currently
Equity
Not available (hospitality)
Remote
On-site 5 days/week at NYC properties
Benefits & Perks
Company Intelligence
Starwood Capital Group''s hotel brands span luxury (Baccarat), eco-conscious (1 Hotels), and experiential (Treehouse Hotels). Each property is design-forward and attracts a social-media-savvy audience. The brand portfolio is growing — new openings planned for 2026-2027.
Founded
2015 (1 Hotels), 2015 (Baccarat Hotels)
Team Size
2,000+ across all properties
Funding
Backed by Starwood Capital Group ($115B AUM)
Customers
Luxury travelers, design enthusiasts, eco-conscious consumers
Culture
Design-obsessed, sustainability-driven, high service standards. Each brand has its own personality — 1 Hotels is earthy and minimal, Baccarat is opulent, Treehouse is playful.
Is This Role For You?
- You live on TikTok and Instagram — you understand trends before they peak
- You''re comfortable being on camera and can shoot/edit content on your phone
- You''ve managed social for lifestyle, hospitality, or luxury brands before
- You can juggle 3 distinct brand voices without making them all sound the same
- You get energy from working on-site at beautiful properties
- You prefer strategy over execution — this role is hands-on daily content creation
- You need a remote setup — this is 5 days on-site in NYC
- You''re not comfortable with video content — TikTok and Reels are 60% of the job
- You want a big team — you''ll be building the social function largely solo at first
Interview Process
Portfolio Review
15-min async — share your best 5 social posts with context on strategy and results
Video Call with Head of Brand
30-min conversation about your approach to multi-brand social
Content Challenge
Create 3 sample posts (IG, TikTok, Story) for one of the three brands — 48 hours to deliver
On-site Meet
1 hour at a NYC property — meet the marketing team, tour the space, discuss the role
Interested in this role?
Apply now and hear back within days, not weeks.
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About Social Media Roles
Social media professionals build and manage a brand's presence across platforms like Instagram, TikTok, LinkedIn, X, and YouTube. The best ones are equal parts creative, analytical, and community-driven.