Director of Communications

The Director of Communications will lead the global communications strategy for Auberge Collection,

strengthening brand awareness, reputation in key markets, and visibility among affluent and ultra-high-

net-worth audiences. This role will shape and amplify the stories that define Auberge’s distinctive DNA,

positioning the brand as a leading voice in the luxury lifestyle and hospitality space while driving

demand, delivering measurable commercial impact, and deepening Auberge Collection’s emotional

connection with guests.

Reporting to the SVP, Brand, the Director will partner closely with the CEO, Chief Commercial Officer,

VP of Experiences and Partnerships, and marketing leaders across the portfolio to develop integrated

communications strategies that support brand growth, new hotel openings, and key commercial priorities.

The role will serve as a steward of Auberge Collection’s brand narrative, ensuring consistency of

messaging and positioning across global markets while elevating the brand’s presence across leading

media, cultural, and lifestyle platforms. Through integrated storytelling across PR, influencer

engagement, partnerships, and brand activations, the Director will reinforce Auberge Collection’s

distinctive positioning and cultural relevance.

The Director will oversee global PR agency relationships and lead strategic media and influencer

engagement to deliver consistent, high-impact communications across markets. The role will also guide

reputation management and crisis communications for the brand. Bringing both a refined luxury lens and strong business acumen, the Director will balance creative storytelling with data-informed decision

making to support brand performance and commercial objectives.

Communications and Brand Strategy

● Develop and execute global communications strategies that strengthen Auberge’s brand

positioning in the luxury market and steward the brand narrative across channels and markets.

● Ensure consistency of brand messaging and positioning across global markets and properties.

Public Relations, Media, and Influencer Relations

● Oversee Auberge Collection’s global public relations strategy, including media relations and

brand communications.

● Lead innovative PR initiatives that amplify Auberge’s brand story and expand its presence across

luxury lifestyle, travel, and business media.

● Manage global PR agency partners to ensure alignment with brand strategy and consistent

execution across markets.

● Cultivate relationships with key media outlets and editors to secure high-impact editorial

coverage and coordinate strategic press opportunities.

● Lead the brand’s influencer marketing strategy to strengthen brand awareness and cultural

relevance.

Brand Campaigns & Partnerships

● Lead communications strategies for integrated marketing campaigns.

● Partner with the VP of Experiences and Partnerships to identify and amplify PR-worthy

collaborations and brand partnerships.

Property Guidance

● Provide strategic guidance to property teams on PR strategy, media engagement, and influencer

marketing.

● Develop toolkits and best practices for regional teams to support strong execution and consistent

brand storytelling across markets.

Events and Activations

● Oversee the planning and execution of media events to ensure seamless delivery and strong

editorial impact.

Reputation and Crisis Communications

● Provide communications guidance to senior leadership and support crisis communications, as

needed.

Internal Communications

● Develop and execute internal communications strategy.

● Partner with senior leadership to craft compelling internal communications around company

strategy, leadership messages, brand announcements, strategic initiatives, and organizational changes.

● Partner with the Talent & Culture team to develop and execute employer branding strategies that

attract world-class talent and reinforce Auberge Collection and ENRICH values.

● Collaborate with Talent & Culture on internal recognition, milestone communications, and team

member engagement initiatives that bring the Auberge brand to life.

● Minimum of 10+ years of experience leading integrated communications, public relations, and

brand strategy for a luxury brand.

● Demonstrated ability to shape and evolve brand narrative and communications strategy to

strengthen brand positioning and drive cultural relevance with global luxury consumers.

● Deep understanding of the global luxury consumer and the evolving luxury travel and lifestyle

landscape.

● Proven success identifying strategic communications opportunities and developing programs that

support brand growth and commercial priorities.

● Experience leading influencer marketing strategies for a luxury brand, with measurable impact on

brand awareness, engagement, and business KPIs.

● Strong track record of building and maintaining relationships with top-tier consumer, travel,

lifestyle, fashion, culinary, and business media, as well as influencers, tastemakers, and cultural

partners.

● Experience managing global PR agencies and external partners, ensuring strategic alignment and

consistent execution across markets.

● Demonstrated ability to elevate brand storytelling through strategic partnerships, cultural

collaborations, and experiential programming.

● Experience managing brand reputation and crisis communications in complex or high-profile

environments.

● Ability to leverage data, insights, and performance metrics to inform communications strategy

and measure effectiveness.

● Collaborative cross-functional leader with the ability to build alignment and influence senior

executives, property teams, and global stakeholders.

● Strategic communicator with the ability to craft compelling messaging across multiple audiences,

platforms, and markets.

● Excellent written, verbal, and presentation skills.

● Highly organized with the ability to manage multiple initiatives in a fast-paced environment.

● Entrepreneurial and hands-on mindset, comfortable operating in a lean, dynamic environment.

● Experience working with a global luxury brand or hospitality group preferred.

● Willingness to travel to properties as needed and periodically to the corporate headquarters in

Bethesda, MD.

This role offers a base salary range of $150,000-$170,000 plus a comprehensive medical, dental, vision and voluntary benefits, 401k employer match, employer paid life insurance, employee assistance program and a team member hotel stay program.

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 and spas, and gracious yet unobtrusive service. With hotels and resorts across three continents, Auberge invites guests to create unforgettable stories in some of the world’s most desirable destinations. Please visit auberge.com to learn more about our Collection. Follow us on Instagram, TikTok, Linkedin, Facebook and Pinterest: @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