THE ASTER

Role:
Director of Marketing, Strategy & Planning

Category:
Hospitality // Membership // Food & Beverage // Lifestyle Brand

Overview:
Led the strategic repositioning and growth of a hybrid hospitality and membership brand—transforming The Aster into a culturally relevant destination across hotel, restaurant, and creative community experiences.

Strategy & Approach:
Identified a lack of clear brand identity and led a full rebrand initiative—facilitating stakeholder workshops, defining positioning, and aligning leadership around a cohesive vision.

Approached the business holistically—integrating brand, membership, programming, content, and marketing operations into a unified strategy designed to drive both perception and participation.

Execution:
Directed the rebrand—including brand identity, messaging, and multi-channel campaign strategy—achieving full stakeholder alignment within a 5-month timeline.

Developed and implemented a structured marketing planning system—introducing templates, workflows, and monthly reporting cadences that aligned marketing with business goals and improved cross-functional execution.

Led cross-functional collaboration across programming, F&B, creative, and external agencies to deliver integrated campaigns and culturally relevant activations across digital and IRL touchpoints.

Brand, Content & Community:
Oversaw creative direction across all content production—photo, video, design, and editorial—scaling output while maintaining a consistent and elevated brand voice.

Concepted and launched original programs, including a Fellowship initiative supporting emerging artists—strengthening The Aster’s positioning within the arts and creative community.

Expanded brand presence through new channels and strategic partnerships, increasing reach and deepening audience engagement despite budget constraints.

Results:
> 70% increase in brand recognition
> 30% growth in membership sign-ups and event participation
> 50% improvement in project delivery timelines through new systems and workflows
> 70% increase in achieving key business objectives across campaigns
> 40% increase in content output and 30% lift in engagement
> Strengthened positioning as a culture-driven hospitality and membership brand

*photo credit: Emil Ravelo (lifestyle) & Patrick Michael Chin (food)