THE HOXTON

Role:
Brand Strategy, Cultural Marketing & Partnerships

Category:
Hospitality // Lifestyle // Food & Beverage // Community-Driven Brand

Overview:
Led the U.S. market launch of The Hoxton’s first Los Angeles property—translating a globally recognized European hospitality brand into a culturally relevant, locally embedded destination across hotel, restaurant, and nightlife experiences.

Strategy & Approach:
Developed and executed a comprehensive go-to-market strategy that positioned The Hoxton as more than a hotel—establishing it as a cultural hub at the intersection of hospitality, art, food, and community.

Focused on building brand credibility through partnerships, creator ecosystems, and experiential programming, aligning digital, PR, and IRL strategies to drive awareness, engagement, and sustained foot traffic.

Execution:
Launched a 176-room hotel alongside two restaurant and bar concepts—overseeing integrated campaigns across PR, social, influencer, and experiential channels.

Produced 30+ cultural activations around launch momentum — and established an ongoing cadence of 3–5 monthly events thereafter — blending brand storytelling with community engagement to drive traffic and revenue across hotel, restaurants and bars.

Led cross-functional coordination across PR, creative, digital, and operations teams to ensure cohesive execution and a consistent brand experience across all touchpoints.

Partnerships & Cultural Integration:
Built and activated 20+ strategic partnerships across arts, entertainment, wellness, and lifestyle—including Adidas, Obey, Tata Harper, Outdoor Voices, and Mayer Hawthorne—expanding brand visibility by 40% in key markets.

Developed a creator and influencer strategy engaging 200+ cross-sector voices, positioning The Hoxton as a platform for collaboration and cultural exchange within the Los Angeles creative community.

Community & Brand Purpose:
Integrated purpose-driven programming into the brand’s identity through partnerships with organizations such as Skid Row Housing Trust, Pen & Napkin, and Skid Row Carnival of Love.

Led initiatives including a 1,500+ attendee “housewarming” event that raised $18K for housing initiatives, as well as volunteer programs and creative activations supporting 4000+ individuals in underserved communities.

Results:
> 30% increase in bookings within 3 months post-launch
> 25% higher-than-expected engagement across marketing channels
> 50% increase in local brand awareness
> 35% increase in foot traffic driven by experiential programming
> 15% increase in partnership-driven revenue
> 15% increase in occupancy through integrated campaigns
> Established The Hoxton as a leading cultural and social destination in DTLA