Director of Sales and Marketing

In 2027, the legendary Cal Neva Lodge & Casino begins its next chapter as Lake Tahoe Proper Resort & Casino—reimagined through Proper’s contemporary lens on luxury hospitality while honoring a century of iconic history. Since 1926, this storied property has drawn cultural luminaries including Frank Sinatra, Marilyn Monroe, and John F. Kennedy to its extraordinary lakeside setting.

The Resort
Set at the meeting point of California and Nevada, Lake Tahoe Proper Resort & Casino will feature 198 guest rooms, suites and private villas – nearly all with panoramic lake views. In addition, the property will include two lakefront pools, multiple destination restaurants and bars, indoor and outdoor private event spaces, a lively casino floor, and a historic theater.

Wellness will anchor the guest experience with 50,000 square feet dedicated to a destination spa, indoor pool and hydrotherapy experiences, state-of-the-art fitness facilities, nature-connected programming, three padel courts and a freestanding pickleball building.

In addition, the members-only Proper Club will offer a private indoor-outdoor clubhouse overlooking the lake, a Hi-Fi listening room, private wine cellars within the hotel’s iconic tunnels, exclusive programming/year-round cultural events, and full wellness access with property-wide benefits.

Position Overview
The Director of Sales & Marketing is a key member of Lake Tahoe Proper's executive leadership team, responsible for driving total revenue performance across all market segments through strategic sales initiatives, brand positioning, and integrated marketing efforts. This role oversees the development and execution of a comprehensive sales and marketing strategy to position Lake Tahoe Proper as a leading luxury destination for discerning travelers, events, and corporate clients.

The ideal candidate is a visionary leader with a strong network in the luxury hospitality market, a proven track record of exceeding revenue goals, and the creativity to elevate the brand experience across all channels.

Key Responsibilities

Sales Leadership & Strategy

• Develop and implement a results-driven sales strategy that maximizes revenue across all segments: leisure, corporate, group, catering, and wholesale
• Lead, mentor, and motivate a high-performing sales and marketing team to achieve and exceed budgeted goals
• Identify new business opportunities, partnerships, and market trends to drive growth
• Manage key client relationships, luxury consortia partnerships, and top accounts to ensure loyalty and repeat business
• Forecast revenue and market share performance, providing strategic insights to the executive team

Marketing, Branding & Communications

• Develop and execute an annual marketing and communications plan that aligns with the hotel’s brand positioning and revenue objectives
• Oversee all brand communications, digital marketing, and public relations initiatives to ensure consistent and compelling storytelling across channels
• Partner with the corporate marketing team and external agencies to optimize online visibility, SEO/SEM, social media presence, and CRM campaigns
• Lead the creation of promotional materials, press releases, and digital assets consistent with the hotel’s luxury identity
• Curate strategic collaborations, sponsorships, and influencer partnerships that elevate brand awareness in target markets

Revenue Optimization & Analysis

• Collaborate with the Revenue Management and Reservations teams to ensure strategic pricing, inventory management, and channel distribution
• Analyze sales performance, market conditions, and competitor data to refine strategy and maintain market leadership
• Prepare and manage the department’s annual budget, forecasts, and performance reports

Qualifications & Experience

• Bachelor’s degree in Business, Marketing, Hospitality Management, or a related field (MBA preferred)
• Minimum 8–10 years of progressive sales and marketing experience in luxury hospitality or high-end lifestyle brands
• Proven track record of achieving sales goals and driving brand performance in luxury markets
• Exceptional leadership, communication, and negotiation skills
• Deep understanding of digital marketing, brand management, and revenue strategies
• Strong network of luxury travel partners, media contacts, and corporate clients
• Highly strategic thinker with the ability to execute at both macro and micro levels

Leadership Profile

The ideal candidate is:

• A strategic and data-driven commercial leader
• A creative brand storyteller with strong aesthetic sensibility
• A collaborative partner to operations and ownership
• A relationship builder with strong industry networks
• A disciplined yet entrepreneurial executive who thrives in pre-opening environments

Why This Role
Lake Tahoe Proper Resort & Casino represents a rare opportunity to relaunch one of the West’s most iconic hospitality landmarks and establish it as the defining luxury resort and social epicenter of Lake Tahoe.

The Director of Sales & Marketing will play a pivotal role in shaping the property’s commercial success from day one—crafting its voice, building its demand, and driving its performance for years to come.

Salary

• $180,000-200,000

Why Join Proper Hospitality
At Proper, we build experiences that move people — and that begins with the team behind them. As a best-in-class employer, we’re committed to creating one of the Best Places to Work in hospitality by nurturing a culture where creativity, excellence, and humanity thrive together.

Everything we do is grounded in the belief that hospitality is more than a profession - it’s an opportunity to care for others and make lives better. Guided by the Pillars of Proper, we show up with warmth and authenticity (Care Proper), strive for excellence in everything we do (Achieve Proper), think creatively and resourcefully (Imagine Proper), and take pride in the style and culture that make us who we are (Present Proper).

We believe our people are our greatest strength, and we invest deeply in their wellbeing, growth, and sense of belonging. From comprehensive benefits to meaningful development programs, Proper is designed to help you build a career, and a life, that feels as inspiring as the experiences we create for our guests.

Our Commitment: Building the Best Place to Work
Our Best Place to Work initiative is a living commitment — a continuous investment in our people, our culture, and our purpose. We listen, learn, and evolve together to create an environment where everyone feels empowered to imagine boldly, achieve confidently, care deeply, and present themselves authentically.