Proper Hospitality
Role
Lead Designer
Date
April 2025 — present
As Lead Designer at Proper Hospitality, I design brand, marketing, and digital experiences across a portfolio of design-forward luxury hotels, restaurants, bars, and wellness destinations. I deliver campaign creative, email and lifecycle marketing, web design, social, paid media, and on-property touchpoints, owning execution across channels to ensure a cohesive, elevated guest experience from first impression to post-stay.
Working within a portfolio that functions as both a singular brand and a collection of highly distinct properties, including four flagship hotels designed by Kelly Wearstler, I create flexible visual frameworks that reflect each property’s unique character while maintaining a clear, cohesive Proper brand voice, driving direct bookings, brand differentiation, and portfolio growth.
Campaign Creative
I design and execute integrated campaigns across the Proper portfolio, aligning brand expression with performance goals and driving direct bookings and significant revenue during major launches, seasonal peaks, and promotional cycles.
Email & Lifecycle Marketing
I own the creative execution of Proper’s email channel across the full funnel and guest lifecycle, including marketing and promotional campaigns, property and programming communications, loyalty and Insider messaging, and transactional and lifecycle communications that support guests before, during, and after their stay.
I also led a portfolio-wide CRM migration, building foundational creative infrastructure through brand guidelines, templates, and component systems in Figma and Klaviyo. The framework supports highly customized creative moments while enabling consistent, scalable execution across all properties.
Web Design & Digital Experience
I design key digital moments with a focus on brand storytelling and first impression, translating each property’s voice and atmosphere into clear, immersive digital experiences. I led the redesign of the Hotel June and Shelborne by Proper homepages, elevating the visual language while applying modern website best practices across structure, content hierarchy, performance, accessibility, and conversion.
