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 own design direction and 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 direct integrated campaigns across the Proper portfolio, from concept through final delivery across email, paid, social, and on-property collateral — a scope that requires both strong visual judgment and a clear system to maintain quality at scale. I've led creative for major launches, seasonal promotions, and cultural programming, aligning design decisions with performance and booking targets.
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 led a portfolio-wide CRM migration, building foundational creative infrastructure from the ground up — brand standards, templates, and component systems in Figma and Klaviyo — enabling faster turnarounds while maintaining brand integrity, polish, and best practices at every touchpoint.
Web Design & Digital Experience
I lead web design for key digital moments across the portfolio, translating each property's voice and atmosphere into clear, immersive digital experiences that convert. I directed the redesign of the Hotel June and Shelborne by Proper homepages, elevating the visual language while prioritizing content hierarchy, performance, accessibility, and booking conversion, with measurable improvement in results post-launch.
