&Beyond is built, almost entirely, on the strength of remarkable people who give passionately to their roles, work tirelessly, and have the guest experience at the core of their focus daily and care of the sustainability of our communities and environment.  Every single ‘&Beyonder’ makes a huge difference to our success and our contribution to the world, regardless of their role or function. For this reason we choose ‘&Beyonders’ very carefully – they are the strength and the future of this company.

ROLE OVERVIEW:

The Brand Campaign Strategist is responsible for defining and driving the narrative and messaging frameworks that underpin &Beyond’s integrated marketing campaigns. This role translates brand and business priorities into clear, compelling campaign stories that are consistently expressed across all channels and guest touchpoints.

This role leads the development of campaign storytelling architecture and messaging systems, and oversees freelance copywriter to deliver high-quality written content across digital, trade, and brand platforms. In addition, during the initial scaling phase of the function, the role will directly contribute to the creation of select high-impact copy outputs.

CORE RESPONSIBILITIES:

Campaign Strategy & Narrative Development

• Develop integrated campaign narrative frameworks aligned to brand, marketing and business objectives.
• Own and protect brand voice across all channels through co-chairing the Brand Creative Committee alongside the Head of Content & Editorial.
• Define messaging hierarchies, audience narratives and content direction across multi-channel campaigns.
• Ensure all campaign messaging is strategically aligned with brand tonality positioning and audience insight.
• Partner with the Head of Brand & Campaigns and Group Creative Lead to ensure full alignment between narrative, creative direction and visual execution.
• Participate in a monthly Influencer Committee responsible for the co-development and oversight of the influencer strategy, comprising the Group Brand Manager, Group PR and B2B Marketing Manager, Group Creative Lead, and Content Strategist

Editorial Direction & Brand Messaging

• Define and refine campaign-level messaging in alignment with the overarching brand tone.
• Ensure clarity, consistency and strategic coherence of messaging across all campaign touchpoints.
• Provide editorial guidance and refinement of all campaign copy across channels.
• Review, edit and approve written content delivered by brand and product copywriters to ensure alignment with campaign intent and quality standards.
• Maintain messaging consistency across Trade, Digital, PR, Sales and internal communications.

Integrated Campaign Delivery

• Drive the development of integrated campaign communication plans across channels.
• Collaborate with cross-functional teams to ensure seamless translation of campaign narratives into execution.
• Guide design, content and digital teams to ensure accurate and compelling interpretation of campaign strategy.
• Ensure all campaign outputs reflect a unified narrative across all customer and trade-facing touchpoints.
• Support the rollout of product launches, destination campaigns and strategic marketing initiatives.

Content Leadership, Editorial Execution & Resource Management

• With support from Brand Operations, manage and coordinate freelance copywriters to deliver high-quality written content across campaign deliverables.
• Provide clear strategic and creative briefs to ensure consistency of tone, messaging and intent.
• Oversee quality control and final editorial refinement of all campaign content prior to approval.
• Ensure efficient workflow management and timely delivery of all copy-related outputs.
• In the initial scaling phase of the function, personally lead and execute select high-impact copywriting assignments, including product launches, lodge narratives and premium guest-facing communications, ensuring exceptional storytelling quality and brand alignment.

Team integration

• Working closely with the Group Brand Manager, Head of Content & Editorial, Brand Managers, and Group Creative Lead, to ensures that all campaign communication is strategically aligned, creatively coherent and effectively tailored to diverse audience segments across global markets.
• Responsible to Group Brand Manager

KEY PERFORMANCE INDICATORS (KPI’S)

• Delivery of clear, consistent and impactful campaign messaging across all channels.
• Strong alignment between campaign strategy, creative execution and brand positioning.
• Timely delivery of campaign content and effective management of freelance writers.
• High editorial quality and consistency across all campaign communications.
• Strong stakeholder collaboration and satisfaction across teams and markets.

CANDIDATE PROFILE

Skills & Experience

• Degree or diploma in Marketing, Communications, Journalism, English, or related field.
• 5–8 years’ experience in content strategy, campaign development, copywriting or brand storytelling roles.
• Experience within luxury travel, hospitality, lifestyle or premium consumer brands strongly preferred.
• Strong understanding of integrated marketing campaigns across digital, print and trade channels.
• Excellent writing, editing and editorial judgement skills.
• Strong conceptual thinking with the ability to translate strategy into compelling narrative frameworks.
• Experience managing freelance or distributed creative resources.
• Strong stakeholder management and cross-functional collaboration skills.
• High attention to detail and strong brand sensitivity.

Personal Attributes

• Strong strategic thinker with a passion for storytelling and brand communication.
• Highly collaborative and effective across multidisciplinary teams.
• Clear and confident communicator with strong editorial judgement.
• Organised and structured, with the ability to manage multiple concurrent campaigns.
• Calm under pressure with strong prioritisation skills.
• Passionate about travel, conservation and meaningful brand storytelling.

We reserve the right to not make an appointment.

Contact information

Caitlin Royal