Creative Director of Marketing

The Creative Director will provide company-wide creative leadership for THE ST JOE COMPANY, guiding how the organization tells its story across a diverse real estate and hospitality portfolio. Based in Panama City Beach, FL (onsite), the role develops creative standards and integrated campaigns that support brand recognition, engagement, lead generation, and revenue growth.

Role focus

This position owns creative strategy and execution across corporate and affiliated brands, ensuring consistency while allowing each property and business to maintain its own identity and market positioning. You will direct creative content strategy and production across digital, print, social, and experiential platforms, including photography and video from concept through final execution.

Key responsibilities

• Develop and execute creative strategies aligned with marketing objectives, business priorities, and brand positioning.
• Set and maintain corporate and affiliated brand standards, visual identities, messaging, and creative guidelines across business segments.
• Lead integrated marketing campaign creative to strengthen brand awareness, customer engagement, lead generation, and revenue growth.
• Support brand consistency while preserving the unique identity and market positioning of individual properties and businesses.
• Identify emerging creative trends, technologies, and opportunities that enhance brand differentiation and competitive positioning.
• Direct creative content strategy and production across photography, video, graphic design, digital media, advertising, print, websites, and experiential marketing.
• Create brand narratives that highlight properties, destinations, communities, lifestyle, and customer experiences.
• Oversee photography and video production, including creative concepts, art direction, production, and final execution.
• Partner with marketing teams on editorial calendars, seasonal campaigns, property launches, special events, and promotional initiatives.
• Maintain creative assets and ensure content meets quality, accuracy, and brand consistency standards.
• Provide creative direction for corporate communications, executive presentations, investor materials, and special projects.
• Collaborate with marketing, sales, and operational leaders to develop creative initiatives supporting residential, commercial, hospitality, and corporate objectives.
• Develop creative campaigns and materials supporting property sales, leasing, occupancy, memberships, guest visitation, events, and ancillary revenue.
• Support brand positioning and promotional initiatives for resorts, hotels, private clubs, golf courses, marinas, restaurants, and community developments.
• Identify cross-promotion opportunities and integrated storytelling across the portfolio.
• Ensure creative initiatives align with customer expectations, business priorities, and measurable marketing outcomes.
• Provide creative direction for websites, social media, email marketing, digital advertising, and emerging communication platforms.
• Develop digital content to strengthen audience engagement, brand positioning, lead generation, and customer retention.
• Collaborate with marketing teams to evaluate creative performance and refine content strategies using audience insights and analytics.
• Leverage emerging technologies, including AI-assisted creative tools, to improve efficiency, innovation, and creative capabilities.
• Establish standards for responsible AI use while maintaining brand integrity, originality, and quality.
• Oversee creative project budgets, production expenses, timelines, and resource allocation to support timely, cost-effective delivery.
• Establish creative production processes, quality controls, and brand approval standards.
• Evaluate creative effectiveness through campaign performance, audience engagement, and business results.
• Maintain organized brand assets, creative resources, licensing agreements, and production materials.
• Continuously improve creative workflows, technology, and vendor utilization to enhance operational efficiency and ROI.

Company portfolio coverage

• Residential and commercial real estate, including 13 active residential communities.
• Resorts and hotels, plus food and beverage operations.
• Golf courses and marinas.
• A private club.

Requirements

• Bachelor's degree in Marketing, Graphic Design, Advertising, Communications, Fine Arts, or a related discipline.
• 3+ years of experience (minimum).
• Equivalent professional experience with a demonstrated record of creative leadership may be considered.
• 5+ years of progressive experience in creative direction, brand development, advertising, design, or integrated marketing preferred.
• Minimum of 3 years experience leading creative teams, agency relationships, or complex creative programs preferred.
• Demonstrated experience directing creative strategy and execution across multiple brands, business units, or market segments.
• Hospitality, luxury lifestyle, real estate development, resort operations, private clubs, or destination marketing experience strongly preferred.
• Corporate marketing environment or multi-brand organization experience preferred.
• Expertise in brand strategy, visual storytelling, design, photography, videography, and integrated marketing.
• Advanced proficiency in Adobe Creative Cloud (Photoshop, Illustrator, InDesign, and related applications).
• Strong knowledge of photography, video production, digital design, social media, website content, and multimedia development.
• Experience with creative project management, digital asset management, and marketing performance analytics.
• Working knowledge of AI-assisted creative technologies and emerging digital marketing tools.
• Proficiency in Microsoft Office, including PowerPoint and executive presentation development.
• Proven ability to lead creative teams, manage external agencies, and foster collaboration across business units.
• Strong strategic thinking and business acumen connecting creative initiatives to brand equity, customer engagement, and financial performance.
• Excellent communication, presentation, and interpersonal skills to influence executive leadership and cross-functional stakeholders.
• Strong organizational and project management skills, including balancing priorities, budgets, and deadlines.
• Ability to provide clear creative direction, manage resources, and deliver high-quality results within established financial and operational parameters.
• Adaptable, innovative, and solutions-oriented with a collaborative leadership approach.

Technologies

• Adobe Creative Cloud
• Photoshop
• Illustrator
• InDesign
• AI-assisted creative tools
• Microsoft Office
• PowerPoint

Physical demands & working conditions

• Primarily operates within a professional office environment.
• Extensive use of computers, digital design platforms, and standard office equipment.
• Ability to attend meetings, property visits, creative productions, and marketing events at various company locations.
• Occasional travel may be required for property visits, photography and video production, agency meetings, and other business needs.
• Ability to operate a motor vehicle.
• Ability to sit or stand for extended periods.
• Ability to lift up to 15 pounds occasionally.