Hotel Emery

Brand Strategy + Marketing Leadership + Event Activation Development

As the lead marketing strategist for Hotel Emery, I was responsible for evolving the hotel’s brand voice, strengthening its digital presence, and deepening its connection to the local Minneapolis community.

Through a blend of creative direction, experiential activations, partnerships, and full-funnel marketing campaigns, I helped position Hotel Emery as a vibrant, culture-driven destination for travelers and locals alike.

By reimagining underutilized spaces, creating revenue-driving experiences, refining brand storytelling, and strengthening digital and social strategies, I helped drive meaningful business results while elevating the guest experience across every touchpoint.

of Work

Scope

Developed and executed Hotel Emery’s overall brand strategy, voice, and creative direction
Led all marketing efforts across digital platforms, paid media, PR, social media, and partnerships
Concepted and launched original guest experiences and seasonal activations to drive revenue and brand engagement
Built and managed influencer partnerships, press relations, and digital advertising strategies
Supported ancillary revenue initiatives through new programming, events, and retail development

Brand Activations

Ciao Thai Pop-Up Restaurant

A weeklong culinary pop-up blending Thai flavors with Italian soul, Ciao Thai brought Giulia and Nightlark together for a bold, tropical-inspired takeover full of vibrant dishes, inventive cocktails, and playful hospitality.
August 2024
Italy Through Pasta Series

Hands-on culinary classes led by five-time James Beard Finalist, Chef Steven Brown, celebrating the flavors, techniques, and traditions of Northern Italy.
2023
Tap-In Series

In partnership with Lucille’s Bottle Shop, this holistic event combined a motivational speaker on becoming your best self, guided meditation, a movement session, and a pop-up market featuring local vendors—all tied to community wellness and connection.
July 2024
Banker's Hour

A weekday social hour offering complimentary local craft beers to hotel guests, creating casual connection moments in the lobby.
Ongoing, Launched in March 2022
Live Mural Collaboration

A live mural installation in partnership with local Minneapolis artist, Molly McDougall, adding dynamic public art and creative vibrancy to the lobby space.
June 2022
Bloom Bar

A seasonal lobby activation that brought fresh energy to the hotel with a build-your-own bouquet station, encouraging guest engagement and social sharing.
May 2022
Living Art Workshops

In collaboration with Mossy Roots Botanical, guests created their own living art installations while enjoying floral-inspired cocktails in an immersive, hands-on environment.
2022
Taylor Swift Activations

Themed lobby decor, specialty cocktails, guest activities, and giveaways designed to celebrate the Minneapolis Taylor Swift concert weekend and drive social media engagement.
June 2023
Winter Wonderland at Emery

A full-property seasonal transformation into a whimsical winter wonderland, elevating the guest experience during the holiday season.
Seasonal
The Great Northern Winter Exchange

A curated holiday market, in partnership with The Great Northern Festival, featuring local makers, seasonal treats, and festive activations, adding holiday buzz to the hotel experience.
January 2023
Galentine's Brunch

A festive brunch in Giulia featuring a build-your-own plant station, skincare vendors, and permanent jewelry by local makers—creating a full marketplace experience centered around friendship and self-care.
Feb 2022

The Wins

Through bold brand positioning, creative marketing strategy, and experience-driven programming, Hotel Emery has seen significant growth in revenue, guest engagement, and local recognition—cementing its place as a downtown Minneapolis favorite.

181%

Social Media Following Increase

1.1B

Media Impressions

32%

Website Conversion Increase

30%

Paid Media Conversion Rate Increase

Through bold brand storytelling, immersive experiences, and strategic marketing leadership, I helped shape Hotel Emery’s evolution into a dynamic, culturally connected lifestyle hotel—laying the foundation for sustained growth and brand loyalty in an increasingly competitive downtown market.