Viceroy Names Jaimie Weiss VP of Growth and Digital

Viceroy Hotels & Residences has appointed Jaimie Weiss as vice president of growth and digital to lead its digital expansion across all properties [1]. Weiss will oversee artificial intelligence adoption, direct bookings, performance marketing, user experience, and customer relationship management, working directly between brand marketing and commercial operations under senior corporate leadership [[1], [2]].

What will Jaimie Weiss manage at Viceroy Hotels & Residences?

Weiss will lead the company's digital growth strategy, focusing on expanding direct revenue and refining the digital guest journey across hotels, resorts, and residences [1]. As Hotel Business reported, her scope encompasses performance marketing, user experience (UX), customer relationship management (CRM), and the adoption of artificial intelligence tools [1]. Her operational mandate centers on using customer data to deliver personalized booking and travel journeys across the brand's global portfolio [[1], [2]].

Where does the new position sit within the executive structure?

Weiss works at the operational junction of brand marketing and commercial leadership [1]. According to coverage from eHotelier, she reports directly to Megan Mulholland, Senior Vice President of Brand Marketing & Wellness [2]. This functional line operates under Chief Commercial Officer Patrick Pahlke and Chief Executive Officer Arash Azarbarzin [[1], [2]]. The recruitment comes less than twelve months after Viceroy added four members to its executive team as part of a wider brand identity, programming, and wellness push [2].

What background does Jaimie Weiss bring to the role?

Weiss brings more than 15 years of customer acquisition, loyalty, and growth experience across luxury hospitality, travel, and consumer brands [1]. She previously served as Senior Director of Growth & Performance Marketing at Proper Hospitality, leading growth marketing for luxury hotels and lifestyle brands while investing in CRM, AI-enabled marketing, measurement, and digital experience [[1], [2]]. Prior to Proper Hospitality, Weiss directed growth across marketing, e-commerce, and customer engagement for luxury jeweler Jean Dousset, and held earlier marketing posts at IHG Hotels & Resorts and The Walt Disney Company [[1], [2]]. She holds a bachelor's degree from Boston University and an MBA from the UCLA Anderson School of Management [2].

Which properties and developments form Viceroy's expansion pipeline?

The executive appointment aligns with global expansion across North America, Europe, Africa, and the Caribbean [2]. Viceroy recently opened Viceroy at Ombria Algarve in Portugal and established a partnership with African Bush Camps covering three safari lodges across Botswana and Zambia [2]. Upcoming hotel and residential pipeline openings include Viceroy Park Avenue in New York City, The Observatory, A Viceroy Resort in Sun Valley, Idaho, alongside active developments situated in Texas, Florida, Mexico, and the Caribbean [2].