Viceroy Hotels & Residences appoints Jaimie Weiss as Vice President of Growth & Digital, leading the company’s digital growth strategy, with a focus on expanding direct business and enhancing the digital guest journey across the portfolio. She will also oversee AI innovation and adoption, performance marketing, user experience, and customer relationship management, with a focus on innovating to further personalize the guest and traveler journey across Viceroy’s collection of one-of-a-kind hotels, resorts, and residences. As the brand recognizes the growing demand for thoughtfully personalized experiences and meaningful discovery, she will help leverage guest insights and loyalty to create more relevant, individualized journeys, ultimately helping travelers uncover their next favorite destination with Viceroy.
Less than one year after the appointment of four new executive team members, Weiss’s appointment underscores Viceroy’s strategic momentum as it reimagines its brand identity, guest programming, and wellness initiatives across its growing global portfolio. Weiss will serve at the intersection of brand marketing and commercial leadership and report to Megan Mulholland, Senior Vice President, Brand Marketing & Wellness, under the Chief Commercial Officer Patrick Pahlke, and Chief Executive Officer Arash Azarbarzin.
“Jaimie brings a rare combination of luxury hospitality expertise, growth strategy and digital innovation that makes her an exceptional addition to Viceroy,” said Megan Mulholland, Senior Vice President, Brand Marketing & Wellness. “Her experience driving direct business, strengthening guest loyalty and using technology and data to create more personalized journeys will be instrumental as we continue to evolve how guests discover, engage with and return to Viceroy.”
Weiss joins Viceroy with more than 15 years of experience driving customer acquisition, loyalty, and growth for luxury hospitality, travel, and consumer brands. Prior to this appointment, Jaimie served as Senior Director of Growth & Performance Marketing at Proper Hospitality, where she led growth marketing across a portfolio of luxury hotels and lifestyle brands and expanded the company’s capabilities through investments in CRM, performance marketing, measurement, and digital experience.Her work centered on growing direct bookings, strengthening guest lifetime value, and expanding the company’s capabilities through investments in technology, measurement, and AI-enabled marketing. Prior to Proper Hospitality, Weiss led growth for luxury jewelry brand Jean Dousset across marketing, eCommerce, and customer engagement, and held marketing roles at IHG Hotels & Resorts and The Walt Disney Company, building expertise across hospitality, travel, loyalty, and consumer marketing. Jaimie holds an MBA from the UCLA Anderson School of Management and a bachelor’s degree from Boston University.
This key appointment comes amid Viceroy’s continued global expansion, with the upcoming New York flagship, Viceroy Park Avenue; The Observatory, A Viceroy Resort in Sun Valley, Idaho; and additional hotel and residential projects underway in Texas, Florida, Mexico, and the Caribbean. Recent milestones include the opening of Viceroy at Ombria Algarve in Portugal, alongside a partnership with African Bush Camps spanning three safari lodges in Botswana and Zambia. As its portfolio expands, Viceroy remains focused on creating meaningful experiences rooted in culture and community that inspire discovery for today’s global traveler.
