W Melbourne has appointed luxury hotel expert and former InterContinental Melbourne The Rialto marketer Andrea Brown as its new director of marketing.
Andrea brings extensive experience from her prestigious roles in the luxury hotel sector and a proven ability to drive innovative marketing strategies and boost revenue growth.
W Melbourne said the appointment will help establish it as a trendsetter in Melbourne’s hospitality space, with Brown’s enthusiasm for connecting with the dynamic and influential Millennial and Gen Z consumer base.
“We’ll be putting a lot of energy into our restaurants and bars, creating engaging programs and strategic partnerships to re-engage the local market and create memorable experiences for our guests,” she added.
“At W Melbourne, I plan to leverage my expertise in developing impactful luxury brand partnerships and improving guest engagement to elevate the hotel’s market presence. By maintaining consistent and compelling messaging across all channels, I aim to enhance the overall guest experience and drive continued growth.”
Brown’s career in luxury hospitality marketing spans significant roles in both Australia and the UK. Most
recently, as Assistant Director of Marketing at InterContinental Melbourne The Rialto, Brown led
strategic initiatives for the hotel and its numerous event spaces.
Previously, Brown served as head of marketing at Rhubarb Hospitality Collection in London, leading multi-channel campaigns for iconic venues, and overseeing the launch of high-profile event spaces globally. At The Carlton Tower Jumeirah, she managed the hotel’s rebranding after a major renovation. Her earlier positions include marketing roles at InterContinental London Park Lane, Strand Palace Hotel, and Crowne Plaza Surfers Paradise, where she honed her expertise in luxury brand management and innovative marketing strategies.
Brown’s notable achievements include successfully leading the marketing and mobilisation for iconic venues such as Chelsea Square in New York, Phoenix Suns Footprint Center in Arizona, and the National Air & Space Museumin Washington D.C. Andrea also spearheaded the repositioning and launch of The Carlton Tower Jumeirah following its major refurbishment.
Brown’s focus is firmly set on the revitalisation of W Melbourne’s dining and entertainment venues, creating immersive experiences, and expanding the MICE business to enhance guest satisfaction and drive revenue growth.
Under Brown’s leadership, W Melbourne’s marketing strategy will focus on creating immersive experiences and emphasising sustainability and community engagement. These initiatives will not only aim to attract guests but also align with broader social and environmental goals.
