The Social Hub appoints new CMO

Hybrid hospitality brand The Social Hub has appointed former Philips global marketing executive Trix van der Vleuten as chief marketing officer (CMO).

In her new role, Vleuten will be heading up the newly structured Marketing and Performance team at the business that offers hotel facilities, student and extended stay rooms, co-working spaces, gyms and event spaces all under the same roof at 18 locations across Europe.

Her previous roles include CMO of Northern Europe at KFC and most recently, head of Global Brands and Marketing Strategy at Versuni, a former Philips company.

Van der Vleuten’s achievements to date include being named on the MT/Sprout Next Leadership 50 and SER Top Women lists for her contributions to leadership and innovation. She also recently authored her debut children’s book, May for President, named by Harper’s Bazaar as one of the best Dutch books of 2024.

The move follows the creation of a new Marketing and Performance Leadership team with the appointments of seasoned vertical experts including: former Edelman corporate affairs expert Daniel Hernández Lyon as The Social Hub’s director of Global Communications who entered the business in late 2023; former Netflix global Brand and Social Media executive, Anne Koning who joined in September as global director of Brand and Content; and CWT travel industry professional Nathalie Wilson who also came onboard in September as director of Marketing.

An active search for a new commercial director is currently open. B Corp-certified The Social Hub, founded and led by Scottish entrepreneur Charlie MacGregor and headquartered in Amsterdam, will soon operate hubs at more than 20 locations across Europe, making its UK debut earlier this year in Glasgow, and with imminent plans to open three new hubs in Italy and Portugal.

The brand opened its first hotel in 2012, and it now has more than 10,000 rooms and 1,000-plus employees. It has outlined plans to more than double its current footprint to 40+, with a second Florence location, Rome and Porto among five new sites set to open in the next two years – with further plans for growth into Edinburgh and London.

Van der Vleuten said: “As CMO I will be bringing my skills as a team-builder, enhancing the structure and strategic thinking of The Social Hub’s commercial activities.

“My approach to leadership emphasises empathy and collaboration to inspire my teams to turn ambitious goals into reality. I’m passionate about crafting marketing strategies rooted in cultural relevance, authenticity, and a deep understanding of global market trends.”

She added: “I’m looking forward to joining an incredibly talented team at one of the most exciting hospitality and real estate brands in Europe, bringing fresh perspectives to help drive the next growth chapter of a unique, versatile brand; one that has already become a driver of collaboration in communities in vibrant cities like Amsterdam, Barcelona, Berlin, and Paris.

“I was attracted to The Social Hub by its rapid pace of sustained growth, and real potential to soon become a household name across Europe, serving diverse audiences from hotel guests, students, coworkers, and members of local communities to entrepreneurs and the entrepreneurs of tomorrow.”