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The Social Hub has unveiled a new global marketing leadership team as the hospitality group accelerates its brand expansion across Europe under chief marketing officer Trix van der Vleuten.
The appointments follow the hiring of Daniel Hernández Lyon, former corporate affairs lead at Edelman Italy, as director of global communications in 2023.
New leadership roles include Charlie Ayers, former Under Armour and Speedo brand leader, as head of brand; Rosa Dinnissen, previously Airbnb’s Northern Europe government affairs lead, as director of global public affairs; and Shirley Kind, former director of sales and services at Nederlandse Loterij, as global commercial director.
They join Jeffrey Kloezeman, head of social media; Martina Nesti, head of global activations and former Four Seasons Hotels marketing lead; and Bridget O’Lone, former Booking.com and Diageo executive, as global marketing director.
According to The Social HUb, the new leadership structure ‘supports its growth strategy following recent openings in Glasgow, Rome and Porto, with new locations planned in Turin and Lisbon’.
It added that its latest marketing vision aims to “highlight its combination of hospitality, social purpose and community connection as it continues its European expansion”.
Founded by Scottish entrepreneur Charlie MacGregor and headquartered in Amsterdam, The Social Hub combines hotel, student, extended-stay and coworking spaces under one roof. The company operates more than 10,000 rooms across 21 hubs in 18 cities, employing over 1,000 people.
Van der Vleuten, who joined the company in 2024 after senior roles at KFC Europe and Versuni (formerly Philips Domestic Appliances), said: “The Social Hub has built a truly unique brand rooted in community, creativity and connection. As we expand across Europe, our goal is to elevate that story through integrated campaigns and global partnerships that emphasise the disruptive nature of our brand in the hospitality industry.
“This new structure brings together some of the most talented creative and commercial minds in Europe. Together, we’re building a marketing engine based on culture, curiosity and collaboration, one that will help The Social Hub become a household name in every city we call home.”
