Soho House - Culture Content
Building a European marketing engine for a global lifestyle brand
The Brief
Soho House’s brand was steeped in British and American culture, but its growth was increasingly European. New Houses were opening in Amsterdam, Barcelona, and Istanbul, each with its own character and creative scene.
The challenge was to build a European marketing function that could scale growth while staying true to the brand’s voice, making Soho House feel local without losing its global identity.
The Work
I built the first regional marketing structure for Europe, uniting local content and communications leads, social and CRM specialists, and a shared planning rhythm across membership, accommodation, and events.
We shifted from reactive, one-off campaigns to seasonal go-to-market planning, aligning Houses around common creative priorities while allowing room for cultural nuance.
Because accommodation was the core revenue driver, we reframed storytelling around destinations rather than properties — cinematic neighbourhood profiles, cross-House itineraries, and collaborations with local creatives that captured the spirit of each city.
The 2020 EU Marketing Plan became the region’s first integrated framework for awareness, conversion, and retention — a scalable system that balanced brand consistency with local expression.
When lockdown hit nine months into the role, we pivoted quickly to digital-first engagement, transforming member communication and social storytelling to keep the community connected until Houses reopened.
The Outcome
In its first year, the new function delivered strong double-digit revenue growth and established a sustainable model for regional brand localisation. It proved that Soho House could expand across cultures without dilution, showing that a global brand can still feel like a local home when its storytelling is shaped by the places and people it serves.