Makeready Appoints Erica Purtill as Director of Strategic Partnerships & Brand Activations

Makeready has appointed Erica Purtill as Director of Strategic Partnerships + Brand Activations, a newly created role focused on enhancing collaborations and experiential programming across its portfolio.

In her new position, Erica Purtill will lead the development and execution of strategic partnerships and brand activations across Makeready’s hotels, restaurants, and retail concepts. Her responsibilities include driving guest engagement initiatives and strengthening the company’s connection to culture, community, and travel through curated experiences and collaborations.

Purtill joined Makeready in November 2022 as Area Marketing Manager, based in Charleston, South Carolina. In that role, she oversaw marketing, programming, partnerships, and communications for multiple lifestyle hotels and independent food and beverage concepts.

During her tenure, she contributed to property-level strategy, including campaign development, programming initiatives, and local partnerships aimed at enhancing guest experience and supporting business performance.

She has led several portfolio-wide initiatives, including partnerships such as TinyZaps and seasonal activations like Little Pine and Frannie’s Winter Courtyard, along with the development of Secret Garden pop-ups across multiple properties.

In Charleston, she also worked on collaborations including partnerships with Vacation Inc. at The Ryder and the introduction of the ‘Sewing Down South Suite’ at The Emeline.

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