Amsterdam, The Netherlands – Social impact driven hospitality brand The Social Hub has unveiled a new-look marketing leadership team as it ramps up its European brand-building operation under Chief Marketing Officer Trix van der Vleuten.
The new team reflects a renewed focus on international collaboration, creativity, and integrated campaign-led marketing and commercial efforts as The Social Hub enters a new phase of growth across the continent.
The refreshed marketing structure brings together talent from some of the world’s leading consumer and lifestyle brands, spanning digital, brand, public affairs, and commercial marketing. It follows the appointment of former Edelman Italy corporate affairs lead Daniel Hernández Lyon as Director of Global Communications in 2023.
New appointments include Charlie Ayers, former Under Armour and Speedo brand leader, as Head of Brand; Rosa Dinnissen, Director of Global Public Affairs, ex-Airbnb Northern Europe Government Affairs lead, who previously served as a Strategic Advisor at the European Parliament; and Shirley Kind, previously Director of Sales & Services at Nederlandse Loterij, as Global Commercial Director. They join Jeffrey Kloezeman, Head of Social Media, known for pioneering brand activations on platforms such as TikTok and Roblox; Martina Nesti, Head of Global Activations and former Four Seasons Hotels marketing lead, who most recently led Marketing & Community efforts for The Social Hub in Italy; and Bridget O’Lone, ex-Booking.com and ex-Diageo, as Global Marketing Director.
Together, the team is charged with shaping B Corp certified The Social Hub’s next brand and commercial development chapter – uniting local storytelling with global strategy to strengthen awareness, connection and consideration in every market across consumer and B2B audience segments.
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 emphasize the disruptive nature of our brand in the hospitality industry.
This new marketing structure brings together some of the most talented creative and commercial minds in Europe from different industries. We have built a team with experience working on world-class platforms from the Olympic Games to globally recognised Superbowl commercials. Together, we’re creating a marketing engine built on culture, curiosity, and collaboration, one that helps The Social Hub become a household name in every city we call home. Van der Vleuten, who joined as CMO in 2024 following senior leadership roles at KFC Europe and Versuni (Philips domestic appliances
The leadership team supports The Social Hub’s ambition to grow its European footprint following recent openings in cities such as Glasgow, Rome, and Porto alongside planned launches in Turin and Lisbon.
Founded by Scottish entrepreneur Charlie MacGregor and headquartered in Amsterdam, The Social Hub combines hotel, student, extended-stay, and coworking experiences under one roof, creating spaces designed for fostering connections and build community.
The business operates more than 10,000 rooms and employs over 1,000 people across 21 hubs in 18 cities. With its new marketing vision, The Social Hub aims to shine a brighter light on its blend of world-class hospitality with social purpose, community connection, and meaningful campaigns and partnerships.
For more information on The Social Hub and its leadership team, visit thesocialhub.co/our-story.
About The Social Hub
The Social Hub is a European hospitality brand that blends traditional hotel stays with a vibrant, community-focused experience for guests, coworkers, and locals. Founded in 2012 by entrepreneur Charlie MacGregor, the company redefines the role of hotels in cities – offering spaces where people from all walks of life can learn, stay, work, & play… but more importantly, connect with each other.
Headquartered in Amsterdam and a Certified B Corporation, The Social Hub is built on a commitment to social and environmental impact. Its unique hybrid model combines premium design-led short and long-stay hotel rooms with student accommodation, coworking spaces, meeting and event facilities, restaurants and bars, 24-hour gyms, and open-to-the-public spaces like rooftops, parks, and cultural venues.
With more than 10,000 rooms across 21 hubs in Europe’s most dynamic cities – including in Amsterdam (two hubs), Barcelona, Berlin, Bologna, Delft, Eindhoven, Florence (two hubs), Glasgow, Groningen, Maastricht, Madrid, Paris, Porto, Rome, Rotterdam, San Sebastian, The Hague, Toulouse, and Vienna – The Social Hub creates inclusive environments that bring together diverse groups of people under one roof.
The Social Hub also leads a wide-ranging social impact programme, including the TSH Talent Foundation – which is supported by a pledge to donate 1% of the company’s annual global revenues – and hosts more than 6,000 community-centric events each year across Europe, helping spark new ideas and lasting connections in every city
Two new hubs are currently under development in Lisbon and Turin.
For more information, visit www.thesocialhub.co.
