A new leadership structure
The Amsterdam-based, B Corp-certified company has unveiled a renewed marketing leadership team composed of experts from leading consumer, lifestyle, and hospitality brands. This reorganization aims to strengthen the brand’s visibility and consistency across both consumer and business audiences.
New appointments include:
- Charlie Ayers, formerly of Under Armour and Speedo, as Head of Brand
- Rosa Dinnissen, former Airbnb Northern Europe Government Affairs lead and Strategic Advisor to the European Parliament, as Director of Global Public Affairs
- Shirley Kind, former Sales & Services Director at Nederlandse Loterij, as Global Commercial Director
They join Jeffrey Kloezeman, Head of Social Media, known for pioneering digital brand activations on TikTok and Roblox; Martina Nesti, Head of Global Activations and former marketing leader at Four Seasons Hotels; and Bridget O’Lone, formerly of Booking.com and Diageo, now Global Marketing Director.
“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. This new marketing structure brings together some of the most talented creative and commercial minds in Europe. Together, we’re building a marketing engine powered by culture, curiosity, and collaboration.” – Trix van der Vleuten, Chief Marketing Officer, The Social Hub
A growing European presence
This new structure supports The Social Hub’s continued expansion across Europe, with 21 hubs in 18 cities, over 10,000 rooms, and 1,000 employees. Following recent openings in Glasgow, Rome, and Porto, new properties are planned in Turin and Lisbon.
Founded by Charlie MacGregor, the group operates a hybrid model combining hotel, student, long-stay, and coworking spaces designed to foster interaction and community.
By aligning its marketing capabilities globally, The Social Hub aims to strengthen brand recognition and consistency while supporting its growth across key European markets.
