Homegrown hotel amenities brand creates global marketing and communications role

Naomi Rheinberger takes charge of global brand strategy, marketing and communications at Vanity Group

Naomi Rheinberger
Naomi Rheinberger

Luxury hotel amenities product producer, Vanity Group, has promoted Naomi Rheinberger to global marketing and communications director to spearhead the brand and its portfolio’s growth.

Rheinberger joined the Australian-owned group 18 months ago as marketing communications manager. In her new global role, she’s tasked with setting the overall brand strategy, end-to-end marketing program and corporate communications for offices across Sydney, London, Dubai, Amsterdam and Shanghai. The newly created role has been devised to also spearhead expansion across UK, Europe, US and Middle East.

Prior to joining Vanity Group, Rheinberger was PR and communications manager for QT Hotels. Her resume also includes communication roles with M&C Saatchi Australia and Zomato. At Vanity Group, she reports to CEO and founder, Paul Tsalikis.  

“I’ve described Vanity Group as lashings of colour in a world full of beige since the moment I first met CEO and founder almost two years ago,” Rheinberger told CMO. “Paul promised me a world full of travel, life changing experiences and endless growth - he’s delivered tenfold.”

Vanity Group produces a range of its own hotel toiletries and amenities, such as Appelles Apothecary and Lab, as well as works with other partners to activate their brands in the hotel space. The company was founded 11 years ago.

“The company is one of the world’s most influential guest cosmetics providers and operates like a creative agency – without the egos or timesheets. The business fosters a unique culture that’s proudly unafraid of failure and is filled with some of the sharpest minds I’ve ever come across,” Rheinberger said. “I loved that Vanity Group is armed with everything from its own creative studio, a new product development team, regulatory department and even a consumer retail arm.”

For Rheinberger, key attributes to succeeding as a marketing leader including harnessing passion, curiosity, discipline and self-awareness.

“I believe that a successful career sits at the intersection of passion and talent. This is where purpose lives,” she commented. “When you’re passionate, you stay curious, stay disciplined and find happiness in challenges. Combine this with being self-aware of your talents and strengths, and fulfillment is destined to follow.

“Having the confidence to know I’m sitting in my purpose means I’m exactly where I need to be.”

Rheinberger added the organisation is firmly focused on growth and wanted to scale across the globe.

“We’ll be working with new and existing partners to create unforgettable experiences all around the world. Who wouldn’t want to be a part of that,” she added.  

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