Hybrid hospitality pioneer The Social Hub – which launched in the UK in Glasgow this year – has appointed an acclaimed global marketing transformation specialist to lead its new-look operations.
Trix van der Vleuten joins as chief marketing officer (CMO), heading up the newly structured marketing & performance team at the business that offers hotel facilities, student and extended stay rooms, co-working spaces, gyms and event spaces all under the same roof at 18 locations across Europe. Her previous roles include CMO for Northern Europe at KFC and most recently, head of global brands & marketing Strategy at Versuni, a former Philips company.
The move follows the creation of a new marketing & performance leadership team with the appointments of seasoned vertical experts including: former Edelman corporate affairs expert Daniel Hernández Lyon as The Social Hub’s director of global communications who entered the business in late 2023; former Netflix global brand & social media executive, Anne Koning who joined in September as global director of brand & content; and CWT travel industry professional Nathalie Wilson who also came onboard in September as director of marketing. An active search for a new commercial director is currently open. Together, this team is now actively working as a strong unit to help The Social Hub ramp up its integrated marketing and commercial operations, setting and overseeing implementation of global and regional strategies.
B Corp-certified The Social Hub, founded and led by Scottish entrepreneur Charlie MacGregor and headquartered in Amsterdam, will soon operate hubs at more than 20 locations across Europe, making its UK debut earlier this year in Glasgow, and with imminent plans to open three new hubs in Italy and Portugal.
Van der Vleuten’s career in marketing and brand management spans nearly two decades. The businesswoman is credited with being instrumental in the brand growth and commercial performance of global companies such as KFC, KraftHeinz, FrieslandCampina, SABMiller, and PepsiCo, where she spearheaded innovative programs that reshaped brand perceptions and customer engagement.
Van der Vleuten, who is based at The Social Hub’s HQ in Amsterdam, said: “As CMO I will be bringing my skills as a team-builder, enhancing the structure and strategic thinking of The Social Hub’s commercial activities.
“My approach to leadership emphasises empathy and collaboration to inspire my teams to turn ambitious goals into reality. I’m passionate about crafting marketing strategies rooted in cultural relevance, authenticity, and a deep understanding of global market trends.
“I’m looking forward to joining an incredibly talented team at one of the most exciting hospitality and real estate brands in Europe, bringing fresh perspectives to help drive the next growth chapter of a unique, versatile brand; one that has already become a driver of collaboration in communities in vibrant cities like Amsterdam, Barcelona, Berlin, and Paris.
“I was attracted to The Social Hub by its rapid pace of sustained growth, and real potential to soon become a household name across Europe, serving diverse audiences from hotel guests, students, coworkers, and members of local communities to entrepreneurs and the entrepreneurs of tomorrow.”
The brand opened its first hotel in 2012, and it now has more than 10,000 rooms and 1,000-plus employees. It has outlined plans to more than double its current footprint to 40+, with a second Florence location, Rome and Porto among five new sites set to open in the next two years – with further plans for growth into Edinburgh and London.
The company recently became a B Corp at the first time of asking in recognition of its commitment to social and environmental change, making it one of fewer than 50 hospitality firms in Europe to have gained the prestigious accreditation from B Lab (out of a total of 2,000 B Certified organisations in the region).
The Social Hub’s provision of student accommodation also overlaps with another string to Van der Vleuten’s bow, serving as a guest lecturer at prestigious institutions including Nyenrode Business University & TIAS School for Business and Society in the Netherlands, and EDHEC Business School in France.
Van der Vleuten’s achievements to date include being named on the MT/Sprout Next Leadership 50 and SER Top Women lists for her contributions to leadership and innovation. She also recently authored her debut children’s book, May for President, named by Harper’s Bazaar as one of the best Dutch books of 2024.
Marion Koopman, The Social Hub’s chief operations & commercial officer, said: “An appointment of Trix’s calibre shows how important this next stage in The Social Hub’s journey is, and she will be central to our efforts to build the brand through both storytelling and commercial perspectives cohesively across Europe. She will help us realise our extensive ongoing plans to bring our hybrid hospitality model to many more locations and customers as we pursue our goal of doing business differently, working to bring about genuine connection and positive change in communities across Europe and beyond.”
