Hospitality Marketing Veteran Christy Caporale Launches New Southern California-Based Firm, Appoints Senior Director

USA, San Clemente, California. February 15, 2023

On the heels of a successful 18-year career in hotel marketing for several of the industry's leading brands, former Evolution Hospitality Vice President Christy Caporale has launched DEFINE Marketing, a boutique Southern California-based firm focused on delivering custom, results-driven brand building, digital strategy, social media, and website design for a portfolio of independent and franchise branded hotel properties across the United States. Caporale has tapped former colleague Elsa Guttery as senior director of marketing to help oversee account management and lead creative direction for the company's expanding client base.

Prior to founding DEFINE, Caporale spent eight years as vice president of marketing for Evolution Hospitality, the lifestyle arm of Aimbridge Hospitality, the world's largest hotel management company with a portfolio of over 1,500 properties spanning the globe. During her tenure, Caporale founded Second Wave Digital + Creative, the company's groundbreaking in-house marketing agency comprised of creative, eCommerce, and social teams, serving over 1,100 properties and employing over 40 associates across three US locations. Prior to Evolution/Aimbridge Caporale worked in marketing-based leadership positions for top hotel brands including Marriott International and Starwood Hotels and Resorts, in both corporate and on-property roles.

"After working with some of the hospitality industry's most prominent players, I started DEFINE Marketing with the goal of delivering a more intimate, boutique structured service approach offering a select list of clients regular access to senior level experience and fully customized programming to drive results and generate real bottom line revenue," said Caporale, CEO of DEFINE Marketing.

Joining the DEFINE Marketing team as senior director of marketing, Elsa Guttery brings more than 15 years of experience in marketing strategy for world-class luxury and independent hotel properties to her new role. Most recently, Guttery served as director of sales for AZDS Interactive, a digital agency specializing in website design and development, digital marketing services and custom booking engine technology for luxury and lifestyle hospitality clients. Prior to AZDS, Guttery served as director of marketing for Second Wave, under Caporale, where she was charged with driving marketing strategy and managing internal marketing teams. She also previously held roles of director of sales for Shutters on the Beach and Hotel Casa Del Mar, and director of marketing/communications for The Langham Huntington Hotel in Pasadena, Calif.

DEFINE Marketing's client portfolio is comprised of independent, boutique, and soft branded hotels including Marriott's Autograph Collection and Hilton's Curio Collection, as well as established and up-and-coming restaurants. The firm offers a comprehensive suite of services including social media content development, website design, brand building, email marketing, creative development, and digital strategy. For more information, visit

Christy Caporale
Elsa Guttery
Tags: marketing; hotel marketing; southern california

About Define Marketing

Business Contact:

Rana Kay
Rana Kay Communications
T: +1 619-251-4249
E: [email protected]

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