THE CONSULTANCY

Shelby Eastman serves as a brand consultant for leading hospitality brands, including EDITION and W Hotels, working at the brand level across social strategy, positioning, and creative direction. Her work supports key initiatives and hotel openings, defining how brands are expressed across platforms and carried through from strategy into execution.

Global Brand Social Media Consultant 

Imagery by EDITION Hotels

Shelby Eastman currently serves as Global Social Media Editor-in-Chief for EDITION Hotels, providing a holistic, portfolio-wide oversight of all EDITION property social channels.


In this role, she also leads social strategy and execution for new hotel openings — training on-property teams, developing launch strategies, and overseeing content, messaging, and phased rollouts from pre-launch through live operations. Most recently, Shelby played a key role in launching The Red Sea EDITION and The Lake Como EDITION social media channels.

Global Brand Social Media Consultant 

Imagery by W Hotels

For W Hotels, Shelby partners closely with the global brand team to support select “need properties,” guiding social media strategy and monthly content output. She also supports properties during key cultural moments, leading social and content teams from concept through execution and production.


Additionally, Shelby oversees all social content for W Hotels properties globally participating in W PRESENTS, the brand’s established music program

In-House Role, 2018: Digital Marketing Manager at Ian Schrager Company.

While working in-house with Ian Schrager, Shelby led and managed social media and digital marketing for PUBLIC Hotel, as well as the outlet accounts Public Arts and Public Kitchen. She handled everything from content calendars and paid campaigns to content shoots, copywriting, artist collaborations and more.

In-House Role, 2018: Digital Marketing Manager at Ian Schrager Company.

Ian Schrager tasked Shelby with revamping his personal social media strategy. She took a unique approach by focusing on sharing his inspirations alongside his hotel projects. Shelby created the #IanSchragerLikes hashtag campaign, which has since generated 5 million impressions and 90K new followers, and is still active today.