Joel Morales leads all marketing, branding, and communications for Castlerock Asset Management, driving awareness, guest engagement, and long-term value across a growing portfolio of branded and independent hospitality assets. With over 25 years of experience in lifestyle, luxury, and experiential marketing, Joel specializes in building brands that connect emotionally and perform commercially. Under his leadership, Castlerock’s marketing team has earned recognition for its award-winning digital campaigns, sold-out rooftop music series, and high-impact partnership strategies.
Joel’s approach blends creative storytelling with data-driven strategy, resulting in tailored programs that resonate across audiences—from local communities to global travelers. Prior to joining Castlerock, he served as CEO of the Chicago-based marketing agency ext.54, leading integrated campaigns for major clients including Samsung, Magnolia Bakery, Condé Nast Traveler, AllSaints, and Lollapalooza.
His background also includes senior marketing roles with Sage Hospitality, The James Hotel, and W Hotels. He has rebranded hospitality concepts internationally, produced multi-city fundraising tours for nonprofits like Common Threads, and developed programming that builds community while elevating the guest experience.
Joel holds a master’s degree in brand management and a bachelor’s degree in studio art. He has taught marketing at Loyola University Chicago and served on nonprofit boards focused on food equity and local entrepreneurship. He lives in Nashville with his husband and growing family of two dogs, 6 chickens, and colony of bees