Meet Jules Cowan-Dewar, Chief Marketing Officer of The Cabot Collection

Join us as Jules shares how she juggles motherhood and business whilst finding the unicorn of balance and organisation.

“I oversee sales and marketing for The Cabot Collection, including sales, advertising, branding, public relations and communications. Since I joined Cabot in 2019, our company has grown tremendously, and we now have five properties in our portfolio: Cabot Cape Breton in Nova Scotia, Cabot Saint Lucia in the Caribbean, Cabot Citrus Farms in Florida, Cabot Highlands in Scotland and Cabot Revelstoke in British Columbia. It’s been a joy to work alongside my brother, Cabot CEO and co-founder Ben Cowan-Dewar, and our talented team to shape Cabot into a globally recognized brand.”

TheCabotcollection.com

linkedin.com/in/julescowandewar

How would you best describe the ethos of the Cabot brand?

The ethos of the Cabot brand can best be described as authentic, adventurous, and inclusive.

The Cabot brand was named after John Cabot, the legendary 15th century Venetian explorer and navigator. Like its namesake, Cabot’s ethos is built on a restless spirit of discovery – a passionate zeal to seek out and responsibly curate the world’s most astounding golf resort communities in far-flung locations. Each one of our properties starts with an amazing piece of land, and we pride ourselves on being stewards of that land and giving back to the communities in which we are based.

Working to build inclusivity in golf has long been at our core. We have gender neutral tees on all of our courses, we partner with local organizations to run camps for kids who otherwise wouldn’t have access to golf, and we are building more short courses to welcome families and newer golfers to the game. In addition, Cabot’s executive team is comprised of 50% women and we have women in senior leadership roles throughout our organization.

What are the biggest challenges you face when delivering developments of this scale?

Great developments take time, and at Cabot, our goal is to build properties in harmony with the land that will stand the test of time. To make that dream happen, we spend a considerable amount of time understanding the communities and locations we operate in before a single shovel goes in the ground. The challenge with that is, each time we start a new development, we are - in a way - doing something that has never been done before. We consider what has been successful at other golf destinations and Cabot properties, but we prioritize creating a unique sense of place at each destination, allowing our owners to feel as though each one is entirely different, though still quintessentially Cabot.

During the initial phase of construction at Cabot Cape Breton, the 2008 Recession struck and golf course construction around the world ground to a halt. Ultimately, Co-founders Mike Keiser and Ben Cowan-Dewar decided that they would continue building, little by little, and ultimately it paid off.

No matter what unexpected challenges may arise, we try to think about the big picture and keep our eye on the finish line. To date, this strategy that has led to our brand’s continued success.

Can you share some hurdles that you have overcome and how you did it?

In a similar vein to the start of Cabot Cape Breton, we also faced a challenge during early development of Cabot Saint Lucia when in 2020 the global pandemic brought global business and travel to a sudden halt. We were incredibly fortunate to have a dedicated construction team that decided to stay in Saint Lucia to continue the outdoor work they were permitted to do and then we had to get creative on the sales and marketing side!

How did you market gorgeous property in the Caribbean when no one could travel to see it during the pandemic?

We decided to lean into “armchair travel” stories, used creative storytelling to show how we were bringing this inspiring destination to life, and built anticipation with compelling visuals and interviews. The strategy paid off in spades, when we saw a surge of interest and sales, many of which took place sight unseen! Those who knew our brand’s reputation from Cabot Cape Breton became some of our earliest ambassadors for our second property.

Now, we are months from the grand opening of Cabot Saint Lucia, and we have seen unprecedented anticipation for this property. Media features have included articles for The New York Times, Architectural Digest, Robb Report, Bloomberg, Golf Digest, Golf and our members are eagerly anticipating life at this incredible new golf community.

What tools do you use to keep yourself organised in business?

My team would like it if I used more tools, but between my phone, laptop and an old-fashioned pad of paper and a pen, I seem to manage!

What is the best piece of advice anyone has ever given you?

With two small kids and a demanding career, ‘balance’ is the unicorn I always seem to be chasing. I can’t remember who said it, and it’s probably been attributed to several people by now, but I loved the piece of advice about not being able to keep all the balls in the air at the same time. Instead, you have to decide what balls you are ok with dropping at any given time. I wouldn’t say I’ve perfected this, but I think it’s a good goal

WEALTH

Describe your relationship with money and personal finance in three words?

Comfortable, aware, curious.

What is your definition of wealth?

Being able to experience incredible places – near and far – with people I love.

What did you learn about finance and money when you were growing up?

I have a Dad who worked in finance and a Mom who started her own medical practice, so I learned a lot by osmosis! As was typical in the 80s, we didn’t learn anything formal at school, so I’m happy to see that’s changed and kids are learning financial literacy from a young age!

How confident do you feel in making financial decisions for yourself?

Very.

What is your number one financial priority?

I love my job so retirement isn’t on the radar at all. For now, I want to continue to have incredible experiences around the world with my friends and family.

What is one non-negotiable luxury in your day-to-day expenses?

A latte – or two, or three, depending on the day :)

WELLNESS

What is the most important life lesson you have learnt?

That life is short and nothing is a given. I aim to live a full, wonderful life, regardless of length.

What is a quote that you live by?

“Work hard and be nice to people.”

What’s next for you?

I want to continue to grow our brand of magical places where remarkable memories are made!

JULES’ TOP INSTAGRAM ACCOUNTS TO FOLLOW

Introducing Jules Cowan-Dewar, Chief Marketing Officer The Cabot Collection