Purpose, Intention, and Pride: a Conversation with Keith Douglas, Founder and CEO of KD&CO Advisors

Keith Douglas, Founder and CEO of KD&CO Advisors, is a marketing, branding, and operations executive with 30+ years of experience in travel, tourism, hospitality, and commercial real estate with globally recognized iconic brands and assets. He has built the marketing and brand vision and strategic roadmaps necessary to propel landmark assets, hotels, and tourist attractions to top global destinations and created the value proposition and branding with a purpose for several leading hotel franchises and real estate companies in key US markets. 

Before KD&CO, Keith was Chief Innovation and Marketing Officer for Sterling Bay. The position played a critical role in the firm, building strong brand positioning, public relations, communications, and internal and external collaboration to drive the company’s growth and brand awareness. Prior to joining Sterling Bay, Keith served as Managing Director with Legends, overseeing One World Observatory at One World Trade Center in New York.

Professional Journey

Can you tell us a little bit about how you got to be where you are today? 

Like many, my first job was in the restaurant business, and that was my entrée into the hospitality world.  I loved it.  I so enjoyed the work, that it seemed more like a passion than crafting a career.  My career unfolded with tenacity, dedication, solid results, great mentors, and a little luck. I also always believed I was ready for the next challenge and didn’t shy away from opportunities.   

When you think back to that proverbial question “what do you want to be when you grow up,” did you think you’d be standing where you are today?

I grew up in rural Virginia and I knew that an education was my pathway to something different.  I also loved animals.  My Dad bred basset hounds, so we always had a collection of pets, so I thought I was going to become a Veterinarian when I was little. But after I was exposed to the service industry, I knew that was my space. 

How has the industry changed, specific to marketing, to be more inclusive over time?

I feel like the service and hospitality industry has always been fairly inclusive. It has gotten better for senior leadership over the last two decades, but I feel like that is part of what drew me to that industry to begin with. It was a place of belonging where everyone's individual personality was appreciated and applauded because the guests so enjoyed it, and it was part of the guest experience. The one-on-one personal interaction is truly the memory that the guests take away, and I just applaud the industry for always being diverse and inclusive. That's part of what makes the service in the hospitality industry special, of course.

So, having worked for some of the biggest names in the industry, how did you decide to go out on your own and make KD&CO a reality? 

I have had the great fortune to work with amazing people in many different capacities over the last 30 years.  Their support and interest in collaborating gave me the confidence that my consulting practice is my next great adventure. If other people believed in me, the only thing I had to do was believe in myself.  

Pride and Representation

Right now, we’re in the midst of celebrating Pride Month, but how do we make times of representation and awareness more than a moment in time or month of the year? 

Pride is an everyday experience for me and is about living your true self.  I truly believe if everyone just embraced themselves for exactly who they are and live that truth, acceptance comes thereafter. 

We also see this movement in the marketing and advertising space, and there’s lots of campaigns out there – we had Black History Month, AAPI Heritage Month and now Pride – but how do we actually get these movements right?

This, for me, speaks to PURPOSE and INTENTION – when corporations and associations have purpose in their DNA, and they reinforce this with action, both internally and externally, that represents a meaningful change for diversity and inclusion.  I feel like if you are not a brand that truly embraces diversity and inclusion 365 days a year, it's going to come across as inauthentic, and it's not going to resonate with your consumers. 

What does Pride mean to you? 

Balance.  For me, Pride is as varied as the individuals that possess it.  It grows and matures as we do, and the balance comes from understanding your personal needs, those of your community and appreciating how that fits into the larger ecosystem of humanity.  When we start to think beyond ourselves, that brings a balance to our lives and that instills a sense of pride.  

What does it mean to be a truly supportive ally? 

It means being a living example of a great friend and a great supporter.

How are you celebrating Pride this year? 

You know, I always enjoyed the Pride parade in whatever city I'm in, and I've had the good fortune of actually experiencing Pride celebration weekends in a few different countries. That is always the most monumental moment for me: being at the Pride parade, feeling the energy, feeling the love and feeling the support of the community. To come together in a time where people are truly there supporting one another is such a beautiful thing.

Outlook and Insights

If you had to describe Keith Douglas in three words, what would they be?

Innovative, Creative and fun.

I would like to think that people consider me creative and fun, so somewhere in that combination. I truly believe you have to have fun every day. If you're not having fun you might need to figure out a different path because life is short and time is valuable, and you need to laugh through every day. If you're not then make a change. We only have one life to live right, and we have to get into that place of authenticity. Our journeys may not look like others, and our paths may not be the same. If we can choose that purpose over paycheck, we'll find a way to be successful at it.

What would you say to your younger self in times that you needed encouragement?

Try and learn as much from the losses as you celebrate the wins, and always remember to be humble and appreciative. 

Do you have any final words of wisdom for us? 

Be proud and embrace what makes you special.  I do like the quote from Fredrick Douglass, “If there is no struggle, there is no progress”.