Job Description
The Director of Marketing leads all Marketing Planning & Execution strategies including the development, management, execution and measurement of all aspects of the marketing/branding strategies; including but not limited to Positioning, Marketing Budgets, Social Media, Websites, Paid Advertising, and Video/Photography Assets, etc. All efforts should be focused on maximizing performance. Success measures include: budget achievement, increasing topline revenue, optimizing expenses and achieving channel/market share objectives. Branding / Positioning. Omni-Channel Marketing Strategy. Content Strategy. Storytelling from Data/Data Analysis. Ability to Engage Others / Presentation Skills. Project Management. Agency Management. Leadership & People Management. Budget Management. ESSENTIAL FUNCTIONS. Marketing and eCommerce Planning and Execution. Branding & Positioning: Establishes all messaging, positioning and marketing strategies understanding the impact to the hotel's business mix, customer, and commercial strategy. Also delivers content and messaging that meets brand standards. Planning & Budgeting: Develops strategic marketing plans and annual marketing budgets along with the hotel’s General Manager, Director of Sales, and Director of Revenue Management. Marketing plans should be annual, seasonal and by segment of deployment inclusive of cost and deployment strategies (traditional, digital, and/or social media) through the review of competitive data, demand analysis and market mix management. Marketing plan should also include specific strategies toward restaurants, spa and other hotel amenities as needed to align with topline revenue goals. Adjusts the marketing plan throughout the year as-needed based on performance data and demand/marketing shifts. On-Property Experiences: Works alongside General Manager and operations to develop the strategic direction of curated on-property experiences and activations. B2B Sales & Catering Marketing Support: Collaborates with sales leaders to provide marketing support to all sales-impacted market segments, including but not limited to, BT (Business Transient) accounts, GDS, B2B Groups, and Luxury Consortia. Liaison with C&E (Catering & Events) leaders to support initiatives that focus on driving local and group catering revenue generation. Content & Asset Strategy: Manages the strategic direction and execution of marketing-specific assets and content, including but not limited to: Website Content, 3rd Party Site Content, Social Media Content, Digital & Traditional Advertising, Photography and Videography. Agency Management: Responsible for the agency vetting process, agency relationship / management, and ensuring agency alignment to the wider strategic plan and goals (including but not limited to: social, PR, Digital and Creative Agencies - if agency support exists). Revenue Optimization: Works with Revenue Management to utilize reporting and data when making strategic decisions focused on optimizing performance. Social Media: Leads the development of a comprehensive social media strategy including content development, audience building and social influencer partnerships (for hotels with agency support, this may also include social media agency management). Collateral: Works with Director of Sales to oversee the creation of collateral and creative pieces to serve as guest touchpoints on property as well as client presentations, creative pieces, and flyers on an ad hoc basis. Partners with hotel operations teams to ensure that all guest touchpoints and collateral pieces in use are aligned with branding guidelines. -Internal Partnerships: Works with and leverages internal corporate partners including but not limited to Brand Marketing, Regional Leaders, and the MEC. -External Partnerships: Identifies partnership/activation/sponsorship opportunities for joint outreach that align to the hotel's positioning. Ownership & Corporate Meetings, Presentations and Reports. Prepares for and attends strategic hotel commercial meetings, ownership reviews (as needed) and corporate hotel reviews. In coordination with Revenue Management, presents out on marketing activity and performance results utilizing supporting data and maintains a forward-looking analysis/plan and strategic direction. Prepares for and attends all budget meetings. In coordination with Revenue Management, helps prepare marketing activity reports on regular cadence and on an as-needed basis. SUPPORTIVE FUNCTIONS. Provides analysis to support the development of the annual business plan and on-going measurements. Performs special projects and other responsibilities as assigned and participates in task forces, committees and cluster groups as requested. Participates where appropriate in related trade/business related functions, events, conferences, and workshops. Extensive knowledge of marketing communication mediums to include but not limited to traditional, digital, and social channels. Ability to perform critical analysis and to manage extensive amounts of information. Excellent written skills. Excellent presentation skills. Ability to effectively navigate the enterprise and communicate with department heads, executive committee members, team members and corporate leaders. Ability to manages multiple projects and achieve deadlines. Media buying experience, both traditional and digital. Software/Program Skills/Knowledge. □Microsoft Office (Word, Power Point, Excel & Outlook). □Social Media Websites (Facebook, Instagram, Twitter, etc). □Digital and Website Analytics. Quality. Dependability. Customer Focus. Adaptability. college degrees, high school completion, English-language learning, digital literacy, professional certificates and more).
