Director of Marketing

JOB SUMMARY

The Director of Marketing leads the team of Marketing Communication manager/coordinator that tell the story of a property, its brand, and the experience the property offer to guests. the Director of Marketing leads the on-property marketing and communications team, and works in conjunction with above property marketing teams for portfolio-level and area-level guidance. This role is the champion for developing and implementing the hotel’s annual marketing and PR strategy that drives positive image, awareness and customer preference; ultimately this should drive hotel revenue. The Director of Marketing will draw on their own expertise to help guide the team at their property, and should provide strategic oversight on how to engage customers across channels. The incumbent needs to be savvy in all forms of marketing media and be able to tailor his or her hotel’s spend on these media in ways that meet changing customer expectations. The Director of Marketing needs to enable their teams to create and execute campaigns, and regularly assess the effectiveness of the hotel’s marketing communications strategy, including public relations, advertising, electronic marketing, direct marketing, internal marketing, partnership marketing, promotions, graphics and collateral, so as to support the marketing objectives. The Director of Marketing should be the first point of contact for local or national media on all events going on at the hotel; likewise, this position is responsible for planning how to drive PR buzz for the hotel in local and national media. This responsibility also includes ensuring effective pull through and adherence to brand standards and guidelines, as well as tracking and reporting results. The role promotes and maintains good communications in order to enhance the prestigious image of the hotel and by doing so contributes to the revenues of the hotel.

JOB SPECIFIC TASKS 

Strategy and planning

• Develops an annual Marketing and Sales Communications plan with specific goals and budgets, with a focus on maximizing value from digital and traditional media considering segmentation mix and market dynamics.
• Works with Excom and Department Heads to ensure delivery of the hotel’s Vision.
• Prepares working plans to achieve goals and ensures the teams are fully briefed on goals and progress.
• Orchestrates strategic implementation of the hotel’s marketing communications activities.
• Reviews and measures marketing activity effectiveness on regular basis and optimizes plans according to goals.
• Monitors marketing activities of competitor hotels and trends within the industry and share key learnings on a regular basis.
• Updates hotel Team on the status of programs ensuring follow-through and property “buy in” on customer service needs.
• Determines appropriate budget to support communications initiatives and allocations by hotel business units.
• Prepares monthly outlook/forecast for related expenses and returns in conjunction with the sales and revenue Leadership to management as scheduled.
• Responsible for developing new product/programs and guest services in all revenue earning departments, consistent with the goal of exceeding guest expectation.
• On an ongoing basis, develop and implement a comprehensive plan of action that addresses;

Brand marketing

Public relations

Advertisements

Social Media

Partnership marketing

Sponsorship marketing

Loyalty marketing

Collateral Production

Giveaway, etc.

Content Strategy

• Defines USPs, story angles and verifies that the hotel's creative messages and media activities are consistent with global brand direction and brand voice.
• Supervises operations of the in-house designer (or design agency) to ensure full alignment of brand voice guideline and templates.
• Drives the quality and high standards of all sales promotional aids, tools and merchandising items.
• Directs photography for advertising, collateral and public relations purposes, the advertising agency and the field marketing department at corporate office. 
• Verifies photography is regionally approved & up to date, covers all room types and any new/renovated public areas/outlets; budgets and plans for re-shoot with approval of Area Marketing team where necessary and support from other property Marketing team members when available.

Digital Marketing 

• Ensures hotel information is updated regularly on the hotel website and all other digital channels.
• Partners with Field Marketing and Digital teams to strategize digital marketing plan for property; works with sales and revenue teams to set goals for campaigns and evaluate success. Planning should feed into the annual Marketing Communications Plan.
• Works closely with MDS to explore digital opportunities on owned and third party channels (e.g., Marriott.com).
• Leads marketing teams on property, advertising agencies, PR agencies, design agency and other media agencies to create and execute marketing campaigns and media plans for the hotel and its different business units (venues, spa, etc).
• Supervises and directs on-property marketing teams and social media agency, on social media content calendar planning, content development, campaigns, and mini activities.
• Partners with above property teams to set up protocol and responsibilities for social media response monitoring, tracking, reporting, and crisis management.

Public Relations

• Implements impactful PR strategy & activities to drive quality press coverage through media engagement, in alignment  with communications  objectives.
• Develops PR-worthy stories to build F&B reputation and hotel image.
• Acts as spokesperson for the hotel and responds to all media requests within 24 hours.
• Sets up protocol and responsibilities for media response and crisis management involving GM, ADM and regional PR team.
• Maintains a comprehensive list of regional and local media contacts and manages them as per the media account management system.
• Takes responsibility for key regional and local media by maintaining and developing close relationships including key opinion leaders and F&B bloggers.
• Proactive approach to identify, develop targeted media & KOL (individuals and platforms), brand partners based on marketing and promotion needs.
• Prepares press releases for appropriate targeted media, locally, regionally and   internationally.
• Works closely with the corporate and international press offices on developing story angles.
• Plays a key role in community and government relations as well as VIP handling. 
• Secures opportunities, directs and attends hotel sponsored events, and develops targeted partner relationships.
• Creates and organizes press promotional activities.
• Ensures press kit information is comprehensive and kept up-to-date
• Works closely with the continent and area Field Marketing team for press material approvals on key projects.
• Participates in the press events/trips organized by the regional PR offices as required.

Additional Leadership Responsibilities

• Prepare for and conduct team meetings. Measure the performance of team members and provide one-on-one coaching and mentoring. 
• Reward and recognize performance. 
• Develop and/or update sales training manuals and sales process enhancements 
• Conduct formal performance reviews and use this information to create individual development plans, career paths, and promotion development plans. 
• Identify and respond to the needs/questions/issues (both work and non-work related) brought forth by team. 
• Mediate conflict in and between teams (e.g., within marketing teams, between marketing and sales teams). 
• Provide guidelines for empowering associates to make decisions regarding guest experience and service issues. 
• Enhances the organization’s capabilities through effective staffing and development of others.
• Deliver and coordinate various training programs.
• Participates in marketing, public relations and social media training organized by regional/area teams.
• Develop and review policies and procedures pertaining to work flow, lead distribution, reward, recognition, and discipline. 
• Create an awareness and understanding of policies and procedures.
• Works closely with cluster, field Marketing and digital teams for approvals on key projects.

Contributing to the Management of the Enterprise 

• Understand and abide by local regulations around marketing activity.
• Update plans and actions to prepare for management meetings. 
• Perform other duties as assigned.