Corporate Director of Marketing

General Description

The Corporate Director of Marketing sets the standards, provides strategic vision and leads the marketing team in generating profitable revenue by fully leveraging marketing programs, including customer loyalty programs, and ensuring marketing efforts are effectively integrated with the selling efforts for all the organizations business entities.

 Responsible for planning, development and execution of all the Organization’s marketing strategies, marketing communications, marketing materials and public relations activities, both external and internal. Directs the efforts of the marketing team and works with corporate and property-based team members to develop, prioritize and implement marketing (digital and traditional), social media, public relations, analytics, and design/development of all creative communications. Monitors and manages corporate communications for Wincome Hospitality and all its business entities; ensuring brand integrity and reputation management. Establishes strategic marketing partnerships as well as setting priorities for selecting vendor partners including creative and PR agencies and digital vendors. The Corporate Director of Marketing will be supportive, open and approachable but most of all they will be excited to have fun at work, lead a marketing team of five persons, and offer impeccable service to both company employees, guests, clients and community partners. 

The ideal candidate is able to take on a multitude of projects from start to finish. Participate in total hotel management as a member of the corporate office, reporting to, and in partnership with the CEO. Responsible for the strategic direction and operation of the Marketing Department. Will also ensuring marketing efforts are effectively integrated with the selling efforts of the organization. Key accountabilities include ensuring pull through of relevant national brand marketing programs, channels, platforms, and initiatives; developing and implementing property and market-based programs based on local need-times; creating demand generation opportunities for multiple hotel properties and food and beverage outlets; assisting in the sale of commercial real estate; exploring and developing community partnerships; assisting with political campaigns; and gaining publicity for the company.

Work Requirements 

· Manage/direct all advertising, public relations, ecommerce, social media, events and promotional activities.

· Responsible for creating, implementing and measuring the success of multiple comprehensive marketing, communications and public relations programs that enhance Wincome Hospitality and its business entities’ images and positions within the marketplace and the general public, and facilitating internal and external communications.

· Responsible for creating, implementing and measuring the success of all the organization’s marketing, communications and public relations activities and materials including publications, media relations, social media influencer relations, client acquisition, customer retention and community partners.

· Ensure articulation of Wincome Hospitality’s corporate and business entities’ desired images and positions, assure consistent communication of images and positions throughout the Organization, and assure communication of images and position to all constituencies, both internal and external.

· Responsible for the achievement of marketing/communications/public relations mission, goals and financial objectives. Ensure that evaluation systems are in place related to these goals and objectives and report progress to the CEO.

· Responsible for formulating annual marketing plans for all Wincome Hospitality business entities. Each plan should incorporate clear and specific action plans for all departments for each business entity.

· Develop short- and long-term plans and budgets for the marketing/communications/ public relations programs and activities; monitor progress, assure adherence and evaluate performances against budgeted goals.

· Develop, implement and monitor systems and procedures necessary to the smooth operation of the marketing/communications/public relations function.

· Accountable for controlling multiple marketing budgets to the agreed annual levels. Help lead annual and quarterly budget and marketing plan reviews. Monitor budgets daily and attend all monthly P&L meetings.

· Maintain and grow business entities with effective marketing plans and implementation of all programs.

· Monitor competitor products, sales and marketing activities.

· Focus on building top line revenue by executing against the marketing strategies and assisting in cost control to help drive bottom line profitability.

· Continuously focus on marketing initiatives to create customer loyalty and increase market share.

· Analyze and direct property in decisions for sales and marketing opportunities; Provide marketing channel mix (e.g. advertising (on and offline), promotions, public relations, social media, direct mail, email, demand generator links) planning as part of all business entities’ plans.

· Identify new marketing opportunities in alignment with strategic direction for all revenue segments.

· Develop earned and paid on-line advertising strategies for all Hotel and Restaurant (e.g. PPC keyword submissions, eBlasts, eBrochures/modules, eProposals) maximizing on-line marketing opportunities (e.g. Cvent, TheKnot.com, etc.) and other digital media and e-tools.

· Ensure Marriott branded properties maintain brand standards and pull through all relevant national brand marketing programs, channels, platforms, and initiatives.

· Establish and maintain consistency in corporate and various brand entities’ images throughout all product lines, promotional materials, and events.

· Supervises, directs and edits the development (copy, design, layout) of all collateral products and graphic design (promotional flyers, brochures, menus, guest information pieces, signs, forms, invitation, etc.).

· Responsible for editorial direction, design, production and distribution of all Organization publications.

· Executes annual media plans. Coordinates and oversees ads, websites and collateral production. This includes negotiating contracts, initiating requests for artwork, copywriting, approving artwork, providing follow-up, processing invoices, maintaining the budget and assessing advertising effectiveness. Participates in branding discussions and monitors brand cohesiveness through all marketing materials.

· Evaluate and solicit new marketing, partnership, and trade opportunities.

· Ensure that content, photography, promotions and packages, and local links on hotel and business entities websites are up to date and fully utilized by relevant third-party Internet sites.

· Coordinate and stage photo shoots as needed to maintain up-to-date photos for all hotels, restaurants/bar outlets.

· Maintain frequent, active engagement with Revenue Management to ensure alignment, pull-through, and two-way communication about the status, performance evaluation, opportunities, and issues related to packages, promotions, channel listings, online programs and initiatives.

· Guide business leaders and marketing team on marketing spend to ensure maximum productivity/ROI and brand identity/marketing communications standards adherence and to eliminate non-value-added expenditures.

· Continually analyze and review local and international market changes. Together with the CEO and General Managers, agree on programs that may be executed to address these changes.

· Coordinate ongoing market research into market trends or attend industry events/webinars on market trends to develop effective marketing strategies. Make recommendations to improve potential opportunities from various markets.

· Establish and maintain relationships with industry influencers and key strategic partners.

· Plan and direct the development of all press informational materials, special photography, newsletters and other

communication vehicles necessary to publicize and promote the company in general and special programs as necessary.

· Initiates and maintains positive relationships with local, national, and international media to generate newsworthy publicity. Develops media programs and acts as designated company spokesperson with the media.

· Maintains close relationships with all destination marketing organizations, local chambers of commerce and key city communication leaders.

· Help make sure that Wincome Hospitality’s philosophy, mission and vision are pertinent and practiced throughout the organization through formulation and administration of standards and policies.

· Act as an internal consultant to bring attention and solutions to institutional priorities.

· Conducts periodic needs assessment for staff and equipment and makes necessary recommendations to executive management.

· Recruit, train, appraise, supervise, support, develop, promote and guide qualified personnel on marketing team.

· Create a positive, strong presence with targeted public (other than press) in the local community by involving management in civic and professional organizations and establishing contacts with key local leaders.

· Establish and maintain effective relationships with subordinates, peers and superiors.

· Completes weekly/bi-weekly/monthly performance reports for CEO and General Managers. Liaise with Directors of Sales and other Department Heads.

· Conduct/attend, weekly strategic marketing meetings, revenue meetings and other meetings as required/ requested.

· Perform any other reasonable duties as required by the CEO/Asset Manager.

ADDITIONAL DUTIES AND RESPONSIBILITIES

· Report all suspicious persons or activities and hazardous or unsafe conditions to the Security Department.

· Provide instruction and/or guidance for guest and employee safety in fire or other emergency situations.

· Respond to guest questions. Provide guest assistance, direction and information as requested when working in public areas.

· Represent Wincome Hospitality and its various business entities (hotels, restaurants, bars, etc.) at various functions and trade shows.

· Participate and network through key organizations.

· Available to work at various days and times, as required. Includes, weekends, Holidays and evenings.

KEY TALENTS AND EXPERIENCE / EDUCATION REQUIREMENTS

College degree in hospitality management or marketing preferred.

· High School Diploma required.

· College degree in hospitality management or marketing preferred.

· 5-8 years of experience in corporate marketing communications, advertising agency or e-marketing agency.

· 3-5 years internet marketing experience.

· Demonstrated ability to lead a team.

· Demonstrated ability to develop and implement successful marketing strategies for individual properties and multiple business entities.

· Demonstrated ability to maintain and grow business of hotels with effective marketing plans and programs.

· Strong relationship management and negotiation skills; demonstrated ability to develop and maintain relationships (e.g. GMs, Sales and Revenue Leaders, media representatives).

· Strong problem solving and decision-making skills.

· Crisis management experience and demonstrated ability to guide hotel and business leaders in appropriate response and communication.

· Capable of listening and counseling stakeholders on best approach, including what non-value add efforts to eliminate.

· Strong knowledge of social media, search engines and web optimization tactics.

· Knowledge of leisure, group, and business transient hospitality business in defined markets.

· Knowledge of hotel sales and operations and associated challenges.

· Knowledge of food and beverage marketing trends.

· Knowledge of need time strategy as developed by Revenue Management.

· Understands how to apply and leverage eCommerce programs, platforms, and tools.

· Professionalism and confidentiality are essential, with a strong commitment to providing outstanding customer service.

· Strong organizational skills with the ability to maintain comprehensive and cohesive records.

· Ability to pay attention to detail, work in a fast-paced environment, handle multiple tasks and have high levels of patience and organization.

· Demonstrated proficiency and accuracy in using MS Office products such as Word, Excel, and Outlook to include  graphs, tables and other spreadsheet functions.

· Ability to effectively utilize standard office equipment such as a telephone, computer, and copy machine.

LICENSES/CERTIFICATIONS:

· CPR and Standard First Aid Certification preferred.

· Valid driver’s license required.

COMMUNICATION REQUIREMENTS:

· Ability to communicate effectively in English, both verbally and in writing.

· Ability to effectively deal with internal and external customers, some of whom will require high levels of patience, tact and diplomacy to diffuse anger, collect accurate information and resolve conflicts.

PHYSICAL REQUIREMENTS:

· Ability to move throughout the work area while performing the essential job functions.

· Ability to lift up to 50 lbs.

· Ability to sit and walk for extended periods of time.

OTHER REQUIREMENTS:

· Must maintain a neat, clean and well-groomed professional appearance as outlined in the employee handbook.

· Ability to work varying shifts and maintain attendance in accordance with the hotel’s attendance policy.

· Ability to comply with hotel rules and regulations including policies regarding safety and grooming standards.