Sales & Marketing - Director of Commercial Strategy

Director Of Commercial Strategy

Legacy is a core value that Halekulani lives by to celebrate our cultural history. For over 100 years, the hotel has welcomed visitors to Waikiki Beach, sharing our gracious hospitality, impeccable service, and unparalleled cuisine. Halekulani and Halepuna Waikiki employees live the legacy through the "art of service."

The Director of Commercial Strategy (DOCS) will be a key member of the executive leadership team and is responsible for shaping, executing and monitoring Halekulani's commercial agenda to reinforce our position as a leading luxury resort and lifestyle brand. This role will partner across Sales, Marketing, Revenue Management, Distribution & Digital, Brand & Guest Experience to deliver integrated commercial solutions, maximize revenue, protect and enhance margins, and deepen guest loyalty—consistent with Halekulani's philosophy of "art of gracious living." The DOCS will drive total revenue growth, brand elevation, and market leadership, overseeing all commercial disciplines under a unified strategy.

Essential Functions & Responsibilities

Strategy & Planning:

• Develop and lead Halekulani's comprehensive commercial strategy (rooms, F&B, spa/resort experiences, events/meetings, retail, loyalty) aligned with brand values, competitive landscape, guest segmentation, and owner objectives.
• Set annual revenue, profit, market share and brand penetration targets; lead the forecasting, budgeting, business planning and long-range modelling for commercial performance.
• Monitor and analyze macro and micro market trends and competitor activity; translate insights into actionable plans.
• Define channel/distribution strategy, partnership/alliances, dynamic pricing, segmentation strategies and value-led offers to drive premium positioning.

Execution & Performance Management:

• Partner with Revenue Management, Sales & Marketing, Digital Distribution to ensure seamless implementation of commercial strategy.
• Lead integrated go-to-market plans: campaigns, packages, product-extensions, loyalty/partner activations, guest experience enhancements.
• Ensure rigorous Profit and Loss oversight and manage resource allocation effectively.
• Drive total revenue management by optimizing pricing, inventory, and channel mix across rooms, events, and retail.
• Implement advanced tools and analytics to guide forecasting, segmentation, and performance tracking.
• Lead the transformation of the property's digital ecosystem, including CRM, paid media, SEO, content, and influencer marketing, with ROI-focused execution.
• Deliver top-line revenue, while maintaining P&L accountability across all commercial verticals.
• Build and refine long-term commercial models aligned with ownership.
• Monitor Key Performance Indicators (KPIs) and present regular business reviews to leadership and ownership. KPI includes: Revenue growth vs budget and prior year, ADR, RevPAR, GOPPAR, Market Share, Channel mix optimization, Guest Acquisition Cost, Loyalty penetration, Commercial team engagement, and Implementation of initiatives on schedule and within budget

Team Leadership & Cross-Functional Collaboration:

• Lead, mentor and develop a high-performing cross-functional commercial team, including sales, revenue, marketing, partnerships, and digital.
• Collaborate closely with the General Manager, Finance, Operations, Guest Experience, and Ownership.
• Act as strategic business partner representing Halekulani's commercial agenda.
• Drive a high-performance culture with clear accountability, agility, and innovation at its core.
• Foster continuous innovation and embed best practices across the commercial organization.
• Collaborate effectively with ownership groups, joint-venture partners, and external stakeholders.
• Foster a culture of governance, compliance, DEI, and sustainability within all commercial practices.

Brand Stewardship & Guest-Centric Focus:

• Ensure all commercial initiatives are consistent with Halekulani's luxury identity and guest promise.
• Use guest segmentation and loyalty data to deepen relationships and strengthen lifetime value.
• Collaborate in destination positioning, emerging guest markets and luxury industry trends.
• Oversee the development of a compelling brand identity for domestic and international audiences, particularly in high-growth feeder markets.
• Launch loyalty and personalization programs that drive direct engagement and lifetime value.
• Elevate guest engagement across digital and social channels, ensuring brand resonance and loyalty.

Other duties as assigned.

Supervisory Requirements

Reports To: General Manager, Corporate Operating Officers

Supervises: Commercial Strategy team (Director of Revenue Management, Revenue Manager, Public Relations Manager, Marketing Manager, Sales Directors or equivalents, Reservations Manager

Partners with: Finance Director, GM, Spa/Wellness Director, F&B Director, Brand Director, and Owner/Investor representatives

Education/Experience:

• College-level studies/degree(s) in General Business, Hospitality, Finance, Sales and Marketing or related field. MBA preferred.
• 10+ years of progressive experience in commercial strategy, sales, revenue management and distribution within upscale or luxury hospitality.
• Demonstrated success operating globally, with a deep understanding of creating and leading a full Commercial Strategic program.
• Proven track record of leading multi-vertical commercial strategies with a strong command of total revenue management, pricing, segmentation, and channel governance.
• Strong distribution network and commercial relationships across OTAs, wholesalers, and consortiums.
• Priority will be given to candidates with recent hands-on experience particularly those with a background in integrated resorts, hospitality, airline, OTA, or adjacent gaming/entertainment sectors.

Knowledge, Skills, & Abilities

• Advanced knowledge of digital performance marketing, loyalty ecosystems, and direct-to-consumer platforms.

• Strong governance mindset with fluency in commercial compliance, comp controls, and rate integrity.

• Strong oral and written communication skills.
• Strong organizational skills, attention to details, and the ability to multi-task various projects and processes at the same time in order to meet deadlines.
• A proven ability to work effectively in a team environment with clients, guests, and staff is required. Excellent interpersonal skills with the ability to establish professional relationships
• Must be effective in handling problems, including identifying, preventing, and solving problems
• Must be able to understand and apply complex information/data from various sources to meet appropriate objectives

Mental Demands

• Must be able to comprehend, analyze, organize and prioritize a wide variety of information within time limitations.
• Requires the ability to read and perform mathematical calculations.
• Requires concentration, alertness and attention to detail.
• Must be able to perform under stressful conditions while maintaining a courteous and professional demeanor.
• Must be able to work collaboratively with other team members.
• This role demands strategic yet hands-on leadership in a fast-paced luxury hospitality environment, balancing creativity, commercial rigor and brand elegance.
• Competencies required for this position include: Strategic Vision & Commercial Acumen, Leadership & Team Building, Analytical & Financial Savvy, Guest-centric and Brand-driven, Collaboration & Influencing, Innovation & Change and Communication & Stakeholder Management

Physical Demands

Activity - Over 2/3 of the time - About 2/3 of the time - About 1/3 of the time - Less than 1/3 of the time - Seldom or Never

Sitting - X

Climbing - X

Stooping, kneeling, crouching and/or crawling - X

Standing - X

Walking - X

Handling or fingering - X

Eye-hand-foot coordination - X

Use of vision - X

Activity - Less than 25 lbs - 25 to 50 lbs. - More than 50 lbs.

Pushing - X

Pulling - X

Lifting - X

Carrying - X

Communication Demands

Activity - Over 2/3 of the time - About 2/3 of the time - About 1/3 of the time