Director of Marketing

Director of Marketing

Salary: $75,000.00 - $90,000.00 per year

Who We Are:

Smoky Mountain Resorts (SMR) is a family-focused, collaborative and goal-driven hospitality resort company. Our Great Smoky Mountains community is significant to us. As a third generation, family-owned, and operated business, we embrace a strong commitment to SMR's 'Spirit of Hospitality' and our Smoky Mountain community.

Purpose:

The Director of Marketing will become a key leader across three of the best ranked vacation resorts in America. In this role, you will lead efforts to bring our resorts to life through direct booking growth, local search visibility, content and social media, guest retention marketing, local partnerships, and online reputation. We are seeking a strategic and driven professional who will set the marketing vision for SMR's portfolio.

Primary Essential Duties & Responsibilities:

Managing the Business:

The Director of Marketing will work 8 to 10+ hours per shift as needed, based on occupancy, seasonal demand, and property needs. Holidays and peak periods may require additional flexibility, as all team members work together during those times to keep the company running efficiently.

1. Develop and lead marketing strategy across three hotel/resort properties, including direct booking growth, local SEO, content and social media, email/guest retention, local partnerships, and online reputation management.
2. Lead direct booking growth strategies, including booking incentives, rate promotions, and guest loyalty programs, to increase direct-channel revenue and reduce reliance on OTAs.
3. Develop and oversee content creation across blogs, website copy, email, and social media, ensuring quality and brand voice across each property.
4. Source, manage, and grow social media influencer and content creator partnerships to expand SMR's reach and exposure.
5. Manage email marketing campaigns and messaging to repeat and prospective guests, including segmentation and retention sequences.
6. Hire, train, and manage marketing team members, interns, and outside vendors supporting these efforts across all resort properties.
7. Own and manage the marketing department budget, including paid media, partnerships, and vendor relationships.
8. Stay up-to-date on booking, SEO, and social media trends and best practices, bringing fresh and data-driven ideas to SMR's marketing efforts, including exploring the growing field of AI tools.
9. Work closely with the Operations Team on seasonal promotions to ensure seamless integration of marketing and operational strategies.
10. Report on key marketing metrics (direct bookings, OTA mix, review volume/sentiment, campaign performance) to the Director of Commercial Strategy.
11. Knowledge and ability to comply with all company operating policies and procedures.
12. Perform other incidental and related duties as required and/or assigned.
13. Management reserves the right to change, remove, or add to these duties as necessary.

Media & Public Relations:

1. Build and maintain relationships with local and regional press, travel writers, and media outlets covering the Smoky Mountains/Tennessee tourism market.
2. Draft and distribute press releases and announcements for new amenities, renovations, events, and company milestones.
3. Prepare crisis communications materials and coordinate public response in the event of a service failure, safety incident, or negative press situation.
4. Proactively pursue earned media placements and positive press coverage, working alongside the reputation and review-management efforts led by the marketing team.
5. Coordinate press trips and media kits for influencer and creator partnerships, treating select collaborations as earned media rather than purely paid/gifted content.
6. Identify and pursue relevant award and 'best of' list submissions (e.g., Best of the Smokies, TripAdvisor Travelers' Choice) to build third-party credibility.
7. Prepare spokesperson talking points and media training support for ownership and General Managers ahead of interviews or public appearances.

Team Members:

1. Interact with team members and guests in a positive and friendly manner during all shifts, in all situations.
2. Lead and support marketing team members in the management of seasonal projects, including festival set-up, promotions, and job fairs.
3. No team member will pose a direct threat to the health/safety of self or others.

Commitment to SMR's Legendary Service:

1. A team member who supports and participates in Smoky Mountain Resorts' Legendary Service and Promise for guest satisfaction, exceptional guest interactions, and future hotel stays.
2. Personally, demonstrate a commitment to SMR standards by responding to management and team members promptly.

Quality of Work Statement:

1. Set the strategic direction and quality standard for all marketing content, campaigns, and guest-facing communications.
2. Ensure marketing initiatives are data-informed, on-brand, and aligned with each property's individual identity.
3. Maintain strict confidentiality and excellent judgment regarding privileged information.
4. Ensure work areas are safe, organized, and maintained.
5. High standard for accuracy in all aspects of the job and other project assignments.
6. Actively participate in SMR's leadership training classes for continuous investment in hospitality and leadership expertise.

Management Position Requirements:

Personality / Attitude:

• As a professional leader: is honest, acts with integrity, follows through on commitments, accepts responsibility for their actions, approaches others in a tactful manner, and reacts well under pressure. Clearly distinguishes between right and wrong.
• Highly motivated, energetic, flexible, cooperative, patient, good listener, friendly, caring and compassionate.
• Enjoys working with people, training others and providing excellent guest service.
• Willingness to learn best practices and adapt to procedural changes.
• Contributes to building a positive team spirit, shares expertise and recognizes the accomplishments of others.
• Recognized as a positive influence to others.
• Ability and commitment to work well with other staff.
• Appearance, hygiene and dress represent the company's image.

Skills / Knowledge:

• Strategic thinking with a passion for hospitality marketing and guest experience.
• Must be prompt and willing to work as scheduled, with regular travel between properties.
• Ability to communicate effectively and use the English language fluently: speak, understand, read, and write.
• Strong problem-solving skills.
• Multi-tasking and organizational skills with excellent attention-to-detail (ATD).
• Ensure accuracy of information combined with the ability to proofread.
• Ability to lead a team and communicate ideas clearly.
• Ability to work in a fast-paced, demanding work environment.
• Must be able to prioritize, plan, meet deadlines, and practice time management skills daily.
• Ability to accept that conflict happens; act to clarify the issue, bring parties together, identify a solution and monitor for resolution.
• Proficient computer skills with Microsoft software, including Outlook and Excel, which is required.
• Working knowledge of Google Business Profile, SEO fundamentals, email marketing platforms (e.g., Mailchimp, Klaviyo), and social media/paid advertising channels.
• Experience sourcing and managing relationships with social media influencers and content creators.
• Familiarity with hotel PMS/booking engine platforms (e.g., Cloudbeds) is preferred.

Education / Experience:

• High school diploma or equivalent is required.
• Bachelor's degree or higher in Marketing, Communications, Business, or a related field of study from an accredited university is required.
• 6+ years of marketing experience is required, specifically in lodging, ideally with a multi-location business, with at least 1-2 years in a leadership or director-track role.
• Experience with Independent Brands preferred.
• Experience managing a marketing team or direct reports is preferred.
• Familiarity with social media platforms such as TikTok, Instagram, Facebook, etc., is required.
• Ability to work within a diverse workforce.
• Reliable transportation is required.
• Valid driver's license and ability to be on company insurance.

Compensation:

Salary Range: $75,000-$90,000 annually, depending on experience.

Benefits:

• Years of Service Getaway (receive a company paid vacation after a year of service)
• 401k with 4% company match
• Health, dental, and vision insurance for $25 per week
• Paid Time Off
• Sick Time
• Maternity/Paternity Leave
• Professional Growth Opportunities
• Tuition Reimbursement
• Employee Discounts

Essential Functions :

Specific vision abilities required for this job include peripheral, distance, close, and depth perception and the ability to adjust vision focus. The employee is regularly required to talk, hear, and sit, use hands to finger, touch, handle, and feel. The employee is frequently required to stand, walk, climb and descend numerous flights of stairs consistently. The employee is required to use hand, arm, and leg to reach, bend, push, pull, stoop, kneel, and crouch. The employee must occasionally lift and move up to 50 pounds daily on their own. Ability to tolerate various temperatures while working outdoors. This position requires continuous ability to remember information.

Collier Development Company is an equal opportunity employer. Applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status. Collier Development Company drives a warm and welcoming culture where ideas and decisions from all people support our efforts to be relevant in an ever-changing world.