Director of Sales and Marketing

Job Title: Director of Sales and Marketing

Department: Sales and Marketing

Reports To: General Manager and Corporate Director of Sales

Job Summary:

The Director of Sales and Marketing position is responsible to prospect untapped companies for group and transient business for Margaritaville Resort Cape Cod. Solicit, book and establish relationships on behalf of the hotel in order to meet/exceed revenue/profit goals. Concentration on "need date" calendars which properties will produce to create greatest sales impact.

The position is responsible for putting needed business in the hotels. This is an active selling role with a strong emphasis on acquiring new business and shifting market share. The job will be mostly outside solicitation and lead generation, as well as heavy emphasis on phone solicitation.

The Director of Sales and Marketing position is responsible for planning and implementing sales, marketing and product development programs, both short and long range, targeted toward existing an new markets by performing the following duties personally or through subordinates.

The Director of Sales and Marketing provides strategic vision and marketing direction and is responsible for advising and guiding effective brand positioning and advertising, as well as creating onsite programming that aligns with brand and property DNA.

This position oversees all public relations activities and leads development and deployment of customer loyalty programming. The Director of Sales and Marketing plays a key role in departmental leadership and will coach corporate and property-based team members on sales, grass roots marketing, digital marketing, traditional tactics, analytics, PR and design/development. The ideal candidate will be excited to take on a multitude of projects from start to finish.

The Director of Sales and Marketing will be supportive, open, approachable and possess proven hotel sales experience, demonstrating creative thinking and results driven leadership skills.

Positions Supervised

This position manages all employees of the department and is responsible for the performance management and hiring of the employees within that department.

Essential Duties and Responsibilities

• Develops and implements strategic marketing plans and sales plans and forecasts to achieve corporate objectives for products and services. Solicit, negotiate, and book new and repeat business through efforts (outside sales calls, telemarketing, mailings, networking, etc.) while maximizing banquet space to meet/exceed revenue goals.
• Book Catering business, such as Corporate Meetings, Social Catering, Weddings, etc., detail the meeting / function with the client (space requirements, times, menus, themes, etc.), and assist in overseeing the event.
• Develops and manages sales/marketing operating budgets.
• Plans and oversees advertising and promotion activities including print, online, electronic media, and direct mail.
• Develops and recommends product positioning, packaging, and pricing strategy to produce the highest possible long-term market share. 
• Achieves satisfactory profit/loss ratio and market share in relation to preset standards and industry and economic trends.
• Ensures effective control of marketing results and takes corrective action to guarantee that achievement of marketing objectives falls within designated budgets.
• Oversees and evaluates market research and adjusts marketing strategy to meet changing market and competitive conditions.
• Monitors competitor products, sales and marketing activities.
• Establishes and maintains relationships with industry influencers and key strategic partners.
• Guides preparation of marketing activity reports and presents to executive management.
• Establishes and maintains a consistent corporate image throughout all product lines, promotional materials, and events.
• Directs sales forecasting activities and sets performance goals accordingly.
• Directs staffing, training, and performance evaluations to develop and control sales and marketing programs.
• Directs market channel development activity and coordinates sales distribution by establishing sales territories, quotas, and goals.
• Represents company at trade association meetings to promote product.
• Meets with key clients, assisting sales representative with maintaining relationships and negotiating and closing deals.
• Build, cultivate and foster relations with hotel sales teams.
• Coordinates liaison between sales department and other sales related units.
• Analyzes and controls expenditures of division to conform to budgetary requirements.
• Prepares periodic sales report showing sales volume, potential sales, and areas of proposed client base expansion.
• Reviews and analyzes sales performances against programs, quotes and plans to determine effectiveness.
• Directs product research and development.
• Manages and provides strategic sales direction property level salespeople.
• Attend Business Review meetings providing sales oversight based upon market trends and complete understanding of the region’s business plan and the economic impact on regional market conditions.
• Responsible for maintaining a partnership and collaborative environment with the General Manager, and the entire sales team.
• The Director of Sales should be highly visible at their hotels, through property visits and on weekly sales conference calls.
• Play a primary role in coaching, mentoring and developing direct sales reports to support success in their current role and develop them for their future roles.
• Prepare weekly sales reports including but not limited to group pace report, catering pace report, pipeline report, sales activity report, online marking report and sales action plans.
• Responsible for leading hotel’s sales team while driving business to exceed performance metrics set by ownership and management.
• Achieve personal and sales team goals.
• Review pre trip sales agendas and post trip and sales meeting recaps to ensure ROI and performance.
• Explores B2B partnerships and annual RFP’s including business cases.
• Works with revenue management to drive direct bookings and establish goals, by hotel for each season to shift business to less costly channels.
• Identifies and recommends new ideas, technologies, or processes to increase organization efficiency, productivity, quality to drive top line revenues and increase overall profitability.
• Host weekly meetings with the sales teams to review and manage sales processes and procedures.
• Lead strategic account planning and implement sales action plans.
• Participate in recurring customer meetings and calls at brand center or other intervals as required.
• Responds to all RFP’s and all other communication including phone and e-mail messages in a timely manner (Linchris 4-hour response time).
• Participates in seminars and events to learn industry best practices.
• Analyze hotel’s performance against its competition and ensure maximum property performance against the local marketplace.
• Maximize the components of hotel’s RevPAR position within its competitive set.
• Prepare and analyze weekly sales reporting for thoroughness and accuracy.
• Maintains hotel relationships with key accounts to increase customer satisfaction and account revenue.
• Use professional sales techniques to negotiate the best possible terms and conditions that satisfy customer (internal and external) requirements.
• Articulate and leverage the benefits of the hotel to close sales opportunities. Any additional duties as assigned by the Corporate Director of Sales or General Manager.

Additional Duties

• Responsible for strategic planning and marketing for multiple unique locations and brands
• Responsible for managing advertising plan and ad media spending
• Manage budget and P&L review
• Oversee creative development of advertising campaigns
• Hiring, coaching and leading the properties sales team
• Coaching and development for sales and marketing of team members
• Development and supervision of loyalty programming
• Provide marketing/ecommerce strategy and direction
• Strategic planning and oversight of Social media effort

Minimum Qualifications

• Customer Service: Displays a professional sense of urgency when communicating and interacting with customers, coworkers, and the public in a way that exceeds the customer’s wants and needs. Identifies opportunities to improve and deliver additional value to customer’s experience by presenting creative solutions and innovative ideas.
• Communication: Actively listens to customers, coworkers, and the public (viewing the situation from the customer’s perspective) and works together to solve the problem through effective communication.
• Problem Solving: Ability to recognize and define problems; analyze relevant information; encourage alternative solutions and plans to resolve situations; seeks additional assistance when needed.
• Quality: Work “product or service” is free of errors and exceeds customer expectations.
• Leadership: Shares the company vision and relates company strategy to the associate’s daily work. Positively communicates goals. Clearly and consistently inspires associates to achieve the highest standards and results. Displays decisive and firm leadership when necessary. Is professionally disciplined and respectful. Effectively and promptly deals with team performance issues. Adapts positively to changing situations. Handles criticism well, admits mistakes and makes corrections quickly and willingly.

Physical Requirements

• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• While performing the duties of this job, the employee is regularly required to sit, and use hands.
• The employee is frequently required to reach with hands and arms and talk or hear. 
• The employee is occasionally required to stand, walk, climb or balance, and stoop, kneel, crouch or crawl. 
• The employee must occasionally lift and/or move up to 25 pounds.