Director of Sales and Marketing

Summary Summary: Reporting to the General Manager and with a dotted line reporting relationship with the Proprietor, the Director of Sales and Marketing is responsible for shaping and executing innovative marketing strategies that elevate The Inn’s brand positioning, drive global awareness, and create meaningful connections with luxury travelers worldwide. This includes the development and execution of an annual strategic and integrated plan comprised of Sales, Marketing and social media communications strategies that support the hotel’s business objectives. Core Responsibilities Manages the development of a strategic account plan for the demand generators in the market. Manages the property’s reactive and proactive sales efforts. Develops transient & group events book of business. Researches market data or competitor’s sales strategies to identify ways to grow occupancy and RevPAR. Facilitates sales strategy meetings to provide input on weekly and overall sales strategy. Succeeds in suggesting and implementing innovative marketing ideas and developing strategies to continue growing market share. Serves as the primary sales contact for the customers, General Manager, and property leaders. Participates in sales calls with the Revenue manager, General Manager and Director of Finance. Identifies public relations opportunities and coordinates activities to augment the overall marketing communication strategy. Supports the General Manager and the Proprietor by coordinating crisis communications. Executes and supports all aspects of the business booked (i.e., generating proposals, writing contracts, customer communications and correspondence). Collaborates with departmental leaders to monitor effective resolution of guests’ issues that arise from the sales process by creating mechanisms to channel issues to property leadership and/or other stakeholders. Maintains successful performance by increasing revenues, controlling expenses, and providing ROI. Implements the Sales & Marketing strategy and focuses on building long-term, value-based customer relationships that ensure the achievement of sales objectives. Collaborates with the Public Relations executive to ensure the Sales & Marketing and PR strategy are aligned. Strategic Sales Planning Develop and implement the hotel’s annual sales and marketing plan aligned with overall business objectives. Identify target markets (corporate, leisure, group, and event segments) and design strategies to attract and retain them. Forecast revenue and occupancy trends to guide pricing and promotional decisions. Revenue Generation and Business Development Build and maintain relationships with key corporate clients, travel agencies, and event planners. Negotiate contracts and close deals for group bookings, corporate accounts, and long-term partnerships. Collaborate with the Revenue Manager to optimize room rates and maximize RevPAR (Revenue per Available Room). Brand Marketing & Strategy Develop and execute an integrated PR, social media, and marketing communications strategy aligned with the hotel’s business objectives. Curate and manage the hotel’s premium digital brand image, ensuring consistency across all owned and earned channels. Act as a strategic advisor to senior leadership on brand positioning, reputation management, and communications planning. Source, support, and help secure key and marquee social events, leveraging the hotel’s brand, media reach, and partnerships to drive high-profile visibility and demand. Work with marketing teams to create campaigns that highlight the hotel’s unique offerings and boutique identity. Represent the hotel at trade shows, networking events, and local tourism boards to enhance visibility. Content, Digital & Media Management Directly supervise the daily work and performance of a Social Media Coordinator and the Graphic Designer Manager. Monitor the creative content and storytelling strategy across websites, apps, OTAs, social media, and other digital platforms to drive engagement and brand affinity. Oversee the hotel’s digital content ecosystem, defining KPIs, monitoring performance, tracking ROI, and optimizing channel effectiveness. Oversee digital marketing efforts, including social media presence, online travel agency listings, and website content. Oversee the brand imagery and visual assets, including photography, videography, print collateral, and publications, in line with luxury standards. Media, Influencer, Events & Reputation Management Build and maintain strong relationships with local, regional, and international media and luxury travel influencers. Lead media relations activities including story pitching, media visits, fam trips, partnerships, photo shoots, and hosted experiences. Foster effective collaboration between the Sales and Events teams to attract, assist in closing, and promote high-profile social, lifestyle, and cultural events, positioning the hotel as a preferred destination. Oversee internal and external communications, manage media enquiries, and support social PR initiatives. Proactively monitor public sentiment, online reviews, and social conversations, leading issues and crisis communications when required. Collaboration, Analytics & Performance Work cross-functionally with Operations, Sales, Revenue Management, Events, social media and Graphic design teams to support campaigns, launches, and promotional initiatives. Manage marketing and PR budgets, ensuring effective allocation of resources and measurable return on investment. Utilize digital analytics and media monitoring tools to evaluate campaign performance, report insights, and drive data-led decision-making. Coordinate with the front office, events, and F&B departments to ensure seamless delivery of guest experiences. Communicate client preferences and special requirements to relevant departments. Participate in weekly revenue and operations meetings to align sales strategies with service execution. Event & Operational Involvement The Director Of Sales & Marketing will collaborate with the Special Events Team and monitor the successful customer experience by overseeing high-profile weddings or corporate events, supporting large group check-ins, being present for VIP arrivals, and coordinating with operations teams. Building Relationships / Leadership Develop strong partnerships with local organizations and/or within USA or internationally to further increase brand positioning. Develop and manage internal key stakeholders’ relationships. Support the General Manager and hotel leadership in continuing developing strong community and public relations by maintaining property participation in local, national, and/or international tradeshows and client events. Provide exemplary customer service to drive customer satisfaction and loyalty. Gain understanding of the hotel’s primary target customer and service expectations; serve the customer by understanding their needs, expectations, and concerns. Coach leaders of revenue generating departments in developing effective revenue strategies and setting aggressive goals that will drive The Inn’s financial performance. Create effective structure, processes, and performance expectations for the Sales & Marketing team to achieve the business goals. Mentor and transfer functional knowledge to its direct reports and any other hotel leader. Lead, train, and motivate the sales team to achieve individual and departmental targets. Set clear performance metrics and conduct regular evaluations. Foster a culture of proactive sales and exceptional guest service. Reporting and Analysis Prepare detailed sales reports, market analyses, and performance summaries for senior management. Monitor competitor activities and adjust strategies accordingly. Track ROI on marketing initiatives and adjust budgets based on performance. Qualifications Bachelor’s degree in business administration, Hospitality Management, or a related field. 5+ years in Sales and Marketing, or a similar role, preferably in the hospitality or luxury service industry. Proven experience in hospitality sales, preferably within boutique or luxury hotels. Strong negotiation, communication, and presentation skills. Strong knowledge and experience with Revenue management, budgeting, forecasting, and financial analysis. Excellent analytical and critical thinking skills, with the ability to interpret complex financial data and provide strategic insights. Exceptional leadership and people skills, with the ability to effectively communicate and collaborate with individuals at all levels of the organization. Proficiency in CRM systems and hotel management software (e.g., Opera, Delphi, or Salesforce). Strategic thinker with analytical and problem-solving abilities. Leadership experience with a focus on team development and motivation. Travel Requirements This position will require traveling at least 40% of the time. Domestic and international travel for sales missions Attend Trade shows and expos. Corporate client visits Brand or corporate meetings Physical Requirements Standing for extended periods during events, site inspections, and networking functions Sitting in front of a computer for extended periods of time. Able to lift, pull, push objects of 10 pounds and above. Professional appearance and presence Stamina for long hours and travel Energy for client-facing leadership Note A review of this description has excluded the marginal functions of the position that are incidental to the performance of fundamental job duties. All duties and requirements are essential job functions. This job description in no way states or implies that these are the only duties to be performed by the Team Member occupying this position. Team Members will be required to perform any other job-related duties assigned by their supervisor. This document does not create an employment contract, implied or otherwise, other than an “at will” relationship. #J-18808-Ljbffr The Inn at Little Washington