Strategic Marketing Manager: Hospitality Brand Growth

JOB OVERVIEW

Responsible for developing, executing, and reporting on strategic marketing plans for designated brands including, but not limited to, social media marketing, digital marketing, and local marketing with intent to promote business to new customers and maintain relationship with loyal guests.

REPORTS TO

Reports to General Manager with a dotted line to Corporate Marketing Team.

PRIMARY JOB FUNCTIONS

The following job functions should contribute to the overall of developing advertising campaigns, maximizing ROI, and maintaining strong public relations and brand image.

Administration:

• Serve on property leadership team.
  
  
• Develop, manage, and execute marketing plan with S.M.A.R.T. goals for brand(s).
  
  
• Manage property marketing budget.
  
  
  
  
• Report on overall marketing efforts routinely.
  
  
• Manage digital asset database through upkeep of releases, images, videos, brand
• assets, etc.
  
  
• Serve as point of contact for photo shoots.
  
  
• Serve as on-property brand ambassador ensuring all brand items are accurate and representable of brand guidelines.
  
  
  
  
• Ideate guest experiences alongside operations team.
  
  
• Attend local educational and networking events to increase knowledge, skills, and brand awareness.

Social Media:

• Build and implement social media game plan for brand(s) using industry research, digital benchmarking, target audience identification, and setting clear goals.
  
  
• Develop and execute plan to grow online presence of each brand’s channel.
  
  
  
  
• Champion social media marketing and day-to-day activities including:
  • Create high-quality content calendars that connect with followers to take action.
    
    
  • Connect with industry professionals and micro-influencers via social media to create a strong and healthy network.
    
    
  • Engage with online followers and guests bringing the brand personality to life through community management – responding to messages, comments, mentions, reviews, etc.
    
    
    
    
  • Monitor, listen, and respond to users in a personable way creating brand loyalty and trust.
• Report on social media game plan and goals routinely. Compile takeaways for management highlighting results and continuous growth plan.
• Analyze social media KPIs and adjust game plan as needed.
• Stay up to date on trends in social media tools, applications, channels, design and strategy.
• Capture quality photography and video content for social media.

Digital Marketing:

• Maintain online digital presence through upkeep of imagery, business information, etc.
  
  
• Respond to online reviews as needed.
  
  
• Create and deploy newsletters routinely.
  
  
  
  
• Assist in distributing outlet menus online.
  
  
  
  
• Conduct online audit routinely to ensure online information is up to date.
  
  
• Develop and execute social media paid campaigns maximizing ROI.
  
  
  
  
• Develop and manage paid advertising campaigns.

Local Marketing:

• Serve as marketing champion for on-site activations including ideation, execution support, and the design and distribution of marketing material physically and digitally.
  
  
• Manage process of design projects and implementation of on-site marketing touchpoints such as brand collateral and general marketing material.

External Partnerships:

• Cultivate and increase local partnerships through events, sponsorships, giveaways, etc.
  
  
• Develop and expand media/influencer outreach and partnership efforts working with local Convention and Visitors Bureau as often as possible.
  
  
• Lead and coordinate efforts for public relations.
  
  
• Leverage available brand affiliated marketing support resources.

WORK ENVIRONMENT

Most work is done on-site at hotel or outlet(s) and there may be times when work may be conducted off-site when attending events related to job functions. Attendance at on-site activations is required.

KEY RELATIONSHIPS

Internal: General Manager, Sales Managers, Front Desk Staff, Executive Chef, Restaurant Managers, Corporate Marketing Team, and Corporate Revenue Management Team.
External: Community partners, vendor support staff, and vendor technical support.

QUALIFICATIONS

Essential:

• 2-4 years in Communications, Marketing, Business, Public Relations, or other field related experience.
• Computer literate, comfortable with applications such as Outlook, Microsoft software, and design tools (such as Canva and Adobe applications).
  
  
• 1-2 years in paid advertising experience.
  
  
• 1-2 years in working with external partners.
  
  
• Understands social media KPIs and application to overall strategy.
  
  
• Displays knowledge and understanding of social media platforms relevant for industry, such as Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, etc.
  
  
• Has creative eye for capturing quality photography/videos and ability to make minor edits.
  
  
• Perform job functions with attention to detail, speed, and accuracy, and can pick up new tools quickly.
  
  
• Maintains exceptional communications skills that effectively communicates information and ideas through verbal, written, and visual format.
  
  
• Takes ideas and sees them through. Follows directions thoroughly, multitasks well and practices superior time management.
  
  
• Is a team player with the confidence to take the lead in content development, creation and editing of content, online reputation management, and capturing on-site activations.
  
  
• Can easily and naturally promote brand advocacy through relationships, online and off.
  
  
• Demonstrates winning social customer service techniques being a clear thinker, remaining calm, resolving problems using good judgment, empathy, patience, advocacy and conflict resolution.
  
  
• Maintains personal social media profiles in a professional manner.

Desirable:

• Previous experience of managing business social media profiles.
  
  
• Previous experience in the hospitality industry.
  
  
• Previous experience in public relations.
  
  
• Knowledge of online marketing and good understanding of major marketing channels.
  
  
• Previous experience with social media software such as Facebook Business
• Manager other social media dashboards.

PHYSICAL ABILITIES

Essential:

While performing the duties of this job, the Marketing Manager is regularly required to move around the facility; to stand for long hours during events. This position may require work inside or outside of the building, as needed by events. Generally, works in an office setting with minimal adverse exposure to environmental hazards.

STANDARD SPECIFICATIONS

Requirements are representative of minimum levels of knowledge, skills and/or abilities. To perform this job successfully, the incumbent will possess the abilities or aptitudes to perform each duty proficiently. Some requirements may exclude individuals who pose a direct threat or significant risk to the health and safety of themselves, other employees or guests.
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 employee occupying this position. Employees 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" employment relationship.

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