Corporate Marketing Manager

GENERAL DESCRIPTION

Communications is a strategic function, integral to the marketing discipline, and encompasses the actions taken to influence external guests, internal guests, owners, the company and community-at-large. Communications, publicity, ecommerce, social media, promotion and civic involvement are all means to accomplish the goal of building business. Communications activities and budget must be integrated into the hotel’s overall sales and marketing plan and must parallel with the primary revenue objectives of the hotel. While usually qualitative as opposed to quantitative, every marketing action should strive to impact the hotel’s revenue objectives and be directed towards a specific goal. To guarantee success in this function, the ideal candidate must understand how to develop and execute strategic marketing activities, local media pitches; photo shoots, collateral and social media channels; must have excellent writing skills and speaking ability; ability to handle multiple priorities and projects effectively. The Corporate Marketing Manager is responsible for all the above as well as for developing and implementing the property marketing plan and developing good working relationships with tourism bureaus and community leaders. The Marketing Manager provides crisis communications assistance, ensures information to the public and community is displayed correctly and effectively with the best opportunities for providing business and implements an ongoing, focused media and community relations program.

WORK REQUIREMENTS

Conducting Daily Marketing Activities that Achieve Hotel Goals Develop annual marketing plan in tandem with Senior Marketing Manager; executing and managing marketing plan and budget throughout year with leisure portion addressing the distribution of rate offers, packages and programs designed to drive rate and build occupancy; specifically tracking actual versus planned marketing budgets and providing input and recommendations as needed regarding reallocation of funding. Create and execute innovative publicity and social media campaigns that will increase revenue and awareness; projecting a positive perception of the hotel, its restaurant(s), services, and employees; producing and distributing a minimum of one local media release per month. Ensure all media, partners and programs address specific needs as outlined in the marketing plan and capitalize on unexpected opportunities as they arise. Maintain consistency in messaging of all hotel communications and promotions; prioritizing pull-through of hotel positioning, including all guest touch points, internal and external communications; reflecting the highest level of professionalism in content and presentation. Solicit and respond to new media outlets and travel media individuals; selecting the best opportunities for the property based on market conditions and property needs; using creative selling abilities to obtain maximum exposure through travel journalists and media outlets; increasing awareness within the travel media community as well as coordinating events to gain exposure and grow revenue for the hotel, restaurant(s) and services. Coordinate offers and information for all publications and inserts regarding hotel branding, promotions and guest loyalty program mailings. Plan and supervise all photo and video shoots, developing the photo list while keeping the goals of the property and hotel/brand image in mind. Develop brochure and property collateral materials, including all property imaging work (e.g., signage). Maintain, update, and manage all content on all web sites (e.g., hotel, restaurant, etc.). Supporting Hotel’s Political and Community Outreach Prepare executive speeches for political events, government affairs and media agencies. Track articles on operations and property events. Follow and provide executive briefs on political affairs. Communicate to city and local public affairs officers. Attend brand, business and public affair events. Using Knowledge of Market Trends and Target Customer Information to Maximize Revenue Evaluate new marketing opportunities for the property. Ensure property is represented on all quality internet sites that have the potential of providing business. Work closely with respective Convention Bureaus and Chambers of Tourism. Use and interpret all reporting necessary for sound marketing recommendations, including but not limited to DMA source market reports, past guest lists (utilizing leisure rate codes) and tracking. Provide regular tracking/ROI and analysis of marketing initiatives, social media, advertising, direct mail, promotions and website/email campaigns, using industry averages for ROI calculation, and use this knowledge in future planning. Building Successful Relationships that Generate Sales & Marketing Opportunities Build and strengthen relationships with existing and new travel writers and local media to ensure future exposure; conducting site inspections with visiting journalists and handling calls, entertainment, FAM trips, trade shows, etc. Develop relationships within community to strengthen and expand customer base for sales opportunities and additional revenue; coordinating community service activities in concert with the public image and needs of the hotel. Identify and communicate with distribution channels that can sell distressed inventory to drive property occupancy. Act on behalf of property with all vendors; exacting a balance between quality work and price; requesting estimates and approving all materials as needed.

ADDITIONAL DUTIES AND RESPONSIBILITES

Provide weekly, monthly and quarterly performance reports on all marketing activities. Implement at least one new marketing promotion, program or initiative per quarter. Assist the General Manager with all Crisis Communications as it pertains to the media and external/internal guests during any hotel emergency or safety situation. Report on all suspicious persons or activities and hazardous or unsafe conditions to the Security Department. Provide instruction and/or guidance for guest and employee safety in fire or other emergency situations. Respond to guest questions. Provide guest assistance, direction and information as requested when working in Serve as a spokesperson for the local media; providing timely and accurate responses when queried; staying abreast of news; launching proactive communications plan internally and externally. Maintain professional relationships with local media and gain cooperation and respect to earn a reputation as a source of reliable, newsworthy information. Act as an advisor to management by tracking public attitudes and making General Manager aware of the possible consequences of prospective decisions. Keep detailed files and records on all matters related to property marketing materials (photo usage rights, vendor contracts, etc.). Ensure that all properties follow all corporate marketing guidelines. Represent the hotel at various functions and trade shows. Participation and network through key organizations. Available to work at various days and times, as required. Includes, weekends, Holidays and evenings. Demonstrate an awareness of personal strengths and areas for professional improvement; willing to learn from others; acting independently to improve and increase skills and knowledge. Share learnings, innovations, and best practices with others. Establish and maintain effective relationships with peers and superiors. Conduct/attend, weekly strategic sales meetings, management meetings and other meetings as required/ requested. Perform any other reasonable duties as required by the Senior Marketing Manager. This position will also require travel between Company properties within the Southern California area which requires you to have a valid California driver’s license and reliable transportation. Personal vehicle mileage reimbursement will be paid based on yearly IRS issued rates.

EDUCATION REQUIREMENTS

Travel, hospitality or luxury goods background preferred 4-year degree from an accredited university in Marketing, Business Administration, or related major. 4-years’ experience in public relations, communications, advertising or related professional area. Demonstrated proficiency and accuracy in using MS Office products such as Word, Excel, and Outlook to include graphs, tables and other spreadsheet functions. Results-driven accountability for all communications efforts, which are tracked and evaluated. Knowledge of production methods in graphic arts, printing, film, radio and television. Portfolio of quality writing samples, projects, campaigns, etc. Discreet, able to maintain confidentiality and handle difficult inquiries with finesse. Detail-oriented and able to work in a fast-paced environment, manage multiple tasks and have high levels of patience and organization. Strong organizer with the ability to maintain comprehensive and cohesive records. Able to create newsworthy events and understand the Communications potential in hotel happenings. Effective communicator with all levels of management, staff, business community, press, VIPs. Efficient user of standard office equipment such as a telephone, computer, facsimile and copy machine. Excellent media, community and business contacts. Exceptional personal and business references.

COMMUNICATION REQUIREMENTS

Able to communicate effectively in English, both verbally and in writing. Able to effectively deal with internal and external customers, some of whom will require high levels of patience, tact and diplomacy to diffuse anger, collect accurate information and resolve conflicts.

PHYSICAL REQUIREMENTS

Ability to walk, stand and sit as required throughout the day. Ability to type 40 WPM. Must arrive to work well groomed, with pristine hygiene, and professional attire.

MENTAL REQUIREMENTS

Must be able to convey information and ideas clearly. Must be able to evaluate and select among alternative courses of action quickly and accurately. Must work well in stressful, high-pressure situations. Must be effective in handling problems in the workplace, including anticipating, preventing, identifying, and solving problems as necessary. Must be able to listen, understand, and transcribe issues raised by co-workers and guests. Must be able to work and understand financial information and data, and basic arithmetic functions. Must maintain composure and objectivity under pressure. Note this is only outline of responsibilities and can be changed and updated at any time and without notice at the discretion of the direct supervisor or executive management team. Able to effectively deal with internal and external customers, some of whom will require high levels of patience, tact and diplomacy to diffuse anger, collect accurate information and resolve conflicts.

EOE/M/F/D/V/SO

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