JOB SUMMARY
Reporting directly to the President, the Vice President of Marketing will bring our brands to life by developing, evolving, and executing the Kessler, Marriott, and individual hotel brand guidelines. This leadership role has the primary responsibility of crafting the company's marketing strategy and overseeing all aspects of property branding, destination marketing, media, public relations, sales, revenue, distribution, e-commerce, and marketing analytics.
As the Company’s most senior leader in marketing and topline revenue generation, this position is accountable for company performance, the achievement of company goals, and the alignment of company objectives with business strategy.
This multifaceted role demands a strategic thinker, a collaborative leader, and an innovative problem solver. You will lead a dynamic team responsible for brand management, public relations, marketing communications, digital marketing, social media, sales, and revenue management. You will be responsible for developing and implementing comprehensive marketing strategies that align with our overall business and hotel objectives while ensuring cohesion, consistency, and alignment with our brand's goals across all channels.
The successful candidate will enjoy the fast-paced high-growth energy of the company, be highly entrepreneurial, thrive in collaboration with other senior leaders, and possess in-depth knowledge of the key components that drive profitability in our artful, luxurious, boutique branded lifestyle and hospitality experiences. This person will be leading the brand management and online marketing strategies through digital media channels, oversee experience and event planning and execution (locally and nationally), lead content creation and distribution efforts, conduct marketing analytics, optimize user experience, brand building, and maximize customer engagement, spend, and share-of-wallet.
CORE RESPONSIBILITIES
Primary areas of responsibility include, but are not limited to the following:
1. Development and Implementation of Annual Marketing Strategy & Plans
- Elevate the Kessler and Grand Bohemian brands, ensuring a consistent and impactful luxury identity, presence, and voice across all touchpoints.
- Create and execute a comprehensive annual marketing, PR, and media strategy designed to showcase and drive business to the company’s hotels, restaurants, galleries, and experiences.
- Develop and manage corporate and property marketing budgets, ensuring efficient allocation of resources to achieve strategic objectives.
- Build specific guest archetypes, personas, and target segments with marketing strategies and initiatives designed to stimulate trial, repeat visitation, and maximize share-of-wallet. Create compelling narratives to promote Kessler properties to specific target markets, emphasizing their unique value proposition.
- Communicate new brand changes with hotels and corporate leadership to guide process and prioritize critical performance measures for all brand engagement points.
- Spearhead marketing and communications initiatives that drive demand and market penetration for existing operations and new developments.
- Establish a robust social media strategy across all channels, influencer marketing, experiential programming, and customer education marketing.
- Lead digital media execution and channel development across all paid media, core paid search, paid social, email, SEO, and optimizing our social media presence to drive demand.
- Ensure the seamless integration of e-commerce and digital marketing initiatives.
- Regularly monitor and report on the performance of marketing campaigns, making data-driven recommendations for improvement.
- Drive website experience, conversion optimization, support rate strategy, and customer journey improvements.
- Identify market trends and opportunities to drive brand awareness and revenue growth.
- Be the expert on global industry trends and conditions to communicate to corporate and hotel leadership with implications to hotel performance and appropriate changes in forward strategy.
2. Sales & Revenue Management:
- Lead communication and strategy planning between the Corporate Directors of Marketing, PR, Sales, Revenue Management, and eCommerce to align strategies based on need.
- Collaborate with properties to set annual marketing goals, calendars, budgets, and plans.
- Perform impact analysis of brand changes and industry shifts to understand potential risk and gains to set proactive strategies accordingly.
- Guide group sales strategy with the Corporate Directors of Sales and Revenue Management to adjust to needs and trends, identifying and producing opportunities in pricing and processes for both group and catering.
- Analyze production of revenue management promotions and campaigns to determine most effective tactics.
- Align company objectives through strategic planning, sales and marketing strategy development, forecasting, resource planning, and budgeting.
- Collaborate with all constituents to ensure targets for revenue, profitability, and market share are being met.
- Monitor and drive revenue pace of Sales and Catering to meet and exceed budgeted revenues.
- Develop effective strategies and implementation plans for all distribution channels, segments, and markets.
- Support and develop hotel-level sales teams to drive business to exceed performance goals.
- Present and communicate performance metrics, trends, and risks to corporate leadership and hotel ownership.
- Establish and maintain an ROI-driven approach to marketing spend allocation and manage expenses to budget.
- Ensure cooperation between Sales, Revenue Management, and Marketing to establish strategic goals and tactics for achieving budgets.
- Utilize analytics tools to track and report on the performance of e-commerce, digital marketing, distribution strategies, and the performance of the brand revenue management systems.
- Monitor spending and provide regular reports on-budget performance.
- Stay current in brand developments and lead implementation of all revenue management initiatives while optimizing pricing, inventory and channel strategies to generate additional revenues.
- Monitor performance of the Revenue Management team providing guidance on their strategies based on demand trends, hotel need, and profit margins.
- Work with the Corporate Directors of Business Transient and Luxury Sales to align strategies for those segments, looking for new account and revenue opportunities.
3. Collaboration and Partnerships of Agencies and Brands:
- Oversee all internal and external creative, media, online, partner, vendor, sponsorship, and agency relationships.
- Work closely with property GM’s, department heads, internal departments, outside agencies, and brands to ensure a seamless partnership and streamlined processes.
- Collaborate with teams to develop integrated campaigns and initiatives that drive results.
- Optimize the use and effectiveness of partner media, creative, and communications agencies.
4. Team Leadership and Culture:
- Foster a collaborative and innovative team culture that encourages creativity, continuous improvement, and a shared vision.
- Promote a culture of Trust, Confidence, Support, Respect, and Integrity
- Provide leadership through business direction, motivation, coaching, skill development, product knowledge, industry knowledge, competitive knowledge, and performance management.
- Lead, mentor, and motivate the marketing team to deliver exceptional results.
- Identify opportunities for continued education and skill development for yourself and the marketing team.
- Stay current with industry trends and best practices to ensure our strategies remain cutting-edge.