Assistant Manager, Marketing

Job Overview

As the Assistant Manager, Marketing, you will drive marketing effectiveness for the hotel, focusing on brand awareness, revenue generation, and public relations activities. You will report directly to the Cluster Marketing Lead while working independently to execute campaigns, manage digital and social media initiatives, and lead marketing efforts for the hotel's in-house restaurant. This role requires 3-5 years of marketing experience with prior exposure to Food & Beverage (F&B) marketing, ideally within hospitality, lifestyle, or standalone restaurant marketing.

At Holiday Inn® we want our guests to relax and be themselves which means we need team members to:

• Be you - by being natural, professional and personable in the way you are with people

• Get ready - by taking notice and using your knowledge so that you are prepared for anything

• Show you care - by being thoughtful in the way you welcome and connect with guests

• Take action - by showing initiative, taking ownership and going the extra mile

Duties & Responsibilities

Marketing

• Execute the annual marketing calendar to ensure consistent messaging across all touchpoints with a focus on revenue generation.

• Implement hotel-wide campaigns and packages to meet brand targets and maximize ROI.

• Help manage and track the annual marketing budget, ensuring efficient use of funds.

• Coordinate with external partners and stakeholders to support win-win collaborations.

• Ensure all local marketing materials reflect brand voice and adhere to IHG brand standards.

• Execute social/digital activities and monitor guest experience via tools like Medallia.

• Collaborate with Revenue and F&B teams to identify business needs and co-develop targeted campaigns to drive demand during need periods.

• Support the optimisation of guest-facing digital & physical touchpoints across the guest journey.

F&B Marketing (Core Responsibility - Prior experience required)

• Lead the development and execution of a rolling 12-month marketing plan for the hotel's in-house restaurant, including daily offers, weekly specials, seasonal menus, and festive dining.

• Drive covers and revenue for the restaurant through targeted campaigns (e.g., new menu launches, happy hour promotions, set lunch/dinner pushes, weekend brunch).

• Manage end-to-end execution of F&B-related photoshoots, menu copywriting, and collateral production (e.g., table tents, digital menu boards, tent cards for rooms).

• Oversee marketing of any F&B loyalty initiatives (e.g., dining stamps, hotel guest discounts, referral promotions).

• Coordinate with the restaurant manager and service team to track campaign effectiveness (covers by session, no-show rates, average check, upsell rates) and optimize future promotions.

• Plan and execute F&B-focused events (e.g., chef's table dinners, wine pairings, festive set menus, guest chef collaborations) including guest list management and post-event coverage.

• Maintain a library of F&B assets (food photography, venue shots, chef profiles) for use across owned, paid, and earned channels.

• Manage partnerships with delivery platforms (GrabFood, Deliveroo, Foodpanda) and third-party booking apps (Chope, Quandoo, SevenRooms), including promotional campaigns and performance tracking.

• Track and report F&B marketing ROI, including cost per cover, redemption rates of F&B offers, incremental revenue per campaign, and return on delivery platform commissions.

Performance Marketing

• Support the analysis of paid search, display, remarketing, and metasearch campaigns.

• Execute strategies for bid optimisation, creative testing, and keyword/ad copy optimisation.

• Drive brand awareness online and generate leads/revenue for the hotel booking engine.

• Monitor KPIs to ensure ROI targets are met for paid media.

• Support in-house campaign management for metasearch channels.

• Measure and report digital activity performance.

• Analyse campaign data and market trends to provide actionable insights and recommendations for continuous improvement.

• Align digital campaigns with commercial priorities.

• F&B performance marketing: Manage paid social and search campaigns specifically for restaurant bookings, delivery promotions, and happy hour traffic track CPA per dining booking and ROAS on delivery platform ads.

Content Marketing

• Strengthen customer relationships through social and earned media monitoring.

• Develop and implement KOL outreach programmes for Singapore and key source markets.

• Manage the social media editorial calendar and posting schedule.

• Copywrite eDMs and digital collaterals.

• Support IHG Rewards activations, tracking, and submissions.

• F&B content focus: Create and schedule platform-specific content for the in-house restaurant (Instagram Reels for signature dishes, Stories for daily specials) manage user-generated content campaigns (e.g., diner photo contests, guest reviews repurposing).

Accountability

Reports to the Cluster Marketing Lead and works closely with other members of the Cluster Marketing Team, as well as the wider Hotel teams i.e. F&B, Front Office. Interacts with guests, media representatives, influencers/KOLs, brand partners, event organisers, and community stakeholders.

Qualifications and Requirements

Preferred 3-5 years of marketing experience, with prior exposure to F&B marketing required (e.g., standalone restaurant, hotel F&B, food delivery platforms, lifestyle brand with a dining vertical). Diploma or Bachelor's degree in Marketing, Communications, Business, or related field is preferred.

Skills

• Strong copywriting and content creation skills, especially for F&B storytelling (menus, daily specials, chef narratives).

• Hands-on experience with social media tools (Meta Business Suite, Later, Canva) and analytics platforms (Google Analytics, Meta Ads Manager).

• Familiarity with F&B booking platforms (Chope, Quandoo, SevenRooms) and delivery aggregators (GrabFood, Deliveroo, Foodpanda).

• Basic graphic design or video editing skills (e.g., CapCut, Adobe Spark, Canva) are a plus.

• Excellent project management and ability to work independently.

Personal Attributes

• Self-starter who thrives working autonomously while reporting to a Cluster Marketing Lead.

• Passionate about food, beverage, and hospitality trends - understands what drives diners.

• Data-driven with strong commercial acumen (e.g., knows how to calculate cost per cover).

The statements in this job description are intended to represent the key duties and level of work being performed. They are not intended to be ALL responsibilities or qualifications of the job.