Director of Marketing

Primary Function

To implement, monitor and evaluate marketing objectives, strategies and tactics within the Revenue Generation Department to exceed top line budgeted revenue in Rooms.

Responsibilities -Marketing

. Develop and execute a comprehensive marketing plan for the hotel that encompasses internal and external audiences

. Help develop and drive execution of marketing strategies associated with launching tactics/deliverables in support of the hotel and brand strategies and stated performance goals.

. Responsible for creative development of marketing assets in accordance with brand guidelines.

. Collaborates with cross-functional teams on brand initiatives (e.g., internal communications, learning and development organisation, market services, operations deployment, etc.)

. Contributes to an environment of sharing best practices and creative ideas

. Have detailed knowledge of hotel brand standards being able to instil a culture of adhering to the Brand in all aspects of the Revenue Generation function, including story telling of the Brand and conducting show arounds with the same message.

. Assisting with property brand audits (where delegated) follow up and ensuring the hotel is brand compliant.

. Ensures that all Park Regis Singapore creative is up to date and readily available.

. Create templates and tools for all departments in the hotel

. Web platform development, capabilities, improvements and quality of company and hotels website.

. To conduct weekly marketing meetings and attend weekly revenue generation meeting.

. Develop an annual Marketing Calendar including any applicable Japanese calendar events that may be a point of interest for the hotel to market.

Responsibilities - Search Engine Marketing (SEM/SEO)

. Plan, develop and implement Park Regis Singapore SEO & SEM strategies

. Execute campaign testsÙ« collect and analyse dataÙ« identify trends and

insights.

. Achieve maximum ROI in paid search campaigns using analysis of data.

. Effectively manage campaign expenses by staying on budgetÙ« appropriately estimating monthly costsÙ« and reconciling any discrepancies that may arise.

. Optimise copy and landing pages for paid search engine marketing campaigns.

. Continue to expand knowledge and stay up to date with the latest SEO & SEM trends and best practices.

. Manage digital agencies to generate positive ROI and perform ongoing paid keyword discovery, expansion and optimisation.

. Find other sources and opportunities that will yield a positive ROI when driving paid search campaigns.

Responsibilities - Email Marketing and Guest Communication

. Plan, develop and implement annual and ad hoc email marketing strategies.

. Design, assemble and create overall email marketing campaigns promoting hotels and services.

. Ensure marketing messages are conveyed clearly and delivered correctly to potential and past guests.

. Ensure marketing campaigns are sent in the correct brand template and tone of voice.

. Use statistical analysis to improve campaign performance for new and existing campaigns including triggers, and automation.

. Categorise and segment email lists based on past guest engagement and/or website interactions.

. Analyse client email list health and segmentation strategy.

. Monitor the maintenance, integrity, and security across all databases.

. Continue to expand knowledge and stay up to date with the latest email marketing trends and best practices.

. Work with StayWell's elected provider to generate positive ROI across campaigns.

Responsibilities - Social Media

. Develop and implement the hotels social media strategy along with the PR

Agency who are managing the social platforms.

. Accountable for all social media channels including performance marketing, content marketing and blogger outreach.

. Working in conjunction with social media agency, develop strategies, tactics and annual plan to support business priorities in social media

. Advise on social media integrations into business priorities and stay abreast of future trends within this environment.

. Conduct regular review sites for Park Regis Singapore, approve and

manage customer feedback to ensure brand protection is achieved

. Manage agencies to generate positive ROI.

. Train hotel team members to use social media as a sales tool.

. Use analytical tools to monitor and report on social media activity on a monthly and weekly basis, tracking the performance of your activity and its impact on brand awareness and revenue.

Responsibilities - Partnership Marketing & Loyalty Marketing

. Execute the company loyalty program to grow membership base and promote customer loyalty.

. Develop and manage the negotiation of corporate partner relationships with existing and potential corporate partners.

. Development and management of annual strategies and initiatives for corporate partnerships.

. Managing the existing partnerships and refining the current partnership

model, with a focus on maximising impact and retention of partners.

. Manage corporate partnerships servicing, reporting, budgeting and

renewals, delivery of contractual obligations and benefits to fulfil

agreements and create mutual beneficial brand building opportunities for all parties.

. Identify new opportunities to solicit support from a range of corporate sources.

. Procure promotional opportunities under each partner to drive brand awareness and meet KPI and revenue targets.

. Manage accurate partnership records to ensure correct and current information is maintained.

. Monitoring, evaluating and communicating partnerships working with colleagues to collect and track data on the effectiveness of partnerships.

. Ensure effective administration of all initiatives, including delivery of contractual obligations, reporting

. Positively reinforce and grow brand awareness of the Park Regis brand

. Manages and monitors brand partnership activating at hotel level for launch of programs and partnerships.

. Development and roll out of SOP's relating to functional accountability.

Responsibilities - Reporting Management

. Development of the Hotels annual marketing plan to support local hotel performance.

. Planning and preparing the annual marketing budget.

. Preparing marketing report for both monthly P&L and board reports.