Senior / Marketing Manager

Job Summary

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

Job Responsibilities

Marketing

• Develop and execute a comprehensive marketing plan for the hotel that encompasses internal and external audiences, including the business needs to drive corporate, MICE, and group business.

• 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 across corporate, MICE and group business.

• Responsible for the creative development of marketing assets by 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 that fosters the sharing of 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 storytelling of the Brand and conducting a show-around with the same message.

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

• Ensures that all hotel creatives are up to date and readily available.

• Create templates and tools for all hotel departments.

• Web platform development, capabilities, improvements and quality of the company and hotel website.

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

• Develop an annual Marketing Calendar, including any events in Japan that may be of interest to the hotel to market.

• Work closely with Sales, Revenue and Operations teams to support all segmentation business needs.

• Ensure all sales materials are visually compelling, brand-aligned, and revenue conversion-focused.

• Control departmental expenses and ensure that sales justify the outlay.

Search Engine Marketing (SEM/SEO)

• Plan, develop and implement the hotel SEO & SEM strategies.

• Execute campaign tests٫ collect and analyse data٫ identify trends and insights.

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

• Effectively manage campaign expenses by staying on budget٫ appropriately estimating monthly costs٫ 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 deliver a positive ROI for paid search campaigns.

• Focus areas in supporting sales include corporate, MICE and group business.

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 expanding knowledge and staying up to date with the latest email marketing trends and best practices.

• Work with the corporate office's selected provider to generate positive ROI across campaigns.

Social Media

• Develop and implement the hotel's social media strategy in collaboration with the Public Relations agency managing the social platforms.

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

• Working in conjunction with social media agencies, develop strategies, tactics and annual plans to support business priorities in social media.

• Advise on integrating social media into business priorities and staying abreast of future trends in this environment.

• Conduct regular site reviews of the hotel and approve and manage customer feedback to ensure brand protection.

• Manage agencies to generate positive ROI.

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

Partnership Marketing & Loyalty Marketing

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

• 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 the impact and retention of partners.

• Manage corporate partnerships, servicing, reporting, budgeting and renewals, delivery of contractual obligations and benefits to fulfil agreements and create mutually beneficial brand-building opportunities for all parties.

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

• Manage partnership records to ensure accurate, up-to-date information is maintained.

• Monitor, evaluate, and communicate partnerships, working with colleagues to collect and track data on their effectiveness.

• Positively reinforce and grow awareness of the hotel brand.

• Manages and monitors brand partnership activation at the hotel level for program and partnership launches.

• Development and roll-out of SOPs relating to functional accountability.

Reporting Management

• Development of the hotel's annual marketing plan to support local hotel performance.

• Planning and preparing the annual marketing budget.

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

• Report on supporting segmentation activity across corporate, MICE and group business within the area of marketing.