Marketing Manager

About the role

Responsible for developing, executing, and reporting on strategic marketing plans for designated brands including social media marketing, digital marketing, and local marketing with the intent to promote business to new customers and maintain relationships with loyal guests.

Reports to a designated property leader with a dotted line to the Corporate Marketing Team.

Responsibilities

• Serve on the property leadership team.
• Develop, manage, and execute a business plan with S.M.A.R.T. marketing goals for brand(s).
• Manage the property marketing budget and report on overall marketing efforts routinely.
• Manage the digital asset database, including upkeep of releases, images, videos, and brand assets.
• Serve as the point of contact for photo shoots and as the on-property brand ambassador, ensuring all brand items adhere to brand guidelines.
• Ideate guest experiences alongside the operations team.
• Attend local educational and networking events to increase knowledge, skills, and brand awareness.

Social Media

• Build and execute a social media plan using industry research, digital benchmarking, target audience identification, and clear goals.
• Develop and execute a plan to grow the online presence of each brand’s channel.
• Create high-quality content calendars that engage followers to take action.
• Connect with industry professionals and micro-influencers via social media to build a strong network.
• Engage with online followers and guests, bringing the brand personality to life through community management (responding to messages, comments, mentions, reviews, etc.).
• Monitor, listen, and respond to users in a personable way to create brand loyalty and trust.
• Report on social media efforts and goals routinely, compiling takeaways for management.
• Analyze social media KPIs and adjust the plan as needed.
• Stay up to date on trends in social media tools, applications, channels, design, and strategy.
• Capture quality photography and video content for social media.

Digital Marketing

• Maintain an online digital presence through upkeep of imagery and business information.
• Respond to online reviews as needed.
• Create and deploy newsletters routinely.
• Assist in distributing outlet menus online.
• Conduct online audits routinely to ensure information is up to date.
• Develop and execute social media paid campaigns to maximize ROI.
• Develop and manage paid advertising campaigns.

Local Marketing

• Serve as the marketing champion for on-site activations, including ideation, execution support, and the design and distribution of marketing materials both physically and digitally.
• Manage the process of design projects and implementation of on-site marketing touchpoints such as brand collateral and general marketing materials.

External Partnerships

• Cultivate and increase local partnerships through events, sponsorships, and giveaways.
• Develop and expand media/influencer outreach and partnership efforts, working with the local Convention and Visitors Bureau as often as possible.
• Lead and coordinate public relations efforts.
• Leverage available brand-affiliated marketing support resources.

Work Environment

Most work is done on-site at the hotel or outlet(s), with occasional off-site work when attending events related to job functions. Attendance at on-site activations is required.

Key internal relationships include the General Manager, Sales Managers, Front Desk Staff, Executive Chef, Restaurant Managers, Corporate Marketing Team, and Corporate Revenue Management Team. External relationships include community partners, vendor support staff, and vendor technical support.

Qualifications

• 2-4 years of experience in Communications, Marketing, Business, Public Relations, or a related field.
• Computer literate, comfortable with applications such as Outlook, Microsoft software, and design tools (e.g., Canva and Adobe applications).
• 1-2 years of paid advertising experience.
• 1-2 years of experience working with external partners.
• Understands social media KPIs and their application to overall strategy.
• Knowledge of social media platforms relevant to the industry (e.g., Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube).
• Creative eye for capturing quality photography/videos and ability to make minor edits.
• Performs job functions with attention to detail, speed, and accuracy; able to learn new tools quickly.
• Exceptional communication skills, effectively conveying information and ideas through verbal, written, and visual formats.
• Ability to take ideas from conception to completion, following directions thoroughly, multitasking, and practicing superior time management.
• Team player with the confidence to lead in content development, creation, editing, online reputation management, and capturing on-site activations.
• Naturally promotes brand advocacy through relationships, both online and offline.
• Demonstrates winning social customer service techniques: clear thinking, calmness under pressure, problem-solving with good judgment, empathy, patience, advocacy, and conflict resolution.
• Maintains personal social media profiles in a professional manner.

Desirable Qualifications

• Previous experience managing business social media profiles.
• Previous experience in the hospitality industry.
• Previous experience in public relations.
• Knowledge of online marketing and a good understanding of major marketing channels.
• Previous experience with social media software such as Facebook Business Manager and other social media dashboards.

Physical Abilities

While performing the duties of this job, the Marketing Manager is regularly required to move around the facility and stand for long hours during events. This position may require work inside or outside the building, as needed by events. Generally, works in an office setting with minimal adverse exposure to environmental hazards.