Summary

Our heart, head and hands play a part in everything we do. By caring about the art of hospitality and perfecting every detail, we work together to uplift the lives of others. There is nothing quite like the satisfaction of providing an unrivalled service that is greatly admired.

The Director of Sales and Marketing is responsible for the daily sales efforts and is responsible for the overall positioning of the hotel, brand communication and the development of customers for the property, including Rooms, Dining Outlets, and Events. In addition, they are responsible for rental revenue, yield strategies, implementation, market performance and meeting budget, forecast, and optimal business mix targets. Strategies will include pricing, status, direct sales, market mix, marketing, and public relations. Candidates must have a dynamic leadership style, possessing excellent communication and decision-making skills and an astute business acumen.

The Director of Sales and Marketing works to build effective partnerships with like-minded and luxury brands to build and grow the business both in terms of revenue and positioning.They establish and maintain good business relations with key corporate clients, e.g., airlines, DMC’s, OTA’s, travel agencies, tourist offices, etc.).

Duties and Responsibilities

Sets overall Sales and Marketing strategies, incorporating these into budgets.
Prepares the annual sales and marketing Budget and adheres to it during the year, submitting forecasts to the Director of Finance monthly.
Analyse forecasted performance and take corrective actions when necessary.
Set and monitor targets and objectives for the team and individuals.
Co-ordinate all sub-departments, so that they all work towards aligned goals.
Observe the market, identify trends and monitor the main competitors.
Identify opportunities for new revenue streams and / or maximising existing revenue streams.
Identify the future business needs and make appropriate business decisions in terms of marketing and sales with the team’s input.
Work closely with the senior leadership team, e.g. GM, Director of Revenue and Director of Finance to ensure the vision for the hotel in terms of revenue and positioning is achieved.
Approve any Sales and Marketing expenditure.
Build highly effective teams through effective communication, motivation and training.
Conduct performance appraisals of direct reports and sub-department Heads.
Monitor the holiday planning of the sub-departments.
Support and give guidance to the Director of Revenue when necessary, on pricing decisions and comp set practices.
Develop or introduce new procedures to increase the productivity of the department.
Database management – continue to grow the Hotel’s database via third parties and partnerships, etc.
Review, monitor, and discuss the 90-day action plan for all sub-departments.
Prepare / review end-of-month reports.
Chair weekly sales and marketing meeting.
Attend, amongst others, the following meetings:

Monthly HOD meeting

Monthly debtors meeting
Monthly P&L meeting
Weekly revenue strategy meeting
Weekly senior managers’ meeting
Weekly prospect meeting
Daily rate strategy meeting
Daily HOD briefing

Sales

Develop a Sales strategy for every segment and communicate with all team members.
Support the Sales Managers in closing sales by actively participating in the process.
Ensure the Sales team has appropriate tools (information and technology).
Constantly monitor results and feedback and identify areas for improvement with the Sales team.
Monitor the execution of key account development plans, reviewing these regularly with the Sales team.
Attend any fairs – participate with any sales trips if / when applicable.
Develop a Sales Trip plan with the Director of Sales.
Regularly contact all RSOs – to identify any sales and / or marketing opportunities.
Monitor RSO production.
Monitor input standards in systems, e.g. Opera, S&C
Organise in-house sales events.
Monitor the corporate account rate negotiations.

Marketing

Communicate with HODs to establish their marketing needs.
Develop a Marketing Action Plan for each market segment and revenue stream.
Review and monitor the execution of a Marketing Action Plan.
Review all marketing collateral before it is submitted for final approval to Corporate Office / GM.
Ensure all hard-copy and online collateral is up to date.
Create partnerships with relevant events and companies.
Stimulate a constant stream of new ideas within the team.
Ensure advertisements are in keeping with the look and feel of the style of the Hotel.
Select preferred agencies / photographers to work with and negotiate prices.

Develop a PR strategy for the year.
Stimulate a constant stream of new ideas for PR stories.
Capitalise on key initiatives to build media coverage.
Maintain relationships with Corporate PR department and the appointed PR companies.
Organise key press trips through PR department, Local Tourism authorities or others.
Entertain journalists in-house.

Reservations

Monitor adherence to selling strategy.
Adjust selling scripts if and when necessary to stimulate (up)selling.

Conference and Events

Set the appropriate selling strategy together with the team.
Monitor enquiry conversion rates and take action if necessary.
Monitor mystery shop results and take corrective actions, if necessary.

Revenue

Monitor the rooms selling strategy and improve it if necessary in liaison with the Director of Revenue.
Identify learning points from past performance and set strategy to prevent re-occurrence.
Monitor the selling strategies of competitors to take appropriate actions to maximise revenues.
Identify as early as possible highs and lows in availability, incorporating these into selling strategies.
Increase revenue generation from the digital arena through effective GDS, SEO, DRM, etc. campaigns.
Create a calendar of hotel and corporate promotions.

Confidentiality

Whist working for the Company there will be access to a wide variety of confidential information concerning the company, guests, and employees.
It is vital that all such information remains confidential and must not be disclosed to anyone outside the Company, guests, or employees, unless otherwise stated. Please refer to the Employee Handbook for full policy details.

Health and Safety

Is aware of and complies with safe working practices as stipulated by Health and Safety Legislation and as applicable to the incumbent’s place of work. This will include awareness of any specific hazards at the workplace.
Reports any defects in the building, plant, or equipment according to hotel procedure.
Ensures that any colleague, guest, or visitor accidents are reported immediately in accordance with correct procedures.
Attends statutory Fire, Health and Safety training and is fully conversant with and abides by all rules concerning:

Fire, Health, and Safety

Regulations, such as COHSS in the European Union, related to the control of substances hazardous to health
Risk Assessments for your department
Hotel Fire and Bomb Procedures

Other Information

As the hotel’s level of business varies, there is a need for flexibility in attitude, approach and working hours.
The above description is not to be regarded as exhaustive. Other duties and responsibilities of a broadly comparable nature may be added on a temporary or permanent basis, as appropriate.

Talent Profile

Experience:

3-5 years in a similar position in a similarly sized and star-rated hotel

Experience in managing multiple departments / teams
Skills and Knowledge:

Excellent knowledge of hotel systems e.g. Opera PMS / S&C

Education or Qualification:

Excellent knowledge of Microsoft Office Suite

Requirements:

Approx. 30-40% Travel to the US and Europe

Full Clean Driving License

Other Information

Conceptualising Strategies:

Strategic thinker

Creative ‘big picture’ thinker – seeking out new opportunities to increase revenue
Comfortable with ambiguity and change
Engaging and Energising and Working Together:

Focuses on relationship building – interested in people and their development

Motivator – engaging and inspiring the team
Empathy – able to understand and relate to different characters and situations
Effective team player in terms of disposition, actions and communication
Confident and outgoing
Providing Direction:

Ability to take charge and solve problems

Effective planning
Ability to set objectives for the team
Communicating Effectively:

Clear, logical communication style

Effective negotiation skills – maximising business potential without jeopardising a deal or losing potential revenue opportunity
Good listener
Pursuing and Achieving Goals and Ensuring Accountability:

Monitoring and checking – ensuring quality (e.g. in reporting)

Consistent and reliable
Goal-orientated – strong ambition to achieve results and objectives

Talent Profile

Aligning multiple teams to ensure that they work together effectively.
Setting unique but well-aligned strategies for each sub-department.
Instilling a common purpose for many teams and a sense of common direction.
Aligning the commercial needs of the business with the customer’s expectations.
Dealing with conflict or communication issues between various teams.
Motivating and directing a diverse Sales and Marketing team and constantly managing their expectations.
Maintaining focus on the bigger picture and not getting lost in the detail.
Dealing with a diverse team of people, be it customers, staff or peers.
Managing conflicting interests between revenue management versus commercial decisions.
Handling difficult or ambiguous situations with tact, proficiency and a high degree of correctness and expediency.

Director of Sales & Marketing

Job Description