Director of Marketing

Job Number 24060107
Job Category Sales & Marketing
Location W Melbourne, 408 Flinders Lane, Melbourne, Victoria, Australia VIEW ON MAP
Schedule Full-Time
Located Remotely? N
Relocation? N
Position Type Management

A Career with W Hotels is an invitation to show your natural talent and be celebrated for it. As a marketer at W Hotels you are a natural storyteller with a keen sense for developing strategies that extend the W Hotels brand in market and drive commercial results. You flourish in a creative environment and rise to the challenge of bringing a 24/7 hotel experience to life across rooms, meetings, and events, and five vibrant bars and restaurants. W Melbourne is a true entertainment destination that seeks a marketing leader who is all in on collaborating with senior leaders and operations to bring the W experience to life for our guests. You’ll have a sound understanding of F&B marketing and have the finger on the pulse of what’s happening in the scene, remaining curious is of the upmost importance. 

 

CORE WORK ACTIVITIES

Development of Hotel Marketing Strategy

• With a strong brand marketing lens, develops overarching marketing strategy including marketing plans and property email strategy to overall hotel marketing budgets for the hotel/group of hotels they support to align with business priorities, in consultation with General Manager(s).
• Oversees execution of all marketing initiatives, projects and collateral production to verify that sales and marketing objectives are achieved and that revenue opportunities are maximized. 
• Cultivates partnership and active participation in demand generation strategy development (SMR).
• Reconciles marketing plan monthly with accruals, forecast in conjunction with Director of Finance.
• Leads repositioning efforts in partnership with Area Team, GM and hotel executive team.
• Serves as the hotel(s) brand guardian / liaison, verifying all marketing reflects brand voice. Leads the strategic pull-though of continent and brand promotions and campaigns.
• Partners with Revenue Management to develop and execute promotional strategy efforts.
• Supports group lead generation efforts. 
• Runs, reviews, analyzes and clearly articulates to stakeholder’s and owners the key marketing reports with the ability to quickly adapt and adjust strategy accordingly.
• Manages internal and external partners to verify deliverables are executed to support hotel strategy.
• Develops and sets the annual digital marketing plan, and overarching partnership and marketing strategies to maximize hotel revenue production and align with hotel positioning. 
• Manages the OTA Strategy in collaboration with Revenue Management through monthly market leader reviews and media investments.
• Monitors and provides recommendations for SEO and updates as needed in collaboration with MDS or agency
• Manages cluster marketing strategies, when applicable.
• Owns the direct asset development (e.g. photoshoots) to verify up to date content for Marketing team to pull through to various sites and channels.  

 

Development and Execution of Communications and Partnerships

• Maintains frequent, active engagement with Area Directors of Marketing to communicate overall recommendations and actionable next steps based on identified findings, best practices, and overall digital trends for their portfolio of hotels.
• Sets overarching Public Relations strategy for the hotel, outlining goals, pitch angles and target segments.
• Manages Public Relations agency and manage PR messaging and scheduling of campaigns 
• Effectively measures and clearly communicates success of campaigns and digital performance using relevant reports tools.
• Creates strong relationship management and negotiation skills; demonstrates ability to develop and maintain relationships (e.g. GMs, Sales and Revenue Leaders, Regional Team, Hotel Marketing Team, media representatives, etc.).

 

Leading Marketing Team 

• Manages direct reports and monitors overarching marketing performance. 
• Interviews, selects and onboards property marketing associates
• Handles employee complaints and executes disciplinary action as needed.
• Evaluates employee’s productivity and efficiency for the purpose of recommending promotions or other changes in status.
• Conducts annual performance appraisal with direct reports according to Standard Operating Procedures.
• Completes other reasonable duties as requested by leadership.

MANAGEMENT COMPETENCIES 

 

Leadership

• Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace.   
• Communication  - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
• Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develop and evaluate alternatives and solutions, solve problems, and choose a course of action.
• Professional Demeanor  - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.

Managing Execution

• Building and Contributing to Teams - Actively participates as a member of a team to move the team toward the completion of goals.
• Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
• Planning and Organising   - Gathers information and resources required to set a plan of action for self-and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed.

Building Relationships

• Coworker Relationships - Interacts with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting relationships. 
• Customer Relationships  - Develops and sustains relationships based on an understanding of customer needs and actions consistent with the company’s service standards.
• Global Mindset  - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.

Generating Talent and Organizational Capability 

• Organizational Capability  - Evaluates and adapts the structure of own assignments and suggests improvements to work processes to best fit the needs and/or support the goals of an organizational unit.
• Talent Management  - Provides support and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.

Learning and Applying Professional Expertise

• Applied Learning  - Seeks and makes the most of learning opportunities to improve performance of self and/or others.
• Business Acumen - Understands and utilizes business information to manage everyday operations.
• Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct.
• Guest Services  - Knowledge of procedures for wake-up services, safe deposit boxes, room and hotel amenities, property-specific programs (e.g., kids programs), guest rewards programs, and local attractions. 
• Guest Problem Resolution  - Ability to record, track and resolve guest problems via property software handle emergencies, and effectively deal with customer issues and complaints. 
• Revenue Management  - Knowledge of revenue management concepts, processes and strategies such as average daily rate, revenue per available room, sales cycles and trends, account management, pricing and inventory management. Skill in using a Yield Management system.
• Economics and Finance  - Knowledge of economic principles and practices, PandL statements, operating budgets, forecasting and scheduling, and the reporting of financial data.
• Research  - Skill in collecting information from a variety of sources relating to market data, historical use, travel and tourism, real estate, etc. The ability to know when to seek addition information and where to look to find it. 
• Analysis  - The ability to analyze and summarize detailed data and make recommendations. Included is the creation and maintenance of spreadsheets for storing data. 
• Sales Call Facilitation  - Verifying that a call serves its sales objectives; maximizing the productiveness of interactions by monitoring and building on customers’ cues. 
• Sales Opportunity Analysis  - Understanding and utilizing economic, financial, industry, and organizational data; accurately diagnosing customers’ business strengths, weaknesses, and key issues that can inform sales strategies and plans.

W Hotels’ mission is to Ignite Curiosity, Expand Worlds. We are a place to experience life. We’re here to open doors and open minds. We are constantly inspired by new faces and new experiences. A tuned-in, up-for-anything spirit is at our core and has made us renowned for reinventing the norms of luxury around the globe. Whatever/Whenever is our culture and service philosophy that brings our guests’ passions to life. If you are original, innovative, and always looking towards the future of what’s possible, welcome to W Hotels. In joining W Hotels, you join a portfolio of brands with Marriott International. Be where you can do your best work,​ begin your purpose, belong to an amazing global​ team, and become the best version of you.