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Form of workThe Cluster Director of Marketing develops, directs and leads the overall development of Marketing, public relations and sales initiatives and related programs for the hotel. Provides conceptual and strategic thinking and planning. Conducts and analyzes market research and data. Negotiates marketing programs and packages for purchases. Documents and evaluates market conditions and trends.
What will I be doing?
The Cluster Director of Marketing oversees all Marketing planning and execution strategies for a cluster of properties in the Austin, Houston, and Abilene markets. Accountable for the development, management, execution and measurement of all aspects of the marketing/branding strategies to include, but not limited to: Positioning, Marketing Budgets, Social Media, Websites, Advertising, Collateral, and Content. All efforts should be focused on maximizing performance. Success measures include: budget achievement, increasing topline revenue, optimizing expenses and achieving channel/market share objectives.
This Individual Encompasses The Following Skillsets
Our ideal candidate is an energetic marketing professional who thrives on creativity and strategic planning.
Branding / Positioning
Omni-Channel Marketing Strategy
Media & PR Strategy
Content Strategy
Storytelling from Data/Data Analysis
Ability to Engage Others / Presentation Skills
Project Management
Agency Management
Leadership & People Management
Budget Management
ESSENTIAL FUNCTIONS:
Marketing and eCommerce Planning and Execution
Branding & Positioning: Establishes all messaging, positioning and marketing strategies understanding the impact to the hotel's business mix, customer, and commercial strategy. Also delivers content and messaging that meets brand standards.
Planning & Budgeting: Develops strategic marketing plans and annual marketing budgets along with the hotel's General Manager, Directors of Sales, and Directors of Revenue Management. Marketing plans should be annual, seasonal and by segment of deployment inclusive of cost and deployment strategies (traditional, digital, and/or social media) through the review of competitive data, demand analysis and market mix management. Adjusts the marketing plan throughout the year as-needed based on performance data and demand/marketing shifts.
On-Property Experiences: Works alongside operations to develop the strategic direction of curated on-property experiences and activations.
B2B Sales & Catering Marketing Support: Collaborates with sales leaders to provide marketing support to all sales-impacted market segments, including but not limited to, BT (Business Transient) accounts, GDS, B2B Groups, and Luxury Consortia. Liaison with C&E (Catering & Events) leaders to support initiatives that focus on driving local and group catering revenue generation.
Market Research: conducts market-level research, such as SWOT analysis, competitive set studies, and paid marketing surveys to test current and/or new service levels and marketing concepts.
Content & Asset Strategy: Manages the strategic direction and execution of Marketing-specific assets and content, including but not limited to: Website Content, 3rd Party Site Content, Social Media Content, Digital & Traditional Advertising, Photography and Videography.
Agency Management: Responsible for the agency vetting process, agency relationship / management, and ensuring agency alignment to the wider strategic plan and goals (including but not limited to: social, PR, Digital and Creative Agencies - if agency support exists)
Revenue Optimization: Works with Revenue Management to utilize reporting and data when making strategic decisions focused on optimizing performance.
Social Media: Leads the development of a comprehensive social media strategy including content development, audience building and social influencer partnerships (for hotels with agency support, this may also include social media agency management).
Partnerships:
-Internal Partnerships: Works with and leverages internal corporate partners including but not limited to Brand Marketing, Regional Leaders, and the MEC.
-External Partnerships: Identifies partnership/activation/sponsorship opportunities for joint outreach that align to the hotel's positioning.
Human Resources/ People Management
If there are additional dedicated marketing team members, this position oversees the management, training, coaching, and career development of the marketing team.
Works with the Managed Support Team on alignment for marketing job descriptions and hiring of candidates for open marketing positions.
Creates a career development plan and actively participates in continuing education opportunities to ensure further professional development.
Ownership & Corporate Meetings, Presentations and Reports
Prepares for and attends strategic hotel commercial meetings, ownership reviews (as needed) and corporate hotel reviews.
In coordination with Revenue Management, presents out on marketing activity and performance results utilizing supporting data and maintains a forward-looking analysis/plan and strategic direction.
Prepares for and attends all budget meetings.
In coordination with Revenue Management, helps prepare marketing activity reports on regular cadence and on an as-needed basis.
SUPPORTIVE FUNCTIONS:
Provides analysis to support the development of the annual business plan and on-going measurements.
Performs special projects and other responsibilities as assigned and participates in task forces, committees and cluster groups as requested.
Participates where appropriate in related trade/business related functions, events, conferences, and workshops.
SPECIFIC JOB KNOWLEDGE, SKILL AND ABILITY
Extensive knowledge of Marketing communication mediums to include but not limited to traditional, digital, and social channels.
Ability to perform critical analysis and to manage extensive amounts of information
Excellent written skills
Excellent presentation skills
Ability to effectively navigate the enterprise and communicate with department heads, executive committee members, team members and corporate leaders.
Ability to manages multiple projects and achieve deadlines.
Media buying experience, both traditional and digital.
Copy development
Software/Program Skills/Knowledge:
Microsoft Office (Word, Power Point, Excel & Outlook)
Social Media Websites (Facebook, Instagram, Twitter, etc)
CMS Platforms
Digital Analytics
QUALIFICATION STANDARDS
Education:
Bachelor's Degree required (emphasis in marketing and/or public relations preferred)
Master's Degree preferred, but not required
Experience:
3 years of combined marketing, advertising, and/or ecommerce marketing experience
Prior hotel/hospitality/tourism industry experience required
What are we looking for?
To fulfill this role successfully, you should demonstrate the following minimum qualifications:
- Minimum Education: Bachelor's Degree preferred
3 years of combined marketing, advertising, and/or ecommerce marketing experience
Prior hotel/hospitality/tourism industry experience required
Since being founded in 1919, Hilton has been a leader in the hospitality industry. Today, Hilton remains a beacon of innovation, quality, and success. This continued leadership is the result of our Team Members staying true to our Vision, Mission, and Values. Specifically, we look for demonstration of these Values:
- Hospitality - We're passionate about delivering exceptional guest experiences.
- Integrity - We do the right thing, all the time.
- Leadership - We're leaders in our industry and in our communities.
- Teamwork - We're team players in everything we do.
- Ownership - We're the owners of our actions and decisions.
- Now - We operate with a sense of urgency and discipline
In addition, we look for the demonstration of the following key attributes:
- Quality
- Productivity
- Dependability
- Customer Focus
- Adaptability
What will it be like to work for Hilton?
Hilton is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Our vision "to fill the earth with the light and warmth of hospitality" unites us as a team to create remarkable hospitality experiences around the world every day. And, our amazing Team Members are at the heart of it all!
The Benefits - Hilton is proud to have an award-winning workplace culture ranking #2 Best Company To Work For in the U.S. and #1 Best Workplaces for Women List - 5th Year In a Row.
We support the mental and physical wellbeing of all Team Members so they can Thrive personally and professionally in a diverse and inclusive environment, thanks to innovative programs and benefits such as:
- Access to your pay when you need it through DailyPay
- Health insurance
- Career growth and development
- Team Member Resource Groups
- Recognition and rewards programs
- Go Hilton travel discount program
- Best-in-Class Paid Time Off (PTO)
- Supportive parental leave
- Employee stock purchase program (ESPP) - purchase Hilton shares at 15% discount
- Debt-free education: Access to a wide variety of educational credentials (ex. college degrees, high school completion, English-language learning, digital literacy, professional certificates and more) #LI-SC1
