The Lead Marketing & Communications is responsible for the planning, direction, control, and coordination of all Marketing and Communication activities in the hotel, with an emphasis on Public Relations, Branding, social media, Content Marketing, CRM, Partnerships, B2B Marketing / Sales support and B2C Marketing.
The Lead Marketing & Communications will report directly to the hotel General Manager, with a dotted line to the Africa Marketing Manager and Area PR Manager.
Main Objectives
- Responsible for the development and effective implementation of Marketing and Public Relations strategies for the hotel.
- Working closely with the General Manager and the hotels wider commercial team to ensure development of the hotel strategies and activity roll-out and execution.
- In parallel, working closely with the ASO MarCom team to ensure alignment on all strategies and activities.
Marketing General
- Input and set up of the hotel Marketing Activity Plan in consultation with the Area MarCom team and General Manager
- Monitor trends in all relevant media to ensure brands and hotels are up to date with market and monitor competition activity in media
- Ensure close relationship with relevant media to ensure cost effective and creative ways to increase brand awareness and effective campaigns and activities. Online Offline
- Local adaptation of Corporate, Area and Regional campaigns
- Identify potential outbound promotional opportunity together with ASO.
- Ensure a coherent brand message and tone of voice
- Deliver creative, innovative and effective advertising, collateral, sales tools for the hotel.
- Responsible to ensure all text content, imagery, videos on owned and 3rd party B2C and B2B channels are on brand and content scores are at 100% and regular self-audits are in place.
- Ensure all tools and systems available and recommended by RHG are used (mandatory and optional)
- Work closely with sister hotels in the city / country to increase synergies
- Develop and implement PR, digital communication and social media plan to promote the hotel and brand within the media market in the hotels identified key feeder markets, in cooperation with the Area Support Office
- Serve as the liaison between Area Support Office and the hotel team on all communication matters
- Promote the hotel, brand, destination and hotel spokespersons through social media network, trade shows and all media and influencer activities and events
- Research and seek innovative PR (online and offline) opportunities, including identifying opportunities for the placement of stories and the promotion of spokes people
- Direct any local PR agencies in terms of managing the brief, the pitch and appointment process and working closely with the agency to achieve the stipulated PR objectives.
- Develop and maintain media and influencer lists for use on regional basis in liaison with the corporate PR agency and Area PR team
- Write, edit and submit news releases to the media within the hotels key feeder markets, i.e. domestic, etc.
- Ensure hotel and brand awareness and positioning using relevant partnership connections and institutional PR within the local community.
- Establish the annual B2C and B2C Marketing plans for the hotel
- Set up of all B2C and B2C tactical and brand marketing activities for Corporate & MICE and Leisure Ensure a coherent brand message and tone of voice Deliver creative, innovative and effective advertising, collateral, sales tools Develop online content for B2B and B2C activities
- Develop targeted consumer acquisition, retention & engagement plan B2B and B2C databases Direct marketing communication Leverage the Radisson Rewards program: individual members, MP, Travel agents and travel arrangers.
- Develop cost effective media plan manage & develop strategic B2B and B2C partnerships & sponsorships
- Monitor consumer data, ROI leisure campaigns, market research,
- Ensure effective database management in the hotel
- Establish procedures in order to increase database in the hotels several guest touch points and use it effectively to communicate messages and also to add in Central Marketing Database
- Support the hotel in order to reach enrolment goals for the Hotel and various Loyalty programs in cooperation with ASO.
- Drive Rewards for Business in cooperation with ASO
- Ensure effectiveness of Loyalty Programmes in general including insurance of member engagement and support of acquisition of new members for various Loyalty programs
- Ensure all hotels are aware and in line with company brand standards
- Carry out regular audits for brand standards and compliance
- Ensure operating entities are always in line with brand standards
- Ensure all collateral are up to standard and Brand Artwork Tool is being used to its maximum capacity
- Effectively optimize the companys existing partners through joint promotions and events
- Source local partners for hotel activities
- Identify potential partners for the Area Support Office (ASO) for wider regional activities
- Identify and implement solutions in order to drive revenue through on-line channels and direct purchase influenced by on-line messaging for the hotel.
- Review SEO and SEM, META Search engine programs and Display programs in coordination with ASO
- Review hotel online strategies and assist with online campaigns to ensure correct target market and high ROI.
- Developing online strategies and implementation of online activities for the hotel based on joint property plans and in lieu of Commercial Focus Group or Smart Funding activities.
- Ensure correct content and tools are applied to brand web
- Use Hotel and industry analytics to measure effectives of online initiatives and report to all GM, wider Commercial team and ASO.
- Manage the execution of the companys social media strategy
- Online reputation management for the hotel based on social media and review sites monitoring
- Create and execute frequent promotions on multiple social media channels
- Compose engaging and informative content using appropriate brand voice and best practices on social channels including Facebook, and Instagram for corporate, brand and hotel accounts and LinkedIn for executive profiling for relevant stakeholders.
- Support of content and storytelling within the available brand blogs
