Director of Sales and Marketing

The Director of Sales & Marketing has direct oversight of the Sales and Marketing operation of the hotel. The DOSM has responsibility of the Sales and Marketing budget and financial statement as it relates to revenue achievement and departmental expense controls, revenue forecasting, advertising, marketing, developing and writing business plans, and ownership meetings. Additional responsibilities include the recruitment, hiring and the accountability of the sales staff, training, managing and coaching sales managers in their selling process in order to meet company goals and maximize hotel revenues. Must be proficient in general computer knowledge and able to train and monitor both the group and transient contractual agreement process, quoting rates, sending referrals, setting traces, and the management of retention, reactivation, and acquisition accounts.

Director of Sales & Marketing Responsibilities Summary

• Executive level position responsible for the success of the business. Work in conjunction with the GM, and senior management team to manage the hotel and ensure its welfare.

• Develop annual budget and marketing plan to include top line Room, F&B, Catering and Miscellaneous revenues. Plan expenses required in the sales, marketing, catering, F&B, and miscellaneous to produce the required operating revenues.

• Serve as a lead ambassador to the community and client markets to maximize revenue and promote and protect the reputation of the property.

• Ensures sales and marketing departmental standards are properly documented, and an ongoing learning program and training and support are available.

• Monitor the local market and competitor properties to assess rate positioning and promotional strategies.

Position Requirements

Sales • Serve as the hotel's principal sales representative.

• Create and manage business acquisition strategies, tactics, and goals for all sales related personnel.

• Oversee and lead the client/account development process. Ensure proper set-up of customer accounts for individual and group segments in the sales automation system.

• Develop weekly prospecting and client outreach program and track effort and results.

• Identify and negotiate contracts with desirable annual volume accounts.

• Work with Revenue/Reservations Manager to properly block rooms, meetings and F&B affiliated with groups and catering events in the PMS diary module.

• Establish room rates and room package prices and determine desired pricing tier versus the competition.

• Examine STR reports weekly/monthly to determine market share penetration indexes. Utilize information to manage rate offerings.

• Serve as property management contact to On-Line Travel Agencies, Travel Consortia, direct booking sources and independent retail agencies.

• Responsibility for revenue management systems and function in conjunction with Revenue/Reservations Manager. Ensure high yielding rates during demand periods and attractive capture rate pricing for need periods.

• Track and analyze inbound business volume, capture data statistics and implement training and sales techniques to maximize conversion of leads and inquiries.

• Monitor efficiency and effectiveness of Sales and Marketing related IT systems PMS, CRS, CRM, Revenue Management, Reservations, and Sales Automation Systems.

• Manage City-Wide block procurement and contracting to ensure proper level of rooms at the hotel to maximize all room segments. Serve as liaison to the local Convention and Visitors Bureaus and to Convention Housing Authorities.

• Must have the ability to direct a team to achieve desired results.

• Must be able to set goals for or in collaboration with sales team members and then be able to hold the team member to those goals.

Marketing:

• Responsible for managing all hotel sales, catering, reservations and marketing related third party supplier services and agencies. (IE. Digital, Advertising, Public Relations, IT)
• Manage all on-line digital optimization and search functions including SEO, SEM, PPC, content listings, meta search, and search words efficiency.

• Responsible for overseeing on-line promotional campaigns, advertisements, video popups, and promotions through social media and key lifestyle and consumer websites. Serve as point person to digital, advertising, and public relations functions.

• Oversee the content, rates and operating efficiency of the internet website and mobile application.

• Responsible for property collateral (electronic and printed) to include fact sheets, landing pages, contracts, menus, diagrams, and photography/video.

• Manage the hotel's Public Relations function be it in house, via a third party or a combination of both.

• Manage hotel and restaurant business content in social media, local/national resource directories, tourism websites, OTA's, Consortia websites, Global Distribution Systems, and City -Wide convention housing sites.

• Analyze response and revenue return on investment (ROI) from marketing campaigns and recommend future actions based on results.

• Responsible (with GM) for the hotel's reputation management and response to customer complements via on-line social feedback sites such as Facebook, Instagram, Expedia, Google, TripAdvisor, Yelp and Open table.

Minimum Education/Experience Requirements:

• Must have a High School Diploma or its equivalent.

• Bachelor or Associate Degree in Management desirable.

• Must have at least two years or prior experience in hotel sales and/or hotel catering department.

• Must have the ability to communicate effectively with sales staff personnel and clients.

• Must have an outgoing, enthusiastic personality.

• Must have professional business attitude and appearance