JOB SUMMARY
The Senior Vice President, Sales & Marketing is a key member of the Executive Committee and Management Team, having primary responsibility for leading all marketing, branding, loyalty, revenue and distribution services for Capella Hotel Group – comprising all managed Capella Hotels and Resorts and Patina Hotels & Resorts globally.
Responsibilities include increasing market share and improving brand awareness through driving innovative and integrated marketing initiatives in partnership with the Executive Committee, Management Team and Hotel Teams.
THE ROLE
Primary Responsibilities:
- Provide strategic Sales and Marketing leadership to ensure that the group achieves profitable revenue growth, increases market share, improves distribution contribution and builds a sustainable industry leadership position.
- Leads the Group’s Sales and Marketing team including Revenue, Sales, Distribution, Loyalty, Online Marketing, Brands and Social Media.
- Strategically plans the Group’s marketing strategy to maximise market share and revenue growth through meeting the commercial needs of the business.
- Fully uphold the Group’s branding strategies in conjunction with brand management, assisting General Managers and Directors of Sales & Marketing with internal and external branding initiatives in line with the overall brand strategy.
- To actively participate in the Group and Hotels’ Business Plan Process and partners with Area Operations in developing their strategic marketing and business directions.
- Manages the Group Marketing Fund budget to the strategic marketing plan with quarterly reviews and remedial action as required to meet the budget expectations.
- Represents the Customer in all aspects of the Group’s plans and initiatives.
- Works with the Area and Hotel operations leaders to ensure revenue maximisation plans are aligned to the Group’s marketing strategies.
- To be a "spring board" mentor, providing advice and counsel to the hotel General Managers and Directors of Sales & Marketing.
- Develops and implements marketing partnerships in key source markets to achieve greater brand awareness and revenue contributions.
- Manages the Guest Feedback systems including Social ie. Revinate and Guest direct ie Market Matrix and provides management with trends and analysis to support operational development of services and product quality.
- Supports the Growth and Development team by developing the brand value proposition to potential owners as well as participating in feasibility studies and/or development projects.
- Provide "Owner Liaison" as directed by the Group’s Executive Committee to provide owners with brands commercial strategies and contribution to their hotels profitability.
- Builds relationships with key stakeholders and industry partners and peers to increase impact and influence.
- Ensures the Group’s Vision, Purpose and Values are embedded in the Sales and Marketing team’s behaviour and communication.
- Maintains Sales and Marketing Standard Operating Procedures (SOP) and Policies, Creates, approves and issues updates or new standard operating procedures and policies as required.
- Authority as provided in the Delegation of Authority policy or as assigned from time to time by the President.
- Advise the President and other members of the Executive Committee and Management Team on marketing strategic direction, competitors’ activity, branding and market trends, including e-marketing, distribution and social media.
- Plans and builds marketing and distribution systems as required for developing needs and technological advancements.
Strategic Marketing
- Be the author and gatekeeper of the company’s Strategic Marketing and Business plans
- Manage the development of all distribution Channels.
- Develop the companies e-commerce business capabilities
- Develop suitable business and distribution partnerships to support the brand’s growth.
- Drives the brand’s consumer and intermediary communications strategy.
- Completes an Annual Sales and Marketing Strategic Business Plan Revenue and Business Plan to support the brands key metrics.
- Assist in the development of Hotel Revenue Plans in conjunction with the hotel DOSM for all source markets and position the hotels commensurate with brand standards
- Ensure that systems and methods are in place to measure the effectiveness of advertising and promotional activities and results are evaluated to refine and redirect efforts as appropriate.
- Lead company efforts to identify, negotiate and develop strategic alliances to build and expand brand awareness, revenue generation and new business opportunities.
Sales
- Initiate and foster a commercial Sales Culture throughout the company. and to direct and execute Sales Planning and development across the hotels to ensure the hotels and all other sales resources are highly focused, accountable and working to a Strategic Sales Management Strategy
- Establish room night (REVPAR / revenue goals for hotels and any GSA and GSOs and a system of measurement and to take functional responsibility for the achievement of same.
- Represent the company at travel and related industry meetings and trade shows
Development
- Conduct marketing research activities including situation analyses, market studies, feasibility studies, competitive analyses using both primary and secondary market research to benchmark the company’s position, progress and success in achieving established service and performance targets.
- Maintain accurate and comprehensive competitive intelligence by developing cultivating good relationships with senior executives from other hotels, industry contacts and key customers.
Budgetary
- Establish all goals – financial, competitive and fiscal and to establish a system of monitoring the same. To take responsibility for the health and well-being of all company wide Sales and Marketing related goals and targets.
- Provide senior management with remedial actions as necessary to remain within acceptable budgetary standards.
Administrative
- Audit hotels according to brand standards and S&M policies and provide audit reports to GMs and the President.
- Establish systems and procedures where they don’t exist.
- Document and enforce CHG’s Sales and Marketing Best Practices.
TALENT PROFILE
Qualification
Bachelor’s degree in Business/preferably Sales, Marketing, Business Management
Work Experience
Strong marketing, brand management and sales experience that has been demonstrated in leadership / management roles over a minimum of 10 – 15 years.
A proven track record of developing and effectively implementing sales strategies, business plans, forecasts and budgets, and achieving sales results.
Proven organisational design and process skills and be capable of re-orienting or changing the sales business units to optimise market conditions, acquire new customers and increase market share.
In-depth knowledge and experience implementing marketing strategies and implementation.
Excellent proficiency and command of English
Technical Skills
Experience in creating and sustaining strong profitability and business results.
Experience implementing total rewards administration platforms
A developer of people through coaching and mentoring
Strong financial and commercial acumen, strategic thinker
Appreciation of developing social media and business impact
