Content and Online Marketing:
· Guide the hotel on best practices in content and online marketing. Manage the coordination of content efforts across platforms.
· Evaluate the effectiveness of existing content strategies and make recommendations for optimizations.
· Direct and manage branded shoots giving creative direction to maximize outcomes.
· Enhance the hotel’s online presence with an emphasis on creating unique and engaging content.
· Ensure that the hotel’s websites are continually optimized using current best practices for SEO.
· Direct, manage and assist in-house team members and agencies in the development and implementation of online marketing programs, websites, social media, SEO, content, public relations and related programs
· Oversee the development of creative materials, online and offline, working with property staff and agencies on the design and creation of these materials, to support both corporate and property marketing goals. Conduct, track and report on the impact of these materials for the hotel and its revenue generating outlets.
· Manage promotional packages/campaigns including requesting creative, drafting the communication plan, and sending a marketing recap once completed.
· Maintains and stores a chronological order of media library and electronic files of all advertising materials by property and activity.
Social Media, Brand Reputation and Reviews Management:
· Manages in-house team members and agency partners, providing guidance and oversight to effectively implement social media, reviews, and influencer programs.
· Develop and execute organic and paid social media strategies in collaboration with in-house team members and agency partners.
· Oversee the development of social media content calendars.
· Strategize, oversee, monitor and optimize key performance indicators to ensure social media and reviews sites goals are met and exceeded.
· Review and analyze social media reports to drive improved content and social marketing initiatives and decisions. Recommend changes and new reporting based on changes in technology, social networks and other areas in conjunction with changing business needs.
· Stay updated on social media trends, audience engagement strategies, review platform updates, options and best practices.
· Continually manage and monitor social media accounts, ensuring imagery and copy is consistent with the identity and positioning of the hotel.
· Responsible for oversight of influencer and content creator relations management. Manages influencer and content creator vetting and approval ensuring adherence to corporate policies, security protocols, reputational management guidelines and regulatory risk and compliance. Lead a strategic and integrated influencer marketing program that aligns with brand values, credibly engages consumers, and maximizes campaign effectiveness. Provides guidance and direction to in-house team members and agencies ensuring successful programs in alignment with corporate and brand objectives.
· For online travel and review websites, monitor trends, online media, brand reputation and ensure management responds accordingly.
· As needed, manage issues and crisis topics for the hotel on social media, in reviews, and in influencer and content creator relations. Works with property and corporate stakeholders on issues and crisis management topics/tactics to ensure a positive online reputation for the property and its revenue generating outlets.
Public Relations:
· Oversee in-house team members and agency partners in the development of public relations strategies, initiatives and programs that proactively build brand affinity, drive consideration and reinforce brand identity and positioning.
· Oversee the creation of media materials including key messages, statements, talking points, briefings, FAQs, press releases, etc.
· Cultivate and maintain strong relationships with national, regional and trade media outlets, journalists, analysts and influencers, fostering opportunities for impactful storytelling, brand advocacy while amplifying presence and messaging in the media.
· Provide guidance, information and approve messaging in a timely manner as requested.
· Work with hotel to create forward-looking identity statements that will be utilized to drive messaging through online, social media, PR, and collateral.
· Monitor media coverage, analyze and report findings in accordance with strategies and KPIs.
Vendor and Partnership Management:
· Lead and mentor the in-house team members and agency partners fostering a supportive environment for development.
· Manage relationships with key vendors/agencies, optimizing partnerships to meet business needs.
· Identify and build partnerships with complementary brands to increase visibility, amplify key brand tenets, and ensure breakthrough communications.
· Seek out and develop relationships with new vendors to support campaign execution and enhanced creative capabilities.
· Continuously assess brand needs and build out necessary expertise through in-house or vendor partners.
· Serve as a central liaison among cross-functional teams to ensure seamless communication and collaboration.
