Groot Hospitality

DEPARTMENT: Sales

REPORTS TO: General Manager / Area Director of Sales and Marketing

STATUS: Exempt

JOB SUMMARY

The Hotel Marketing, Activations, and Programming Manager is accountable for conceiving, executing, and overseeing a diverse array of marketing initiatives spanning digital marketing, social media, public relations, creative services, website administration, partnerships, and email marketing, all aimed at achieving exceptional outcomes. This role demands close collaboration with key departmental leaders to craft innovative collateral, seasonal packages, and programming. A paramount objective is to conceptualize distinctive activations and cultivate partnerships with both internal and external stakeholders, elevating the guest experience across the property.

A central focus of this role is to construct and manage marketing strategies that align with organizational goals and elevate the hotel’s brand perception. This entails analyzing customer feedback, market dynamics, and competitive landscapes to formulate effective marketing strategies. Furthermore, the Marketing, Activations, and Programming Manager will play a pivotal role in coordinating and executing all marketing, advertising, promotional endeavors, and social media campaigns.

QUALIFICATION STANDARDS

• Education: A bachelor’s degree in Marketing, Business Administration, Hospitality Management, or a related field is required. An advanced degree or relevant certifications would be advantageous.
• Experience: A minimum of 6-8 years of progressively responsible marketing experience within the hospitality industry, including at least 3-5 years in a leadership role such as Sales Manager, Marketing Manager, or similar. Proven experience in hotel marketing is essential.
• Must have a valid driver’s license in the applicable state.
• Must be skilled in Delphi, Opera, Microsoft Suite and Company approved spreadsheets and word processing.

PHYSICAL REQUIREMENTS

• Long hours, evening and weekend work sometimes required.
• Light work – Exerting up to 30 pounds of force occasionally, and/or up to 20 pounds of force frequently or constantly to lift, carry, push, pull or otherwise move objects

GENERAL REQUIREMENTS

• Strategic Vision: Demonstrated ability to develop and execute comprehensive marketing strategies that align with the hotel’s business objectives and drive revenue growth. This includes experience with market analysis, segmentation, and trend identification.
• Team Leadership: Strong leadership skills with a track record of effectively managing and inspiring marketing teams. Ability to foster collaboration, mentor staff, and promote a high-performance culture.
• Multi-channel Expertise: Proficiency in managing diverse marketing channels including digital marketing, social media, PR, creative services, and partnerships. Experience with both online and offline marketing strategies is essential.
• Guest Experience Focus: A history of creating and implementing marketing initiatives that enhance the guest experience and foster loyalty. Demonstrated ability to create unique guest activations and partnerships that set the hotel apart.
• Data-Driven Approach: Proven experience in utilizing data analytics to make informed marketing decisions, measure campaign effectiveness, and optimize strategies for improved outcomes.
• Communication Skills: Excellent verbal and written communication skills. Ability to craft compelling marketing narratives and collaborate effectively with internal and external stakeholders.
• Innovation: A track record of embracing innovation and staying current with industry trends, emerging technologies, and evolving marketing practices within the hospitality sector.
• Financial Acumen: Strong understanding of budgeting, forecasting, and financial management related to marketing initiatives. Ability to manage marketing budgets effectively and ensure a positive return on investment.
• Organizational Agility: Demonstrated ability to work within a complex organizational structure, collaborate with cross-functional teams, and influence decision-making at an executive level.
• Adaptability: Capacity to thrive in a dynamic, fast-paced environment where priorities may shift. Ability to remain flexible and resilient in the face of changing market conditions.
• Ethical Conduct: Upholding the highest standards of ethical behavior and professionalism in all marketing activities, in alignment with the hotel’s values and industry regulations.
• Networking: A well-established network within the hospitality industry, including connections with media, potential partners, and other relevant stakeholders.

RESPONSIBILITIES

Marketing Strategy and Agency Management:

• Oversee the hotel’s social media agency, guiding content calendars, influencer stays, and social advertising strategies.
• Manage the PR agency to establish hotel talking points, arrange media interviews, and provide innovative information for ongoing and seasonal news opportunities.
• Collaborate with the Design team to create branded materials and hotel content, encompassing items like signage, key cards, in-room TV content, and hotel collateral.
• Manage all in-hotel messaging for guests, including front desk signage, in-room collateral, entertainment guides, on-hold messages, and in-room videos.

Partnerships and Collaborations:

• Foster strategic marketing partnerships, promotions, and programs with local businesses, music, arts, fashion, and design entities to elevate the brand and guest experience.
• Identify and engage co-marketing companies that align with the hotel’s brand to initiate buzz-generating programs or events.
• Develop and curate unique lifestyle programming in coordination with the hotel operations team, suitable for PR articles and social media content.

Digital Marketing and Collaboration:

• Work alongside the Head of Ecommerce and Director of Revenue to manage the hotel’s digital marketing agency, email marketing, paid search budgets, and monthly reporting.
• Collaborate with various departments, including Operations, F&B, and Sales, to execute promotions and campaigns targeting in-house guests, local customers, and loyal patrons.

Event Management and Compliance:

• Organize special events designed to generate press coverage and PR visibility.
• Ensure compliance with Marketing and Brand Standards within the hotel environment.
• Manage brand agencies for additional collateral design, printing, and promotional needs.

Internal Communication and Reporting:

• Attend Manager Meetings to effectively communicate strategies, tactics, and measurable outcomes to the hotel team.
• Implement regular tracking mechanisms to evaluate the results of initiatives.
• Supervise PR agencies daily, ensuring timely execution of objectives, strategies, and roadmaps.

Groot Hospitality

Groot Hospitality employs team members who demonstrate a passion for hospitality and dedication to company values and customer service. We are a diverse organization that provides the opportunity to excel in a fast paced multicultural environment. We are always looking for passionate people who will embrace our belief of hospitality, company growth and customer experience. Our commitment to diversity, teamwork, and integrity are indicative of the service we provide to our guests. We offer career opportunities with work/life balances, as well as a rewarding career experience.

JOB SUMMARY

The Hotel Director of Sales and Marketing is responsible for directing, coordinating, training and supervising the Sales Managers, Catering Manager(s) and Sales/Catering Administrators/Coordinators/Administrative Assistants in all sales-related activities, including direct sales efforts, follow-up and proper sales administration. He/she is also responsible for growing existing accounts and generating new business to ensure that Room revenues and Catering revenues meet or exceed budget in order to maximize revenue and profits, and to improve the hotel’s performance in the marketplace.

QUALIFICATION STANDARDS

Education & Experience:

· At least 6 years of progressive hotel sales experience; or a 4-year college degree and at least 3 years of related experience; or a 2-year college degree and at least 5 years of hotel sales experience.

· Supervisory experience required.

· Must have a driver’s license in the applicable state.

· Must be proficient in Windows, Company approved spreadsheets and word processing.

Physical requirements:

· Long hours sometimes required.

· Light work – Exerting up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently or constantly to lift, carry, push, pull or otherwise move objects.

General Requirements

· Must be able to effectively communicate both verbally and written with all level of employees and guests in an attentive, friendly, courteous and service oriented manner.

· Must be effective at listening to, understanding, and clarifying concerns raised by employees and guests.

· Must be able to multitask and prioritize departmental functions to meet deadlines.

· Approach all encounters with guests and employees in an attentive, friendly, courteous and service-oriented manner.

· Attend all hotel required meetings and trainings.

· Participate in M.O.D. coverage as required.

· Maintain regular attendance in compliance with Highgate Hotel Standards, as required by scheduling, which will vary according to the needs of the hotel.

· Maintain high standards of personal appearance and grooming, which include wearing nametags.

· Comply with Highgate Hotel Standards and regulations to encourage safe and efficient hotel operations.

· Maximize efforts towards productivity, identify problem areas and assist in implementing solutions.

· Must be effective in handling problems, including anticipating, preventing, identifying and solving problems as necessary.

· Must be able to understand and evaluate complex information, data, etc. from various sources to meet appropriate objectives.

· Must be able to maintain confidentiality of information.

· Perform other duties as requested by management.

DUTIES & FUNCTIONS

· Supervise, administer and ensure timely completion of all activities of the Sales Department.

· Develop a full working knowledge of the operations of the hotel, including Food and Beverage, Guest Services and Reservations.

· Develop a complete knowledge of company sales policies and SOP’s, and ensure knowledge of and adherence to those policies by the sales team.

· Develop and maintain market awareness to ensure ability to predict revenue opportunities and set proactive strategies.

· Meet or exceed set goals

· Operate the Sales Department within established sales expense budget.

· Participate in required M.O.D. and Saturday office coverage as schedule

· Be responsible for developing a Manager in Development (MID or DOSID) as assigned by the Corporate including sign-off on all competencies, and assist in his/her placement.

· Coordinate group, transient and catering bookings to maximize profits.

· Initiate and follow up on leads.

· Maintain and participate in an active sales solicitation program.

· Monitor production of all top accounts and evaluate trends within your market and ensure that the Sales Team is held accountable for those accounts within their respective territories.

· Coordinate all non-group transient sales and catering solicitations to maximize overall profits.

· Administer training in the Sales and Catering departments, according to Highgate Hotel standards.

· Assist in the preparation of required reports in a timely manner.

· Conduct weekly sales meetings according to Highgate Hotel standards.

· Develop quarterly KRA’s, and review the KRA process with the Sales and Catering Team to ensure that deadlines are met.

· Conduct daily Highgate Hotel Business Review (HHBR) meeting with Sales and Catering, operations staff and General Manager.

· Be familiar with all Highgate Hotel sales policies and selling techniques with an emphasis on maximizing occupancy, Average Daily Rate (ADR) and Banquet and Catering revenues.

· Conduct all Sales and Catering Team Performance Appraisals according to Highgate Hotel SOP’s.

· Motivate, coach, counsel and discipline all Sales and Catering department personnel according to Highgate Hotel SOP’s.

· Review meeting planner evaluations as received to ensure that any problems are rectified.

· Conduct a professional, thorough site inspection of the hotel with clients, exhibiting key features and benefits of the property, and ensure that all Sales Managers conduct thorough site inspections.

· Develop strategies to increase share from competitors when the hotel revenue penetration goals are not being met.

· Use your property’s computerized sales management system to manage the hotel’s business, including (but not limited to) generating reports, entering business, blocking space and building accounts.

· Monitor the Sales incentive plans and ensure that Sales staff can explain their potential earnings and benefits, and assist in ensuring that incentives are processed and paid according to the specified time period for each plan.

· Ensure that Sales and Catering Managers are planning and executing sales trips as outlined in quarterly Key Result Areas (KRA’s) and in the Sales budget, including preplanning, setting appointments and executing sales calls.

· Coordinate the preparation of complete and accurate end-of-month reports, according to Highgate Hotel SOP’s. Ensure that Sales Managers can explain the importance and components of the report.

· Coordinate preparation of the annual revenue budget.

· Coordinate preparation of the annual Marketing Plan.

· Coordinate and direct preparation of the monthly Rooms revenue reforecast for the current and upcoming months and assist in ensuring accuracy within 5% margin of error.

DUTIES & FUNCTIONS cont’d

· Meet and greet onsite contacts.

· Abide by Prime Selling Time (PST) and ensure that the Sales Team does the same.

· Understand all GDS systems.

· Understand ISIS.

· Understand loading rates into ISIS/GDS. M

· Develop networking opportunities through active participation in community and professional associations activities and events

· Entertain clients.

· React to negative trends in the market place by implementing blitzes or promotions.

· Handle inquiries as part of Inquiry Day Program.

Groot Hospitality

Groot Hospitality employs team members who demonstrate a passion for hospitality and dedication to company values and customer service. We are a diverse organization that provides the opportunity to excel in a fast-paced multicultural environment. We are always looking for passionate people who will embrace our belief in hospitality, company growth, and customer experience. Our commitment to diversity, teamwork, and integrity are indicative of the service we provide to our guests. We offer career opportunities with work/life balances, as well as a rewarding career experience.

Job Title: Restaurant Social Media Manager

Department: Marketing (Corporate) Job Level: Manager

Job Description: This position requires a skilled and versatile social media marketer who will be responsible for managing, coordinating, and overseeing the Groot Hospitality restaurant brand channels. This individual will be responsible for driving new and innovative content across our applicable social media verticals such as Facebook, Instagram, Tik Tok, etc. The responsibilities include but are not limited to overseeing photoshoots, facilitating/creating engaging content, tracking & analyzing data, influencer outreach, and on-site content curation. To be successful in this role, one should have hands-on experience with social media, photoshoots, influencer marketing, interpersonal communication skills, and the ability to conceptualize and create engaging content.

Responsibilities:

• Manage and maintain restaurant social media channels (i.e., FB, IG, Tik Tok, Twitter, & LinkedIn)
• Schedule, execute, and conduct all applicable culinary photo & video shoots with team.
• Work with social/operations teams to plan and coordinate photoshoots (i.e. Seasonal, F&B, Lifestyle)
• Oversee community management for designated channels.
• Plan and post weekly social assets daily.
• Deploy successful social media campaigns and own their implementation from ideation to execution.
• Oversee and work weekly with direct supervisor i.e. Senior Social Media Manager for all graphic, feed and asset requirements.
• Produce and deliver content that can be used across multi-channels
• Align on upcoming holidays (traditional/social) to create original and engaging content
• Develop strategies and tactics to get the word out about our company and drive qualified traffic to our front door.
• Create F&B photoshoot shot lists, mood boards, and provide general directions
• Capture/Curate content that can be used across different media verticals (i.e. Social, Web, Print, Etc.)
• Track and analyze the growth of actively managed social media channels
• Oversee and create engaging on-site live coverage from restaurant events and activations
• Coordinate with onsite photo/video teams to ensure the best possible content
• Brainstorm and research new social initiatives, brand partners and ideas for in-feed and stories
• Create on-going and original content for Instagram Stories and Reels
• Communicate and provide needed content to marketing managers for in-house PR agency
• Work hand in hand with Digital Marketing Manager for all content related needs for campaigns.
• Working odd hours throughout the year i.e. Holiday’s, Festivals, Pop Up Events, and other locally driven events.

Requirements:

• Proven work history in Social Media Manager related role in Hospitality & Entertainment. Preferably 3-5 years of experience.
• Demonstrable experience in marketing together with the potential and attitude required to learn.
• Previous experience conducting and managing restaurant photoshoots
• Effective Team Player & Collaborator.
• A sense of aesthetics and a love for great copy and witty communication.
• BSc/MSc degree in Marketing or related field.

Groot Hospitality