Description

Position Summary:

Oversees the planning, implementation, and evaluation of all marketing activities for Balboa Bay Resort and Balboa Bay Club, including, but not limited to, positioning, branding, advertising, digital media, social media and public relations. Creates and implements marketing strategies and tactics that ensure that all marketing activities focus on maintaining the unique positioning of the property and achieving maximum revenue for rooms and revenue centers.

Duties & Responsibilities

Primary Responsibilities/Essential Functions:

1. Develops the properties annual marketing plans and budgets with overall strategy to increase revenues, control expenses, improve positioning, maintain branding standards, and provide a return on investment on marketing spends.
2. Oversees Marketing Coordinator at the Resort & Club who is responsible for the execution of email campaigns, collateral, website updates, events, journalists visit, reputation management, social media, photo shoots, reporting, etc.
3. Work closely with Sales to develop strategies and materials to support the general sales effort as well as specific initiatives.
4. Works with Resort & Club & Apartments departments and related business entities (i.e. spa, dry bar, F&B outlets, retail, rooms division, residences, member relations) to develop and manage promotional programs and creative projects.
5. Works with Revenue Management to develop package and promotions to support rooms revenue goals on a quarterly and year basis. Responsible for generating creative offerings including pop-up events, holiday offerings, community involvement to drive hotel occupancy during need periods.
6. Creates and maintains strategic alliances and community partners with local, national, and other organizations to further increase brand/product awareness. Develops long-term relationships and partnerships by maintaining consistent communications and events. Partnerships typically include local Chambers of Commerce, Visit Newport Beach, area alumni offices, historical societies, key business organizations, top nonprofits, etc.
7. Develops and implements innovative communications, public relations, and media relations programs to increase awareness and present a positive perception of the resort to grow market share, maximize revenue and profitability. Develops media programs and may act as designated company spokesperson with the media to meet property's goals. Coordinates journalists' property visits. Plans and directs the development of all media informational materials, photography, newsletters, and other communications necessary to publicize and promote the property and programs.
8. Monitors customer reviews on all social media sites and oversees responses to all posts in a timely manner to maintain favorable online reputation management. Seeks opportunities to enhance positive customer reviews and post testimonials. Maintains property listings on third party sites. Works with public relations consultants and vendors to promote property.
9. Manages the resort's social media strategy and provides regular communications on all identified social media sites/blogs, including, Facebook, LinkedIn, Instagram, etc. Conducts outreach to key social media influencers to arrange hosted visits and partnerships for favorable coverage of the resort.
10. Manages the relationship with the resort's digital and website agencies and all resort branding to include online ads, PPC campaigns, website, collateral (digital and print), email marketing, CRM, and event programming. Develops separate campaigns for F&B outlets, meetings, and boutique.
11. Ensures a cohesive and up-to-date presence on all digital channels including the Booking Engine, TripAdvisor, Online Travel Agencies and Media platforms.
12. Analyzes requirements of marketing opportunities. Researches and maintains knowledge of market trends, competition, and customers. Provides monthly reporting regarding success of programs.
13. Maintains detailed information about alliances/partnerships and enters data into property's computer systems. Maintains media contacts lists.
14. Attends Business Review Meetings. Acts as an advisor to management by tracking public attitudes and making General Manager/management team aware of the possible consequences of prospective decisions. Travels as needed to meet with partners, alliances, etc. Attends property events and designated trade or media events.
15. Writes monthly BAY WINDOW welcome letter and up to 2 stories.
16. Reporting to work as scheduled (on time and on regular basis) is an essential function of the job.
17. SKILL SET: Must be a strategic thinker, excellent communicator verbally and in written correspondence, a thoughtful delegator, brilliant time manager and be technologically savvy in all electronic marketing vehicles and industry standard software programs.

Other Responsibilities/Supportive Functions:

1. Oversees all photo shoots and on-site filming.
2. Resolves guest complaints within scope of authority, otherwise refers the matter to upper management. Notifies supervisor and/or Security of all unusual events or circumstances.
3. Completes monthly reporting for the resort and presents to ownership. Oversees all photo shoots and on-site Develops branding exercises as requested by the General Manager
4. Past experience in the luxury segment of the hospitality industry preferred.
5. Comprehensive knowledge of marketing and promotion
6. Ability to develop and initiate projects based on strategic objectives.
7. Strong knowledge of design and print production.
8. Agency and vendor management
9. Proficient in Word, Excel, Daylight
10. Ability to work independently and manage multiple projects under pressure.
11. Sense of urgency and accountability
12. Ability to work cohesively with other department leaders and hold team accountable for timely responses and follow-through with tasks.
13. Strong organizational and supervisory skills
14. Excellent teamwork skills
15. Strong problem-solving skills and ability to provide alternatives.

Qualifications

Qualifications (relevant experience, education, and training):

1. High school diploma or general education degree (GED), or equivalent combination of education and experience. Bachelor's degree in public relations, journalism, communications, hospitality, or related field required.
2. Normally requires five or more years of related hospitality marketing experience. Solid experience using multiple social media platforms to market property and respond to guest feedback.
3. Possess a solid knowledge about the culture, attractions and history of the area and property. Awareness of current events and market competition (publicity, packages, events, etc.) Excellent media, community, and business contacts locally, regionally, and nationally. Ability to develop and implement successful marketing strategies. Ability to develop and maintain effective sale processes designed to attain maximum revenue while ensuring adherence to established operating criteria.
4. Completes all required training as scheduled.
5. Must have strong organizational and creative skills to manage projects, edit press releases, create newsletters, prepare e-blasts as well as organize direct mail pieces.
6. Requires ability to determine needs of customers and persuasively present marketing information through verbal face-to-face, written, social media, web telephone interactions. Must be able to create and effectively provide marketing presentations and materials to potential customers. Contacts sometimes contain confidential/sensitive information so requires ability to use discretion. Must demonstrate positive attitude and professional demeanor. Requires strong communication and interpersonal skills and ability to deliver quality presentations to public groups. Requires strong written communication skills and ability to create newsworthy events and successful campaigns.
7. Uses logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems. Must be able to solve problems and remain calm and alert if dealing with difficult guest, during busy activity periods or in an emergency.
8. Requires working knowledge of MS Office applications, Publisher, Photoshop, and ability to learn and use telephone and computer systems used at the property.
9. Due to the cyclical nature of the hospitality industry, Team Members may be required to work varying schedules to reflect the business needs of the property. Work schedules will include working on holidays, weekends, and alternate shifts. Position requires working from property location.
10. Must maintain a clean appearance and professional demeanor.

Special Skills & Abilities/Mental and Physical Demands:

While performing the duties of the job the Team Member regularly sits for sustained periods of time and stands and walks occasionally when working with potential customers to present information and tour the property. The Team Member occasionally grasps objects such as presentation materials. The Team Member occasionally reaches by extending hand(s) and arm(s) in any direction while performing essential functions of the job. The Team Member frequently talks when communicating with current or potential clients and staff. The Team Member frequently needs to hear voices while interacting with potential customers, guests and staff. Many aromas and smells are present in the dining areas. Exerts up to 40 pounds of force occasionally, and/or up to 10 pounds of force constantly to move objects such as sales materials. The Team Member is required to have close visual acuity to operate a computer. The Team Member is required to have visual acuity to determine the accuracy, neatness, and thoroughness of the sales materials and contracts. The Team Member is primarily subject to environmental conditions found working inside. The Team Member is occasionally subject to loud noise (or music) when working in or around the property. The Team Member is occasionally subject to atmospheric condition such as fumes, odors, or dusts. The team member is subject to inside environmental conditions. The noise level is moderate. The team member is subject to hazards which includes proximity to electrical current found in office related equipment. The team member is occasionally subject to atmospheric conditions such as perfumes, odors, or dusts.