Head of Marketing

Key Responsibilities

A. Group Marketing Strategy

• Develop and implement the annual Group Marketing strategy aligned with business and revenue objectives.
• Create property-wise marketing plans based on market positioning, target segments and commercial priorities.
• Establish clear marketing calendars for all hotels, restaurants, banquets, events and other business verticals.
• Develop strategies for new hotel openings, repositioning and market penetration.
• Ensure consistency in brand identity, communication and customer experience across all properties.

B. Brand Management

• Own and strengthen the overall brand positioning of the hotel group.
• Develop brand guidelines and ensure adherence across all properties and communication channels.
• Manage brand campaigns, corporate communication and destination positioning.
• Identify opportunities for brand partnerships, collaborations and strategic alliances.
• Monitor competitor positioning and recommend initiatives to strengthen market differentiation.

C. Digital Marketing & Performance Marketing

• Lead the Group's digital marketing strategy across website, social media, search, OTA and other relevant channels.
• Drive performance marketing campaigns focused on direct bookings, revenue, lead generation and customer acquisition.
• Optimize SEO, SEM, social media and digital advertising initiatives.
• Ensure effective management of hotel websites, landing pages and digital content.
• Track digital performance through analytics and dashboards and continuously optimize campaigns.

D. Revenue & Commercial Marketing

• Work closely with Revenue Management and Sales to develop campaigns that generate measurable revenue.
• Create demand-generation campaigns for high-demand and low-demand periods.
• Support ADR, occupancy, RevPAR and F&B revenue objectives through targeted marketing initiatives.
• Develop promotional packages, seasonal campaigns, stay offers and experience-led products.
• Measure marketing contribution to room revenue, F&B revenue, banquet revenue and overall profitability.

E. Social Media & Content

• Develop the Group's social media strategy and content calendar.
• Ensure high-quality photography, videography, storytelling and creative content.
• Build engagement and community across relevant platforms.
• Monitor social media sentiment and ensure timely responses to customer feedback.
• Leverage influencers, creators and relevant brand partnerships where commercially viable.

F. Public Relations & Communications

• Lead corporate PR and media relations for the Group.
• Develop relationships with journalists, travel media, influencers and relevant industry platforms.
• Manage press releases, media campaigns, interviews and brand announcements.
• Support crisis communication and reputation management.
• Position the Group's leadership, hotels and achievements positively in the market.

G. F&B, Banquets & Events Marketing

• Develop marketing strategies for restaurants, bars, banquets, weddings, outdoor catering and events.
• Create campaigns to increase footfall, covers, average spend and event enquiries.
• Support property teams in developing local-area marketing initiatives.
• Develop partnerships with corporates, institutions, wedding planners and event agencies.

H. Customer Acquisition & Loyalty

• Develop customer acquisition and retention strategies.
• Build customer databases and support CRM initiatives.
• Drive repeat business through targeted campaigns and personalized communication.
• Analyze customer behavior, preferences and booking patterns to improve marketing effectiveness.
• Support development of loyalty and membership programs.

I. Market Intelligence & Competitor Analysis

• Conduct regular competitor and market analysis.
• Track competitor pricing, campaigns, positioning, digital presence and customer sentiment.
• Identify emerging hospitality and consumer trends.
• Convert market intelligence into actionable marketing strategies.

J. Marketing Budget & ROI

• Prepare and manage the annual Group Marketing budget.
• Ensure optimum utilization of marketing spends.
• Establish ROI benchmarks for major campaigns and marketing channels.
• Monitor cost per acquisition, ROAS, lead conversion and revenue contribution.
• Ensure marketing expenditure is aligned with approved budgets and business priorities.

K. Property Marketing Governance

• Establish standard marketing processes, approval mechanisms and reporting formats across all units.
• Review property-level marketing plans and performance regularly.
• Guide GMs and property marketing teams on strategic campaigns.
• Ensure all marketing activities are aligned with Group brand standards.

L. Team Leadership

• Lead, mentor and develop the Group Marketing team.
• Build specialized capabilities across digital marketing, content, PR, design and performance marketing.
• Set clear KRAs, KPIs and accountability mechanisms.
• Identify talent requirements and build a strong marketing organization to support the Group's expansion.