The Director Marketing for Asia oversees the deployment of the marketing strategy for Sofitel, MGallery & Emblems in his/her region and to ensure the operational follow-up of the projets.
He/she ensures the application of the brand promise in the hotels of his/her perimeter. The Director Marketing works in close collaboration with the operational teams of the region. He/she is in charge of sharing with the owners and the hotel’s General Managers the vision of Sofitel, MGallery & Emblems brands.
Missions and responsibilities
Strategic intelligence and market research
- Follow the evolution of the guests’ behaviors and needs
- Conduct a competitive intelligence on the positioning of competitors (experience and communication)
- Carry out market studies to propose action plans and product evolution.
Definition and adaptation of the multi-channel marketing action plan
- Adaptation of global marketing elements to the local environment by integrating all transversal projects (CSR, loyalty, F&B...)
- Knowing the aspirational targets and current clientele in order to create an adapted marketing action plan and ensure the adequacy of marketing actions with the expectations of customers and prospects
- Choose the appropriate communication channels (advertisements, press, media plan, promotional events)
- Manage and deploy the action plan timeline
Steering the customer experience and communication
- Set up global partners at the local level to deliver a unique in-hotel experience
- Have a brand promise in line with our CSR policy
- Create a differentiating customer experience
- Update the content of communication materials
- Create impactful and differentiating brand campaigns
Advice and support owners and GMs
- Federating our owners and GMs to ensure consistency between communication and in-hotel experience
- Support hotels to provide expertise in the design or launch of new products/projects;
- Consistently engage hotel teams in brand projects
- Present marketing plans to owners
Measuring the impact and effectiveness of the resources deployed
- Helping to define objectives and performance KPIs;
- Monitoring key KPIs (brand awareness, brand love, brand perception, RPS...)
- Designing activity dashboards
- Optimize the means implemented according to the results and implement corrective measures if necessary.
Managing external partnerships and negotiating contracts
- Select suppliers and service providers for the guest experience and communication: drafting and launching calls for tender
- Negotiate and follow up on contracts with suppliers and communication agencies.
Budget management
- Negotiate operational budgets
- Present the associated action plan
- Develop, deploy and monitor the execution of operational plans.
Education and Experience
- University education at Bachelor degree (e.g.: marketing, communication, marketing management, commercial strategies)
- Business school
- Professional experience required: Minimum 10 years experience in marketing
Qualification
- Mastery of marketing techniques
- Ability to develop a marketing action plan
- Strong interpersonal skills & ability to federate around the brands
- Excellent verbal and written communication skills
- Good communication skills to motivate and work in a team, coordinate projects
- Ability to negotiate partnership contracts
- Ability to organize and manage several files simultaneously and at different stages of progress
- Excellent analytical and synthesis skills to interpret results, structure the strategy and the different aspects of the marketing plan
- Innovative and creative in order to create original and attractive promotional materials for clients
- Be comfortable with numbers in order to analyze and interpret data
- Languages: fluent English + second language
