What is the job?
The Complex Director of Marketing oversees the creation of direct marketing plans, targeted campaigns, and multi-channel activations designed to increase consumer awareness and preference, grow market share, and expand overall portfolio and brand visibility. The Director ensures all communications are aligned with brand standards, business objectives, and revenue goals while fostering collaboration across departments to deliver measurable results.
Daily tasks and responsibilities
Hotel Marketing & Advertising
- Develops and executes the annual marketing plan in line with the approved budget, in consultation with the Executive Committee (EXCOM) and Operations leaders.
- Partners with Operations, Food & Beverage, and Sales teams to design and implement promotional campaigns targeting in-house guests, driving incremental revenue across all business units.
- Acts as the primary liaison between the hotel and appointed advertising agencies, overseeing creative development and media planning for tactical campaigns, particularly F&B promotions.
- Ensures PR agency deliverables are executed in line with agreed annual retainer scope and timelines.
- Collaborates with Revenue Management to verify accurate offer loading and targeted advertising alignment to relevant consumer segments.
- Oversees execution of email marketing campaigns, digital display advertising, and other performance-driven channels.
- Maintains frequent engagement with the team to ensure alignment, effective pull-through, and two-way communication regarding campaign status, performance evaluation, opportunities, and challenges.
- Verifies all digital advertising content aligns with established brand voice and positioning guidelines.
- Develops and maintains a structured calendar for in-house collateral and promotional materials (e.g., signage, brochures), ensuring relevance and brand consistency.
- Leads repositioning initiatives for the hotel and its outlets when required.
- Conceptualises and executes marketing campaigns for all F&B outlets.
Social Media & Digital Content Management
- Oversees marketing team’s responsible for managing and curating content across all business unit social media platforms.
- Ensures timely updates and active engagement across local digital channels, including the hotel website, travel platforms, and OTAs.
- Develops and executes digital and social media campaigns for F&B, spa and rooms.
- Drives proactive online reputation management by monitoring and responding to guest feedback across social and review platforms, escalating key issues where necessary.
- Ensures all digital content reflects brand standards and supports commercial objectives.
Public Relations & Media Management
- Leads crisis communication planning and execution in coordination with the Complex General Manager and corporate guidelines.
- Develops a quarterly PR plan in collaboration with the appointed PR agency, securing GM approval prior to execution.
- Maintains and updates a comprehensive database of local media contacts, with emphasis on high-impact and relevant influencers.
- Creates and manages an influencer engagement calendar and activation plan.
- Oversees distribution of press releases related to property events, promotions, and outlet initiatives.
- Manages hotel-sponsored events, community and government relations activities, and press engagements.
- Drives impactful PR strategies to secure quality media coverage aligned with communication objectives.
- Reviews and verifies monthly press coverage reports, including online, print, and social media mentions, for internal distribution.
- Coordinates photography and videography for promotional campaigns and brand requirements.
- Acts as the central point of contact for approved photographers, ensuring all imagery (food, amenities, property) complies with brand guidelines and standards, in coordination with UHM.
Direct Marketing & Collateral Development
- Coordinates and oversees production of printed marketing materials for all business units.
- Controls inventory and distribution of marketing collateral, ensuring proper documentation and archiving.
- Supports the production of property displays, F&B promotions, and temporary signage in public areas.
- Manages execution of F&B direct marketing initiatives to drive outlet revenue.
- Ensures all collateral and communication materials comply with brand standards and corporate identity guidelines.
What we expect from you
Leadership & Communication Oversight
- Lead, oversee, and execute all marketing and communications activities across both properties, ensuring strategic alignment and brand consistency.
- Provide guidance and support on communications-related matters as required by the General Manager and Executive Committee.
- Ensure all business unit websites and affiliated digital platforms are regularly updated, accurate, and aligned with brand and commercial objectives.
- Oversee OTA advertising, paid travel listings, and platforms such as Tripadvisor to ensure optimal visibility, content accuracy, and performance.
- Produce and present a comprehensive monthly marketing performance report for each business unit, highlighting campaign results, ROI, insights, and forward strategies.
Professional Standards & Business Alignment
- Demonstrate flexibility in managing evolving business needs and undertake any additional reasonable duties within the scope of the role, as assigned by management.
- Exercise sound judgment, analytical thinking, and strategic perspective when assessing situations and making decisions.
- Maintain a visible leadership presence among guests and colleagues, serving as a role model in professionalism, communication, and brand representation.
- Comply with all reasonable instructions from hierarchical supervisors within appropriate and professional timeframes.
- Support cross-departmental collaboration and, when required, contribute to broader operational initiatives to meet business demands and enhance guest experience.
Human Resources & Training
- Foster a safe, respectful, and inclusive working environment by upholding zero tolerance for harassment or discrimination. Promptly report any incidents to the appropriate leader or Human Resources and ensure that all concerns are handled confidentially, fairly, and without delay.
- Promote a culture of mutual respect and inclusivity, demonstrating sensitivity and professionalism when engaging with guests and colleagues from diverse cultural backgrounds.
- Lead by example in maintaining the highest standards of conduct, ethics, and professional integrity in alignment with company values and brand standards.
- Actively participate in, and where applicable facilitate, required trainings, meetings, and development initiatives to support continuous professional growth and organizational effectiveness.
- Support the development and mentoring of team members, encouraging learning opportunities and knowledge sharing within the department.
General Tasks & Miscellaneous
Sustainability & Environmental Responsibility
- Establish, demonstrate awareness and understanding of the properties’ commitment to sustainable development.
- Actively support and promote the hotel’s sustainability initiatives and environmental objectives. Contribute to environmentally responsible practices, including but not limited to:
- Switching off lights, equipment, and appliances when not in use.
- Avoiding unnecessary water consumption.
- Reducing paper usage (e.g., double-sided printing, minimising unnecessary printing, avoiding printing emails where possible).
- Encourage the marketing and communications team to integrate sustainability messaging into brand storytelling and guest communications where appropriate.
Physical Aspects of the Position
- For operational responsibilities, the role may require extended periods of standing and walking, occasional kneeling, pushing, pulling, and ascending or descending stairs or ramps, as well as occasional lifting and carrying of materials up to 20 lbs (e.g., during events, activations, or site inspections).
- For office-based responsibilities, prolonged sitting may be required. The incumbent is encouraged to take regular movement breaks to maintain ergonomic health and prevent postural strain.
- Participation in on-site events, photoshoots, media engagements, and property activations may require mobility across various areas of the hotel.
Confidentiality
- Ensure the confidentiality, integrity, and secure storage of all intellectual property, databases, marketing strategies, financial data, and operational information, whether in hard copy or electronic format.
- Adhere strictly to UHM’s policies relating to information security, including the Internet and Email usage policies.
- Safeguard all hotel, guest, customer, partner, and colleague information, ensuring that sensitive data and transactions remain confidential during employment and after separation from the company.
- Exercise discretion when handling commercially sensitive information, including marketing plans,
campaign performance data, media agreements, contracts, and proprietary brand materials. - Ensure that access to confidential information is limited to authorised personnel and used solely
for legitimate business purposes.
Job qualifications
- Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
- Minimum of 10 years of progressive experience in marketing, preferably within hospitality or multi unit environments.
- Demonstrated experience in developing, implementing, and evaluating comprehensive marketing plans and integrated campaigns.
- Strong expertise in digital marketing, online distribution channels, and social media strategy.
- Proven experience with marketing automation platforms, CRM systems, and performance analytics tools.
- Established relationships with press, media, and influencer networks is highly desirable.
- Exceptional written and verbal communication skills, with the ability to craft compelling brand narratives.
- Strong project management capabilities with the ability to manage multiple priorities, meet deadlines, and lead cross-functional initiatives.
- Analytical and metrics-driven mindset, combined with a strong sense of creativity and brand aesthetics.
- Master’s degree in Marketing, Business, or a related discipline is an advantage.