The Cluster Marketing Manager oversees all Marketing Planning & Execution strategies for a cluster of hotels in a specific market (Des Moines, Omaha, & Cedar Rapids). Accountable for the development, management, execution and measurement of all aspects of the marketing/branding strategies to include, but not limited to: Positioning, Marketing Budgets, Social Media, Websites, Advertising, Collateral, and Content. All efforts should be focused on maximizing performance. Success measures include: budget achievement, increasing topline revenue, optimizing expenses and achieving channel/market share objectives.
This role requires regular interaction with the teams at each hotel in the cluster, including but not limited to: Director of Sales, Director of Revenue Management, Director of Finance, and Director of Food & Beverage.
Our ideal candidate is an energetic marketing professional who thrives on creativity and strategic planning. This individual encompasses the following skillsets:
Branding / Positioning
Omni-Channel Marketing Strategy
Storytelling from Data
Ability to Engage Others / Presentation Skills
Project Management
Agency Management
Leadership & People Management
Keys to Success:
Builds a close alignment with on-property, managed marketing, and brand marketing teams.
Successfully develops and executes the strategic and tactical elements of the annual marketing plan and iterative commercial need.
Strong project management skills, with the ability to prioritize multiple projects at once.
Serves as a marketing evangelist - helping to educate property leaders and owners on marketing strategies, tactics, and results (both at a property and enterprise level)
A passion for learning and staying on the cutting edge of new digital strategies, trends and technologies. This may include attending related trade/business events, conferences and workshops.
Highly adaptable to seasonality and shifting priorities .
Marketing and eCommerce Planning & Strategy
Branding & Positioning: Establishes all messaging, positioning and marketing strategies, understanding the impact to business mix, customer, and commercial strategy. Also delivers content and messaging that meets brand standards.
Plan & Budget : Develops strategic marketing plans and establish annual marketing budgets. Marketing plans should be annual, monthly and by segment of deployment inclusive of cost and deployment strategies (traditional, digital, and/or social media) through the review of competitive data, demand analysis and market mix management.
B2B Sales & Catering Marketing Support: Collaborates with the sales leaders to provide marketing support to all sales-impacted market segments, including but not limited to, BT (Business Transient) accounts, GDS, B2B Groups, and Luxury Consortia. Liaison with C&E (Catering & Events) Teams to support menu design and B2B marketing efforts for local and group catering.
On-Property Experiences: Works alongside operations to develop the strategic directon of curated on-property experiences and activations.
Market Research: conducts market-level research, such as SWOT analysis, competive set studies, and paid marketing surveys to test current and/or new service levels and product concepts.
Content & Asset Strategy: Manages the strategic direction on all consumer facing marketing materials, including but not limited to: Website Content, 3 rd Party Sites, Digital & Print Advertising, On-Property & In-Room Collateral, and Sales Tools.
Agency Management: Responsible for the agency vetting process, agency relationship / management, and ensuring agency alignment to the wider strategic plan and goals. Agencies may include a social media agency, creative agency, PR agency, and/or media buying agency.
Reporting : Works closely with Revenue Management to utilize data to make strategic decisions focused on optimizing performance.
Partnerships:
Internal Partnerships: Works with and leverages internal corporate partners including but not limited to Brand Marketing, Managed Marketing Support Team, Regional Leaders, and the eCommerce Consulting Group (ECG).
External Partnerships : Identifies partnership/sponsorship opportunities for joint outreach that align to positioning.
Hotel, Ownership & Corporate Meetings, Presentations and Reports
Prepares for, attends, and presents in strategic stakeholder meetings including but not limited to hotel-level and/or cluster-level strategy meetings, budget meetings, ownership reviews and corporate hotel reviews.
In coordination with Revenue Management, presents out on marketing activity and performance results utilizing supporting data and maintains a forward-looking analysis/plan and strategic direction.
In coordination with Revenue Management, helps prepare marketing activity reports on regular cadence and on an as needed basis.
QUALIFICATION STANDARDS
Education:
Bachelor's Degree required. Emphasis in marketing and/or public relations preferred.
Experience:
3 - 5 years of combined marketing, advertising, and/or ecommerce marketing experience.
Prior experience analyzing marketing and eCommerce reports is preferred.
Prior hotel/travel industry experience preferred, but not required.
What are we looking for?
Since being founded in 1919, Hilton has been a leader in the hospitality industry. Today, Hilton remains a beacon of innovation, quality, and success. This continued leadership is the result of our Team Members staying true to our Vision, Mission, and Values. Specifically, we look for demonstration of these Values:
Hospitality - We're passionate about delivering exceptional guest experiences.
Integrity - We do the right thing, all the time.
Leadership - We're leaders in our industry and in our communities.
Teamwork - We're team players in everything we do.
Ownership - We're the owners of our actions and decisions.
Now - We operate with a sense of urgency and discipline
In addition, we look for the demonstration of the following key attributes:
Quality
Productivity
Dependability
Customer Focus
Adaptability
What will it be like to work for Hilton?
Hilton is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands . Our vision "to fill the earth with the light and warmth of hospitality" unites us as a team to create remarkable hospitality experiences around the world every day. And, our amazing Team Members are at the heart of it all!
