Director of Sales & Marketing
Timber Cove Resort
Jenner, California, USA
Job Description
The DOSM is responsible for planning, development and implementation of all of the sales and marketing strategies, marketing communications, and public relations activities, both external and internal for the hotel. The DOSM oversees development and implementation of support materials and services for marketing, communications and public relations. Directs the efforts of the marketing, communications and public relations service providers and coordinates at the strategic and tactical levels with the other functions of the Resort.
Primary Relationships
The position reports to the General Manager and serves as a member of the Hotel’s Executive Committee.
This position participates with Owners, Management Company and Hotel Executive Committee in charting the direction of the Hotel, assuring its accountability to all constituencies, and ensuring its effective operation.
Within the Resort, the position has primary working relationships with the Sales Team, Department Heads, General Manager, Executive Committee, Marketing/Communications/P.R. service providers.
Principle Accountabilities
Sales
Manage the sales team to achieve budgeted group, transient and catering revenues for current year, along with future year pre-booking goals.
All Resort marketing, communications and public relations activities and materials including publications, media relations, client acquisition and so forth.
Required:
Demonstrated skills, knowledge and experience in the design and execution of marketing, communications and public relations activities.
Strong creative, strategic, analytical, and personal sales skills.
Experience developing and managing marketing budgets and hiring PR and Social Media agencies.
Demonstrated successful experience writing press releases, making presentations and negotiating with media.
Experience overseeing the design and production of print materials and publications.
Computer literacy in word processing, data base management and page layout.
Commitment to working with shared leadership and in cross-functional teams.
Strong oral and written communications skills.
Ability to manage multiple projects at a time.
Out-of-town, overnight travel is required.
Minimum of 5 years’ experience in marketing, communications or public relations with demonstrated success. Bachelor’s degree preferred.
The DOSM is responsible for planning, development and implementation of all of the sales and marketing strategies, marketing communications, and public relations activities, both external and internal for the hotel. The DOSM oversees development and implementation of support materials and services for marketing, communications and public relations. Directs the efforts of the marketing, communications and public relations service providers and coordinates at the strategic and tactical levels with the other functions of the Resort.
Primary Relationships
The position reports to the General Manager and serves as a member of the Hotel’s Executive Committee.
This position participates with Owners, Management Company and Hotel Executive Committee in charting the direction of the Hotel, assuring its accountability to all constituencies, and ensuring its effective operation.
Within the Resort, the position has primary working relationships with the Sales Team, Department Heads, General Manager, Executive Committee, Marketing/Communications/P.R. service providers.
Principle Accountabilities
Sales
Manage the sales team to achieve budgeted group, transient and catering revenues for current year, along with future year pre-booking goals.
- Directs hiring and training of all new employees in the Marketing, Sales, Catering and Conference Services departments.
- Ensure that all sales and administrative processes are in place and functioning effectively.
- Establish sales team policies and procedures relating to Sales, Revenue management, and Reservations.
- Demonstrate the ability to attract and retain high performing salespeople.
- Knowledgeable about each hotel’s top accounts. Accompanies salespeople on outside sales appointments and “shadows” Salespeople during telephone prospecting and solicitation calls.
- Solicits and services major accounts.
- Maintains timely and effective communication with Catering and Conference Services regarding catering functions.
- Effectively coordinate sales efforts between Sales, Marketing, F&B Rooms, and Catering & Conference Services.
- Support as necessary all direct sales efforts to include sales trips, off property functions ad customer entertainment.
- Coach and counsel associates regarding sales, customer service implementations.
- Assist in development and implementation of annual goals and objectives for departments.
- Monitor quality and accuracy of final group sales and wholesale contracts to ensure proper application of hotel deposit, space allocation, yield and policies.
- Prepare and train Sales Managers in relation to performance benchmarks and budgets.
- Develop strategies for forecasting and analyzing hotel revenue needs.
- Collaborate with Revenue Management to ensure hotels have effective pricing and selling strategies in place to achieve the optimal mix of business.
- Collect and share with assigned hotels relevant national, state, country and or city economic intelligence as well as competitor updates.
- Work as needed on the evaluation of business opportunities.
- Research local competition.
- Ensure that the properties are reinforcing the importance of sales to all employees in the hotel and coaching them on ways they can assist in the sales effort.
- Participates in market and regional sales blitzes.
- Develop, implement and evaluate short and long-term tactics and programs focused on customer and market needs/ conditions in order to ensure the achievement of group revenue goals.
- Produce daily report that reflects financial performance for the current month forecast to be communicated to operational managers in the assistance of better managing payrolls and expenses throughout the month profitability.
- Produce rate strategies and guidelines to be used by the team in the selling of hotel rooms, minimum 12 month period of time.
- Consistently explore new products and services, evaluating potential return on investment and enhancement to property versus potential costs.
- Actively participate with yield management.
- Weekly meeting involving rate strategies for the next 90 days, group backlog, competitive business analysis and financial room forecasts.
- Form partnership with assigned hotel General Managers to ensure collaborative effort as far as growing revenue and market share.
- Help in improving the results of underperforming hotels.
- Provide product quality feedback to the General Managers and VP of Sales and Marketing.
- Completes property visit reports and distributes accordingly.
- Plan, manage and evaluate all financial aspects of the sales efforts throughout the properties to ensure cost effectiveness and optimal utilization of resources.
- Manage sales incentive plan, both for leisure and group segments.
- Assist in preparation, development and execution of all incentive plans.
- Develop and implement an effective incentive plan that recognizes and rewards both individual and team performance.
- Create and manage Sales & Marketing revenue and expense budgets/forecasts for resort.
- Assist assigned hotel(s) with the annual budgeting process.
- Responsible for monthly forecasts and revisions.
- Responsible for month end reports and sales portion of month end reports.
- Ensure all corporate deadlines are satisfied relating to monthly, quarterly, and annual reporting needs.
- Maintain involvement in all property revenue centers to effectively plan and alter sales methods to ensure all sales levels are at budgeted and forecasted levels.
- Responsible for creating, implementing and measuring the success of:
All Resort marketing, communications and public relations activities and materials including publications, media relations, client acquisition and so forth.
- Ensure articulation of Hotel’s desired image and position, assure consistent communication of image and position throughout the Resort, and assure communication of image and position to all constituencies, both internal and external.
- Responsible for editorial direction, design, production and distribution of all Resort publications.
- Coordinate media interest in the Resort and ensure regular contact with target media and appropriate response to media requests.
- Act as the Resort’s representative with the media.
- Coordinate the appearance of all Resort print and electronic materials such as letterhead, use of logo, brochures, etc.
- Ensure that the Resort regularly conducts relevant market research and coordinate and oversee this activity. Monitor trends.
- Plans, budgets, and leads projects as assigned, such as cause-related marketing and special events.
- Responsible for the achievement of marketing/communications/public relations mission, goals and
- Develop short- and long-term plans and budgets for the marketing/communications/public relations program and its activities, monitor progress, assure adherence and evaluate performance.
- Recommend short- and long-term Resort goals and objectives to the Hotel Executive Committee.
- Develop, implement and monitor systems and procedures necessary to the smooth operation of the marketing/communications/public relations function.
- Keep informed of developments in the fields of marketing, communications and public relations, and Hospitality to help the Resort operate with initiative and innovation.
- Work with senior staff, other staff and volunteers to:
- Help make sure that the Resort’s philosophy, mission and vision are pertinent and practiced throughout the resort.
- Develop and coordinate means to seek regular input from the Resort’s key constituencies regarding the quality of programs and services and the Resort’s relevance.
- Help formulate and administer policies to ensure the integrity of the Resort.
- Act as an internal consultant to bring attention and solutions to institutional priorities.
- Maintain a climate that attracts, retains and motivates top quality personnel, both paid and volunteer.
- Recruit, train, appraise, supervise, support, develop, promote and guide qualified personnel, both paid and interns.
- Ensure effective management within the marketing, communications and public relations function, with provision for succession.
- Design, support and oversee cross-functional teams throughout the Resort.
- Effectively enable volunteers and staff so they can take action on behalf of the
- a) transmitting the Resort’s values, vision and direction;
- b) engaging people in the meaning of the Resort;
- c) respecting and using the skills, expertise, experience and insights of people;
- d) providing direction and resources, removing barriers and helping develop people’s
- e) communicating which includes helping people transform information into
- f) encouraging people to question resort assumptions and ask strategic
- g) anticipating conflicts and facilitating resolution;
- h) engaging people in process as well as tasks; encouraging people to use their power, practice their authority, and accept their responsibility;
- j) modeling behavior; and
- k) coaching people to success.
Required:
Demonstrated skills, knowledge and experience in the design and execution of marketing, communications and public relations activities.
Strong creative, strategic, analytical, and personal sales skills.
Experience developing and managing marketing budgets and hiring PR and Social Media agencies.
Demonstrated successful experience writing press releases, making presentations and negotiating with media.
Experience overseeing the design and production of print materials and publications.
Computer literacy in word processing, data base management and page layout.
Commitment to working with shared leadership and in cross-functional teams.
Strong oral and written communications skills.
Ability to manage multiple projects at a time.
Out-of-town, overnight travel is required.
Minimum of 5 years’ experience in marketing, communications or public relations with demonstrated success. Bachelor’s degree preferred.