Job Summary
The Product Marketing Manager will be responsible for leading the hotel through a strategic repositioning to elevate its market presence, guest experience, and brand reputation. This role is key to reshaping how the hotel is perceived, attracting diverse audiences, and continuously enhancing the guest journey. By analysing market trends, competitive insights, and guest feedback, the Product Marketing Manager will identify and act on opportunities to distinguish the hotel and create compelling narratives that engage both new and returning guests.
This position requires a hands-on approach, especially in the early stages, as the Product Marketing Manager will initially manage campaigns, content, and strategy execution directly until a lean team is developed. The ideal candidate is an innovative professional who understands the intricacies of hospitality marketing, values guest experience, and possesses the strategic vision to amplify the hotel's brand. This individual will work closely with the General Manager, sales, and F&B teams to ensure cohesive and impactful branding across all touchpoints.
Key Responsibilities:
Market Analysis & Positioning:
- Conduct comprehensive market research to understand current trends, competitor positioning, and guest preferences within the hospitality segment.
- Develop and execute a market repositioning strategy to differentiate the hotel and emphasise its unique attributes.
- Identify and prioritise target audience segments, creating tailored marketing messages and campaigns that appeal to each segment.
Brand Development & Guest Experience:
- Collaborate with internal teams to craft and communicate a distinctive brand narrative that reflects the hotel's heritage, service philosophy, and guest-focused experience.
- Partner with operations, F&B, and guest experience teams to identify enhancements to the guest journey that align with the repositioned brand vision.
- Implement initiatives to gather guest feedback, analyse insights, and work with relevant teams to continuously elevate guest satisfaction and brand loyalty.
Campaign Management & Execution:
- Develop, execute, and manage marketing campaigns across various channels (digital, print, social media, email) to drive awareness, engagement, and bookings.
- Ensure that all campaigns are brand-consistent, visually compelling, and aligned with the repositioning objectives.
- Work with the sales team to create promotions and packages that drive occupancy during off-peak periods and appeal to specific guest segments.
Content Creation & Storytelling:
- Develop engaging content that captures the essence of the hotel experience, from accommodations to unique F&B offerings, and tells the hotel's story to a wider audience.
- Oversee the creation of high-quality marketing collateral, working with designers, photographers, and videographers to ensure impactful visuals and messaging.
- Create and maintain an editorial calendar, producing content that is seasonally relevant and aligned with market trends.
Team Development & Channel Ownership:
- Build and lead a lean marketing team over time, with potential for growth as the hotel's in-house capabilities expand.
- Take ownership of all marketing channels, with a long-term vision of bringing website management, digital marketing, and other channels in-house, reducing reliance on external consultants.
- Develop efficient internal workflows to ensure consistency, agility, and alignment across all brand communications.
Performance Analysis & Optimisation:
- Track, analyse, and report on the effectiveness of marketing campaigns, using insights to refine and optimise future initiatives.
- Conduct regular competitive benchmarking to assess the hotel's offerings and guest experiences within the market.
- Adjust marketing strategies based on performance metrics to ensure they contribute to revenue growth, brand equity, and guest retention.
Requirements:
- Bachelor's degree in Marketing, Business, Hospitality, or a related field (Master's degree preferred).
- 5+ years of experience in product marketing, brand management, or marketing, ideally within hospitality or related sectors.
- Strong understanding of market positioning, brand strategy, and consumer behaviour.
- Exceptional communication skills with the ability to craft compelling stories and brand messages.
- Hands-on experience with digital marketing channels, content creation, and campaign management.
- Ability to analyse and act on market and performance data to drive results.
Preferred Skills:
- Knowledge of Generative AI and its applications in marketing.
- Experience with CRM, digital analytics tools, and project management software.
- Proven experience with customer feedback tools, market research, and competitive analysis.
