Director of Marketing & Commercial Strategy

A. Corporate Marketing:

1. StrategyDevelopment: Formulate and implement overarching marketing strategies thatalign with the Company’s and its affiliates’ business objectives;

2. BrandManagement: Oversee the Company’s and its affiliates’ brand identity, ensuringit remains consistent and is effectively communicated across all marketingmaterials and activities;

3. MarketAnalysis: Conduct thorough situational analysis, monitor market trends,competitor activities, consumer preferences to identify opportunities andthreats;

4. Goal Setting:Define key performance indicators (KPIs) and set realistic goals to measure thesuccess and return on investment (ROI) of marketing initiatives;

5. CampaignManagement: Conceptualize and direct the creation and execution of marketingcampaigns across various channels, including digital, content and social media;

6. BudgetManagement: Develop, allocate and manage marketing budgets, ensuring efficientallocation of resources to achieve marketing objectives;

7. TeamLeadership: Provide leadership, guidance and training to the marketing team,ensuring effective collaboration and high performance;

8. Vendor &Agency Relations: Manage relationships with external marketing vendors,agencies, key industry players.

B. Activities for the portfolio of managed hotels:

Using Knowledgeof Market Trends and Target Customer Information to Build Property Awarenessand Drive Revenue.

1. Work collaboratively with local, regional and nationalresources to build awareness and increase exposure for the over property,restaurants and facilities;

2. Work with the Director of Sales & Marketing anddepartment heads to ensure understanding of sales strategies and is able toincorporate them into Marketing and PR initiatives to achieve maximum results;

3. Source and select the best marketing opportunities forindividual properties based on market conditions and each property’s needs;

4. Use creative selling abilities to obtain maximumexposure through media channels;

5. Ensure each property is represented on all qualityinternet and digital marketing sites that may have potential of drivingawareness and sales;

6. Review and provide analysis on all website and emailcampaign tracking;

7. Develop strategic marketing communications andadvertising plans for each property;

8. Plan and supervise all photo shoots, develop shootlists while keeping the goals and needs of each property as well as the brandimage in mind;

9. Maintain website content and accuracy in order togenerate additional revenue;

10. Maintain and update brandworks and other relevantresource channels;

11. Manage and maximise the hotels exposure on socialmedia channels such as Facebook, X, Wechat, Instagram, Tiktok, Douyin,Xiaohongshu, etc.

Conducting DailyMarketing activities that achieve department goals:

1. Assist in coordination of rooms, food and beverage,spa and other packages and promotions, ensuring timely communication of thesame to the public and media channels;

2. Coordinate offers and initiatives related to rewardsand discounts;

3. Develop brochures and property specific collaterals;

4. Ensure consistent marketing message is communicated inall advertising and collateral efforts;

5. Managing marketing budget throughout the year;

6. Tracking ROI of all marketing initiatives (PR value)including online, direct mail and print advertising;

7. Ensure consistency in individual property’s voice onall guest touch points and marketing communications, not only followingcorporate graphic standards, but also on behalf of individual property andbrand standards;

8. Manage creation of sales and other propertycollaterals with creative agency and manage adequate stock;

9. Request packages and promotions from departments intimely manner and distribute to PR database;

Buildingsuccessful relationships that generate sales and marketing opportunities:

12. Build and strengthen relationships with travelindustry writers and local media to ensure future exposure. Activities includetelesales, face to face calls, entertainment, media FAM trips, blogger visits,trade shows, etc.

13. Develop relationships with community to strengthen andexpand customer base for group/catering, wedding or leisure salesopportunities;

14. Provide all sales channels with creative and uniquetools to assist in sales and marketing of each property;

15. Act as liaison between corporate and each property forlaunching programs and ensuring properties are taking advantage ofopportunities provided;

Assist each property in developing promotionsfor various campaigns whilst keeping respective needs and goals in mind.