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Head of Marketing
4 weeks ago
Qualifications and Experience:
- Graduate with a postgraduate degree in Business Management, specializing in Sales and Marketing.- 10-15 years of experience in sales and marketing, particularly in the service sector.
Key Responsibilities and Accountabilities (KRAs)
Knowledge, Skills & Abilities:
- Demonstrate innovative thinking and a deep understanding of modern business methods, marketing strategies, and control systems.- Expertise in online marketing platforms, sales, and marketing technologies, particularly within the leisure travel industry.- Ability to craft both long-term and short-term business plans focused on revenue generation.- Establish and project the brand’s image internally and externally, positioning the company as a top-class, professional entity with a primary goal of ensuring total customer satisfaction.- Define Key Result Areas (KRAs) for the marketing team to ensure performance alignment with business objectives.- Continuously monitor market trends to identify new business opportunities.- Stay informed on changes in technology, guest behavior, and emerging marketing practices.- Collaborate with divisional heads, including Sales, Directors, Resort Managers, and Finance, to align marketing efforts with overall business goals.
Responsibilities:
Financial Management:
- Develop and manage the communications and marketing budget, ensuring all marketing activities align with the allocated budget.- Oversee budget adherence, ensuring marketing expenditures stay within limits set by SERAI and Barefoot.- Regularly review operating controls, accounts, and composite figures, suggesting improvements where necessary.- Ensure the branch achieves the net profit as outlined in the business plan and annual budget.
Customer Orientation & Process Management:
- Lead marketing initiatives to increase sales and brand visibility.- Oversee the development and communication of the brand positioning for The Serai and Barefoot Resorts.- Manage the entire customer experience journey across various touchpoints, including websites, booking engines, newsletters, and social media channels.- Lead the creation and execution of customer retention and reputation management strategies.- Develop and execute both annual and monthly marketing business plans.- Design and implement brand and communication strategies that align with the company’s goals, evoking the desired emotional response from target audiences.- Create key messages for all target audiences, ensuring alignment with the company’s core brand identity.- Lead both internal teams and external agencies to execute marketing, public relations, and communication activities (e.g., advertising, press releases, marketing campaigns).- Oversee the creation of copy for various marketing materials, including brochures, annual reports, advertisements, and more.- Ensure all digital content, including the website and social media, adheres to brand messaging and marketing objectives.- Provide monthly performance reports to the Directors, including an analysis of completed and upcoming marketing activities.
Learning & Development:
- Foster a culture of innovation within the marketing team to maintain a competitive edge.- Initiate research into customer satisfaction to identify areas for improvement.- Ensure ongoing training and development opportunities for the marketing team’s growth and skill enhancement.
Authority:
- Signatory Authority: Approve marketing activities such as vendor management, media promotions, and exhibition participation.- Official Communications: Approve all official communication from the Executive team.- Team Management: Make decisions on hiring marketing team employees.- Performance Evaluation: Evaluate the performance of the marketing team during appraisals.- Leave Approval: Approve leave for subordinates within the team.
