Polo Towers Group

Head Of Marcom 1. Social & Digital Media StrategyObjective : Establish a strong digital presence to drive brand awareness, engagement, and direct bookings.Social Media Management: - Approve and oversee content calendars for each hotel and restaurant across Instagram, Facebook, LinkedIn, and YouTube. - Introduce interactive content formats (reels, live sessions, contests, Q&A sessions) to increase engagement. - Maintain real-time engagement tracking and refine strategies accordingly. - Paid Digital Campaigns & Performance Marketing - Oversee and approve targeted advertising campaigns (Google Ads, Meta Ads, YouTube, LinkedIn). - Ensure retargeting strategies are implemented to convert high-intent visitors into bookings. SEO & Website Optimization: - Final approval on SEO strategies, website UI/UX, and booking funnel enhancements. - Ensure location-based and experiential content drives direct bookings. - Influencer & User-Generated Content (UGC) Strategy - Final decision on influencer collaborations and long-term brand ambassadors. - Approve UGC strategies and incentives for guest participation. - Content Creation & Data Bank Management - Oversee the creation of high-quality digital content across all units, ensuring consistent and on-brand messaging. - Develop and maintain a centralized data bank of marketing assets and content, updated regularly for use across hotels and restaurants. - Digital Reputation Management - Monitor brand sentiment analysis and ensure negative PR crisis control. - Ensure the Assistant Marketing Manager manages online reviews while escalating key issues. - Analytics & Reporting - Approve monthly digital performance reports presented to the CEO & Project Head. - Ensure continuous optimization based on data insights.KPI: - Increase overall digital engagement by 5% per quarter and boost direct bookings via digital channels by 10% YoY, while creating at least 150-200 high-quality content assets per quarter and maintaining a comprehensive, up-to-date data bank.2. Public Relations (PR) & Brand Reputation ManagementObjective : Strengthen brand credibility and media presence through strategic PR initiatives. - Media Outreach & Press Relations - Approve and oversee press releases, media coverage plans, and brand storytelling. - Maintain strong relationships with media agencies and contacts. - Press Conferences & Media Events - Oversee and approve PR events, media meet-ups, and influencer FAM trips. - Crisis Communication & Reputation Management - Personally handle high-risk brand reputation issues. - Implement real-time response strategies. - Influencer & Celebrity Engagement - Finalize and create campaigns for influencer partnerships. - Ensure influencer selection aligns with brand positioning. - Thought Leadership & Corporate PR - Approve executive visibility strategies for Polo Towers leadership in industry forums, media, and on LinkedIn. KPI: - Secure at least 7-8 major media placements per quarter while maintaining a 90% positive sentiment rate, and finalize/execute 6-7 influencer collaborations per quarter that align with brand positioning.3. Internal & External CommunicationObjective: Ensure seamless communication between internal teams, stakeholders, and external audiences. - Internal Communication Strategy - Approve and oversee monthly brand updates and internal communication briefs. - Ensure the marketing team and hotel staff understand and align with the brand vision. - External Communication Strategy - Approve and oversee guest communication across digital, email, and offline channels. - Stakeholder & Partner Engagement - Approve strategic partnerships with OTAs, tourism boards, experience curators, and other external alliances.KPI: - Achieve 90% internal alignment on brand messaging and secure at least 1 new strategic partnerships per quarter.4. Marketing Strategy & CampaignsObjective: Develop a high-impact marketing strategy to drive revenue, brand visibility, and guest engagement. - 360-Degree Marketing Campaigns - Final decision on multi-channel marketing campaigns ensuring cohesive storytelling. - Hotel & Restaurant Promotions - Oversee and approve promotions, food festivals, and seasonal offers. - Branding & Offline Marketing - Oversee branding initiatives across traditional media channels including radio, outdoor hoardings, and ticketing platforms. - Approve and manage PR engagement activities to enhance brand visibility and guest engagement. - Develop comprehensive brand identity dockets, including immersion videos, brand manuals, brochures, digital literature, etc., to ensure a consistent and immersive brand experience across all touchpoints. - Ensure consistent messaging across both digital and offline channels. - Performance Tracking & ROI Optimization - Final decision-maker for budget allocations and ROI-driven marketing investments.Basic KPI: - Achieve a minimum 4x ROI on campaigns, increase revenue from promotions by 10% YoY, and drive a 15% increase in brand recall through integrated offline, brand identity, and PR engagement campaigns.5. Crafting Experiences & EventsObjective: Create immersive experiences to enhance guest engagement and brand loyalty. - Conceptualizing Unique Experiences - Develop signature experiences for each Polo Towers property (e.g., heritage tours, floating dining at Polo Floatel, private chef-curated dinners). - Introduce branded in-room experiences (curated playlists, bespoke amenities, local cultural touchpoints). - Event Planning & Execution - Approve and oversee annual event calendars for hotels and restaurants. - Ensure events align with target audience preferences and seasonal demand. - Guest Engagement Events - Approve interactive guest events (mixology workshops, wellness retreats, themed brunches). - Ensure the Assistant Marketing Manager and Marketing Executive execute on-ground activations as defined. (ref:iimjobs.com)