Director of Sales and Marketing

Description

JOB DESCRIPTION

TITLE: Director of Sales and Marketing

DEPARTMENT: Sales and Marketing - dotted line to Revenue Manager and indirectly has input on banquets

REPORTS TO: General Manager

JOB OVERVIEW :

The Director of Sales & Marketing (DOSM) is a member of the Resort Executive Leadership Group, which helps set the direction for the Resort. The Resort, along with the opening of the Birdwood Mansion, is one of the premier resort destinations focused on the mid-Atlantic but has reach throughout the entire US. This position implements strategies to grow revenues in lodging, golf, the spa, recreation programs, tennis and racket sports, four food and beverage outlets, and banquet operations, including approximately 24,000 square feet of meeting space. The DOSM manages all marketing and communication efforts to drive business to the Resort while ensuring the messages are on point in establishing and positioning the brand as one of the top resort destinations.

This position will lead and motivate the group sales and marketing teams and significantly influence banquets, revenue management, reservations, and resort operations to maximize revenues and margins and maintain interdepartmental communications that contribute to the overall direction of the Resort.

Responsibilities:

- Follow and support the Resort's vision, mission statement, and core values.
- Develop strategic sales and marketing goals for all lines business.
- Convey brand pillars and vision for the Resort to all lines of business and make sure guidelines are followed.
- Work with a creative and branding agency to create a mission, vision, strategic pillars, and specific brand guidelines for the soon-to-open Birdwood Mansion.
- Create and add input to all service standards and SOPs for sales and marketing, and significantly influencing banquets, reservations, and hotel operations.
- Assist with the development of the annual property budget. Develop and manage an annual sales and marketing budget.
- The DOSM will work directly with all agencies and the Marketing and Communication Manager (MCM) on strategies, messaging, and measurement of the media plan, print, SEO, Email marketing, and social and digital initiatives for the Resort.
- Manages the MCM to find expense efficiencies while maintaining quality levels of all communication vehicles. Works directly with the MCM to develop plans, actions, and measurements for our digital and social media plan related to specific events like Winter Wander.
- Ensures the resort website depicts the Resort in keeping with our stated positioning statements and that our customers can seamlessly navigate the site. Work with the agency on SEO keyword strategies and measure impact monthly.
- Manage and oversee the Public Relations agency and its efforts for Birdwood Mansion and assist in developing a plan to impact the group and leisure markets, golf, tennis, food and beverage activities, and special events at the Birdwood Mansion and Resort.
- DOSM will oversee and manage the relationship with Preferred Hotels and Resorts and develop specific strategic initiatives for this partnership. DOSM will review the production levels of Preferred.
- Manage the group sales team comprising sales managers, catering sales and conference services. Establishing action plans and goals for each manager and ensuring the annual expense budget is managed appropriately.
- Direct staffing, training, and performance evaluations to develop and support sales program.
- Meet with key clients, assisting the sales team with maintaining relationships and negotiating and closing booking opportunities.
- Analyze sales statistics to recommend policy and identify areas where sales revenues can be increased.
- Work with the revenue manager to establish group ceilings and pricing strategies to help maximize revenues. Participate in business reviews and weekly meetings.
- Prepare forecasts and pacing reports, strategies, action plans, and promotional budgets.
- Oversee conference planning/catering to effectively and most profitably sell hotel rooms, meeting space, and associated food & beverage.
- Review market analyses to determine customer needs, price schedules, and discount rates.
- Procure all marketing material for group sales and Resort
- Work with the sales team to have active memberships in local and industry associations.
- Work with the revenue manager on transient sales efforts and generating revenues from agencies, wholesalers, and special events for the Birdwood Mansion and the Resort.
- Identify need periods and establish strategies and plans to impact business levels from all business segments.
- Represent the Resort with the Charlottesville Albemarle CVB and work with them to supplement our efforts in building business levels for the Resort and Birdwood Mansion.
- Monitor and evaluate competitor activities and products
- Analyze and control department expenditures to conform to budgetary requirements.
- Act as the liaison between the sales and marketing departments and other departments. Provide leadership skills, including strategic planning, coaching and training, and the ability to motivate a team.
- Provide a framework for a proactive working relationship with members of the Leadership Team.
- Develop Ideas and thoughts for the General Manager regarding new business opportunities.

Salary Description
$135,000 Yearly