3. Key Performance Areas (KPA’S)
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- Strategic Planning and Execution: Formulate and deploy holistic sales and marketing strategies specifically tailored to the hospitality industry, ensuring direct alignment with the hotel’s overarching strategic imperatives, occupancy targets, average daily rate (ADR) objectives, and commercial goals.
- Team Leadership and Development: Provide robust leadership and mentorship to both sales and marketing teams, cultivating a collaborative, results-driven, and continuously improving operational environment focused on achieving departmental and organizational key performance indicators (KPIs).
- Sales Lifecycle Management: Oversee and optimize the entire sales process, including the establishment of ambitious yet attainable sales targets for transient, group, and event segments; diligent management of the sales pipeline; and the implementation of advanced tactics to consistently drive sales expansion and market share growth. Cultivate and maintain strong relationships with key clients, luxury travel agencies, corporate accounts, tour operators, and destination management companies (DMCs). Oversee the negotiation of sales contracts and agreements, ensuring favorable terms for the hotel.
- Marketing Campaign Orchestration: Design, execute, and meticulously manage integrated marketing campaigns across diverse channels (e.g., digital, social media, traditional advertising, direct marketing, public relations) specific to hotel operations. This includes comprehensive budget oversight, A/B testing of campaign elements, and rigorous analysis of campaign efficacy, guest acquisition cost (GAC), and return on investment (ROI).
- Market Intelligence and Analysis: Conduct in-depth market research and competitive analysis within the hospitality landscape to discern prevailing market trends, identify nascent opportunities, assess competitor strategies (e.g., pricing, promotional activities, service offerings), and inform strategic decision-making.
- Fiscal Management: Develop, allocate, and meticulously manage sales and marketing budgets, ensuring optimal resource utilization, cost-per-acquisition efficiency, and financial prudence to maximize impact on profitability.
- Performance Analytics and Reporting: Establish, monitor, and report on key performance indicators (KPIs) such as revenue per average room (RevPAR), average daily rate (ADR), occupancy rates, lead conversion rates, website traffic, and social media engagement to senior management. Provide actionable insights derived from comprehensive data analysis to guide strategic adjustments and optimize performance.
- Stakeholder Relationship Management: Cultivate and sustain robust relationships with pivotal clients (e.g., corporate accounts, travel agencies, event planners), strategic partners (e.g., online travel agencies (OTAs), Eswatini Tourism Authority), and other key stakeholders to foster long-term collaborations and sustainable business growth for the hotel.
- Product and Service Commercialisation: Devise and implement targeted strategies for the effective promotion and market penetration of the hotel’s diverse product and service portfolio, including accommodation, F&B outlets, meetings, incentives, conferences, and exhibition (MICE) facilities, and ancillary services.
- Brand Governance: Ensure the consistent articulation and reinforcement of the hotel’s brand messaging and unique selling propositions across all sales and marketing touchpoints, safeguarding brand integrity and enhancing brand equity within the competitive hospitality market. Oversee the creation of high-quality marketing collateral, including brochures, presentations, videos, and photography, reflecting the hotel’s luxurious offerings.
- Market Disruption & Innovation: Identify and capitalize on emerging trends such as wellness tourism, sustainability, and digital transformation, integrating these into the hotel’s offerings and marketing approach to maintain industry leadership.
- Achieve Breakthrough Performance: Identify revenue gaps and proactively seek to drive revenue across Rooms, Event/Conference Space, Food and Beverage operations, etc. Set stretch targets for revenue growth overall, guest satisfaction scores, and industry awards, translating strategic vision into measurable performance milestones.
- Transformational Data Utilization: Leverage advanced analytics, guest feedback, and AI-driven tools to anticipate market shifts, personalize guest communications, and optimize revenue streams proactively.
- Outstanding Guest Experience & Brand Storytelling: Craft compelling narratives that evoke emotional resonance, positioning the hotel’s unique story at the center of all campaigns to foster deeper guest engagement and loyalty.
- Cross-Functional Collaboration: Work synergistically with Operations, F&B, Events/Conferences, and Front Office to deliver a seamless luxury experience that exceeds guest expectations and builds brand loyalty.
- Leadership & Change Catalyst: Lead change initiatives, fostering a culture of innovation, continuous learning, and agility; mentor your team to proactively adapt to industry disruptions and technological advancements.
- Any other reasonable requests made by management.
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4. Skills and Personal Attributes
- Passion for Luxury: A genuine appreciation and understanding of the intricacies of the ultra-luxury market and the expectations of a discerning clientele.
- Exceptional Leadership Acumen: Demonstrated capability in leading, motivating, and developing diverse sales and marketing teams within a fast-paced environment, fostering a culture of accountability and continuous improvement.
- Superior Communication and Interpersonal Proficiency: Articulate communication skills, both written and verbal, coupled with adept interpersonal abilities to foster effective internal collaboration and cultivate robust external relationships with clients and partners.
- Verifiable Sales and Marketing Track Record: A proven history of success in driving significant revenue growth, achieving ambitious sales targets, and executing impactful marketing initiatives specifically within the hotel or broader hospitality sector.
- Strategic Planning and Implementation Expertise: Profound ability to conceive, develop, and successfully implement complex strategic plans, translating market insights into actionable sales and marketing programs.
- Advanced Market Research and Analytical Skills: Proficient in conducting sophisticated market research, utilizing competitive intelligence tools, interpreting complex hospitality data sets, and extracting actionable insights to inform strategic decision-making.
- Robust Analytical and Problem-Solving Capabilities: Highly developed analytical reasoning and methodical problem-solving skills to navigate complex business challenges, optimize resource allocation, and identify growth opportunities.
- Technological Proficiency: Hands-on experience with industry-standard customer relationship management (CRM) systems (e.g., Salesforce, HubSpot), marketing automation platforms, property management systems (PMS), and channel management software.
- Professional Experience: Minimum of 7-10 years of progressive experience in sales and marketing within the luxury hospitality sector, with at least 3-5 years in a managerial role demonstrating a comprehensive understanding of hotel operations and revenue management principles.
- Superior negotiation and persuasion abilities.
This role demands a visionary leader with a passion for luxury hospitality, exceptional strategic acumen, and a proven track record of delivering double-digit revenue growth. The successful candidate will set new standards in sales and marketing excellence, continuously elevating the hotel’s market position through innovative, data-driven, and guest-centric initiatives. |
