SALARY RANGE: $150,000-$170,000 DOE plus bonus and benefits. In alignment with Silverado Resort's vision, mission, and organizational values, the Director of Marketing will lead re-positioning, branding, and go-to-market strategies for this quintessential Napa golf club and spa estate. This role oversees e-commerce, social media, PR, CRM, and programming for the resort and its ancillary offerings to achieve aggressive revenue and business goals. This leader possesses a strong understanding of consumer mindset in the resort, hospitality, golf, club, and spa industries and has experience building holistic go-to-market plans. This individual possesses a data-driven marketing mindset yet is an out-of-the-box thinker, with a consistent and proven ability to develop and execute effective strategies while developing and managing a strong high-performing team. Essential Functions
- Must adhere to the company's Service culture – 4 Keys to creating guests for life.
- Must align with KSL TBO Strategy and focus on recruiting and retaining top talent.
- Must participate in all resort-required meetings and training.
- Maintain high standards of personal appearance and grooming, which includes wearing the proper uniform/business attire and nametag.
- Create, implement, and monitor the execution of the annual marketing plans and the strategies, tactics, and resources necessary to achieve goals and success. Focus on increasing topline revenues, market awareness, and resort growth/expansion.
- Oversee property marketing reporting tools and leverage data insights for business performance.
- Manage, and continually seek improvement of property websites to include best-in-class visuals, technical integrations, user experience. and e-commerce optimization.
- Research, analyze, and monitor marketing, financial and demographic factors for new opportunities.
- Direct and shape the EDM/CRM/CDP strategy, data capture and integration.
- Coordinate and manage external vendors (e-commerce, CRM, public relations firm, etc.) including providing budget and strategy oversight to optimize performance.
- Support Group Sales efforts by providing marketing initiatives that generate qualified leads.
- With the Commercial Team. create, manage, and coordinate digital/e-commerce initiatives.
- Spearhead the positioning and relaunch for all development initiatives and property renovations.
- Partner with Commercial Team to drive overall business performance – from topline revenues to flow through – to improve profits.
- Create innovative promotions and secure partnerships to improve guest programming.
- Conduct market research and identify opportunities/industry trends and ways to earn revenue from them.
- Coordinate photo shoots with the Commerce Team. Develop shot list.
- Work with the Marketing Center of Excellence Team to create collateral.
- Develop and implement marketing plans and projects for new and existing projects that align with overall strategy.
- Collaborate with internal partners to define marketing plan scope and objectives.
- Review and track the status of marketing campaigns and provide updates and ongoing analysis to stakeholders.
- Serve as a communication conduit and counsel for all marketing programs with both internal stakeholders and external vendors/agencies.
- Function as the point person for overall marketing processes.
- Serve on the Executive Committee and partner with resort operations.
- Lead marketing team, including, but not limited to Marketing Managers and/or Coordinators, Conduct annual performance reviews.
- Assist in the creation and oversight of institutional and system-wide marketing reporting functions that can track, measure, and analyze performance.
- Ensure all marketing communications are coordinated and are an effective expenditure of resources.
- Research, analyze and monitor various marketing, financial and demographic factors so that marketing opportunities may be captured/optimized, and the effects of competitive activity may be minimized.
- Monitor the competitive landscape and market conditions to identify opportunities, issues, and risks, to form tactical strategies.
- Continually evaluate digital campaigns/promotions and revenue generation using industry leading metrics and measurement tools
- Ensure solid strategy and management of comprehensive communications and public relations programs that enhance the organizations' image and position within the marketplace.
- Direct and shape data capture and integration for email, direct mail, and SMS push, with resort-level marketing strategies and sound analytics.
- Identify opportunities and drive the tracking of Guest data across all touch points to customize the experience, drive revenue, and improve loyalty and satisfaction.
- Evolve customer segmentation; behavioral, demographic, predictive and motivational by leveraging guest data and insights.
- Manage all marketing spend to align with forecast and budget direction.
- Create, manage, and coordinate online marketing programs with the Marketing Center of Excellence Team, including paid and unpaid. Use appropriate industry metrics and measurement tools to continually assess and measure the results of these programs and the impact on revenue generation.
- Fully participate in professional societies and activities related to the hospitality industry and the marketing profession.
- Gain involvement in local community organizations, as appropriate, to represent Silverado Resort.
- Maintain compliance with Silverado Resort policies, standards, and regulations to ensure safe and efficient operation of the resort.
- Perform other duties as requested by management.
Qualifications
- Bachelor's degree in business, Marketing, or related field required, advanced degree preferred.
- Relevant experience in marketing required.
- Demonstrated experience managing revenue and expense financials and budgeting/forecasting.
- Strong organizational, leadership, and project management skills are required.
- Must be able to lead a team, think strategically, and manage multiple projects.
- Prior management experience required leading teams.
- Demonstrated ability to drive the achievement of business goals through aligning people, process, structure, information, and communication systems in a rapidly growing/dynamic market(s)
- Excellent communication skills (verbal and written) required.
Work Conditions and Schedule
- Weekend and holiday availability required as well as flexibility with the work schedule.
- The scope of the position may sometimes require a work week over 40 hours, including nights, occasional weekends, and holidays.
- Light work – Exerting up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently or constantly to lift, carry, push, pull or otherwise move objects.
- The role requires sitting at the desk in front of the computer for an extended period.