What are the responsibilities and job description for the Director of Islands Marketing position at Lanier Islands?
Job Title: Director of Islands Marketing
Department: Marketing
Reports to: General Manager
FLSA Status: Salary, Exempt
JOB OVERVIEW
The Director of Islands Marketing will be responsible for developing and executing a strategic and integrated marketing vision that enhances brand visibility, drives client engagement and conversion, and supports our growth objectives. The ideal candidate will possess a deep understanding of brand-building, creative development, social media platforms, digital marketing, SEO, and email marketing, as well as exceptional leadership and communication skills.
ESSENTIAL DUTIES AND RESPONSIBILITIES
- Collaborate closely with the executive team to formulate marketing strategies, execute owner objectives, and set annual budgets to communicate successfully with ownership on all marketing strategies and needs.
- Oversee the development and maintenance of the resort’s brand identity, ensuring consistency in messaging across all channels including digital, print, social, TV, and radio, business, and on-site marketing.
- Develop and implement comprehensive marketing strategies that align with resort’s goals and objectives.
- Lead the digital marketing strategy including SEO, social media, email marketing, and content creation, and optimize online presence to drive traffic and conversion.
- Oversee all aspects of event planning and execution, including logistics, vendor management, budgeting, and post-event analysis.
- Develop programs and initiatives to enhance guest engagement and loyalty. Gather feedback and insights to continuously improve marketing efforts and guest experience. Review and offer suggestions on marketing materials and efforts for Club enrollment efforts.
- Develop partnerships to carry out resort marketing objectives.
- Oversee outside vendor activities related to marketing, from onboarding to maintenance along with key staff members performing daily tasks.
- Maintain open lines of communication between guests, associates, and management.
- Assist with managing social media. Including review of content, cadence, and quantity.
- Work with our data analytics manager and agencies to monitor, analyze, and report on the performance of social media, digital, SEO and email initiatives, providing actionable insights to optimize campaigns.
- Develop and implement comprehensive marketing strategies that align with resort’s goals and objectives. Analyze market trends, consumer behavior, and identify opportunities for growth and brand awareness.
- Conduct and analyze market research data. Develop and implement strategic tactical plans to maintain the current base and increase resort's current share in the local market.
- Oversee the marketing budget, ensuring effective allocation of resources and maximizing ROI. Monitor and report on marketing performance metrics & business analysis. Develop and manage the entire marketing budget, ensuring efficient allocation of resources towards all marketing initiatives.
- Negotiate marketing programs and packages for purchases ranging from collateral materials, advertising space and costs involved in joint marketing programs, cross marketing opportunities, product pricing, and positioning.
- Initiate the preparation of annual market plan and strategic plan and execute plans as outlined, critically examining and adjusting as deemed necessary by current market conditions.
- Utilize project management, ensuring all work gets done efficiently and satisfactorily.
- Participate in industry organizations and functions.
- Performs other duties as assigned.
SUPERVISORY RESPONSIBILITIES
- Directly supervises 2-5 employees in the Islands Marketing Department. Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws.
- Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.
- Able to successfully lead, develop and encourage an already-existing team of experienced marketing professionals.
- Able to hire and manage vendors to effectuate our marketing vision as needed.
- Review and approve creative work of current marketing staff.
- Offer creative direction, suggestions and learning to staff.
- Be an inspirational source for new ideas, new trends, and new technologies to streamline and make the team more efficient and effective. Able to write copy, design, art direct and/or hire agencies as needed to assist.
QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
EDUCATION and/or EXPERIENCE
*Bachelor’s Degree (B. A.) from four-year college or university; and five (5) years hotel/resort sales experience. Extensive knowledge of marketing and negotiating procedures associated with hotel and resort industry. Ability to perform critical analysis. Proficient in computer skills. **Extensive knowledge of the Metro Atlanta Market required.
LANGUAGE SKILLS
Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to write reports, business correspondence, and procedure manuals. Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the general public.
MATHEMATICAL SKILLS
Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.
REASONING ABILITY
Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists. Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.
PHYSICAL DEMANDS
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, the employee is regularly required to talk or listen. The employee frequently is required to stand, walk; sit; and use hands to finger, handle, or feel. The employee is occasionally required to reach with hands and arms; climb or balance; and stoop, kneel, crouch, or crawl. The employee must occasionally lift and/or move up to 50 pounds.
WORK ENVIRONMENT
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, the employee is frequently exposed to outside weather conditions. The employee is occasionally exposed to moving mechanical parts. The noise level in the work environment is usually moderate.
