Marketing Manager

  • FIRC Group, Inc.
  • Asheville, NC, USA
  • Oct 23, 2020

Job Description

PURPOSE: To strategically design and execute all marketing communication and strategies efforts for FIRCs hospitality and real estate divisions including: Cambria Downtown Asheville, Haywood Park Hotel, Country Inn & Suites, Isa’s French Bistro, Hemingway’s Cuba and the future development of FIRC’s projects. This individual will create and maintain a highly energized and results driven culture. The Marketing Communications leader will have a primary role in growing market share for each business unit leveraging all marketing platforms. Success is determined through improvement in our marketing performance as compared to that of our defined competitors. DUTIESANDRESPONSIBILITIES: Creation of the short- and long-term strategic plan for each business unit that exceeds owner required revenue goals leveraging the right tactical marketing channels against each strategy. Create an external digital solution leveraging a partner to maximize performance and ROI in the areas of SEO, SEM. Determine and execute the right social media strategy for all businesses leveraging resources from each business unit and provide the right training and oversight to maximize guest interaction. Determine and execute the right Public Relations efforts required for each business unit leveraging in-house talents along with an outsourced (ad-hoc) local PR firm. Deploy all graphic design needs as appropriate through FIRC’s approved vendor. Build out a 12 month rolling promotions plan for each business unit working in tandem with the business unit general managers as a component of the master strategic plan. Is the brand relations point person for Cambria Downtown Asheville and Country Inn and Suites brand and marketing leaders and resources in order to maximize exposure and reach by utilizing brand tools and resources. Determine the right community relations strategy in order to maximize our awareness in the local market. Work closely with the sales and revenue management organizations in order to a) support their external marketing needs and b) to build-out and educate each team on the right messaging, tone of voice and brand presence in order to have one unified message for each business unit. Creates month-end reporting that clearly presents the measurements of all marketing communicating initiatives. Ensures proper goal setting practices and incentives are aligned with business objectives. Maintains close and productive relationships with each hospitality and real estate department in order to build and maintain productive working relationships. Oversees the administration of all websites and all internet marketing. Analyzes business trends, identifies marketing opportunities and develops strategic plans with supporting tactics for current and future opportunities. Ensures that communication efforts are aligned with brand standards, strategy and image for each business unit. Allocates marketing communication resources to markets that will provide the largest return as measured by revenue growth. Maintains awareness of competitive practices among competing properties; and communicates information to each business unit. Develops and administers the marketing budget. Manages budget allocation and maximizes budget resources as measured by revenue achieved vs. expense. BASIC SKILLS & REQUIREMENTS: Sees a vision, is not deterred from achieving it and encourages new ideas and innovative thinking. A proactive and creative thinker who drives FIRC performance forward. Effectively communicates the objectives, strategies and tactics and has a willingness to listen to the ideas of others. A motivational leader. Committed to the company and the achievement of its goals. Effective communication skills including group presentations, written and oral. Team management skills including participation, engages on difficult issues, and effectively influences non-direct reports. Ability to direct, influence and lead activities where direct reporting lines may not exist. Financial analysis skills. Ties strategies and planned actions to results. Can quickly inspire confidence and gains respect from subordinates, partners, competitors and owners. Combines a confident, self-starting, high performance orientation with a track record that reflects a "can do" attitude. Enjoys meeting with customers, personally networking within the industry during the normal course of business and at industry events. Possesses interpersonal skills to motivate and energize the organization. Ability to achieve results through development and training of people. Projects management skills including organizing, multitasking, and budget reconciliation. Excels in marketing planning, public relations and media interactions experience and skills. Thorough understanding of all print media, digital media and creative production methods. Creative and strategic skills a must. QUALIFICATIONS: 4-year College Degree (BS/BA) with a specialization in Marketing, Advertising, Public Relations preferred. 3-5 years marketing communications experience in the hospitality field. Public Relations Agency and Advertising Agency experience preferred. Internet marketing, e-commerce and computer proficiency on marketing software preferred. Possess a solid understanding of social media channels and search engines and knows how to optimize content so that it is engaging (i.e. Twitter, Facebook, Instagram, YouTube, Pinterest Etc.). Knowledge of Adobe Suite (InDesign, Illustrator, Photoshop, etc.) Have excellent knowledge of SEO, Google Analytics and other quantifiable metrics that yield ROI. Job Type: Full-time Benefits: Dental Insurance Health Insurance Paid Time Off Vision Insurance Schedule: Monday to Friday Experience: Marketing: 4 years (Required) Hospitality: 3 years (Required) This Company Describes Its Culture as: Innovative -- innovative and risk-taking Aggressive -- competitive and growth-oriented Outcome-oriented -- results-focused with strong performance culture Work Remotely: No