Cluster Marketing Manager
The First Group - Hotel Management Company (The First Collection)
Total years of experience :17 years, 8 Months
Responsible for maximizing revenues across 4, soon to be 5, properties through traditional but mostly digital methods and across all proven and potential channels involving but not limited to:
- Conversion and maximisation through direct (brand website), OTA / metesearch, paid digital and social media, loyalty program/s, affiliate marketing and all other revenue opportunities
- Brand recognition and equity through PR, direct marketing, online reputation management, social media content management, KOL and partnership strategies, loyalty program and guest engagement management
- Marketing support for other segments namely corporate, group and leisure sales, online and offline upselling, referral & partnership programs in line with corporate brand standards
- Managing requirements for the launch of new products, services and properties including pre-opening marketing support, market research, supplier and partner sourcing and building all brand and digital assets.
- Led the success of ongoing campaigns including Hatta Calling and Winter Promotions, increasing average room rates to an average of 12% and increasing length of stay effectively from 1 to 1.5 nights
- Contributed to 52% increase in traffic and 12% in bookings for the new website (for the property page) through monitoring analytics and coming up with relevant strategies
- Achieved greater compliance in terms of brand look and feel within property, and quality of communications on website, social media, advertising and PR
Duties and responsibilities:
- Maximize local and international marketing opportunities and activities through coordination with corporate marketing PR and digital marketing teams
- Ensure that these opportunities are coordinated and supported by respective properties
- Effectively identify appropriate channels to promote and distribute products and promotions through well thought-out marketing and media plans
- Quantitatively and qualitatively evaluate results of all executed campaigns, along with consistent benchmarking with comp sets
- Recommend, develop and implement effective annual and quarterly marketing and PR strategies, complimented by well-analyzed budgets and allocations.
- Identify and evaluate sponsorships and promotional activities with will add value to the brand
- Create unique but practicable activation for rooms, F&B and MICE products that generate both brand awareness and healthy ROIs for the properties
- To direct and supervise production of company collateral, giveaways, branding and non-tactical materials related to the brand
- Present monthly reports detailing activities undertaken and future plans in line with departmental budget
- Working with both property and corporate marketing teams to identify positioning and brand attributes
Cluster Marketing Manager
October 2014 to present
Ramada Downtown Dubai and Hawthorn Suites by Wyndham, JBR
Properties franchised from the Wyndham Hotel Group
Achievements:
Awarded HOD (Head of Department) of the Year, for 2014-2015 by Ramada Downtown Dubai for establishing the Marketing & Communications Department resulting to better brand compliance, increased exposure for the hotel and its products, and better online engagement
Conceptualised and implemented a unique Hotel Social Media Workshop training for hotel staff, in order to generate more authentic and unique social media content
As a result, Hawthorn Suites by Wyndham JBR was nominated for the Digital Engagement Award at the Wyndham EMEA Summit held in Spain
Successfully led the hotel group’s first ever participation at the Arabian Travel Market and World Halal Travel Exhibition in 2014, establishing R Hotels as a premier hotel management group
Significantly improved website performance for both hotels by completing the Hawthorn Suites Website CMS project, and implementing more engaging social media calendars for both properties.
Significantly increased the hotel database by implementing systems in several areas of business, in order to reach a larger audience for the hotel’s promotions
Delivered stronger brand compliance scores without compromising visual appeal or ensuing additional cost
Improved and expanded each hotel’s image and video library with relevant and fresh material, relating to feedback we had received from both our sales teams and guests
Developed comprehensive marketing SOP’s and training calendars for the hotel’s cluster marketing team
Spearheaded successful CSR initiatives and sponsorship events
Revived relationships with members of target media, electronic and print, local, national and international and negotiated for more cost-effective partnerships
Maximised various free channels, including business and restaurant listings, local and international award nominations, local community portals and participation in community events to increase hotel visibility and exposure
Marketing and Communications Executive
May 2010 to October 2014
Yas Island Rotana and Centro Yas Island, Abu Dhabi
Achievements:
Strategically managed the hotels’ online presence to increase visibility and traffic, from the hotel website, online magazine (rotanatimes.com) to direct emailer material and social media
As a result, Yas Island Rotana and Centro Yas Island were awarded Best Hotel (complex) on Social Media and Best Hotel on Rotanatimes consecutively at the Rotana Social Media Awards
Created a systematic filing and administrative system to support the Marketing and Communications department
Formulated all correspondence related to the sponsorship proposals, negotiations and letters of thanks and appreciation.
Championed brand guidelines and brand promise in all produced materials, including editorial features for the hotel and / or any of its outlets
Actively supported the Director of marketing and Communications in establishing beneficial partnerships with third parties, including but not limited to target media, suppliers, potential business partners and sponsors
Represented the hotel, along with the Director of Marketing and Communications, for all events and promotions, including functions that hosted VIP guests visiting the hotel
Achievements:
Promoted from Account Executive to Senior Account Executive in less than a year for the efficient and effective delivery of product and tactical advertisments for Toshiba laptops, and facilitation of brand compliance
Successfully delivered online media requirements
Effectively managed all other marketing collateral projects like datasheets (product catalogue), brochures and similar materials, including POS materials and infrastructure fitouts
Completed all necessary documentation for the department including financial, proof-of-execution and reimbursement reports
Achievements:
Sourced prospective accounts
Created relevant market research and analysis reports
Strategic plan for tenant rates
Preparation of departmental budgets and administrative requirements
Negotiation and account handling
JG Summit Management Training Program
The JG Summit Management Training Program is owned and facilitated by JG Summit Holdings, Inc., a conglomerate of Air Transportation, Banking, Food Manufacturing, Hotels, Petrochemicals, Power Generation, Real Estate and Property Development, Telecommunications. Candidates are selected from top universities all over the country.
Rotation Assignments as Management Trainee: Brand Assistant May 2006-December 2006
Universal Robina Corp BCFG- Brand Marketing, Manila, Philippines
Mentor: Chris T. Fernandez (Group Product Manager)
• Monitoring and regulation of all production, distribution, sales and promotion issues relevant to the bakery brand ('Quake' cakes)
• Brand maintenance of new products through the weekly completion of brand updates
• Spearheaded regular business team meetings and updates minutes
• Presented key issues relevant to brand and sales in the monthly Sales and Marketing presentations
• Launch of new product and product extensions
Special Project: RLC Commercial Centers Operations Manual Feb 2006- May 2006
Robinsons Land Corporation- Commercial Centers, Manila, Philippines
Mentor: Roger P. Cuya (HR Director, RLC)
• Complex Adminstration Department manual, containing all standard SOP's specific to the security, housekeeping, food court, carpark and materials control management groups
Tertiary (2005): BA Social Sciences Major in Philosophy & Political Science University of the Philippines Cum Laude
Secondary (2001) Saint Louis School Center - Girls' Highschool Department Consistent Honor Student
Primary (1996) Saint Louis School Center Class Valedictorian