Location: voco Saranac Lake, NY (Possible Remote Opportunity with the Right Candidate- requires 7 on-site days per month)

Department: Marketing & Communications

Reports To: General Manager

FLSA Status: Exempt

Job Summary:

Branch Hospitality Group is seeking an innovative and results-oriented Director of Marketing & Communications to spearhead the strategic growth and brand development of the voco Saranac Lake, NY. This pivotal role is tasked with enhancing revenue growth, guest engagement, and brand visibility through comprehensive marketing strategies, all while maintaining alignment with IHG’s voco brand standards.

The Director of Marketing & Communications will be responsible for formulating and executing data-driven marketing initiatives that support the hotel’s overall business objectives. Key responsibilities include brand management, campaign creation, guest package development, community partnership cultivation, and seamless integration of IHG’s broader marketing goals with local efforts. This leader will act as a bridge between property operations and IHG’s corporate marketing resources to ensure a consistent and powerful brand presence.

This role offers a hybrid work arrangement, with a requirement of 7 on-site days per month to foster team connectivity and support property operations. Additionally, the Director will embark on two fieldwork excursions, with the Director of Sales, annually to identify new marketing opportunities and engage prospective clientele, ensuring sustained growth and fresh market insights.

Key Responsibilities:

1. Brand & Marketing Leadership

1. Uphold and implement IHG’s brand standards, ensuring consistent messaging and visual identity across all marketing channels while overseeing creative production, copywriting, and visual design to maintain brand alignment.
2. Works closely with General Manager and Director of Sales to lead strategic planning, development, and execution of marketing, communication, and public relations initiatives for the hotel, event spaces, and restaurant, including integrated campaigns for hospitality packages, seasonal promotions, experiences, and local partnerships to support business goals.

2. Multi-Channel Campaign Management

1. Develop and implement marketing plans for digital and traditional channels, including advertising, promotions, and public relations.
2. Align marketing efforts with sales initiatives to drive room bookings, event bookings, dining experiences, and sensory experiences.
3. Plan, execute, and manage multi-channel marketing campaigns that align with corporate strategy and business goals.
4. Collaborate with internal stakeholders and external partners, such as creative and PR agencies, to develop and launch marketing campaigns.
5. Identify and create demand generation opportunities for hotel properties, food and beverage outlets, and related experiences.

3. Digital Marketing & Online Presence

1. Oversee and liaison with IHG the hotel’s online presence, ensuring websites, social media, and third-party listings are current and optimized.
2. Support SEO, SEM, PPC, and paid advertising strategies to drive traffic and increase direct bookings.
3. Leverage social media, influencer marketing, and content strategies to engage local, national, and international audiences.
4. Develop online campaigns and promotions to drive engagement and bookings.
5. Ensure website content, photography, and packages are up-to-date and optimized for user experience and conversion.

4. Analytics, Reporting & Budgeting

1. Establish KPIs and regularly evaluate the effectiveness of marketing strategies providing insights and actionable recommendations to hotel leadership.
2. Oversee the marketing budget, ensuring efficient allocation of funds and adherence to budget goals.
3. Use data and analytics to inform campaign adjustments and ensure marketing efforts drive revenue growth and ROI.

5. Executive-Level Team Leadership & Collaboration

1. Build and maintain relationships with internal stakeholders, IHG corporate teams, and local community partners.
2. Collaborate with and support the General Manager and Director of Sales & Events to ensure cohesive messaging, package offerings, booking strategies as well as providing insights into guest demographics and experience preferences.

6. Public Relations, Partnerships & Community Engagement

1. Build relationships with local and industry media to generate publicity for the hotel and its initiatives.
2. Develop community partnerships to promote local events, tourism initiatives, and community outreach programs.
3. Establish partnerships with local businesses and organizations to create co-branded marketing opportunities and curate guest experiences with the Director of Sales.

Required Skills & Qualifications:

1. Bachelor’s degree in Marketing, Communications, Business, or a related field, OR equivalent 5+ years of senior-level experience managing multi-channel marketing campaigns and working with creative agencies.
2. Strong understanding of brand development, storytelling, campaign management, and integrated marketing strategies with expertise in digital marketing, including SEO, SEM, PPC, social media, and content marketing.
3. Strong analytical skills, with experience in data-driven decision-making and performance reporting.
4. Exceptional written and verbal communication skills.

Preferred Skills & Qualifications:

1. Experience working with international hotel brands or boutique hospitality properties.
2. Proficiency with Adobe Creative Suite (Photoshop, Illustrator, InDesign).
3. Familiarity with hospitality market trends in the Saranac Lake area, as well as international industry insights.

Why Join Us?

At Branch Hospitality Group, owner of voco Saranac Lake, we pride ourselves on offering guests a unique and unforgettable experience. As the Director of Marketing & Communications, you’ll have the opportunity to bring your creative vision to life, inspire guests to explore Saranac Lake, and shape the future of a distinguished hospitality brand. Join us and lead a team passionate about delivering world-class service and unforgettable experiences.

Application Instructions:

If you’re ready to own a brand, create exceptional guest experiences, and drive impactful marketing campaigns, we want to hear from you. Submit your resume, cover letter, and portfolio of marketing work to Michael Doran at michael@branchcompanies.com. The portfolio must include layout work, an original graphic element you designed, a content piece such as an article/blog, and a social media post with a backstory.

Job Type: Full-time

Pay: $65,000.00 - $85,000.00 per year

Benefits:

1. 401(k) matching
2. Dental insurance
3. Employee discount
4. Flexible schedule
5. Health insurance
6. Paid time off

Ability to Relocate:

1. Saranac Lake, NY 12983: Relocate before starting work (Required)

Work Location: In person

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