Position Overview
This innovative and strategic marketing professional will lead the company's digital marketing transformation and growth initiatives. This leader will be responsible for leveraging our brand's rich history and nostalgic appeal to expand its audience and reach new markets. The incumbent will be data-driven, customer-centric, and skilled in personalization, aiming to create unforgettable guest experiences that foster loyalty and drive long-term growth.
The VPM will serve as a partner to Cote Hospitality business leaders and diverse institutional ownership partners on brand positioning, repositioning, and launches. The VPM will drive overall digital marketing strategies of Cote Hospitality including search engine optimization (SEO), search engine marketing (SEM), and social presence (social reputation and social media). They will create the distribution strategy and annual plans to maximize online revenue and profitability across Resorts and Camps. S/he will maintain clear communication with regional operations leaders, vendors, clients, partners, and more. They will be the lead in analyzing and reporting monthly digital performance metrics and broader hotel performance data to stakeholders. Along with the VP of Commercial Services, they will support Sales and Revenue Management regarding promotional and tactical marketing, e-Tools, and electronic media. The VPM will evaluate advertising and promotion partners and programs for compatibility with public relations efforts.
About Cote Hospitality: www.cotefamily.com
For over 100 years, this family-owned company has distinguished itself by providing unique, transformative experiences and exceptional memories. Our resorts provide an array of services including accommodations, golf, spa food & beverage, retail, equestrian and conference/event opportunities. Our camps provide transformational memories that our attendees carry with them forever. The Cote Family has invested in its current ventures and is poised for further growth.
COTECares
CoteCares is our “Way of Life”. We believe in enriching the lives of those within our community and this inspires us to create transformative experiences and exceptional memories.
Our associate journey begins and ends with a positive work environment and experience for our team. CoteCares is the namesake for our culture, and our commitment to a culture where all associates feel respected, safe, empowered, appreciated, excited, included and a sense of belonging to something extremely special. Whether it be through community involvement or internally working with each other, CoteCares expresses our world and what we want it to be.
Key Responsibilities
- Digital Marketing & Transformation
- Lead the Digital Strategy : Develop and execute a comprehensive digital marketing strategy that positions Cote Hospitality at the forefront of the industry, integrating best practices in social media, search engine optimization (SEO), email marketing, and paid media.
- AI Integration : Identify and implement AI-driven marketing solutions, such as chatbots, recommendation engines, and predictive analytics, to enhance customer engagement and streamline marketing efforts.
- Leverage Social Media : Build a strong social media presence across key platforms to boost brand awareness, engage with customers, and generate leads. Utilize storytelling to highlight Cote Hospitality’s unique offerings, including experiential moments and nostalgia.
- Website Optimization : Oversee continuous improvements to the Cote Hospitality website to enhance user experience, increase conversion rates, and ensure that content aligns with current digital trends.
- Audience Expansion & Market Development
- Brand Relevance & Expansion : Leverage the strong brand reputation of Cote Hospitality to attract new audiences and penetrate emerging markets. Develop campaigns that emphasize the brand's timeless appeal while positioning it for contemporary relevance.
- Data-Driven Decision Making : Use analytics and data insights to refine marketing strategies, optimize campaigns, and make informed decisions about market entry and new audience engagement.
- Personalization & Customization : Develop tailored marketing efforts that focus on customer preferences, enhancing the guest experience by delivering personalized content, offers, and engagement strategies.
- Customer Relationship Management (CRM) : Enhance CRM strategies to improve guest loyalty, increase guest lifetime value, and create opportunities for repeat business through targeted marketing.
- Customer-Centric Focus & Experiential Marketing
- Create Memorable Experiences : Design and execute campaigns that focus on creating experiential moments at each customer touchpoint, ensuring that guests have meaningful and lasting experiences with the brand.
- Customer Engagement : Build initiatives that foster two-way engagement, ensuring that Cote Hospitality is responsive to guest feedback and adaptable to their needs.
- Employment Branding : Partner with Human Resources to develop and communicate a compelling employment brand that attracts top talent, ensuring the company is seen as an employer of choice within the industry.
- Strategy, Communication & Collaboration
- Innovative Mindset : Encourage a culture of innovation within the marketing team, staying open to experimenting with new revenue models, partnerships, and strategies that can drive growth.
- Strategic Collaboration : Work closely with the Vice President of Commercial Services to ensure alignment between marketing initiatives, sales goals, and revenue strategies. Support efforts to optimize pricing and direct sales activities.
- Market Adaptation : Adapt quickly to changing market trends and consumer behaviors, adjusting strategies and tactics to remain competitive and relevant.
- Effective Communication : Articulate marketing vision and goals clearly to internal stakeholders, ensuring company-wide buy-in and collaboration on key initiatives.
- For all independent hotels, identify, develop, and evaluate marketing strategy, based on knowledge of hotel objectives and market characteristics. On branded hotels, guide the marketing plans aligned with the brand voice and guest journey.
- Prepare and maintain a current annual marketing plan with measurable and specific initiatives detailed to maintain and grow each business segment.
- Establish and maintain effective working relationships with agencies and media representatives and use these relationships to develop new business opportunities.
- Act as liaison with public relations vendor to develop press releases, prepare information for media kits, and other public relations issues.
- Facilitate national, regional and property specific partnerships and collaborations to enhance hotel and collection positioning.
- Perform other duties as requested by management.
Job Requirements
- This is an on-site position is located at our Corporate Offices, Eden Prairie, MN
- The role may require travel up to 25% of the time
- Strong analytical skills with experience in using data to drive decision-making.
- Skilled in developing personalized marketing strategies that drive guest engagement.
- Innovative, open to experimenting with new strategies, and adaptable to market changes.
- Excellent communication skills with the ability to inspire teams and collaborate effectively with cross-functional leaders.
Education & Experience
- Minimum of 10 years in marketing with a strong focus on digital marketing, transformation, and brand management.
- BA Degree in Marketing, Business, or related field. MBA or advanced degree preferred.
- Hospitality industry experience preferred.
- Expertise in social media platforms, content marketing, and digital advertising.
- Proven track record of leveraging AI in marketing strategies.
