Overview
The Director of Marketing is a dynamic leader with a passion for innovation, meticulous organization, and a results-driven mindset. This is an on-site role responsible for developing and executing Terranea's comprehensive marketing strategy. This role drives awareness, guest engagement, and revenue growth across multiple platforms. Working alongside business unit leaders across the resort, the Director of Marketing will craft inspiring campaigns, forge partnerships, and create recreational programming and events that highlight Terranea’s unique offerings and bolster demand.
Responsibilities
- Develop a comprehensive and strategic marketing plan that supports the resort’s business goals and the customer journey spanning group, leisure, business, and social markets. Ensure the storytelling of the resort’s offerings, experiences, and unique positioning are pulled through across all sales, marketing, and operational touchpoints to resort guests and local consumers.
- Develop and implement an annual marketing plan that drives awareness and demand across B2C and B2B segments. Oversee all media channels—digital, print, and OOH—to generate leads, increase revenue, and expand brand reach across owned and influenced platforms.
- Work together with department heads and the resort activity team to develop and execute a resort calendar inclusive of content, promotional programming, and activations that align with the resort budget.
- Oversee the marketing budget, including forecasting and reconciling of expenses, annual marketing budget planning, and adjusting budgets and activations as needed throughout the year.
- Serve as the subject matter expert and ambassador for the Terranea brand across all customer touchpoints and the resort’s local positioning in the marketplace, designing brand voice deployment to internal and external stakeholders.
- Cultivate and strengthen media relationships, hosting events and coordinating property logistics to enhance brand visibility. Build strategic alliances with public and private partners and foster ties with destination marketing organizations, ensuring seamless alignment across all marketing and communications efforts.
- Create a marketing scorecard to track and analyze campaign performance, sharing results with the executive team on a monthly, quarterly, and annual basis. Leverage ROI data relentlessly to refine strategies and guide future promotional decisions across all channels.
- Oversee the creation and distribution of all resort photography and videos, to ensure that assets are on-brand and support the resort’s business objectives. Collaborate with department heads to ensure that visual assets are curated and optimized.
- Inspire, mentor, and empower the on-property marketing team to excel. Foster talent growth, build bench strength, and deploy team members strategically to achieve results.
- Prepare monthly, quarterly and annual internal communications (reports, presentations) that represent the sales and marketing efforts of the resort for internal stakeholders and the results that have been realized.
- Stay ahead of industry trends and marketing best practices while conducting thorough competitive analysis. Leverage insights to inform strategic decisions, ensuring Terranea remains a leader in the luxury hospitality market and delivers innovative, impactful marketing initiatives.
- Responsible for website design, performance, optimizing UX, and heat mapping to gain deep insights into user behavior, increase personalization, identify areas for improvement, and adjust strategies accordingly.
- Design and implement a comprehensive omnichannel strategy that puts the guest at the heart of every interaction. Integrate all marketing activations—including creative content—to deliver a cohesive, immersive experience that amplifies brand connection and engagement across every touchpoint.
- Spearhead the evaluation and enhancement of our marketing tech stack, leveraging cutting-edge tools to elevate campaign management, task automation, email marketing, and CRM. Drive impactful reporting, web analytics, social media strategies, and customer data integration to optimize guest engagement.
- Oversee data ingestion, hygiene, and analysis to ensure insights that drive impactful guest experiences and strengthen brand loyalty.
Qualifications
- A minimum of 6 years of large, upscale and complex, luxury resort marketing experience at a Director level.
- Strong ability to mentor and lead a team. This role will oversee 4 – 6 Managers and 2 – 3 Coordinators.
- Experienced in executing PR and social media marketing plans.
- Proven experience growing business in transient, group, and wedding segments.
- Desire to work in a collaborative, on-site team environment.
- Ability to work a flexible schedule, including evenings and weekends, as needed.
Applications will be accepted through November 25, 2024, with an anticipated hire date in early Q1 2025. Following the closing date, resumes will be screened according to the qualifications outlined above and the most qualified candidates will be invited to interview.
Compensation
Base Pay Start Rate: $175,000 - $195,000/Yr
We offer a competitive benefit package for full-time, regular team members that includes: group medical, dental, vision, life, and disability benefits, as well as participation in a pre-tax flexible benefit plan for healthcare and dependent care reimbursement and an employee assistance program. We also offer paid time off/sick time and are proud to offer participation in a 401(k) plan with a company match!
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