Key Responsibility Areas KRA & KPIs- Marketing Manager-Corporate
1. Social & Digital Media Strategy
Objective: Establish a strong digital presence to drive brand awareness, engagement, and direct bookings.
o Social Media Management
o Approve and oversee content calendars for each hotel and restaurant across Instagram, Facebook, LinkedIn, and YouTube.
o Introduce interactive content formats (reels, live sessions, contests, Q&A sessions) to increase engagement.
o Maintain real-time engagement tracking and refine strategies accordingly.
o Paid Digital Campaigns & Performance Marketing
o Oversee and approve targeted advertising campaigns (Google Ads, Meta Ads, YouTube, LinkedIn).
o Ensure retargeting strategies are implemented to convert high-intent visitors into bookings.
o SEO & Website Optimization
o Final approval on SEO strategies, website UI/UX, and booking funnel enhancements.
o Ensure location-based and experiential content drives direct bookings.
o Influencer & User-Generated Content (UGC) Strategy
o Final decision on influencer collaborations and long-term brand ambassadors.
o Approve UGC strategies and incentives for guest participation.
o Content Creation & Data Bank Management
o Oversee the creation of high-quality digital content across all units, ensuring consistent and on-brand messaging.
o Develop and maintain a centralized data bank of marketing assets and content, updated regularly for use across hotels and restaurants.
o Digital Reputation Management
o Monitor brand sentiment analysis and ensure negative PR crisis control.
o Ensure the Assistant Marketing Manager manages online reviews while escalating key issues.
o Analytics & Reporting
o Approve monthly digital performance reports presented to the CEO & Project Head.
o Ensure continuous optimization based on data insights.
KPI:
o Increase overall digital engagement by 5% per quarter and boost direct bookings via digital channels by 10% YoY, while creating at least 150-200 high-quality content assets per quarter and maintaining a comprehensive, up-to-date data bank.
2. Public Relations (PR) & Brand Reputation Management
Objective: Strengthen brand credibility and media presence through strategic PR initiatives.
o Media Outreach & Press Relations
o Approve and oversee press releases, media coverage plans, and brand storytelling.
o Maintain strong relationships with media agencies and contacts.
o Press Conferences & Media Events
o Oversee and approve PR events, media meet-ups, and influencer FAM trips.
o Crisis Communication & Reputation Management
o Personally handle high-risk brand reputation issues.
o Implement real-time response strategies.
o Influencer & Celebrity Engagement
o Finalize and create campaigns for influencer partnerships.
o Ensure influencer selection aligns with brand positioning.
o Thought Leadership & Corporate PR
o Approve executive visibility strategies for Polo Towers leadership in industry forums, media, and on LinkedIn.
KPI:
o Secure at least 7-8 major media placements per quarter while maintaining a 90% positive sentiment rate, and finalize/execute 6-7 influencer collaborations per quarter that align with brand positioning.
3. Internal & External Communication
Objective: Ensure seamless communication between internal teams, stakeholders, and external audiences.
o Internal Communication Strategy
o Approve and oversee monthly brand updates and internal communication briefs.
o Ensure the marketing team and hotel staff understand and align with the brand vision.
o External Communication Strategy
o Approve and oversee guest communication across digital, email, and offline channels.
o Stakeholder & Partner Engagement
o Approve strategic partnerships with OTAs, tourism boards, experience curators, and other external alliances.
KPI:
o Achieve 90% internal alignment on brand messaging and secure at least 1 new strategic partnerships per quarter.
4. Marketing Strategy & Campaigns
Objective: Develop a high-impact marketing strategy to drive revenue, brand visibility, and guest engagement.
o 360-Degree Marketing Campaigns
o Final decision on multi-channel marketing campaigns ensuring cohesive storytelling.
o Hotel & Restaurant Promotions
o Oversee and approve promotions, food festivals, and seasonal offers.
o Branding & Offline Marketing
o Oversee branding initiatives across traditional media channels including radio, outdoor hoardings, and ticketing platforms.
o Approve and manage PR engagement activities to enhance brand visibility and guest engagement.
o Develop comprehensive brand identity dockets, including immersion videos, brand manuals, brochures, digital literature, etc., to ensure a consistent and immersive brand experience across all touchpoints.
o Ensure consistent messaging across both digital and offline channels.
o Performance Tracking & ROI Optimization
o Final decision-maker for budget allocations and ROI-driven marketing investments
Job Type: Full-time
Work Location: In person
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