POSITION: Director of Marketing

PURPOSE: To strategically design and execute all marketing communication and strategies efforts for FIRCs hospitality and real estate divisions including the Cambria Downtown Asheville, Haywood Park Hotel, Country Inn & Suites, Isa’s French Bistro, Hemingway’s Cuba, and the future development of FIRC’s projects. This individual will create and maintain a highly energized and results-driven culture. The Director will have a primary role in growing market share for each business unit leveraging all marketing platforms. Success is determined through improvement in our marketing performance as compared to that of our defined competitors.

REPORTS TO: Ownership

DUTIES AND RESPONSIBILITIES:

• Creation of short- and long-term strategic plan for each business unit that exceeds owner required revenue goals leveraging the right tactical marketing channels against each strategy.
• Maximize performance and ROI in the areas of SEO, SEM.
• Determine and execute the right social media strategy for all businesses leveraging resources from each business unit and provide the right training and oversight to maximize guest interaction.
• Determine and execute the right Public Relations efforts required for each business unit leveraging in-house talents along with an outsourced (ad-hoc) local PR firm.
• Deploy all graphic design needs as appropriate through FIRC’s approved vendor.
• Build out a 12 month rolling promotions plan for each business unit working in tandem with the business unit general managers as a component of the master strategic plan.
• Is the brand relations point person between hotels and franchisor.
• Determine the right community relations strategy to maximize our awareness in the local market.
• Work closely with the sales and revenue management organizations to a) support their external marketing needs and b) to build-out and educate each team on the right messaging and brand image in order to have one unified message for each business unit.
• Creates month-end reporting that clearly presents the measurements of all marketing initiatives. Ensures proper goal setting practices and incentives are aligned with business objectives.
• Maintains close and productive work relationships with every hospitality and restaurant department.
• Oversees the administration of all websites and all internet marketing.
• Analyzes business trends, identifies marketing opportunities, and develops strategic plans with supporting tactics for current and future opportunities.
• Ensures that communication efforts are aligned with brand standards, strategy, and image for each business unit.
• Allocates marketing communication resources to markets that will provide the largest return as measured by revenue growth.
• Maintains awareness of competitive practices among competing properties; and communicates information to each business unit.
• Develops and administers the marketing budget. Manages budget allocation and maximizes budget resources as measured by revenue achieved vs. expense.

BASIC SKILLS & REQUIREMENTS:

• Professional history demonstrating visionary prowess and innovative thinking.
• Effectively communicates objectives, strategies, and tactics.
• Active listener for the ideas of others.
• A motivational leader. Committed to the company and the achievement of its goals.
• Effective communication skills to include group presentations both written and oral.
• Team management skills through participation, engagement on difficult issues, and effective influence with non-direct reports.
• Financial analysis skills. Ties strategies to results.
• Combines a confident, self-starting, high performance orientation with a track record that reflects a "can do" attitude.
• Enjoys meeting with customers and personally networking within the industry.
• Thorough understanding of all print media, digital media, and creative production methods.

QUALIFICATIONS:

• 4-year College Degree (BS/BA) in traditional and digital marketing.
• Internet marketing, e-commerce and computer proficiency with marketing software.
• 3-5 years marketing communications experience in the hospitality field.
• Public Relations Agency and Advertising Agency experience preferred.
• Possess a solid understanding of social media channels and search engines and knows how to optimize content so that it is engaging (i.e. Google, Twitter, Facebook, Instagram, YouTube, Pinterest etc.).
• Knowledge of Adobe Suite (InDesign, Illustrator, Photoshop, etc.)
• Have excellent knowledge of SEO, Google Analytics and other quantifiable metrics that yield ROI.

Job Type: Full-time

Pay: $70,000.00 - $80,000.00 per year

Benefits:

• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Schedule:

• Monday to Friday

Ability to commute/relocate:

• Asheville, NC 28801: Reliably commute or planning to relocate before starting work (Required)

Experience:

• Marketing: 3 years (Preferred)

Work Location: One location

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