Corporate Director of Marketing for the China market - Luxury Hotel Group

Position

Director of Marketing - China market

Group Director Social Media 


The client

Luxury hotel Group 

 Main duties and responsibilities: 

• Develop and lead the overarching social media strategy that aligns with the luxury positioning of the Group and supports business objectives.
• Development of China-Specific Marketing Strategy: Craft and implement a marketing strategy for the Group that is specifically tailored to the Chinese market, aligned with the corporate brand and global marketing strategy. 
• Ensure alignment with the overarching business objectives in the region and effective execution of these strategies.
  
• Ensure marketing budgets, activities, and engagement with external marketing agencies are well-aligned with the market-specific needs of the Chinese luxury hospitality sector.
• Lead, inspire, and develop a marketing team focused on the Chinese market. 
• Establish standards for best practices and drive a high-performing team that understands the nuances of the Chinese luxury hospitality industry.
• Partner with sales and marketing teams to oversee direct channel marketing programs tailored for the Chinese market, ensuring these initiatives significantly impact revenue growth.
• Interact with key stakeholders and General Managers, for campaigns that have both a regional and China-specific focus.
• Ensure that marketing strategies not only align with the brand strategy but also resonate with Chinese consumers and stakeholders, adapting brand and performance application for the Chinese market as required.
• Initiate and lead market research and customer insight projects within China to identify direct business opportunities and innovative revenue-generating products or services.
• Work with revenue and distribution team to develop innovative and profitable digital marketing strategies, with a special focus on platforms and channels popular in China, to boost room bookings and brand presence.
• Oversee the management and creation of marketing materials and localized advertising campaigns that are specifically designed for the Chinese market.
• Lead the development of strong marketing relationships and partnerships within the Chinese market.
• Coordinate and support the creation and implementation of multi-property seasonal offers and regional campaigns, with a creative, media, and activation approach that appeals to the Chinese audience, both at a brand and property level (ownership and consulting).
• Develop marketing launch campaigns for new property openings within the Chinese market, ensuring they are culturally sensitive and market-appropriate.

Experience and qualifications:

• Excellent knowledge of the Chinese social networks & social media
• Must have Chinese (Mandarin) fluency (written, spoken)
• Bachelors degree in Marketing/ Business Studies or Similar
• Desirable: Masters degree in Marketing or an MBA
• Minimum of 8 tears experience in a similar Marketing position within hospitality
• Experience with luxury hotel brands (desirable)
• Analytical focus with strong quantitative & budget management skills
• Experience of creating annual marketing strategies
• Skilled at creating senior level marketing reports and demonstrating ROI
• Lead and develop high performance teams