Senior Marketing Manager in Key West Sales Office at Hyatt Residence Club

Date Posted: 3/31/2021

Job Snapshot

Job Description


Relocation Assistance

Participates in developing and implementing programs that will increase tour flow from marketing channels. Develops and manages advertising materials and events, and builds relationships with external vendors. Evaluates programs for generating tours and implements solutions to enhance programs and tour flow. Communicates marketing strategy to sales and marketing workforce. Builds and maintains relationships with sales management, and coordinates with them to address any problems. Manages the day-to-day activities of individual contributors, vendors, and teams. Participates in the performance management, coaching, and selection of the marketing workforce.


Education and Experience

• Two-year degree or 3 years of equivalent work experience; minimum 2 years experience in a similar position

Required Qualifications

• Proficiency in reading and writing English (additional language required for certain positions)

Successful Candidates Will Be Willing To:

• Work in close contact with the general public in sales and marketing situations that require strong communication and customer service skills

• Openness to adapt to different cultural contexts based on location

• Must be willing to work weekends and holidays as required by business needs


Developing and Executing Marketing Strategy

• Develop and implement strategic plans to include budget considerations, site goals, and forecasts for appropriate activities.

• Ensure that pricing and communications regarding previews are consistent across all channels.

• Develop tour generation program initiatives, including but not limited to owner referral and reload programs, off-site locations, and travel partner promotions.

• Collect and analyze competitive intelligence (e.g., marketing programs/campaigns) to assist in the enhancement and development of current and future marketing strategy.

Managing Tour Flow And Guest Experience

• Manage the cost and distribution of premiums/gifts for guests.

Developing Programs for Generating Traffic Flow/Business

• Coordinate with marketing operations and other site marketing programs on new initiatives to increase production in channels.

• Develop strategies and incentive programs to meet or exceed budgeted numbers.

• Identify trends when production is not meeting budget expectations and implement solutions.

• Develop relationships to build a network (e.g., Off Property Contact [OPC], brokers, associates, member referrals) useful for developing sales leads.

• Contribute to development and review of print ads, online ads, and other marketing materials (e.g., audio/video presentations, billboards, events, activities, seminars and special in-house functions).

• Conduct performance and cost analysis of past programs/events (including budget considerations and contractual provisions) and makes recommendations to improve and enhance future programs/events.

Maintaining, Analyzing, and Communicating Key Reports

• Use reports on individual and team production performance (e.g., Confirmations-Experiences per guest, volume-per-guest [VPG], close rate, employee satisfaction, Regional Customer Experience Report, Site Daily Flash).

• Conduct competitive market analysis (e.g., cost per tour, development plans, and marketing cost by channel and effort).

• Monitor Budget versus Actual Results (BUVARS) by department and channel and prepare summaries of results for management (e.g., site, regional, and sales and marketing leadership).

• Monitor production from package sales and activation perspectives on a weekly basis to ensure proper forecasting and tour allotments.

• Analyze and maintain response results, pipeline goals, activation processes, tour costs, etc.

• Monitor reports across channels to determine focus for generating tours.

Managing Relationships External to Marketing

• Interact with team members from the finance, accounting, and legal disciplines to resolve issues appropriate to those functions.

• Build and maintain relationships between sales management and the marketing department to ensure there is a clear understanding of eligibility requirements or details of participation for generating tours.

• Share marketing information and strategy with sales force.

• Coordinate closely with sales management on process for addressing guest eligibility issues, tracking and discussing related trends.

• Build partnerships with resort operations, hotel linkage, OPC vendors, etc, where applicable.

Managing and Developing the Sales and Marketing Workforce

• Prepare for and conduct team meetings.

• Measure the performance of marketing executives/team leaders against goals and hold them accountable. - Importance to My Job

• Provide one-on-one coaching and mentoring to team associates.

• Reward and recognize associate performance (e.g., way-to-go letters, personal bests, top three per channel, top VPG, attendance, special contribution, top three total packages).

• Motivate associates to increase production and performance (e.g., through contests, Special Performance Incentive Funds [SPIFs], motivational e-letters).

• Observe and identify associate areas of strength and development opportunities (e.g., through ride-alongs, shadowing, monitoring).

• Provide on-call support to associates when not on site.

• Seek and review sales and marketing best practices/publications and uses this information to train/coach associates to increase production.

• Conduct formal performance reviews and use this information to create individual development plans, career paths, and promotion development plans.

• Manage associate performance, developing performance plans for associates below expectation (progressive discipline).

• Identify and respond to the needs/questions/issues (both work and non-work related) brought forth by team associates.

• Mediate conflict in and between teams (e.g., within marketing teams, between marketing and sales teams).

• Monitor standard practices and develops amendments to standard practices as needed.

• Provide guidelines for empowering associates to make decisions regarding guest experience and service issues.

• Deliver and coordinates various training programs.

• Develop and review policies and procedures pertaining to work flow, lead distribution, reward, recognition, and discipline.

• Create an awareness and understanding of policies and procedures for conducting business (e.g., Flight Plans, Local Standard Operating Procedures).

• Participate in selection processes (e.g., interviewing).

• Develop compensation plans for marketing teams that maximize production.

Contributing to the Management of the Enterprise

• Oversee all scheduling and ensures proper coverage of all facets of the processes and programs (e.g., ensure that Linkage, OPC, and PPS are staffed appropriately).

• Understand and abide by state and federal regulations around marketing activity (e.g., state marketing matrix, national Do Not Call registry [DNC]).

• Update plans and actions to prepare for management meetings.

• Order, stock, track, and replenish all marketing collateral and supplies.

• Maintain any invoicing and expenses to include purchase orders and vendor invoices.

• Understand and abide by state and federal regulation around all sales and/or marketing activity (i.e. Do Not Call Lists, State registrations, Exemptions, etc).

• Perform other duties as assigned.



Adaptability - Maintaining performance level under pressure or when experiencing changes or challenges in the workplace.

Communication - Conveying information and ideas to others in a convincing and engaging manner through a variety of methods.

Professional Demeanor - Exhibiting behavioral styles that convey confidence and command respect from others; making a good first

impression and representing the organization in alignment with its values.

Problem Solving and Decision Making - Identifying and understanding issues, problems, and opportunities; obtaining and comparing information from different sources to draw conclusions, develop and evaluate alternatives and solutions, solve problems, and choose a course of action.

Managing Execution

Building and Contributing to Teams

Driving for Results - Planning and supporting the development of individuals' skills and abilities so that they can fulfill current or future job/role responsibilities more effectively.

Planning and Organizing - Gathering information and resources required to set a plan of action for self and/or others; prioritizing and arranging work requirements to accomplish goals and ensure work is completed.

Building Relationships

Coworker Relationships - Interacting with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting relationships.

Customer Relationships - Developing and sustaining relationships based on an understanding of customer needs and actions.

Fostering Inclusion - Supporting associates with diverse styles, abilities, motivations, and/or cultural perspectives; leveraging personal differences to achieve objectives; and promoting a work environment where all associates are given the opportunity to contribute to their full potential.

Generating Organizational Talent and Capability

Organizational Capability - Understanding and leveraging associate talent and capabilities to meet work needs; supporting the attraction, selection, and/or retention of associates in order to achieve department and business objectives. Diagnoses capability needs; recruits and

evaluates potential employees; emphasizes retention; champions talent management.

Talent Management - Providing guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.

Learning and Applying Personal Expertise

Applied Learning - Seeking out and making the most of learning opportunities to improve performance of self and/or others. Actively seeks and participates in learning activities; gains knowledge, understanding, and skill; applies knowledge or skill; welcomes performance feedback.

Business Acumen - Understanding and utilizing business information (e.g., Associate, Guest/Customer Satisfaction, Financial Performance) to manage everyday operations and generate innovative solutions to approach business and administrative challenges.

Basic Competencies

o Job Specific Computer Skills - Using computer hardware and software specific to job (e.g., MARSHA, PMS, SFA, NGS, Delphi, Point of Sale, HR technology).

o Reading Comprehension - Understanding written sentences and paragraphs in work related documents.

o Writing - Communicating effectively in writing as appropriate for the needs of the audience.

Functional Job Family Competencies

o Sales Coaching - Providing timely coaching, guidance, and feedback to help others excel on the job and meet key accountabilities.

o Sales and Marketing - Knowledge of sales and marketing concepts including principles and methods for showing, promoting and selling products or services as well as marketing strategies and tactics.

o Sales and Marketing and Operations - Ability to understand the business needs and basic concepts of Sales and Marketing and Resort Operations in order to build a positive and collaborative working relationship.

Hyatt Residence Club is an equal opportunity employer committed to employing a diverse workforce and sustaining an inclusive culture.


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