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Job Summary
Large Hotel Chain requires a National Marketing Manager, the position will be based in the Cape Town City Bowl area. Role Purpose: The successful candidate will be responsible for the strategic development and execution of the Group’s brand identity, digital footprint, and promotional campaigns across a national portfolio. Reporting to the Group Commercial Director, this role is tasked with driving brand awareness and high-value customer acquisition in the luxury and business travel segments. You will lead the transition from traditional marketing to a data-driven, digital-first strategy that maximizes ROI and enhances the Group’s market positioning. Key Responsibilities: Strategic Brand Management: Develop and implement a national annual marketing strategy that services diverse property types, including leisure resorts, urban business hotels, and large-scale convention facilities. Act as the final authority on brand integrity, ensuring all individual properties adhere to corporate identity standards. Execute comprehensive marketing launch strategies for new property acquisitions, rebrandings, and major capital renovations. Performance Marketing & Revenue Optimization: Implement data-driven campaigns designed to shift the channel mix from high-commission OTA platforms to direct brand bookings. Manage the national digital performance budget, including Meta-search (Google Hotel Ads, TripAdvisor), SEM, and social media advertising. Collaborate with Revenue Management to deploy tactical promotions during low-demand periods to maximize occupancy. B2B & MICE Lead Generation: Develop and manage dedicated marketing funnels specifically for the Conference, Exhibition, and Corporate Travel sectors. Oversee the production of high-level sales enablement tools, including digital RFP kits, virtual tours, and professional photography for event planners. CRM & Guest Loyalty: Direct the marketing and communication strategy for the group’s loyalty program to drive repeat business and guest lifetime value. Oversee the central CRM database, ensuring strict POPIA compliance while leveraging data for personalized guest communication. Operational Support & Agency Management: Manage relationships and service-level agreements with creative, PR, and media-buying agencies. Provide marketing support and budget oversight to property-level General Managers to ensure local initiatives align with national objectives. Key Performance Indicators (KPIs): Direct Booking Growth: Percentage increase in room nights booked via the group’s central website. ROAS (Return on Ad Spend): Total revenue generated versus total digital marketing spend. OTA Commission Reduction: Measurable reduction in third-party commission costs through channel-shift initiatives. Database Engagement: Growth in the active, reachable guest database and associated conversion rates. Brand Compliance: 100% adherence to brand standards across all digital and physical touchpoints. Minimum Requirements: Qualifications: Degree in Marketing, Communications, or Business Management. Post-graduate qualification in Digital Marketing is highly advantageous. Experience: Minimum of 6–8 years of experience in Marketing Management. Proven track record within the Luxury Hospitality or Lifestyle sectors. Extensive experience in managing agency relationships and multi-million Rand marketing budgets. Demonstrable success in executing national-level digital transformation projects. Technical Skills: Proficiency in Google Analytics 4 (GA4), Meta Business Suite, and CMS platforms (WordPress/Siteminder). Experience with high-level CRM and Email Marketing software (e.g., HubSpot, Mailchimp, or Revinate). Strong understanding of the South African media landscape and hospitality trends. Competencies & Attributes: Creative Visionary: The ability to spot trends and translate them into commercially viable campaigns. Analytical Mindset: Comfortable using data to justify spend and pivot strategies. Executive Communication: Capable of presenting marketing performance and strategy at a Board level.
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