About the Role

We are seeking an experienced Senior Marketing Manager to join our marketing team as the Group Marketing’s second‑in‑command. This is a hands-on role that combines strategic planning with day‑to‑day execution across both digital and traditional marketing channels. You will manage the marketing team operationally and oversee the coordination of all departments that require marketing support, ensuring efficient cross‑functional collaboration and alignment. In this role, you will drive revenue growth through the direct channel, lead and refine our content strategy, and ensure consistent, high‑quality execution of our marketing initiatives across the business.

Key Responsibilities

Marketing Strategy & Planning

• Support the development of annual marketing strategies aligned with business objectives
• Build detailed marketing plans with clear objectives, tactics, timelines, and budgets
• Ensure marketing strategies reflect market conditions, customer needs, and competitive landscape
• Translate high-level strategy into actionable plans for the team
• Create quarterly and monthly marketing activity plans
• Set clear KPIs and success metrics for all marketing initiatives
• Ensure all departments align with the marketing strategy

Content & Channel Management

• Develop and implement content strategies across all marketing channels
• Create and manage integrated communication plans ensuring consistent brand messaging
• Coordinate content distribution across digital (social media, email, website) and traditional channels (print, outdoor, direct mail, PR)
• Manage editorial calendars and content production schedules
• Ensure brand consistency and quality control across customer touchpoints
• Coordinate with external agencies, freelancers, and creative partners
• Balance digital and traditional marketing approaches for effective audience reach

Brand Management & Compliance

• Act as brand guardian, ensuring correct and consistent use of brand guidelines
• Review and approve all marketing materials
• Conduct regular brand audits to ensure compliance
• Provide brand training and guidance to teams
• Collaborate with operations, sales, and other departments to uphold brand standards
• Update and maintain brand guidelines as needed
• Manage approval processes for customer-facing communications

Lead Generation & Revenue Growth

• Build and execute lead generation strategies focused on direct channel bookings
• Manage performance marketing campaigns (SEO, SEM, paid social, display advertising, direct mail)
• Develop and optimise lead nurturing programmes
• Work with revenue management and sales teams to ensure lead quality and conversion targets
• Analyse booking patterns and customer behaviour to refine targeting
• Manage marketing technology including CRM, automation, and analytics platforms
• Balance online and offline lead generation tactics
• Monitor and optimise cost per acquisition and marketing ROI

Strategy Execution & Cross-Functional Alignment

• Ensure all teams understand and execute the marketing strategy
• Work with department heads to cascade plans and secure buy-in
• Monitor execution across the organisation
• Identify and address gaps in implementation
• Facilitate regular alignment meetings with stakeholders
• Ensure sales teams have appropriate marketing materials and positioning
• Coordinate with operations to ensure guest experience aligns with brand promises

Measurement, Reporting & Optimisation

• Track and measure performance against plans and KPIs
• Produce regular performance reports
• Analyse effectiveness and provide data-driven recommendations
• Monitor budget spend and flag variances
• Conduct post‑campaign reviews and capture learnings
• Present insights to the Director of Marketing and senior stakeholders
• Continuously optimise based on performance data
• Benchmark performance against industry standards and competitors

Team Management

• Manage and support marketing team members with guidance and feedback
• Delegate tasks and coordinate workload
• Support team development through coaching and training
• Conduct regular check‑ins and performance reviews
• Assist in recruiting and onboarding new team members
• Foster a collaborative and accountable team culture

Essential Requirements

Experience & Background

• 7–10 years in marketing roles with at least 2 years at senior level
• Experience managing a marketing team in-house within the hospitality industry (hotel, restaurant group, leisure, or travel sector)
• Experience managing or leading small teams (2–5 people)
• Proven track record in digital and traditional marketing
• Experience building marketing strategies and executing plans
• Demonstrable success in driving direct channel revenue and lead generation
• Experience managing marketing budgets

Strategic Planning & Execution

• Ability to develop strategies aligned with business goals
• Experience translating strategy into actionable plans with clear deliverables
• Track record of executing plans and measuring results
• Understanding of realistic marketing roadmaps
• Ability to identify market opportunities and build relevant strategies
• Experience managing stakeholders and achieving cross-functional alignment

Brand Management

• Strong understanding of brand development and guidelines
• Experience acting as brand guardian
• Ability to review and provide constructive feedback on creative work
• Experience training non-marketing teams on brand standards
• Understanding of brand impact on customer perception and business performance

Digital & Traditional Marketing Expertise

• Strong knowledge of digital channels: SEO, SEM, paid social, display, email
• Experience with traditional channels: print, direct mail, outdoor, PR, events
• Understanding of integrated channel strategies
• Experience with marketing automation platforms (HubSpot, Marketo, Mailchimp)
• Working knowledge of Google Analytics, Google Ads, and social media ad platforms
• Familiarity with CRM systems

Content & Channel Management Skills

• Proven ability to develop and execute multi-channel content strategies
• Experience managing editorial calendars and workflows
• Experience with content management systems
• Skilled at briefing and collaborating with agencies and freelancers
• Understanding of content distribution across owned, earned, and paid channels

Lead Generation & Performance Marketing

• Experience in building lead generation campaigns and improving conversion rates
• Track record of achieving lead and revenue targets
• Understanding of customer journeys and marketing funnels
• Experience with testing, optimisation, and performance improvement
• Knowledge of direct booking strategies and OTA landscape
• Understanding of balancing direct vs third‑party bookings

Measurement & Analytics

• Strong analytical skills
• Experience creating dashboards and performance reports
• Comfortable with Excel/Google Sheets for analysis
• Ability to interpret data and make evidence‑based recommendations
• Experience with attribution and marketing ROI
• Ability to create clear reports for senior stakeholders

Management & Communication Skills

• Experience managing and developing team members
• Strong stakeholder management skills
• Excellent written and verbal communication
• Ability to influence non-marketing teams
• Strategic thinker with hands‑on execution ability
• Strong project management and organisational skills
• Ability to manage multiple priorities and deadlines

Desirable Requirements

• Degree in Marketing, Business, Communications, or related field
• Professional marketing qualifications (CIM, Google Ads, Digital Marketing certifications)
• Experience with revenue management principles
• Knowledge of email marketing best practices and segmentation
• Experience in hotels, resorts, or similar environments
• Understanding of online reputation management
• Experience managing PR agencies or media relationships
• Experience with event marketing and sponsorships
• Familiarity with marketing procurement and vendor management