I am Marketing + PR
- North West
Founder and Director
15 Mar 2019
Our client is looking to recruit a new marketing director, who will join the senior leadership team to help the company to make the most of the opportunities that are open to it.
They are a family owned hospitality business, based in. The company has recently relocated from its historic brewing site to a new purpose built head office and craft brewery.
The company has historically been heavily biased towards its brewing interests, however these were sold in 2015 which has allowed it to refocus on its’ freehold interest in hotels, inns and pubs – with a small brewery that now only supplies its beers to its own properties.
The strategy of the business is to provide superb hospitality in outstanding properties in great locations. Consequently, over the past few years the Company has strategically focused on adding to its hotels and inns, as well as completing an intensive programme of investment to improve and premiumise the offering in its existing properties. In the past three years it has acquired 3 new hotels and 3 new inns, which together with its investment into the core business has seen total investment of over £70m and has resulted in an estate of well positioned, high quality properties.
In 2018 the company re-launched its hotel and inns properties under an umbrella and it would now like to market this family of properties more widely, both in the UK and overseas. The brand comprises c.25 properties, all with bedrooms and some with Spas, geographically spread around the UK. The properties are positioned to make the most of their own individuality and character and each trades under its own name; however they are marketed collectively under one brand.
With over 200 years of Company history there is a wealth of heritage and a rich history for the brand to play on, as well as a good level of company awareness on the national stage.
In addition to the managed properties there are c.220 tenanted pubs which are run by individual tenants, but which are supported through the company’s central infrastructure.
The current marketing director has been with the company for 30 years and has decided that it is time to retire. Therefore the opportunity has arisen for someone to join the team and bring a new perspective – an exciting proposition for someone looking to take ownership of this function and put their own mark on how it is approached and executed within the wider business.
The successful candidate will have ownership of all aspects of marketing the hotels and inns and will work closely with the brewery operations on beer branding. This will include:
-Management of the marketing team, which currently comprises c.15 people
-Working with the operations directors to conceive and execute campaigns to drive sales
-Development and ownership of brand standards across the whole business
-The creation and maintenance of the websites for the company, the managed properties, the tenanted pub and the brewery
-Marketing of rooms, meeting and events to both leisure and corporate customers, including marketing materials both externally and within the properties
-Social media marketing
-Communications and PR with local and national trade and consumer press
-Management of the online booking engine systems through the websites
-Implementation and management of the CRM systems
-Commercial analysis of the success of marketing spend
-Co-ordination of project work through the marketing team
The successful candidate will have demonstrated the ability to build and manage small teams and may be stepping up into a more senior role for the first time.
They will have exceptional leadership skills and be able to deliver projects on time and with energy. They will be enthusiastic and have good organisation skills, able to manage many workstreams at the same time across different disciplines. Whilst they will have a team of people to support them, they will also recognise that they will need to roll their sleeves up and get involved in the detail.
They will most likely already have experience in a consumer facing business, possibly already in the hospitality industry, but in any event will understand how to understand and segment customers in order to create bespoke campaigns.
They will demonstrate good commercial awareness and understand how to assess the commercial effectiveness of spend. In addition they will show flair and the ability to be creative, with a high level of awareness of competitor activity and success.
They will be highly literate and able to draft and write appealing customer communications in a way that is aligned with the brand.
The geographic spread of the properties means that they will be required to travel, although the role will be based at the head office in Lancashire.
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