Scope of Position

As the Director of Marketing Communications, you will lead the development, implementation and budget management of the hotel’s annual marketing and communications strategy. This role encompasses overseeing all facets of the marketing and communications plan, including media relations, digital marketing, CRM, social media, advertising, brand identity and collateral production as well as any additional marketing initiatives required to create fully integrated campaigns. Your primary objective will be to optimise the hotel’s marketing efforts, driving maximum exposure and revenue while consistently upholding a positive and cohesive brand image.

Responsibilities

Brand Identity

• Manage the creation and upkeep of brand identity assets, marketing collateral and new promotional materials.
• Ensure all promotional materials align with MOHG CID guidelines.
• Ensure consistent application of the hotel’s brand identity across all outlets.

Strategy

• Work with the Regional Brand Director to create a compelling and unique narrative that successfully positions the property in the local market, resonates with the target audience and differentiates it from its competitors.
• Adapt the brand positioning for strong relevance in the Japanese market.
• Ensure customer insights guide all strategic decisions.
• Forge impactful partnerships with agencies to enhance brand reach and effectiveness.

Advertising

• Oversee all aspects of the hotel’s annual advertising plan, from planning to execution, including coordination with MOHG’s brand department on creative and media strategy.
• Ensure all advertising materials comply with MOHG CID guidelines.
• Track and analyse advertising performance to optimise future campaigns and maximise ROI.

Public Relations

• Act as Brand Ambassador, both internally and externally.
• Represent the hotel as a spokesperson when appropriate.
• Develop and implement a PR strategy that positions the hotel as one of the top destinations in local and international media, highlighting its unique selling points and MOHG's competitive advantages.
• Implement tactical media relations activities in line with the hotel’s business needs and objectives.
• Establish and maintain strong relationships with MOHG's international PR network and corporate communications team to maximise the reach of initiatives.
• Proactively and reactively secure regular exposure for the hotel in local and international media through print, online, radio and television channels.
• Manage the hotel’s Press Office:
  • Develop and write newsworthy and creative press releases to pitch to appropriate media.
  • Create bespoke itineraries and host all local and international media visits.
  • Draft Q&As and fully brief senior management for media activity.
  • Keep press kit and content library updated.
  • Direct crisis communications in consultation with MOHG Corporate Communications team.
  • Produce hotel’s monthly public relations reports for Group Communications.

Social Media

• Develop the hotel’s annual social media strategy to align seamlessly with the overarching brand direction.
• Build and maintain a strong, cohesive social media presence across all platforms, ensuring creative consistency that reflects the hotel’s brand identity and core values.
• Collaborate with the global digital marketing team to plan and execute paid social media campaigns that resonate with both international guests and local audiences, particularly for F&B and spa offerings.
• Monitor social media trends closely to keep the hotel's strategy fresh, relevant, and impactful.

Customer Relationship Management 

• Maintain regular contact with hotel guests and clients through targeted direct marketing initiatives.
• Develop a comprehensive annual direct marketing plan.
• Build, maintain and expand the hotel’s database.
• Forge strategic brand partnerships with luxury, lifestyle, and arts and cultural brands.

Photography / Videography

• Plan, organise and oversee all photography and videography sessions for the hotel to ensure the right assets are in place for media, digital and collateral use. These include major collateral photography, food and beverage shots and press release photos.
• Organise photography for VIP visits, exhibitions and social functions.

Digital Marketing / E-Commerce

• Ensure that the hotel's website features up-to-date, brand-appropriate copy.
• Liaise with relevant corporate and property colleagues to update the hotel website regularly.
• Ensure that news-related information, photography, videography and press releases are updated and featured appropriately for all audiences.
• Manage web traffic analysis to develop and execute an effective digital marketing strategy.
• Coordinate with the global digital marketing team to plan and execute PPC, meta search and email marketing campaigns to increase direct digital bookings to the hotel. Ensure that social media activity is aligned with paid campaigns.
• Provide local expertise regarding hotel seasonality, upcoming events, local attractions and competitor activity to optimize the return on paid search marketing.
• Act as the primary digital and ecommerce contact for the hotel when new website, mobile, or social media capabilities are introduced.

Budget Control

• Create an annual budget proposal for all marketing and communications activities.
• Forecast and allocate the approved budget based on ongoing activities on a monthly basis.
• Manage all expenses to ensure they align with the hotel's business activities.