Shangri-La Barr Al Jissah Resort & Spa
Muscat, Sultanate of Oman
Nestled in between the dramatic backdrop of rugged mountains and the pristine waters of the Sea of Oman, Shangri-La’s Barr Al Jissah Resort and Spa is set on 124 acres of stunning scenery and home to three spectacular hotels: the family orientated Al Waha comprises 262 rooms, the diverse Al Bandar comprises 198 deluxe rooms and the luxurious and most exclusive Al Husn has 180 elegantly appointed guestrooms and suites. The resort also features 22 Food and Beverage outlets, 1,056 sqm ballroom with 8 breakout rooms, wide variety of recreational facilities, and a spa with 12 treatment villas.
Job Summary
Shangri-La Hotels & Resorts seek a senior, creative, and strategic leader to drive the integrated marketing & communication strategies for Shangri-La Barr Al Jissah and Shangri-La Al Husn, Muscat.
Within the confines of the Resort’s budget and business requirements, this position will be entirely responsible for driving innovative marketing and communications strategies, with a strong focus on demand generation, brand experience and PR initiatives which will improve key financial and customer metrics for the two Resorts.
In light of the disruption associated to COVID-19, this position will play an important role shaping Shangri-La’s recovery strategy in Muscat, with a strategic focus on driving / maximizing leisure demand and developing new profitable revenue streams by disproportionately engaging with key European feeder markets and GCC region. The Director of Marketing & Communications will manage a small team of Manager and Executive. Experience in all aspects of the marketing and Communications mix is essential.
As a Director of Marketing & Communications, we rely on you to,
Strategic Positioning & Planning:
Fulfill a leadership role within the hotel: Analyze its competitive strengths / USPs and develop hotel brand positioning and communicate core consumer messaging that clearly differentiates Shangri-La from its competitors.
Champion Consumer Insights: Understand shifts in consumer behaviors, identify key trends and leverage data / insights to strengthen the hotel value proposition and drive competitive differentiation.
Lead the development and delivery of the annual Marketing & Communication plan and budget in line with the hotel strategic priorities and revenue target by market segments.
Content Creation:
Develop content led communication plan and integrate across key channels to communicate hotel positioning and brand pillars to target audience. Oversee photography, video, copywriting and other forms of storytelling content, ensuring delivery in adherence with brand guidelines and hotel positioning.
Oversees the production of all printed collateral for hotel Marketing and F&B, ensuring full compliance with all Shangri-La brand standards & programs
Support sales and operations team with the creation of marketing collateral and tactical promotions associated with the key market segments
Brand Activation & Guest Experience:
Act as a Brand Champion with the hotel teams. Together with the General Manager and Executive Team, drive brand activation and ensure the brand experience comes alive through the hotel‘s messaging and guest experience.
Develop innovative programming and differentiated guest experience that are insight based, respond to changing consumer needs and translate into positive customer and financial KPIs
Pro-actively identify relevant marketing partners for the hotels and manage these relationships profitably to raise hotel awareness, drive demand, deepen loyalty and enrich brand experience.
Champion Golden Circle loyalty program and work with Operations to foster in-hotel loyalty.
Demand Generation Campaigns:
Work collaboratively with DORM and DOSM to create integrated tactical & segmental campaign plan focusing on demand generation and high impact activities with proven ROI across all key segments (leisure, family, suites, celebrations, restaurants) and channels.
Partner with the Regional Digital Marketing teams to ensure the relevant strategies and resources are being deployed against Paid media investment, CRM campaigns and platform development. Monitor performance and actively contribute to drive improved returns.
Drive the activation of the restaurants & bars on the local market. Develop & implement local marketing & communication activities aiming to engage with locals and increase capture ratio from in-house Resort guests.
Collaborate with hotel F&B and operations team to develop and grow profitable ancillary revenue streams (Private dining experiences, Spa, recreational activities….)
Public Relations:
Advises General Manager and senior hotel management on communications to ensure messages are clear, consistent and aligned with the hotel’s business strategy and Shangri-La’s overall messaging.
Builds and maintains positive relationships with key local decision makers and the local social community to promote favorable exposure of the hotel.
Assumes responsibility for pitching and securing local story placements for the hotel and on behalf of the Shangri-La brand. Develops customized story pitches based upon media needs and handles reactive media relations in a timely manner.
Works closely with Shangri-La Group PR teams and regional press offices on developing story angles specific for the international markets.
Drafts hotel press releases and the GM’s speeches.
Distributes newsworthy hotel press releases to local media for onward media distribution via Shangri-La’s global PR network.
Creates and organizes appropriate press activities in accordance with the communication plan.
Initiates, arranges and accompanies visiting press groups. Develops customized and interesting trip itinerary upon media interests and needs.
Handles crisis media communications with support and guidance from Regional Corporate Communications .
Prepared and educates hotel spokespeople for media interaction through creation of media Q&As and background briefings.
Ensures press kits are readily available up-to-date and posted to the Hotel Press Room
Social Media:
Supports brand Social Media Initiatives and activities, including providing creative content and digital assets.
Oversees hotel’s social media and develops a content strategy to raise awareness of the brand and the hotel and to increase fan engagement levels.
Utilizes social media channels and digital PR and marketing communications’ reach and to secure coverage.
Manages the hotel’s social media engagement in the approved social media platforms in accordance with corporate policies and guidelines.
Develops story angles and creates creative content for day-to-day postings on social media channels.
Sustainability & Community Management
Collaborate with Hotel Executive team to develop and nurture the hotel’s CSR activities as per Shangri-La guidelines.
Actively participates in the implementation of the hotels’ CSR initiatives on environment through reduction in consumption of consumables and proper disposal of wastes in accordance with established guidelines.
Internal and Crisis Communications
Responsible for cascading the Group’s internal messaging to the hotel team with the support of the hotel’s HR department
Provides development and training opportunities for supervised staff
Is aware of hotel hygiene, food and fire safety control and security standards and procedures for handling complaints or emergencies.
Responsible to managing hotel level crisis with the support of the regional corporate communications office
Partnerships, awards, and events
Represents hotel at selected hotel and industry events.
Identifies partnership opportunities and develops co-partnership events/promotions to enhance hotel and brand awareness.
Develops relationships with trade, airlines and tourism boards
Actively seeks legitimate award nominations for the hotel
Specific Job Knowledge, Skills and Abilities
The individual must possess the following knowledge, skills and abilities and be able to explain and demonstrate that he or she can perform the essential functions of the job:
Must be able to speak, read, write and understand English & Arabic
Strong internal and external communication skills, both verbal and written ( English & Arabic )
Must be accustomed to local cultures and sensitivities
True brand ambassador
Event management / organizational skills
Understanding of consumer trends in the digital sphere
Creative, innovative, proactive and resourceful
Passion for lifestyle brands and the travel & hospitality industries
Ability to analyze data and establish appropriate action plans
We support the Far-Sighted, Growth Oriented Vision announced by the UAE, Saudi Arabia, Qatar, Oman, Kuwait and Bahrain.
It's an exciting time and the next 30 - 40 years will be those of the GCC countries.
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