The Commercial Director is the strategic architect of MSpa’s global revenue and market positioning. This role moves beyond daily tactics to oversee the entire commercial ecosystem, including Revenue Management, Digital Performance, and Strategic PR. You are responsible for ensuring that wellness is not just a service but a high-yield business driver across the 640+ Minor Hotels portfolio.
1. Strategic Leadership & Global Sales Excellence
- Commercial Roadmap: Set the 3-5 year global commercial vision for MSpa, aligning with Minor Hotels’ "Asset-Right" growth targets.
- Sales Architecture: Direct the global sales strategy, overseeing the transition from property-level selling to multi-segment global account management (Corporate, Medical Tourism, HNWIs).
- B2B & Trade Strategy: Lead negotiations for high-value global contracts with DMCs, International Tour Operators, and Corporate Wellness aggregators.
- CRM & Pipeline Oversight: Oversee the implementation and optimization of CRM systems (e.g., Salesforce/HubSpot) to track lead conversion and customer lifetime value (CLV) across the portfolio.
2. Revenue Management & Yield Maximization
- Dynamic Pricing: In sync with the Revenue team, implement sophisticated yield management for spa and medi-wellness services to maximize "RevPASH" (Revenue Per Available Spa Hour).
- Inventory Optimization: Develop strategies to balance high-demand periods with "low-occupancy" tactical promotions to ensure consistent therapist productivity.
- Ancillary Growth: Drive the commercialization of retail, memberships, and high-margin medi-wellness treatments (e.g., Longevity Hubs) to diversify the top-line.
3. Digital Marketing & Performance (KPI-Driven)
- Direct-to-Consumer (DTC): Lead the strategy to shift bookings toward direct channels via the Minor Hotels App and brand websites, aiming to reduce OTA dependency.
- SEO/SEM/SMM: Direct the digital marketing budget across Google Ads and Paid Social, focusing on Return on Ad Spend (ROAS) and Cost Per Acquisition (CPA).
- Conversion Optimization: Oversee website health using KPIs such as Site Conversion Rate (target >2%) and Mobile UX Performance.
4. PR & Strategic Collaborations
- Thought Leadership: Direct the global PR agenda to position MSpa as the industry leader in "Integrative Wellness" and "Longevity".
- Influencer & Brand Alliances: Build a world-class network of high-profile influencers and brand partners (e.g., luxury skincare, medical tech) to enhance brand credibility.
- Crisis Communication: Act as the lead commercial spokesperson for MSpa in collaboration with the corporate communications team during high-stakes events or market shifts.