Job Purpose : The Marketing & Communications Manager leads the hotel’s marketing, digital and communications activities, with a strong focus on lifestyle positioning, destination storytelling, brand expression and commercial performance.
The role is responsible for translating the hotel’s brand identity into engaging and distinctive content across all guest touchpoints. The Manager is expected to bring fresh, creative and out-of-the-box ideas, while understanding and appropriately applying Accor and the relevant brand guidelines.
The role goes beyond traditional hotel marketing: it is about creating desire for the hotel and destination, building a recognizable personality and connecting guests with the lifestyle and experiences the property offers.
Reporting Lines & Key Interactions : Reports to: General Manager
Key Internal: Sales, Revenue Management, Reservations, F&B, Operations, Finance, People & Culture and Creative/Design teams.
Key External: Media, journalists, influencers, content creators, local businesses, community partners, tourism partners, agencies and freelancers.
Primary Responsibilities
1. Brand, Creative & Lifestyle Marketing
- Own the hotel’s marketing expression and ensure a clear, distinctive and consistent personality.
- Ensure marketing and communications are aligned with Accor and applicable brand guidelines, while encouraging creative interpretation and fresh thinking.
- Develop compelling visual and written content that communicates the hotel's lifestyle, mood, experiences and sense of place.
- Manage creative briefs and quality of photography, videography, design and content.
- Avoid generic or overly corporate communication and continuously seek more engaging and authentic ways to tell the hotel’s story.
- Maintain a high-quality library of approved creative assets.
2. Destination & Local Storytelling
- Bring the local destination, culture, food, people, history and lifestyle into the hotel's content and communications.
- Identify local creators, businesses, experiences and stories that can strengthen the hotel's positioning.
- Build relevant relationships within the local community and with media and content creators.
- Own the marketing calendar, including relevant local, national and international cultural moments.
3. Digital & Commercial Performance
- Develop and execute the annual Marketing & Communications plan and manage the related budget.
- Drive performance across website, social media, CRM, loyalty and other direct channels.
- Work closely with Sales, Revenue and Reservations to support demand, direct bookings, occupancy and revenue.
- Develop targeted campaigns around need periods, F&B, experiences, events and commercial opportunities.
- Monitor results and continuously adapt activity based on performance and market trends.
4. PR & Communications
- Manage PR, media relations, influencer collaborations and relevant partnerships.
- Identify genuine stories and experiences within the hotel that can generate meaningful exposure.
- Ensure all external communication is engaging, accurate and aligned with the hotel's positioning.
- Work closely with F&B and Operations to create content around the hotel's experiences and offerings.
5. Team & Creative Partners
- Lead, coach and develop the marketing team with a focus on creativity, accountability and quality.
- Build and manage a strong network of photographers, videographers, designers, agencies and other creative partners.
- Ensure external partners understand the brand and deliver work to the required standard
Key Expectations The Manager is expected to balance brand consistency with creative freedom. Brand guidelines should provide the foundation, not limit creativity.
Success means creating marketing that is:
- Distinctive – recognizably ours
- Relevant – connected to our guests and destination
- Creative – fresh, unexpected and engaging
- Authentic – reflecting the real hotel and local community
- Commercial – contributing to demand, revenue and direct business
Main Challenges
- Balancing creative ideas with brand alignment.
- Building a distinctive lifestyle identity while maintaining brand consistency.
- Turning local culture and destination experiences into authentic storytelling.
- Balancing short-term commercial requirements with long-term brand development.
- Maintaining consistent quality across multiple channels and creative partners.