Cluster Director of Marketing Communications

5-7 years
a month ago
Job Description


Job summary:

The role of Cluster Director of Communication is to oversee the management of all areas of marketing communication (advertising, public relations, direct marketing, digital marketing, collaterals, content creation and social media) to ensure that Rosewood Bangkok, Rosewood Luang Prabang and Rosewood Phuket (further known as The Cluster) are correctly positioned as ultra-luxury hotel products, in line with the strategic direction of Rosewood Hotels and Resorts.

Maximizes and execute all relevant marketing opportunities in a timely and professional manner to secure high quality targeted exposure of The Cluster and all their revenue streams.

Maintain an excellent hotel and professional reputation in the eyes of the media, the public, the owners, the guests and the hotel associates.

Essential duties and responsibilities (Key activities)

1. Creates positive profile awareness through the media representatives on all aspects of The Cluster revenue streams to ensure that we meet our Marketing Communication and PR objectives as laid out in the annual S&M plan.

2. In-conjunction with the Cluster Director of Sales and Marketing develop a marketing plan for Rosewood Bangkok, Rosewood Phuket, and Rosewood Luang Prabang, that underpins the annual budget goals of The Cluster, the development of key messages and storylines, the development of press releases and presentations for sales purposes. Liaison with the contracted PR company to provide product briefing. Achieve the targeted media exposure goals. Entertain the targeted media list.

3. Identify, recommend and act upon any potential marketing opportunities that create a positive market profile or potential revenue stream for The Cluster. In charge of partnership marketing with all potential brand synergies, credit cards and banks, etc.

4. To develop strategic marketing communication plans across The Cluster using the Rosewood Hotels and Resorts marketing guidelines. To ensure that The Cluster is professionally positioned in all the key market segments across the rooms, event space, food and beverage, and spa.

5. To ensure that all marketing resources are deployed to create an adequate return on investment and that all projects support each other as part of an integrated plan.

6. To optimize the relationship with key marketing partners (advertising agency, PR agency, printing company, social media partners) to ensure that they are provided with a strong brief from the client and that our investment generates appropriate levels of return which is measured carefully.

7. To present a transparent view of the communication approach to ensure that key division heads and managers are fully aware and conversant with the planning direction and priorities of the pre-opening and live marketing communication activities.

8. Act as a Brand Champion with the hotel teams. Together with the Managing Directors & HODs, drive brand activation and ensure the brand experience comes alive through the hotel messaging and guest experience. Manage all brand programming for The Cluster including special events and promotions to ensure they are keeping with the brand vision and property goals.

9. Responsible for the planning and execution of content creation, as well as the briefing to creative agencies (including copy writing, photo/video shootings, social media content) ensuring delivery in adherence with brand guidelines and hotel positioning. Maintain, manage and update all collateral assets for the hotel in line with the brand communication guidelines and standards. Coordinate with all marketing partners to ensure timely and accurate delivery of all marketing initiatives and collateral as instructed by the ADOSM and adhere to guidelines defined by Rosewood Hotels & Resorts.

10. Create story angles, write and distribute press releases and secure media opportunities for feature articles and distribution. Liaise with Rosewood P.R. and Rosewood P.R. agencies and carries out Public Relations activities as requested by Rosewood Hotels & Resorts.

11. To embrace innovation and recognize that our internal team will be a major source of new ideas that we will encourage and nurture.

12. To police internal content of the hotel website and to work closely with The Cluster Commercial Directors and Rosewood Corporate team to ensure that the hotel websites are fully optimized and the content is fresh with regular updates that reflect the activities planned and taking place at all Cluster properties.

13. Work in conjunction with the Food & Beverage Department to develop an annual F&B action plan with supporting communication, collateral and PR actions to gain the maximum exposure for these initiatives.

14. Liaise with the Rosewood Digital Marketing Team to deliver tactical marketing campaigns in all segments. Oversee property webpages to include updates and recommendations for changes and enhancements to content; with equal focus on driving customers to the respective property's Offers Page resulting in revenue conversion.

15. Create strategies and campaigns that promote property/brand awareness to drive sales revenue (retail + wholesale). Work closely with Sales & Reservations Teams to communicate partner promotions and packages (for wholesale, inbound and 3rd party). Support sales team with validating of marketing collateral and tactical promotions associated with the key market segments. (E.g. Groups, Weddings, Suites)

16. Coordinates and follows up with all operating departments on marketing initiatives to ensure their timely delivery as designated by the ADOSM.

17. Establishes and maintains excellent relations with the relevant media locally and internationally and fosters close relationships to help secure editorial coverage for The Cluster.

18. Administrate the Sales and Marketing action plan and finalize the requested monthly updates with measurable outcomes.

19. Attends relevant functions, events or receptions with a view to positively promoting our properties events or products.

20. Completes hotel sites tours in a professional and courteous manner at all times as instructed by the ADOSM.

21. Prepares monthly and ad-hoc reports on the effectiveness of all marketing communication disciplines.

22. Ensure that all projects, expenses etc. are in accordance with the budget, which shall be submitted to and approved in advance of the commitment by the ADOSM.

23. Copywrites and proofreads all copy for all marketing materials and submits for final approval to the ADOSM.

24. Assists in procurement of sponsors for events and activities.

25. Attends the daily/weekly Sales and Marketing briefing.

26. To engage in administrational tasks to support the direction of the Marketing department and carries out other additional duties from time to time as delegated by the Hotel Management.

Required skills

1. Requires to be conversant with key software applications including Microsoft Office particularly PowerPoint.

2.Language: Required to speak, read and write English and Thai, with fluency in other languages preferred. Excellent internal and external communication skills, both verbal and written.


1. Educated to graduate level.

2. General Skills: Must be able to perform job functions with attention to detail, speed and accuracy; prioritize, organize and follow-up; be a clear thinker, remaining calm and resolving problems using good judgment; follow directions thoroughly; understand a guest's service needs; work cohesively with co-workers as part of a team; work with minimal supervision; maintain confidentiality of guest information and pertinent hotel data.

3. Grooming: Should be the benchmark for Rosewood professional grooming in the hotel, in keeping with standards laid down in the Grooming guide.

4. Event management / organizational skills

5. Innovative, proactive and resourceful

6. Passion for the travel & hospitality industries

7. Ability to analyze data and establish appropriate action plans


Minimum 5 years experience in a similar capacity with international chain hotels.





analyze data
brand guidelines
property/brand awareness
marketing campaigns
media awareness
brand programming
sales revenue
hospitality industries
collateral assets
administrational tasks
marketing initiatives
marketing communication plans
marketing partners
photo/video shootings
marketing resources