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Director of Consumer Marketing and e-Commerce

London, United Kingdom

Director of Consumer Marketing and e-Commerce

  • London
  • PR & Communications Division
  • Full time

Could you help transport someone to another world? To an oriental world of luxury, and the most attentive service? To a world that’s all about them?

Our colleagues create that world for our guests. Our colleagues are what make Mandarin Oriental memorable.

If you want to be part of a culture that makes its colleagues and its guests feel valued every day, this is the place for you.

The Director of Consumer Marketing and e-Commerce will establish and develop cohesive consumer marketing e-Commerce strategies for Mandarin Oriental Hyde Park London & Mandarin Oriental, Mayfair.  This role is part of the senior leadership team, driving all aspects of the brand positioning and reputation of the Group’s two London hotels. It also drives revenues through direct to consumer (transient) sales and marketing activities. The role will imaginatively direct the vision for each hotel and create the story telling to define the two hotels within the overarching brand. It drives market leadership and brand advocacy, while being ultimately responsible for increasing revenues from the consumer direct. The role will be responsible for creative campaign orchestration across all areas of the consumer marketing funnel ensuring the hotel’s Rooms, Food & Beverage outlets and Spas gain maximum traction.

The incumbent will be an ambitious individual who is strategic and passionate about branding and storytelling. The role requires a strong understanding of media and influencer endorsement strategies, and the incumbent must have strong creative skills in order to produce branded content. The incumbent will be responsible for maximising consumer-direct revenue streams through creative storytelling and customer engagement. Experience in creative design and writing, along with direct marketing skills will be essential.

As Director of Consumer Marketing and e-Commerce you will have the following core responsibilities:

  • Create and establish best-in-class positioning of both hotels.
  • Write the story that differentiates the hotels while being part of one brand.
  • Oversee and protect brand reputation management & property positioning, including the preparation of appropriate crisis communications in counsel with MOHG.
  • Develop and create brand defining luxury content: manage and prepare a wide range of creative campaigns across social, digital platforms, digital marketing streams, CRM, PR and partnerships.
  • Manage cross-channel strategy and drive campaigns to ensure each hotel effectively reaches its target audience of high-end consumers and grows transient revenues to meet/exceed budget.
  • Own the tactical media and influencer relations activity to ensure positive exposure for both properties, positioning them as the best that London has to offer, showcasing USPs and highlighting competitive advantages.
  • Develop new and existing relationships with appropriate luxury partners and brands for relevant property-level partnerships and events with a specific aim to bring in new customers and reach a new audience.
  • Drive the communications strategy to target current and potential MOHG customers – with focus on driving Fans of M.O. programme.
  • Working with the General Managers, Director of Commerce and Director of Revenue Management, formulate an annual marketing budget and marketing communications plans for both hotels.
  • Appoint appropriate creative agencies where required to drive social, advertising, PR and direct marketing creative activity.
  • Design and execute the consumer marketing and eCommerce plan for all appropriate guest- and public-facing channels that assists in the fulfilment of the Hotel’s business plan.
  • Manage all digital channels and ensure they are up to date with compelling content to include social media, website, online, and customer relationship management.
  • Initiate campaigns and content activation to meet the Hotel’s eCommerce and brand building channels
  • Drive increased engagement and followers of earned social media channels through development of posts, calendar management and tweet responses while ensuring the application of best practices as recommended by MOHG.
  • Develop local email broadcasts for the hotel, spa and restaurants/bar sharing news and events to local database.
  • Manage and maintain the Hotel’s website with new promotions, menus, Spa treatments, events, and additional guest facing information.
  • Oversee the production of consumer marketing materials for print and online use.
  • Oversee appropriate budget and strategy for e-commerce campaigns including Paid media, consumer marketing, digital channels
  • Evaluate and recommend engagement strategies with emerging business-to-consumer and business-to-business media platforms (e.g., YouTube, Clubhouse, Snap Chat, Tik Tok) for local utilization.
  • Manage content agencies to drive execution and content development
  • Work closely with MOHG Brand department on all matters relating to brand identity; reputation management; consumer direct marketing activity.

 

REQUIREMENTS:

  • A minimum of 4 years in luxury brand marketing communications management.
  • Strong business acumen and high degree of work ethic.
  • Confident, excellent communication skills and ability to build relationships.
  • Culturally sensitive.
  • Self-motivated, well organised and detail-orientated.
  • Enjoys working in a fast paced and dynamic environment.
  • Able to travel when required.

Eligibility:

In line with the requirements of the Asylum & Immigration Act 1996, all applicants must be eligible to live and work in the UK. Documented evidence of eligibility will be required from candidates as part of the recruitment process.

 

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