Head of Sales & Marketing, Asia Pacific (exclude China)

Purpose

To deliver Hotels’ overall business objectives, including market share growth against competitors, budget attainment and brand positioning. The job holder is a senior professional who can provide hands-on leadership and work cross-functionally with both internal and external stakeholders to identify and execute opportunities to further develop and to deliver Hotels’ overall business objectives, including market share growth against competitors, budget attainment and brand positioning.

Role Responsibility 

1. Drive Sales & Marketing to achieve revenue budget, market share and brand positioning 

Hotels:

• Analyze individual Hotel’s performance and develop short- and long-term marketing tactical plan to drive business (room revenue and non-room revenue)
• Assist hotels to develop strategic account plans for key accounts and new businesses. 
• Actively participate in the development and execution of the group’s sales and distribution strategies.
• Support channel shift and replacement strategies by property to grow direct channels.
• Identify opportunities to increase RevPar for hotels to outperform the competitive set. 
• Work closely with hotel DOSMs to review performance of their respective property on a weekly/monthly basis; providing support and advice on tactical strategies to support sales goals.
• Work closely with Revenue Management to align pricing and distribution strategies to customer needs and buying behavior.
• Work closely with Field Marketing and E-Commerce leaders to align the marketing plans & actions to drive campaign revenue, build the reputation through social media, increase % of Revenue contribution from direct channels and Content CTR (Click-thru-rate)
• Achieve yearly business plan targets and other agreed initiatives.
• Provide strategic directions on pricing, channel profitability and approve hotels. 
• Assist in developing and approve cluster joint promotions & joint initiatives for all hotels.
• Approve any changes to hotels’ sales organization structure.

Corporate:

• Champion Sales Organization with GSO (PAC & Singapore) and GSA Asia across all functions. 
• Provide strategic direction/support on pricing, channel profitability and approve hotels. 
• Assist in developing and approving cluster joint promotions & joint initiatives for all hotels.
• Approve any changes to hotels’ sales organization structure.
• Conduct account and channel profitability audit for assigned hotels.
• Assist DOSM in developing highly effective marketing plans (rooms & non-rooms) to maximize revenue through the collaboration of Field Marketing & F&B Marketing leaders based in Shanghai.
• Assist DOSM in identifying and capitalizing on new business opportunities with the objective of maximizing revenues.
• Ensure all offers support channel profitability and are consistently implemented across all disciplines.
• Actively focus on Public Relations for our Hotels with a commitment to attain certain amount of targeted yearly Public Relations dollars, through focusing the Hotel Marketing teams and the Headquarter Communication team.
• To maximize e-marketing opportunities, positioning our Hotels at the forefront of web business techniques maximizing our business through this medium, working closely with the Headquarter E-Commerce team based in Hong Kong. 
• Effective and successful operation of the global LHG Sales Offices in the said regions (for in-bound and out-bound business) coordinating Hotel needs and ensuring effective focus.
• Achieve in building LHG hotel brands into the market and maximize LHG exposure in China.
• Conduct MyCore review for each APEC hotel annually.

2. Recruit, Staff Training and Development

• Recruit DOSMs for APEC region hotels, together with Hotel GM/MD.
• Identify Sales and Marketing training needs and work with LHG HR / Training on appropriate sales training programs to be conducted. 
• In conjunction with GM’s/MD’s, approve hiring and promotion of sales division and department heads. 
• Coordinate transfers and movements of division and department heads.
• Facilitate and approve taskforce needs and requests.
• Provide feedback on DOSMs PRIDE and career development needs. 
• Identify and lead LHG training initiatives in conjunction with the LHG Training academy for all Sales & Marketing executives.
• Effective succession planning and talent development within the region and group of sales and marketing executives.
• Effective succession planning and talent mapping for property marketing leaders (rooms and non-rooms)

3.   Implement Corporate Programs

• Oversee the development and implementation of marketing and promotional programs in need periods.
• With the assistance of VP - Revenue Management, approve pricing structure of assigned hotels.
• Approve promotions and packages of assigned hotels. 
• To assist LHG’s Sales & Marketing functions with the implementation of Langham new initiatives, marketing campaigns, as well as existing Langham programs.

4.   Solicit Partnership for the region 

• Support VP- Marketing with brand partnership marketing activities.
• Support VP- Loyalty and Partnership with loyalty partnership marketing activities and localization
• Oversee the development and implementation of consumer marketing and promotional programs for the region & property level

5.   Establish Key Customer Relationship / Clients Engagement

• Develop strategic relationships with executives of top accounts. 
• External Business Partners – Corporate clients, travel agents, FFP partners and frequent travelers.
• Internal Working Partners – Property sales and marketing teams and reservation teams.
• Implement sales blitzes for APEC region hotels and corporate office
• Coordinate tradeshows for APEC region hotels and corporate office.

6.  New Hotel Openings

• Support the DOSM and GM within market survey and development of pre-opening sales and marketing plan.
• Approve room categorization, pricing philosophy, channel and segment mix, manning guide, website content, pre-opening sales and marketing expenses and development of PR & media plan, together with relevant function heads at LHG S&M. 
• Participate in the education and engagement of property sales team in key source markets.
• Orientation of new DOSMs. 
• To oversee and coordinate sales and marketing strategies for the successful opening of new hotels.
• Lead the Sales & Marketing count-down, and weekly update to the Hong Kong office for corporate supports.

7.   Communication and Relationships 

• Able to build excellent relationships with GMs and obtain solid support from them.  Regular communication with GMs to retrieve feedback and plan strategies.
• Able to build relationships with Owners Representatives of managed hotels and keep them appraised of LHG S&M initiatives when visiting hotels.
• Fulfills commitment and takes direction as well as any other duties and projects as assigned by the Senior Vice President S&M

• Bachelor’s degree or equivalent in Hotel and Catering Management from a recognized university 

Experience:

• Over 15 years of experience with considerable technical knowledge of operations on sales & marketing and catering in hotel industry best practices is required.
• Experience in hotel sales or related experience in travel or hospitality industry 
• Possess management principles and practices including budgeting, procurement and supervision.
• Extensive experience in a Regional Director of Sales & Marketing role for major brand is a must;
• Must have excellent track record of leading and driving sales and catering strategy and initiative across all levels in a diverse and multi-cultural environment with a variety of stakeholders where influencing skill is critical for adoption;
• Possess strong background in hotel operation of sales activities, catering and conference services with a framework of performance management to align and target goals;
• Working experience in Experience in Global Sales Office or similar capacity is preferred
• Have worked in Asia and experience in managing local staff in different countries preferred.
• Good knowledge of customer requirement and local culture

Other Attributes:

• Excellent strategic thinking and courageous innovation that reshapes markets.
• Has ability to deliver constructive feedback on projects to all business partners.
• Excellent leadership skills by setting clear goals and expectations, tracking progress, providing feedback and coaching; actively participates in staff development and seeks continuous learning to improve personal and team performance.
• Ability to multi-task and successfully execute multiple projects, priorities and schedules simultaneously with high level of personal and professional integrity and trustworthiness with strong work ethics. 
• Attention to producing high quality work products and can work with new technologies and systems.
• Strong interpersonal skills to effectively manage a variety of personalities focus on accountability and exceeding expectation. 
• Effective communicator, both in conveying sales operations and catering and conference services best practices and project details/ideas across all internal and external stakeholders

Soft Skills

• Result oriented, a good motivator and self-driver
• Prompt and systematic decision-making skills with analytical power 
• Able to present and direct the team confidentially
• Good team player & able to develop a positive working atmosphere
• Good communication and organizing skills with proven record of leading an office team
   

For more information about Langham Hospitality Group, please visit: http://www.langhamhospitalitygroup.com/