"IF YOU CREATE THE STAGE SETTING AND IT IS GRAND, EVERYONE WHO ENTERS WILL PLAY THEIR PART." - Morris Lapidus A spectacular blend of Golden Era glamour and modern luxury, Fontainebleau today reinvents the original vision of legendary architect Morris Lapidus - a stage where everyone plays their unique part. At Fontainebleau, striking design, contemporary art, music, fashion and technology merge into a vibrant new kind of guest experience. Guests are invited to enter a world where they are free to play, shop, dine, spa, meet or simply relax - however they define a perfect day. Situated on oceanfront Collins Avenue in the heart of Millionaire's Row, Fontainebleau Miami Beach is one of the most historically and architecturally significant hotels on Miami Beach. Opened in 1954 and designed by Morris Lapidus, it was the most luxurious hotel on Miami Beach, and is thought to be the most significant building of Lapidus' career.
ResponsibilitiesThe Director of Public Relations is responsible for helping to create a sustainable competitive advantage by effectively reaching key audiences with carefully crafted messaging that positively shapes attitudes, perceptions, reputation and actions towards the resort. This position is accountable for defining, leading and executing critical aspects of Public Relations, messaging strategy, state and local government relations, as well as crisis communications. The position works closely with key internal and external clients and business partners to execute this work. The Director of Public Relations also serves as the "voice” of Fontainebleau Miami Beach and is tasked with favorably shaping and managing the marketplace dialogue, while concurrently building strong and value-added top media relationships. Role and responsibilities to evolve based on business needs.
The Director of Public Relations helps oversee and manages an internal public relations team (PR/Social Coordinator) and external public relations agencies (National Lifestyle, Food & Beverage, Social Media, as applicable). The position is responsible for the tactical execution of major strategic events, initiatives and programs on property relative to both Public Relations and Social Media (as needed).
Examples of Duties, includes but is not limited to the following:
DEVELOP ONGOING PUBLIC RELATIONS STRATEGIC/TACTICAL PLANS 40%
- Leverage results and Public Relations learning’s year-over-year to provide objectives and set direction for the PR agencies in the development of ongoing PR and messaging plans
- Evaluate and optimize PR agency plans to form a cohesive, integrated strategy for Fontainebleau, while making changes throughout the year as opportunities unfold
- Oversee/participate in plan execution with a keen focus on driving results and constantly looking for overall resort opportunities
- Provide formal agency performance review annually, as well as ongoing feedback that is timely and constructive
- Conceptualize and create new programming for resort revenue generating outlets through fresh and innovative ideas.
- Manage resort-wide and partner program launches throughout the course of the year
- Manage critical PR aspects of Fontainebleau Miami Beach which include:
- Oversight of PR agency strategies and activities
- Media conferences
- Special events
- Managing media relations
- Adding value to launch events and determining ROI
- Analysis and formal presentation of PR efforts to senior leadership, as needed
- Evaluate return on investments
OVERSEE DAY-TO-DAY PR OPERATIONS 55%
- Ensure that routine tasks are executed with excellence, on time and within budget, including:
- Build and maintain the media contact sheet
- Respond to general media queries promptly
- Leverage queries to increase brand awareness and equity
- Advise senior leadership on best approach for handling issues
- Monitor and distribute media coverage internally
- Lead media training for executives and orchestrate public speaking opportunities
- Manage the media library (media kits, images, content)
- Develop content for print, broadcast and electronic media production
- Continue to build relationships with various departments to maximize key objectives
MANAGE STATE AND LOCAL GOVERNMENT RELATIONS 5%
- Conduct an assessment of both industry and government issues; craft and activate a strategy to proactively address challenges while keeping senior management informed
- Secure crisis-management resources where appropriate
- Build strong relationships with industry and government officials to position resort on the forefront of future programming, by working with Greater Miami Convention & Visitors Bureau (GMCVB)
- Establish as an expert to participate and lead local travel industry committees
PERFORMANCE MEASURES
- Contribute to improved financial performance via various measurable PR efforts (Yield, Revenue, EBITDA)
- Generate significant growth year-over-year in awareness, preference, trial and key initiatives for the brand
- Grow year-over-year in earned media placements/mentions across all planned communication channels
- Maintain a positive working relationship with key internal and external clients
- Generate significant audience and engagement growth across all social channels
- Improvement of customer response rates and satisfaction via social media
CRITICAL OPERATING RELATIONSHIPS
- Executive Vice President / Managing Director
- VP of Operations, Rooms
- VP of Operations, Food & Beverage
- VP of Culinary Operations
- VP of Sales & Marketing
- Executive Board/Advisory Team
- Strong writing and communication skills
- Technology-driven with ability to assimilate new software systems quickly
- Effective leadership, supervisory management
- Well-organized and demonstrates strong problem-solving skills
- Ability to work in a high-paced work environment, handling multiple initiatives and tasks simultaneously
- Proficiency in Microsoft Office products
- Proficiency in Adobe Suite products
- Very strong sense of the social media landscape
- Robust media relationships that help gain publicity for the resort
EDUCATION AND EXPERIENCE
- Bachelor’s degree in public relations, marketing, hospitality or combination of relevant education and experience.
- 5-7 years of public relations and social media experience with lifestyle brands, hospitality preferred.
Skills Required
- Bachelor's degree in public relations, marketing, hospitality, or equivalent relevant education and experience
- 5-7 years of public relations and social media experience
- Strong writing and communication skills
- Technology-driven with ability to learn new software systems quickly
- Effective leadership and supervisory management skills
- Strong organization and problem-solving skills
- Ability to work in a fast-paced environment and manage multiple initiatives
- Proficiency in Microsoft Office products
- Proficiency in Adobe Suite products
- Strong understanding of the social media landscape
- Robust media relationships that generate publicity
- Hospitality or lifestyle brand experience
What We Do
Fontainebleau Development is a vertically integrated real estate and hospitality group that manages projects from initial ideation through opening and ongoing operations. Its portfolio spans residential and commercial real estate, resorts, hotels, gaming, entertainment destinations, luxury retail, aviation, yachting, country clubs, golf courses, and luxury brands. The company focuses on creating distinctive, design-led experiences and shaping prominent destinations and communities.
