Marketing Communications Manager

Key Responsibility Areas KRA & KPIs- Marketing Manager-Corporate

1. Social & Digital Media Strategy

Objective: Establish a strong digital presence to drive brand awareness, engagement, and direct bookings.

• Social Media Management

• Approve and oversee content calendars for each hotel and restaurant across Instagram, Facebook, LinkedIn, and YouTube.

• Introduce interactive content formats (reels, live sessions, contests, Q&A sessions) to increase engagement.

• Maintain real-time engagement tracking and refine strategies accordingly.

• Paid Digital Campaigns & Performance Marketing

• Oversee and approve targeted advertising campaigns (Google Ads, Meta Ads, YouTube, LinkedIn).

• Ensure retargeting strategies are implemented to convert high-intent visitors into bookings.

• SEO & Website Optimization

• Final approval on SEO strategies, website UI/UX, and booking funnel enhancements.

• Ensure location-based and experiential content drives direct bookings.

• Influencer & User-Generated Content (UGC) Strategy

• Final decision on influencer collaborations and long-term brand ambassadors.

• Approve UGC strategies and incentives for guest participation.

• Content Creation & Data Bank Management

• Oversee the creation of high-quality digital content across all units, ensuring consistent and on-brand messaging.

• Develop and maintain a centralized data bank of marketing assets and content, updated regularly for use across hotels and restaurants.

• Digital Reputation Management

• Monitor brand sentiment analysis and ensure negative PR crisis control.

• Ensure the Assistant Marketing Manager manages online reviews while escalating key issues.

• Analytics & Reporting

• Approve monthly digital performance reports presented to the CEO & Project Head.

• Ensure continuous optimization based on data insights.

KPI:

• Increase overall digital engagement by 5% per quarter and boost direct bookings via digital channels by 10% YoY, while creating at least 150-200 high-quality content assets per quarter and maintaining a comprehensive, up-to-date data bank.

2. Public Relations (PR) & Brand Reputation Management

Objective: Strengthen brand credibility and media presence through strategic PR initiatives.

• Media Outreach & Press Relations

• Approve and oversee press releases, media coverage plans, and brand storytelling.

• Maintain strong relationships with media agencies and contacts.

• Press Conferences & Media Events

• Oversee and approve PR events, media meet-ups, and influencer FAM trips.

• Crisis Communication & Reputation Management

• Personally handle high-risk brand reputation issues.

• Implement real-time response strategies.

• Influencer & Celebrity Engagement

• Finalize and create campaigns for influencer partnerships.

• Ensure influencer selection aligns with brand positioning.

• Thought Leadership & Corporate PR

• Approve executive visibility strategies for Polo Towers leadership in industry forums, media, and on LinkedIn.

KPI:

• Secure at least 7-8 major media placements per quarter while maintaining a 90% positive sentiment rate, and finalize/execute 6–7 influencer collaborations per quarter that align with brand positioning.

3. Internal & External Communication

Objective: Ensure seamless communication between internal teams, stakeholders, and external audiences.

• Internal Communication Strategy

• Approve and oversee monthly brand updates and internal communication briefs.

• Ensure the marketing team and hotel staff understand and align with the brand vision.

• External Communication Strategy

• Approve and oversee guest communication across digital, email, and offline channels.

• Stakeholder & Partner Engagement

• Approve strategic partnerships with OTAs, tourism boards, experience curators, and other external alliances.

KPI:

• Achieve 90% internal alignment on brand messaging and secure at least 1 new strategic partnerships per quarter.

4. Marketing Strategy & Campaigns

Objective: Develop a high-impact marketing strategy to drive revenue, brand visibility, and guest engagement.

• 360-Degree Marketing Campaigns

• Final decision on multi-channel marketing campaigns ensuring cohesive storytelling.

• Hotel & Restaurant Promotions

• Oversee and approve promotions, food festivals, and seasonal offers.

• Branding & Offline Marketing

• Oversee branding initiatives across traditional media channels including radio, outdoor hoardings, and ticketing platforms.

• Approve and manage PR engagement activities to enhance brand visibility and guest engagement.

• Develop comprehensive brand identity dockets, including immersion videos, brand manuals, brochures, digital literature, etc., to ensure a consistent and immersive brand experience across all touchpoints.

• Ensure consistent messaging across both digital and offline channels.

• Performance Tracking & ROI Optimization

• Final decision-maker for budget allocations and ROI-driven marketing investments

Job Type: Full-time

Work Location: In person