Corporate Director of Sales and Marketing for Focused Brands

Job Description Summary

A "Corporate Director of Sales & Marketing for Focused Brands" is a senior-level position responsible for developing and executing comprehensive sales and marketing strategies across a specific portfolio of "Select and Extended Stay" brands within a company, overseeing all aspects of brand positioning, lead generation, customer acquisition, and revenue growth while ensuring alignment with the company's overall goals and brand identity across these designated brands. 

This senior level position will set the strategic direction for our hotel sales teams in our hotels. The role will be based at one of our Corporate HQ's in either Newton, MA or Orlando, FL on a Hybrid schedule.

Job Description

Strategic Planning:

• Develop and implement strategic sales and marketing plans for designated select brands, aligning with corporate objectives and market trends. 

• Conduct market analysis to identify opportunities and potential challenges for each focused brand. 

• Set sales and marketing targets for each brand, including revenue goals and market share objectives in collaboration with revenue management. 

Brand Management:

• Oversee the brand positioning and messaging for each focused brand, ensuring consistency across all marketing materials and customer interactions. 

• Manage brand identity guidelines and ensure proper implementation across all marketing channels. 

• Develop and execute brand awareness campaigns to elevate the profile of each focused brand. 

Sales Leadership:

• Lead and provide direction to sales representatives dedicated to the focused brands (Regional and GSO), providing coaching, motivation, and performance feedback. 

• Develop sales strategies to target key customer segments and drive new business opportunities for each focused brand. 

• Monitor sales performance metrics and implement corrective actions where necessary in collaboration with the Regional Director of OPS (RDO)

Marketing Initiatives:

• Develop and execute integrated marketing campaigns across various channels including digital marketing, social media, content marketing, and traditional advertising. 

• Manage marketing budgets for each select brand, ensuring optimal allocation of resources. 

• Collaborate with cross-functional teams (e.g., Field marketing, e-commerce, and digital marketing, creative services) to ensure marketing initiatives align with brand strategy. 

Customer Relationship Management:

• Build and maintain strong relationships with key customers and partners within the focused brand segments. 

• Identify customer needs and develop strategies to enhance customer satisfaction and loyalty. 

• Build and manage strong relationships with ownership asset management team.

Performance Analysis and Reporting:

• Track and analyze sales and marketing performance metrics for each focused brand. 

• Prepare regular reports for senior management, highlighting key insights and areas for improvement. 

The position will have responsibility for efforts around all sales segments and hotel level marketing of Sonesta’s rooms and events/catering revenue streams for more than 20 hotels. The candidate will ensure resources are optimized to achieve optimum revenue performance by defining and maintaining the company’s sales strategy, revenue systems and revenue programs through a team of regional sales directors nationwide.

Reporting to the Vice President of Sales, Managed Portfolio, the CDOSM of Select, Simply Suites & Extended Stay Sales will work to ensure alignment of strategy among these groups and communication between these organizations at the regional and hotel level with their operations counterparts to ensure a smooth and coordinated approach. Additionally, this role will work with Global Sales, Marketing, Revenue Management, Legal, Operations and other corporate functions collaboratively to support Sonesta’s overall commercial plan.

DUTIES AND RESPONSIBILITIES:

• Responsible for top-line and market share performance for the collective hotel portfolio for select service and extended-stay brand hotels.

• Set strategic direction for the brands with respect to sales and represent the functional area with senior leadership and ownership.

• Develop and orchestrate the company strategy around property sales for the Sonesta Select and Extended-Stay brand hotels. Partner with the commercial team to maximize performance of each property. This includes rooms and catering/banquet revenues for the Sonesta Select brand.

• Oversee Director of Sales Programs and Initiatives to design, implement and manage key sales initiatives in both portfolios. Programs and initiatives to be designed to surpass revenue targets at a portfolio and unit level.

• Advance and direct a talent management strategy to attract, hire, train, motivate and retain top talent across our entire sales ecosystem in alignment with company practices and in support of company values.

• Develop and use data-driven insights to identify and mitigate any performance gaps to plan or to the competitive set-in various segments or markets.

• Optimize adoption and performance of sales technology and channel delivery in both group and business transient segments.

• Goal review and performance accountability for all sales disciplines within the organization in conjunction with operations.

• Establish and manage training needs for the group focusing on augmenting opportunity conversion.

• Work to consistently refine best practices and inspire creativity of sales leaders to identify new ways to improve performance.

• Engage directly in proper-level marketing and digital strategy, embedding consistent ROI metrics to guide future investment.

• Engage with brand marketing, digital marketing and public relations on new programs - information and execution needs to allow for successful execution of applicable programs throughout the portfolio.

• Collaborate with Global Sales organization to enhance incremental sales delivery resulting in improved revenue performance.

• Participate and represent Sonesta in key client facing engagements, as required, including important site inspections.

• Partner with Revenue Management organization to optimize pricing and conversion effectiveness to maximize performance.

ADDITIONAL JOB DESCRIPTION:

• A minimum of 8 years in hospitality leadership of sales with a proven track record of delivering consistent strong results; multiple diverse experiences would improve candidate’s profile.

• 5+ years in a multi-unit capacity overseeing upscale tier focus service hotel properties plus experience in directing extended-stay hotels and sales associates. 

• Travel to the hotels, clients, and region related conferences are a requirement of the job.  Travel at times will be significant with up to 20% to 30% travel time.

• Proven leadership success with clear examples of motivation, change management, innovation, and accountability to achieve optimum performance across the organization.

• Strong capability to analyze information, understand and identify opportunities for improvement.

• Excellent organizational and problem-solving skills along with an ability to prioritize work to achieve maximum performance from available resources in the organization.

• Develop and maintain relationships with C-level executives internally and externally to advance sales operation.

• Proven capability to work with data services and technology to innovate tools and processes honing actionable insight.

• Project Leadership and Management: Must be able to lead and run projects.

• Advanced Microsoft Office skillset is required (Teams, Excel, Word, and PowerPoint).

• Effective presentation and communication skills.

• Ability to solve practical problems and deal with a variety of variables in situations where only limited information exists. Ability to interpret a variety of instructions furnished in written, oral, or schedule form.

Additional Job Information/Anticipated

Pay Range

The salary range for this role is $170k-185k. Base pay offer may vary depending on various factors, including but not limited to job related knowledge, skills and job specific/overall experience.

Benefits

Sonesta recognizes that benefits play a vital role in helping ensure the health and financial security of employees and their families. We offer a variety of benefits to our employees including:

• Medical, Dental and Vision Insurance
• Health Savings Account with Company Match
• 401(k) Retirement Plan with Company Match
• Paid Vacation and Sick Days
• Sonesta Hotel Discounts
• Educational Assistance
• Paid Parental Leave
• Company Paid Life Insurance
• Company Paid Short Term and Long Term Disability Insurance
• Various Employee Perks and Discounts
• Hospital Indemnity
• Critical Illness Insurance
• Accident Insurance

Sonesta is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or protected veteran status.

Upon submitting your application, please ensure you complete a full application in addition to attaching a resume. Incomplete applications received will not be considered.