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Job description / Role
Reporting to the Director, Global Marketing, this role is responsible for the day to day management of the Customer Relationship Management system needs of the business.
Within this role, the incumbent will help to drive awareness and promotion of the One&Only Brand and its resorts through strategic and tactical CRM activities to deliver business results and support hotels, while ensuring all communications correctly position the brand and adhere to the relevant brand standards.
In addition, the role is responsible for data analysis of all campaigns, database growth, supporting the development and launch of guest and trade recognition programmes, and the B2B / Co-op trade marketing campaigns for the brand. Furthermore, the role will provide support to the Director, Global Marketing in the booking and execution of media campaigns across all markets.
Requirements
Manage the Customer Relationship Management (CRM) Platform
- Manage email and direct marketing campaigns by coordinating data manipulation, copy, design, translations and approval process, working with internal clients (resorts/sales offices) and external resources as necessary. Includes MICE, FIT and trade campaigns.
- Develop and implement a communications calendar for all electronic and postal communications to databases
- Daily management of the CRM platform to ensure the smooth-running of stay related and ad-hoc marketing communications (pre-arrival, post-departure etc.)
- Optimise all campaigns to ensure all corresponding content is updated and that the maximum level of guest segmentation and targeting is achieved
- Conduct weekly and monthly campaign reporting to identify all revenues driven from CRM campaigns
- Conduct thorough campaign analysis reports for all campaigns (email and direct mail), to ensure they have achieved specified business objectives, and provided positive ROIs
- Support Director, Global Marketing in identifying new partnership opportunities across a variety of verticals (including banks and luxury brands), and in negotiating agreements with prospective partners
- Collaborate with group revenue and resort teams to develop the most compelling packages for all campaigns, tailored to the customer demographic and geographic region
- Identify data acquisition activities, based on brand fit, to help drive awareness to new audiences
- Assume management of the sales databases, and ensure integration into CRM platform to manage mailings
Manage the data warehouse
- Manage data capture and usage across various channels (OO.com, third parties, events, contests) and upload to data warehouse for cleansing
- Identify methods to increase volume of data acquired by One&Only, either on- or off-property and conduct any training necessary to improve capture rates. Manage any data capture programmes/competitions for the brand
- Monitor sales- or resort-held databases to provide a global view of data assets for the brand and ensure all are used to their full potential within integrated campaigns
- Maintain suite of reports outlining demographic and stay trends for guest records
- Attend any IT calls or meetings to enhance data warehouse and email deployment capabilities as required
- Work with IT and Zeta to ensure all daily file transfers are completed without any concerns
Manage One&Only Recognition Programme
- Support the brand in achieving primary objectives for Recognition programme: Create brand loyalty to generate brand advocates and drive revenues
- Manage research projects as required to tailor the Recognition Programme to guests needs and conduct competitor audits as required to ensure the Programme is relevant and appealing
- Maintain cross-resort data infrastructure to identify and classify/tier repeat guests across multiple properties
- Manage the development of a suite of communication pieces (email, direct mail, on-resort materials) to recognise past guests on-resort and via marketing campaigns in a consistent and structured way across the brand
- Manage the response process for individual guests feedback into our communication with the Recognition Programme and disseminate accordingly
- Conduct all reporting required to demonstrate the effectiveness of the Recognition Programme and highlight need areas across properties
- Be the key point of liaison with resort operations counterparts to ensure smooth execution of the Recognition Programme
- Support Events Director in developing a series of guest events to engage loyal repeaters
Co-op campaigns with the travel trade
- Run the One&Only Sales-Driven Marketing Platform (SDMP) a framework to deliver closer collaboration and enhanced performance from travel trade partners
- Build relationships with key stakeholders at travel trade partners (Tour Operators, Travel Agents, Consortia) to develop collaborations that enhance revenue generation
- Work alongside internal One&Only sales teams across markets to understand dynamics of relationships with each key account. Identify opportunities to complement existing relationship efforts in a collaborative way
- Trade collaborations include the development of co-branded campaigns (direct mail, email, collateral, incentives etc) to broaden the brands reach, joint press release, in-store or retail promotions, call centre or sales agent incentives etc
- Attend meetings as required with trade partners across markets
- Responsible for managing all areas of campaign execution (print, production, design, data mining, mailing, tracking etc)
- Think outside the box to develop truly innovative campaign concepts to broaden reach and target the One & Only demographic profile
Sales Resources and Materials
- Coordinate design/print/production process for sales-related pieces, ensuring deadlines and budget are met through negotiating competitive pricing with third-party providers of services (e.g. design, print etc.). Includes direct mail printed items, trade brochures and annual updating of sales fact sheets etc.
- Ensure Sales Presentations are kept up to date corporately and re-issue new versions as necessary to sales staff
- Support Kerzner sales offices to ensure tour operator brochures and collateral are up to date with correct and on-brand resort descriptive information, imagery, copy and offers.
- Consolidate updated copy and imagery and submit to partners for use in their materials.
Analysis, Reporting & Research
- Track campaign performance (including email open/click/unsubscribe rates and web production reports) to optimise future campaigns
- Conduct AB-testing and other trials to identify ways in which to improve the effectiveness of branded email communications
- Participate in the business planning process for the Marketing team to ensure strategic goals of all resorts will be achieved
- Integrate Marketing and Sales activity plans and build activity/media plans as required
- Routinely review production by tour operator or trade partner on a monthly basis across markets to identify opportunities to enhance performance
- Monitor activities of competitors in collaboration with travel trade and report to wider team, pulling influences for One&Only activity where appropriate
Ensure all One&Only communications match brand positioning, are strategically correct, and are brand compliant
- Have an in-depth knowledge of the guidelines and how different materials/channels reflect them
- Ensure all materials are brand-compliant
About the Company
Atlantis is the majestic resort in Dubai situated on the Palm, a man-made island that has captured the world’s imagination with its magnificent scale and ingenuity.
From the moment you arrive, you will be immersed in a dazzling world of imagination, pleasure and luxury of 5 star hotels. The resort offers relaxation and thrills for couples and families alike, including:
•Unique marine habitats - The Lost Chambers •An exhilarating water park - Aquaventure •Pristine white beaches •World-class cuisine in 20 restaurants, •An indulgent spa (ShuiQi ) to awaken your senses •Cosmopolitan boutiques to shop until your heart is content To stay or visit this landmark Dubai Hotel is to live out your dreams amidst warm Arabian seas.