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Group Brand and Marketing Director

2 weeks ago

London, Greater London, United Kingdom The Dean Group Full time

Direct message the job poster from The Dean Group

Management Support, Development and Acquisition at The Dean Hotel Group

Job title: Group Brand & Marketing Director

About The Dean Group:

The Dean Group is a collection of design-led lifestyle hotels, proudly born and bred in Ireland, with rapid growth on the horizon. As we expand our global footprint, we are seeking a Group Brand & Marketing Director to lead and deliver on this next phase of expansion.

Purpose:

Lead, develop, and execute the brand and marketing strategy across the group, aligning with the company's growth agenda. Develop the brand's proposition, positioning, and route-to-market strategies to attract and retain customers while driving direct revenues. Elevate our presence in current markets and spearhead successful entry into new markets. Be both a creator and guardian of the group's suite of brands, ensuring consistency and alignment, helping to build deeper connections with our guests, and always staying ahead of market expectations to ensure we stand out.

Key Areas of Ownership:

  • Brand Strategy & Proposition
  • Integrated Marketing
  • Growth & New Openings
  • Customer Acquisition & Retention
  • Guest Experience & Loyalty
  • PR & Communications
  • Reporting & Analytics

Required Skills:

  • Strategic Thinking
  • Stakeholder Management
  • Online & Offline Marketing
  • Growth & Expansion

Reporting to: Chief Commercial Officer

Location and Hours:

  • Based in Dublin or London with regular travel to Dublin and across the estate, including remote working.
  • Core business hours: 09:30 to 18:00, but the nature of the role will require flexibility.

Brand Strategy & Proposition:

  • Develop and execute the branding strategy for the group, its suite of brands, and individual properties, ensuring alignment with the company's vision, values, and target market.
  • Conduct market research and competitive analysis in current and future markets to identify brand positioning and marketing opportunities.
  • Define and develop the brand's identity, voice, and messaging, ensuring resonance with the target demographic.

Implementation and Consistency:

  • Define communications and ensure consistency in messaging across all channels and guest touchpoints, protecting brand identity (PR, digital, print, social media, guest experience, etc.).
  • Oversee the development of brand guidelines, ensuring alignment with the brand or hotel's identity at every touchpoint.
  • Lead the creative direction for all visual and experiential elements of the brand, including photography, digital content, and marketing campaigns.

Partnerships and Collaborations:

  • Develop strategic partnerships and collaborate with external agencies, media partners, and influencers to extend brand reach.
  • Identify and foster partnerships that align with the target demographic, creating meaningful interactions and content.

Integrated Marketing Strategies:

  • Create and execute a comprehensive, integrated marketing plan that aligns with the company's goals, positioning, and revenue targets.
  • Lead campaign innovation to drive direct bookings, enhance guest engagement, and increase brand awareness.
  • Lead the marketing team in customer acquisition and retention, with a continuous focus on building awareness.

Growth & Expansion:

  • Evolve the brand and marketing team structure and approach to support global expansion, balancing central oversight with localization.
  • Develop and execute marketing strategies to create excitement and awareness for each new opening, working closely with the hotel's operations and sales teams to craft impactful campaigns that drive revenue and build loyalty.
  • Create and implement a systematic approach to the company's growth, establishing scalable processes within the Brand & Marketing Department.
  • Expand the effectiveness and reach of marketing efforts to target new markets and segments, ensuring the strategy is tailored to the unique characteristics of each location or property.

Customer Acquisition & Retention:

  • Oversee digital marketing strategies, including SEO, customer acquisition, social media, email campaigns, and online advertising.
  • Oversee campaigns to drive direct bookings, reduce reliance on OTAs, and maximize ROI.
  • Ensure a "guest-first" approach is applied to new tech systems, optimizing opportunities to enhance guest experience and create meaningful interactions.
  • Stay ahead of emerging trends in digital marketing, leading the integration of best practices and scalable solutions.

Guest Experience & Loyalty:

  • Ensure a seamless brand experience and optimize each touchpoint throughout the booking journey and beyond, supporting CRM integration.
  • Develop and implement a guest loyalty program to drive direct revenues, enhance guest experience, and encourage repeat stays.
  • Analyse guest feedback to improve the guest experience and brand perception.

PR & Communications:

  • Develop and implement PR strategies to build relationships with media, press, key opinion leaders (KOLs), and influencers.
  • Oversee communications strategy, ensuring timely deployment, especially for new openings.
  • Identify and foster strategic partnerships to enhance the brand's reach and grow the customer database.
  • Develop market entry strategies to grow brand presence in new territories and feeder markets.

Reporting & Analytics:

  • Develop the marketing funnel to deliver data-driven insights and support the development of a scalable, effective department across multiple brands and territories.
  • Monitor the performance of marketing campaigns and provide regular reports on key metrics (e.g., ROI, website traffic, conversion rates, direct bookings).
  • Use data and insights to continuously refine marketing strategies for improved results.

Who You Are:

  • Director level brand & marketing leader with 10+ years of experience in hospitality, lifestyle, or luxury brands.
  • Demonstrable experience scaling brands internationally, with experience in European and/or US markets.
  • A strategic thinker who balances creativity with data-driven decision-making.
  • Passionate about storytelling, brand building, and guest experience.
  • A natural leader who gets the best out of their team and thrives on developing talent.
  • Skilled in managing budgets, agencies, and cross-functional teams.
  • Experienced in public relations, media strategy, and partnerships.
  • Strong hospitality experience with an understanding of the commercial approach needed to scale.

Ways of Working:

You thrive in a growth environment, working to tight deadlines and managing multiple priorities. You are confident in managing both internal and external stakeholders while balancing the business's immediate needs with a longer-term vision for developing an efficient and scalable department.

Seniority level
  • Director
Employment type
  • Full-time
Job function
  • Marketing and Strategy/Planning
  • Industries: Marketing Services and Food and Beverage Services
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