Polo Towers Group - Head - Marketing Communications

Polo Towers GroupKolkata, India

3 days ago

Job description

Head Of Marcom

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.

Basic KPI :

Achieve a minimum 4x ROI on campaigns, increase revenue from promotions by 10% YoY, and drive a 15% increase in brand recall through integrated offline, brand identity, and PR engagement campaigns.

5. Crafting Experiences & Events

Objective : Create immersive experiences to enhance guest engagement and brand loyalty.

Conceptualizing Unique Experiences

Develop signature experiences for each Polo Towers property (e.g., heritage tours, floating dining at Polo Floatel, private chef-curated dinners).

Introduce branded in-room experiences (curated playlists, bespoke amenities, local cultural touchpoints).

Event Planning & Execution

Approve and oversee annual event calendars for hotels and restaurants.

Ensure events align with target audience preferences and seasonal demand.

Guest Engagement Events

Approve interactive guest events (mixology workshops, wellness retreats, themed brunches).

Ensure the Assistant Marketing Manager and Marketing Executive execute on-ground activations as defined.

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Head Marketing • Kolkata, India