This position is responsible for driving and enhancing Marriott International s long-term FB Marketing strategy under the leadership of the Director of Field Marketing and in close collaboration with the Area Director of Marketing and respective teams. This role is responsible for building a holistic FB marketing plan for Malaysia and executes targeted marketing and demand generation campaigns in priority cities / markets to drive consumer awareness, elevate reputation, and shift perception for Marriott s portfolio of restaurants, bars and event venues in Malaysia. This role will also support the pull-through of Continent-led initiatives including creating and loyalty driven marketing efforts to strengthens preference amongst key consumers and local residents.
This position collaborates and aligns with internal stakeholders, including Area Marketing, FB Operations, communications, brand, digital marketing, content, partnerships, to ensure all efforts are effectively directed to the right lifestyle / dining / events consumers. This role must develop and maintain excellent strategic relationships and networks with local media, corporate partners, social influencers and community leaders to drive the positioning and reputation in the Malaysia market. Where necessary, the FB Marketing Manager collaborates with the brand team on consistent pull through of relevant FB brand programs. The FB Marketing Manager is also responsible for engaging portfolio content on Marriott Bonvoy Asia.
CORE WORK ACTIVITIES
Strategy and Planning (including promotional calendar)
- Implements cohesive and integrated marketing plan(s) for Malaysia inclusive of positioning, promotional and events calendar, public relations, digital/e-commerce channels and social media
- Coordinates the FB marketing budget to achieve business and marketing goals
- Manages all key internal stakeholders
- Evaluates new marketing opportunities for the Destinations / Area by keeping up to date with the consumer behavior and restaurant and bar trends
- Monitors competition for benchmarking purposes
Channel Strategy and Management
- Supports corporate and property level sites across owned, social, and third party
- Maintains and makes sure that all food and beverage content in the Malaysia hotels are updated in Marriott Bonvoy s channels
- Identify and execute partnership / media buy opportunities with key third party channels
- Support priority hotel in FB websites set-up or migration of outlet sites
PR, Events, and Content Partnerships
- Leverages media and influencers in line with marketing strategies and in line with the target customer profiles
- Identifies and executes content partnership opportunities with key media titles
- Organizes media events, Chef s Tables, Guest s Chefs locally and overseas etc. to launch and / or promote priority venues and new promotions
Demand Generation and Campaigns
- Plans and executes portfolio-led food and beverage promotions, events, and initiatives in cooperation with the Director of Field Marketing and Area Director of Marketing, based on business requirements and seasonality
- Collaborates with Marriott Digital Services (MDS) teams for paid online media food and beverage marketing campaigns and SEO
- Integrates PR and social media efforts into FB marketing campaigns across all channels and to bolster the portfolio s reputation and image in the community
- Supports area / regional food and beverage promotions if in line with FB objectives and business needs
Loyalty Programs
- Drives FB-led initiatives and FB related Marriott Bonvoy Moments and other relevant loyalty initiatives as applicable
- Supports Club Marriott or local loyalty program marketing activities as applicable
Vendors / Partners
- Works collaboratively with local, regional, and national partners/vendors to build awareness, increase exposure and demand generation for the hotel s restaurants
Training
- Deliver training and toolkits to elevate property leaders FB marketing efforts
Performance and Reporting
- Analyzes restaurants and bars statistical data and reports to look for opportunities to grow FB revenue
- Provides regular tracking / ROI and analysis of promotions and website/email campaigns, using industry averages for ROI calculation, and uses this knowledge in future planning
- Tracks media coverage, social engagement and customer sentiment online through monthly KPI reports that are shared with area leadership
CANDIDATE PROFILE REQUIREMENTS
- 4-year degree from an accredited university in Marketing, Business Administration, Hotel and Restaurant Management, or related major
- At least 3-5 years of marketing experience, ideally at some point in a restaurant / bars led organization
- Has genuine interest in FB, lifestyle and nightlife
- Strong network of connections is an asset, including media, bloggers, social influencers and industry partners
- Experience in securing and activating local suppliers and partnerships
- Exemplary writing and editing skills
- Proficiency in key digital competencies including SEO, Google Analytics, and social media channels
- Proven track record in managing and executing multiple initiatives
- Excellent interpersonal, communication, and time management skills
- Driven, innovative and highly adaptable
