Marketing Manager

Job title Marketing Manager

Department

Sales and Marketing

Reporting to

Multi-Property Commercial Manager

Above Property Marketing Team

Date reviewed

June 2026

JOB SUMMARY

The Marketing Manager is responsible for setting, leading, and delivering the full marketing, public relations, and communications strategy for the three Ethiopian cluster hotels. Working directly with the Ethiopia Multi-Property Manager, hotel leadership teams, and shared-service teams, this role is accountable for driving brand awareness, executing digital and traditional marketing campaigns, and generating demand across rooms, food and beverage, meetings and events, and ancillary revenue streams. The role has clear accountability for brand-aligned execution, public image management, and fostering a strong commercial culture.

 ASSET SCOPE

This role will look after the Ethiopia portfolio of hotels managed by The First Group Hospitality.

 KEY RESPONSIBILITIES

Commercial Strategy and Leadership

• Develop, lead, and execute the hotel marketing strategy ensuring alignment with ownership objectives, brand standards, annual budgets, and hotel business plans.
•  Act as the primary brand ambassador, managing local and regional media relations, drafting press releases, coordinating media stays, and steering community engagement initiatives.
•  Oversee marketing, digital, e-commerce, CRM, loyalty, and promotional campaigns to drive demand and conversion.
• Maximize the use of brand platforms to drive Brand.com and overall direct business revenue generation, increasing direct booking contribution and reducing reliance on third-party channels.
•  Leverage loyalty program platforms and social media channels to capture direct business, drive member engagement, and strengthen repeat demand.
• Maintain strong relationships with asset management/owners, brand representatives, key media partners, and internal stakeholders to support long-term commercial success.

RevPAR, Total Revenue and Market Share Growth

• Drive RevPAR, ADR, occupancy, market share, and total revenue growth across the portfolio through brand-aligned, high-impact marketing, digital, and PR campaigns.
• Generate demand and capture growth opportunities across rooms, food and beverage, meetings and events, and ancillary revenue streams by deploying targeted marketing assets and packages

Team Management and Performance

• Lead, coach, and develop the marketing, public relations, and content creation teams, alongside relevant on-property colleagues, creating a results-driven and collaborative working environment.
• Set clear individual and team KPIs (such as campaign ROI, social media engagement, and media reach), monitor performance regularly, and provide timely feedback, coaching, and corrective action where needed.
• Build team capability in modern digital marketing, professional graphic design tools (including Canva, Gamma, and Microsoft 365), and PR best practices through training, succession planning, and consistent creative routines.
• Ensure strong communication and cohesive brand coordination between marketing, PR, sales, revenue, reservations, events, F&B, and hotel operations teams.
• Direct marketing executives, digital coordinators, and PR staff with clearly defined responsibilities, reporting routines, KPIs, and strict accountability for brand-enhancing and demand-generating activities.

Above-Property and Shared-Service Collaboration

• Build strong and productive relationships with above-property and shared-service teams, including digital, distribution, loyalty, PR, and marketing resources.
• Influence and coordinate shared-service support to ensure hotel marketing and PR priorities are understood, actioned, and measured against expected results.
• Translate above-property brand and marketing initiatives into property-level execution, ensuring the hotel receives the right level of commercial focus and follow-through.
• Escalate marketing risks, opportunities, and resource needs clearly to the Multi-Property Commercial Manager and senior leadership team.

Business Planning, Reporting and Analysis

• Lead and contribute to annual marketing business planning, PR strategy budgeting, forecasting, and promotional reviews.
• Prepare clear marketing and communications reports and presentations for the Multi–Property Commercial Manager, senior management, and relevant stakeholders.
• Use data from CRM, digital analytics, social media insights, and business intelligence tools to identify consumer trends, brand risks, and actionable promotional opportunities.
• Track progress against marketing plans, campaign performance, direct booking targets, loyalty member acquisition, and public relations reach.

Operational and Stakeholder Alignment

• Work closely with hotel operations teams to ensure marketing campaigns, PR announcements, and promotional promises are fully aligned with the actual guest experience, service delivery, and operational capacity.
• Partner with food and beverage leaders to conceptualize, design, and promote targeted demand-generation campaigns, engaging packages, and local PR partnerships that elevate the hotel's positioning and grow total revenue. Ensure promotional materials clearly communicate inclusive standard amenities, specifically highlighting zero-cost gym and shuttle services, to maximize package appeal.
• Maintain strong, collaborative relationships with asset management and brand representative

Key Performance Indicator

• Campaign-led contribution toward overall hotel RevPAR, ADR, occupancy, and market share index performance.
• Delivery of campaign-driven revenue across rooms, food and beverage packages, meetings and events, and ancillary revenue streams versus marketing budget and forecast goals.
• Marketing lead generation efficiency, website conversion rates, digital pipeline quality, and the effectiveness of promotional campaigns in optimizing the property's business mix.
• Success in driving channel mix optimization, increasing direct booking contribution via Brand.com, elevating loyalty performance, and improving distribution cost efficiency.
• Growth in Brand.com revenue production, direct business revenue contribution, loyalty program sign-ups, digital member engagement, and marketing-led repeat demand.
• Marketing budget forecast accuracy, promotional pricing strategy alignment, marketing and PR plan execution, and the speed of corrective action on underperforming campaigns.
• Leadership engagement, talent development within the marketing and PR unit, and the quality of strategic collaboration with sales, hotel leadership, and above-property shared-service teams