Commercial Director

Role and Responsibilities:

People Leadership Skills

• Recruit, select and familiarise marketing department personnel with the Hotel and their functions.
• Train and guide marketing department personnel in the performance of their duties as to specific position responsibilities, performance techniques, reporting procedures, etc.
• Conduct performance evaluations and follow up with Marketing department personnel.

The ability to build a positive working environment.

Maximize Hotel Revenue

• Implement activities that positively impact hotel Rev Par performance
• Monitor competitive hotels to ensure continual market share improvement.
• Develop, co-ordinate, and implement programs to increase profitable sales in all product areas.
• Monitor and identify current and future business trends to ensure profitable sales in periods of low and high demand.
• Manage the hotels Yield Management program including the transition to a more robust dynamic pricing model.
• Ensure accuracy of definite bookings plus contracted group and corporate accounts.

Marketing

• Review and monitor competitive hotels so as to formulate recommendations on product and service enhancements to remain competitive
• Identify sources of business available to the hotel and establish priority marketing opportunities in the solicitation of that business.
• The ability to understand the different needs of market segments and implement strategies/programs as appropriate to maximize profitability.
• Analyze the Hotels capabilities and identify the direct sales, advertising, and public relations programs necessary to attract complementary sources of business.
• Develop and implement the Annual Marketing Plan.
• The ability to keep abreast of market trends and respond as needed.
• Develop marketing programs consistent with Four Seasons style and image.
• Initiate and supervise the installation of all sales and marketing office procedures and ensure hotel is in compliance with all Four Seasons Sales and Marketing Minimum Operating Standards.
• Prepare, monitor and control the annual advertising and business promotion (A&BP) budget.

Sales

• Solicit and service selected accounts.
• Participate in designated trade, service and community association and clubs.
• Represent all Four Seasons Hotels on sales calls
• Provide one up sales assistance for all key accounts, to maintain an active account load and to act as the hotels sales leader.

Managing Sales Activity

• Serve as hotel s key contact with organizations such as convention and business bureau, governmental business bodies and key airline accounts.
• Set and monitor all quotas for sales activities and production for direct sales personnel.
• Develop and approve travel schedules and budgets.
• Implement and monitor an effective prospecting program.
• Review the performance of each sales person and audit key account activity.
• Effectively administrate the companys sales incentive plan.
• Develop and maintain a succession plan for management positions in Sales and Marketing.
• Co-ordinate sales activities with WSOs.
• Determine staffing requirements, sales deployment, areas of responsibility and manage the performance of assigned staff according to their respective job descriptions.

Internal Communications

• Maintain a cooperative working relationship with other departments particularly those with mutual guest contact.
• Participate in meetings with Planning Committee and Department Heads disseminating information on sales activities, special bookings, business forecasts, competition, etc.
• Communicate with Corporate Marketing, Worldwide Sales Offices and other Four Seasons Hotels regarding new marketing opportunities, competitor activities, etc.
• Prepare reports as required by the General Manager and Home Office.

Hotel Systems

• Enhance marketing effectiveness through improvements in automation.
• Utilize computerized operational systems (Delphi, FO system, etc...)
• Ensure accurate tracking of business segments/markets.
• Implement systems to ensure sales and marketing programs achieve projected results.
• Understand, utilize and supervise the installation of automated sales and reservations systems.

Promotions - Advertising - PR

• Develop special promotional programs to stimulate trial and generate revenue.
• To direct and manage the hotel s utilization of emerging social media tools ie twitter, blogs, Four Seasons Facebook, Linkedin (and online reviews) ie trip advisor.
• Participate in the development of collateral and ensure that Four Seasons standards are maintained.
• Ensure all advertising conveys the desired image and message.
• Monitor all expenditures adhering to the advertising budget.
• Maintain open communication with advertising agency/media to provide them with constant input as to the needs of the hotel.
• Work with the Director of Public Relations to ensure that the Four Seasons Hotel Sydney receives maximum exposure in appropriate media.
• Provide guidance to ensure favourable attitudes toward the hotel and Four Seasons Hotels.
• Report to the General Manager and Home Office any significant activity with which the hotel may wish to become involved.
• Develop the advertising and business promotion budget in conjunction with the Annual Marketing Plan.

Business Involvement

• Administer department activities within the approved budget with evaluation on a monthly basis.
• Review and approve all sales personnel expense accounts.
• Approve all purchase requests for the Marketing Department.
• To be directly involved in forecasting and continuously be aware of current and forecasted financial/business performance.
• Analyse financial/business performance vs forecasts/budget and make the required changes if necessary.
• Understand, maximise use of, and properly control A& BP budget.
• Sound analyser and problem solver
• The ability to be a do-er, implementer, and action taker
• Develop and use good business acumen and be a good business operator.
• Vigilant and attentive to detail. Monitor quality and be obsessively service oriented.
• A Team Player and have interpersonal sensitivity.
• Public Ambassador for Four Seasons Hotels.
• The ability to respond properly in any hotel emergency or safety situation.
• Perform other tasks or projects as assigned by hotel management and staff.

Education:

Experience:

Skills and Abilities: