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Posted November 19, 2020
Lark Hotels

Vice President of Sales and Marketing

Lark Hotels
Boston, MA, USA ⚠ [Archived] No Longer Accepting Applicants
Compensation: $125,000 Annually

Lark Hotels is seeking a Vice President of Sales and Marketing to join our team on or about January 1, 2021.

The VP of Sales and Marketing (VPSM) at Lark Hotels is responsible for overseeing the creative, planning, development and execution of Lark Hotels marketing and advertising initiatives. The VPSM’s primary responsibility is to generate revenue by increasing sales through successful marketing for the entire portfolio, using market research, pricing, product marketing, communications, advertising and public relations. You will have significant strategic impact and influence the direction of the Lark brands and marketing strategy along with editorial storytelling, own our brand vision and own our long-term brand recognition. In addition, the VPSM will focus on sales management, new business opportunities, distribution management and customer service. The VPSM ensures the organization’s message is distributed across channels and to targeted audiences in order to meet sales objectives that contribute to the structure and growth of our boutique hotel company. In addition, He or She is responsible for owning brand vision and elevating the brand and must understand the interaction between brand and property and how the Lark brand(s) elevation contributes to the financial success of the properties.

SUMMARY OF ESSENTIAL JOB FUNCTIONS:
The responsibilities of this position include but are not limited to the following responsibilities across the portfolio of Lark properties:

  • Must be a well balanced and strategic thinker.
  • Drive awareness and create an unparalleled, well-recognized multi-brand and company identity.
  • Develop an external strategic marketing plan and program, which highlights our target audiences, and leverage our recent successes to grow and scale the brand from being recognized as a regional brand to a multi-brand national player.
  • Plan, develop, implement and monitor the overall business marketing strategy. Unite the efforts of all teams to improve awareness, retention, and revenue growth with a data driven customer experience approach.
  • Conduct market research and recommend and execute strategies and tactics to increase market share.
  • Lead and execute all brand marketing efforts across all channels including brand development, content marketing, social media, PR, influencer marketing, partnerships, advertising, experiential marketing, and other events.
  • Lead all editorial and content strategy that can be leveraged to add significant value to our

audiences for engagement, retention and new user acquisition.

  • Develop and execute innovative, out-of-the-box brand building activations to build awareness, brand equity and drive user engagement.
  • Define a performance marketing growth roadmap that expands across and optimizes all viable channels (i.e. Social, Search, Email, Influencer, Podcast, Magazine, Direct Mail, etc.) ensuring Lark Hotels is positioned thoughtfully while achieving growth KPI’s and an ROI on investment.
  • Monitor social platforms and correct any messaging that is off brand.
  • Develop and implement effective models to understand the performance of all channels and optimize spend accordingly, providing analytical insight into customer acquisition, behavior and characteristics.
  • Create marketing communication platforms that increase awareness and sales across the portfolio that are in line with the strategic goals of the company.
  • Work closely with external agencies and firms such as PR, branding and website development.
  • Design and improve upon marketing campaigns for each aspect of the company and individual hotels and restaurants.
  • Negotiate compensation and project details for outside contractors related to marketing and promotions.
  • Create and propagate an enthusiastic brand message that will resonate with our target demographic.
  • Inspire people at all levels. Segment develops and targets appropriate audiences while optimizing the efficiency of the marketing budget.
  • Drive the evolution of our brand positioning, bringing it further to life in a clear and consistent way that resonates with and motivates our target audiences. You will promote the company as an innovator to the press and public and oversee outbound customer-facing communications across our channels.
  • Review and manage content marketing strategy.
  • Determine KPI’ for marketing department and leverage their returns on investment. Prepare and submit reports that are concise, comprehensive, accurate and timely with actionable outcomes.
  • Use data and reports to make evidence-based decisions.
  • Direct the work of the flow of the marketing department and its personnel.
  • Create and present the annual marketing plan and strategy. Continually analyze the

company’s marketing strategy and make tactical corrections when necessary.

  • Stay up to date with the latest technology and continually look for ways to weave technology into our marketing initiatives.
  • Prepare annual marketing budgets for the entire portfolio and effectively manage them across the portfolio.
  • Be responsive to questions from owners and owner representatives.
  • Maintain records, reports and files in an organized manner.
  • Ask questions, respond to questions, and communicate effectively with the other Lark team members.
  • Obtain and maintain a thorough understanding of the portfolio.
  • Monitor and analyze department work to develop more efficient procedures and use of resources while maintaining a high level of accuracy.
  • Train and mentor the members of the marketing team.

MINIMUM REQUIREMENTS:

  • Successful track record as a VP of Sales and Marketing in Hospitality, or equivalent experience.
  • Experience with brand building.
  • 10 to 15 years of experience leading and growing high-performing marketing teams
  • Be customer-centric.
  • Hands on experience with CRM and SEO tools like Google Analytics, Adwords, Hubspot, Webtrends, SalesForce, Etc.
  • In-depth knowledge of Digital search and Web-based marketing.
  • Excellent organizational and communication and time management skills.
  • Excellent presentation skills.
  • Must be eligible to work in the United States of America
  • Must have computer skills.
  • High attention to detail and accuracy
  • Ability to work under pressure and meet deadlines.
  • Experience with Web based PMS and POS Systems
  • Has exceptional communication skills and can work equally well with those with financial experience and those without.
  • Has a “willing-to-do-whatever-it-takes” attitude.
  • Buys into the Company’s near and long term vision and is active and engaged in Lark Hotels Culture.

DISCLAIMER:
The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all

responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.

If interested please send cover letter, resume, and three references.

Lark Hotels is an Equal Opportunity Employer 11/25/15