Brand Manager: Hospitality

3 weeks ago

Franschhoek, South Africa Boschendal Hospitality (Pty) Ltd Full time

Accommodation
- Experiences (horseriding, walking and MTB trails, guided farm tours, etc.)
- Tree House Activity Centre and programmes
- Events (weddings, conferences, workshops, drive in)
- Food & Beverage (The Deli & Werf Restaurants, Picnics)
- Special events
- Farming & Sustainability & Education (as core to our business and brand)

At our core, sit our Farming practices and philosophy, and our Sustainability and Education pillars (we have a Pre-School, and are also involved with upliftment projects in the broader community). Being on top of these

activities are fundamental to the role as they form a key part of our positioning and essence and must be built into the stories we tell and our marketing plan.

The Hospitality Brand Manager will work closely with the Marketing Manager for Retail, to ensure that brand consistency and synergies are achieved, as well as with the Boschendal Hospitality, Farming, Sustainability and Education teams to ensure full knowledge of all activities for marketing purposes.

The focus will be on building and positioning Boschendal as both a local and global brand, as well as maintaining sustainable business growth in line with brand values and the overall business strategy. This will be specific to the Hospitality business, keeping the broader brand in mind.

Key Performance Areas
- Duties and Responsibilities_

Primary accountabilities include overall management and oversight of marketing and brand assets, including:

- Ownership of Marketing and Brand Strategy for the farm, with a focus on Hospitality
- Driving overall brand and business goals, with a focus on Hospitality
- Compiling and executing Hospitality marketing campaigns from concept / idea to execution, on time and within budget
- Working with the Hospitality team and across all divisions to ensure integration of marketing ideas across the business
- Devising and presenting compelling, innovative, fresh, dynamic concepts to build the brand and drive customer engagement
- Monitoring new trends, strategies and digital tools
- Monitoring competitors, local and global: proactively conducting ongoing analysis to adapt and adjust strategy and remain responsive to market and customer needs and changes
- Attending networking events and product launches to represent the business
- Conducting relevant research and analysing data to identify and define target customer / audiences
- Building strategic relationships and partner with key industry players, agencies and vendors, as well as with internal teams
- Building and managing marketing budget
- Integration of Farm and Sustainability into our offering

1. Communications
- Building annual marketing calendars, including:

- Mailers
- Communications across platforms
- Behind the scenes - meet our makers / source

2. PR
- Drive overall PR strategy and plan with PR agency in conjunction with Retail Marketing Manager
- Generate and submit briefs and content to PR representatives and advertising platforms
- Develop strategies and tactics to boost the company’s reputation and drive qualified traffic
- Measure and report on the performance of marketing campaigns, gain insight and assess against goals and/or targets set (track ROI)
- Develop and drive external PR and influencer strategies

3. Digital strategy and communications
- Brief designers and agencies regarding website and communications to ensure all information is current
- Plot online mailers and content plans
- Liaise with the digital agency and marketing team on digital marketing performance and initiatives
- Develop strategies and tactics to drive traffic and build the brand
- Manage websites and use data analytics to adjust efforts if required
- Work with agency and photographers to brief, direct and deliver required photographic needs
- Measure and report on performance of marketing campaigns, gain insight and assess against goals

4. Special Events Strategy and Communications Plan
- Creative conceptualisation, ownership and implementation of annual Special Events Strategy (execution is done by Events)
- e.g. Long Table events, Drive In, Foraging & Fire Events, High Tea, Concerts, etc.
- _Note: weddings, functions and conferences are classified as Events, rather than Special Events and are run by the Events team, not the Marketing team. Communicating these offerings forms part of this role, execution does not._

Experience Requirement
- 7-10 years in a Marketing role
- Relevant technical expertise in Marketing and Brand Building
- Experience of special events preferred
- Diverse Local and Global exposure and experience preferred

Valid driver’s licence with own and reliable car

Proven track record in the following areas of work
- Brand Management
- Social Media, Website design and management
- Brand and Marketing / Activation & Eventing Projects
- Budgeting and financial modelling
- Systems / Analytics
- CRM (preferred)

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