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“Hi. My name is lorraine and i m the director of marketing for portofino island island resort. My typical day is not very typical any day could consist of working a marketing plan to being involved with a video shoot or a photo shoot. I could be writing copy for our website or even editing our website.
We have a variety of responsibilities in the marketing department. Here and primarily because we are we wear a lot of hats and you ll find that a lot in the marketing industry as a whole also part of my job. Responsibilities is to manage and maintain our social media presence. So that includes our facebook page our twitter accounts.
Youtube and any other social media. That we might get involved with pinterest is a social media aspect that we re getting involved with we also have an app that we re developing there s a lot of new technology and new media that we re using to reach our guests in the pure sense of marketing. We work on our revenue strategy. So we work as a team with a revenue manager as well as our reservations manager to talk about where our rates should be any specials to feed to feed our need times those are really important to us once i work as a team and collaborate with those folks.
I can go back and determine what our marketing strategy would be and a lot of times. It s very integrated. We ll want to send out an e blast to our past guests. We ll put out an offer on facebook.
With we will do some advertising. A lot of it is moving online. There s not a lot of traditional marketing. That s being traditional print marketing.
That s taking place will have website specials. So really when i hear from our teams in reservations and in revenue management. That s really what determines what i do next from a branding aspect and some of the more fun things that we do on the creative side..
We will go through design elements think through ads creative for our advertisement photo shoots video shoots all of those things that tell the story of who we are tell the story of portofino those aren t as much heads and beds related. Which is our mantra here at a resort. But they re more related to creating the brand an image for portofino on just kind of a daily aspect. Some just daily responsibilities that i might be in charge of it could be anywhere from leading the creator or graphic design team with a creative direction for a postcard or for a brochure.
I also do a lot of copywriting and editing. And there s a lot of that that s needed on the resort every day that s something that i m doing we re also working with other partners visit pensacola is a key partner for us and maintaining that relationship understanding. What they re doing to lead pensacola as a whole in the tourism industry. So we want to make sure that we re on the same page with them and that we re contributing our information and advice to them one other thing that we have to think about besides putting ourselves out there and marketing to guests is marketing internally to our guests.
So once they re on the resort. We want them to take advantage of all of the amenities that we have to offer everywhere from a spa to our food and beverage outlets. There s a lot of internal marketing. That takes place so signage on the resort is encompassed in marketing flyers and other pieces of material that we develop to get in front of the guests even our arrival packet.
When a guest arrives to the resort is something that marketing designs and approves. So it s very important that we you think of everything as a whole and how we can talk to the guests and communicate with the guests those are some of the more important of some of the more important aspects. It doesn t just in once the guest gets here and as well when they depart. We re always thinking about how to get them back to the resort.
How they become a loyal customer that s where your branding comes in place. And we also have efforts that hit those folks after they ve left. We have a post email that with a survey survey. Results.
Results are important to us. Too. I always like to say that we can we can sell the resort..
We can sell the dream. But once they get here. It s the experience that matters. So we really have to work hand in hand with everyone on the resort to make sure that what we re selling is what they re getting when they arrive in terms of a requirement for college or a degree.
I would say that obviously marketing is going to be the number one choice when we re looking at candidates for a traditional marketing role advertising. Pr communications of any sort are also degrees that are common in what you would find in a director of marketing it pretty much anywhere so any of those degrees would be appropriate. I think that what s more important is experience and internships internships at an agency are would be very interesting internships in a marketing or pr department at a resort. Obviously would put you that much higher than another candidate that may not have direct resort lodging experience.
So i think those are those are all key. What what is probably more important or not more important than a degree degree. Is is number one and you must have a degree two for this role. What i see with a lot of great candidates is a diverse knowledge of not just traditional marketing.
But design skills a knowledge of how to build a website knowledge of social media. Not just posting your picture online. But being knowledgeable about how to use a social media tool to market being able to design being able to have html knowledge. Like i said building.
A website. WordPress blogging site. Photography photography. Would be a huge asset to anyone who wants to have a marketing degree.
Also you must have excellent written and oral communication skills. I think the best part of this job is being able to have your hand and a lot of different exciting projects. I love being able to strategize about the marketing plan and place media buys and see what s working and see what s not working and make changes..
I love being involved with the creative aspect of it building a brand is very exciting. I also love the people that i work with i think once you get involved in hospitality. It kind of gets in your blood. And it s something that you can t really let go of you re you re in a family with you know hospitality employees from around the globe and you kind of understand each other without having to say anything you just know the hours you know what it takes it s blood sweat and tears.
But it s very rewarding at the same time. I think that the worst part about it is could be the hours as well because there are times. Where you re working ten eleven hour 12 hour days. When i did both marketing and pr.
I would be at the resort for you know four or five days without leaving because we would have a group of travel writers in that we were hosting at the same time. It was exciting. We were working with those folks and getting stories written about the resort. So it s a best and a worst aspect.
The other worst aspect is that sometimes we re so heads in beds driven that we don t get to do some of the more creative and fun things that i would love to do with marketing. We don t get to do some of the big marketing pieces that are really exciting. Some some really surreal image builders. Those things kind of get put to the side.
Because we have to look at what s most cost effective for us if it s if it s an email that s only caught going to cost us so many cents per person that we touch then it s better to use that marketing effort to reach those people because we re making more revenue per cost of that effort so some of the bigger things that we want to do big. Photo shoots. Big websites. Things like that might be scaled down a bit at the same time that could be a challenge that you enjoy so if you re thinking about a job in marketing and want to know what you can do right now.
I would say really hone on hone up your communication skills. Really think about your your writing. And how you communicate some of the things that you re doing right..
Now. You probably have a facebook page you may even have a blog may even be into photography try to design a website do some of the things that you love to do. But do it incorporate your own brand build your own brand of who you are if you love art think about design. All of these things are really key to being a marketer in terms of potential courses.
That you might want to take in college that might not be on your specific radar screen. I would recommend creative writing. I d also recommend journalism. Classes photography design.
I think all of those that honors traditional marketing track might be classes that you would be interested in on pr. Is also a good element to understand and i think part time jobs. If you can have a part time job or an internship at an agency that s a huge advantage because you understand the dynamics and the workings of an agency of course working at a resort is is helpful if that s the area that you want to go into if you specifically want to go into hospitality marketing. I would highly recommend getting a part time job or an internship at a resort or hotel.
I would also recommend newspapers or television stations. Those are always great ways to really know what journalists and are looking for when they re looking for a story and i always think that s very interesting so that you can see that side of the equation also accounting degrees might be our accounting courses might be helpful if you re not on a traditional marketing path and you re not taking some of those business classes. Which is the route that i actually went because i have a broadcast journalism degree. So some of that stuff in terms of meeting with our revenue manager really under standing.
What we re trying to accomplish from that range was was new to me and that was something that i had to learn in hospitality. When i made the move into ” ..
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“All Career Videos – http://www.drkit.org/careervideosnnIn this interview, the Director of Marketing at Portofino Island Resort discusses his typical day at work, the qualifications needed for the job, the best and worst parts of the job, and advice that can be used by students considering this line of work.”,
marketing, director of marketing, marketing career