Description:
The Resorts Companies, Inc. Vice President – Marketing is responsible for all aspects of company branding and marketing efforts for multi-site, product diverse timeshare resorts and for successful residential real estate sales. Marketing encompasses (1) all aspects of marketing and promotion to grow resort visitation, occupancy, and season pass/club membership participation and (2) all aspects of generating qualified tour flow for our sales efforts. The position responsibilities begin with lead generation programs and partners, include all field and phone rooms efforts (whether on site or off site), and end with prospect arrival and promotion redemption. Marketing efforts must yield sufficient tour flow volume and resort occupancy, be cost effective per historical norms, and comply with all regulations and legal requirements.
Key Measures of Success
- Create new residential branding and marketing efforts to yield productive tour flow for sales agents.
- Expand all aspects of marketing operations to achieve tour flow levels consistent with historical results.
- Grow resort visitation, occupancy, and average spend/guest across all amenities and accommodations.
- Ensure all branding and media (traditional, digital, social & public relations) efforts cohesively “tell our company story”, create synergies between products, and substantially grow company revenue.
- Maintain overall marketing cost to sales ratio and cost per tour for both timeshare and residential sales.
- Select, retain, and supervise all external marketing vendors and programs, whether related to overall promotion, digital efforts, branding, market research, lead and tour flow, occupancy & distribution partners (e.g., RCI).
- Manage all internal staff, phone rooms, field activities, and promotional offers to assure needed lead gen and tour flow arrival volumes and cost effectiveness. Establish appropriate staff incentive plans.
- Supervise all lead gen & tour programs to include marketing channels, venues, premiums offered, etc.
- Partner with Sales to ensure delivered tours are leading to appropriate sales conversion and VPG.
Key Qualifications Desired
- 7-10 years previous direct experience in producing cost effective tour flow (timeshare or residential)
- 7-10 years management experience of tour flow and phone room tour production staff.
- 7-10 years previous management experience related to third party occupancy partners or tour vendors.
- Demonstrated successful revenue growth record required. Relevant college degree(s) strongly preferred.
- Solid previous general experience with brand management, marketing research, promotional efforts, social media, prospect engagement efforts, yield/ distribution management and cohesive communication engagement “journeys”.