Corporate Marketing Manager

Wincome Hospitality
Anaheim, CA

Wincome Hospitality
Anaheim, CA

Posted May 13, 2022

Corporate Marketing Manager

The Corporate Marketing Manager is part of an important team that creates and executes communications to guests and customers.  Under the leadership of the Corporate Director of Marketing, this role promotes on-brand messaging to customers through traditional, digital, and social media channels all with the goal of enhancing the multiple restaurants, bars, and outlets that are all managed by Wincome Hospitality at The Westin Anaheim Resort. This manager helps build and execute direct marketing plans, targeted campaigns, and activated channels to the end of driving consumer awareness and preference, increasing market share, and building broader portfolio and brand awareness for these specific outlets at The Westin Anaheim Resort: Blossom Café & Market, Tangerine Room, Bar 1030, RISE Rooftop Lounge, Bella’s Splash Pool Bar and In-Room Dining at the hotel. This role focuses on showcasing Food and Beverage promotions, both to hotel guests and to local patrons. This position also gets to do a little bit of everything, from balancing traditional and digital marketing and eCommerce activities to contributing to public relations (PR) activities. Success is measured by how well this manager helps achieve revenue goals set by outlet, increases social media engagement and also by how effectively the marketing and communications campaigns the manager creates drives revenue to each outlet.

Conducting Daily Marketing Activities that Achieve Outlet’s Goals

•Develop annual Marketing and Communications plan in tandem with Corporate Director of Marketing, Food and Beverage Directors, Executive Chefs and Property Directors of Sales & Marketing; executing and managing marketing plan and budget throughout year; specifically tracking actual versus planned budgets and providing input and recommendations as needed regarding reallocation of funding.

•Create and execute innovative publicity and social media campaigns that will increase revenue and awareness for the restaurants/bars/outlets; projecting a positive perception of the restaurants/bars/outlets, services, and employees; producing and distributing a minimum of one local media release per quarter per outlet.

•Ensure all media, partners and programs address specific needs as outlined in the marketing plan and capitalize on unexpected opportunities as they arise.

•Maintain consistency in messaging of all restaurants/bars/outlets’ communications and promotions; prioritizing pull-through of restaurants/bars/outlets positioning, including all customer touch points and reflecting the highest level of professionalism in content and presentation.

•Solicit and respond to new media outlets and media individuals; selecting the best opportunities for the restaurants/bars/outlets based on market conditions and business entity needs; using creative selling abilities to obtain maximum exposure through journalists and media outlets; increasing awareness within the media community as well as coordinating events to gain exposure and grow revenue for the restaurants/bars/outlets and services.

•Coordinate offers and information for all publications and inserts with regard to restaurants/bars/outlets branding, promotions and customer loyalty program mailings.

•Plan and supervise all photo and video shoots, developing the shot list while keeping the goals of the business entities and business entities’ images in mind.

•Develop at minimum twenty-four new brochure and restaurants/bars/outlets collateral materials, including all menus, special menus, private dining menus, restaurant/bar/outlet imaging work (e.g., signage) per year.

•Maintain, update, and manage all content on all web sites (e.g., restaurant, bar, outlet, OpenTable, Yelp, etc.).

Using Knowledge of Market Trends and Target Customer Information to Maximize Revenue

•Understands the overall market - competitors’ strengths and weaknesses, economic trends, supply and demand etc. and knows how to market against them.

•Evaluate new marketing opportunities for the restaurant/bar/outlet.

•Ensure outlet is represented on all quality internet sites that have the potential of providing business.

•Work closely with respective Convention Bureaus, Chambers of Tourism and other established local organization that may bring business to the outlets.

•Use and interpret all reporting necessary for sound marketing recommendations, including but not limited to DMA source market reports, past guest lists (utilizing promotional rate codes) and tracking.

•Provide regular tracking/ROI and analysis of marketing initiatives, social media, advertising, direct mail, promotions and website/email campaigns, using industry averages for ROI calculation, and use this knowledge in future planning.

•Continue to develop and enhance all food and beverage skills through reading assignments such as industry trade magazines; food and beverage magazines; frequenting appropriate restaurants

Building Successful Relationships that Generate Sales & Marketing Opportunities

•Build and strengthen relationships with existing and new food and beverage writers and local media to ensure future exposure; conducting site inspections with visiting journalists and handling calls, entertainment, FAM trips, food festivals, etc.

•Develop relationships within community to strengthen and increase awareness of the outlets; coordinating community service activities in concert with the public image and needs of the outlets.

•Act on behalf of outlet with all vendors; exacting a balance between quality work and price; requesting estimates and approving all materials as needed.

ADDITIONAL DUTIES AND RESPONSIBILITIES

•Provide monthly and quarterly performance reports on all marketing activities.

•Implement at least one new marketing promotion, program or initiative per quarter.

•Report all suspicious persons or activities and hazardous or unsafe conditions to the Security Department.

•Provide instruction and/or guidance for guest/customer and employee safety in fire or other emergency situations.

•Respond to guest/customer questions. Provide guest/customer assistance, direction and information as requested when working in public areas.

•Serve as a spokesperson for the local media; providing timely and accurate responses when queried; staying abreast of news; launching proactive communications plan internally and externally. 

•Maintain professional relationships with local media and gain cooperation and respect to earn a reputation as a source of reliable, newsworthy information.

•Keep detailed files and records on all matters relative to restaurant/bar/outlet’s marketing materials (photo usage rights, vendor contracts, etc.).

•Represent the restaurant/bar/outlet at various functions and events.

•Participate and network through key organizations. 

•Available to work at various days and times, as required.  Includes, weekends, Holidays and evenings.

•Demonstrate an awareness of personal strengths and areas for professional improvement; willing to learn from others; acting independently to improve and increase skills and knowledge.

•Share learnings, innovations, and best practices with others.

•Establish and maintain effective relationships with peers and superiors.

•Conduct/attend, weekly strategic sales meetings, management meetings and other meetings as required/ requested.

•Perform any other reasonable duties as required by the Corporate Director of Marketing.

KEY TALENTS AND EXPERIENCE / EDUCATION REQUIREMENTS

Hospitality, restaurant management or marketing background preferred 

•2-year degree from an accredited university in Marketing, Public Relations, Business Administration or related major and 4 years’ experience in hospitality marketing or restaurant management preferred

OR

•4-year bachelor's degree in Marketing, Public Relations, Business, or related major; 2 years’ experience in hospitality marketing or restaurant management experience preferred.

ALSO

•Demonstrated proficiency and accuracy in using MS Office products such as Word, Excel, and Outlook to include graphs, tables and other spreadsheet functions.

•Results-driven accountability for all communications efforts, which are tracked and evaluated.

•Knowledge of production methods in graphic arts, printing, film, radio and television.

•Portfolio of quality writing samples, projects, campaigns, etc.

•Discreet, able to maintain confidentiality and handle difficult inquiries with finesse.

•Detail-oriented and able to work in a fast-paced environment, manage multiple tasks and have high levels of patience and organization.

•Strong organizer with the ability to maintain comprehensive and cohesive records.

•Able to create newsworthy events and understands the Communications potential in restaurant happenings.

•Effective communicator with all levels of management, staff, business community, press, VIPs. 

•Efficient user of standard office equipment such as a telephone, computer, facsimile and copy machine. 

•Excellent media, community and business contacts.

•Exceptional personal and business references.

LICENSES/CERTIFICATIONS:

•Valid driver’s license required.

COMMUNICATION REQUIREMENTS:

•Able to communicate effectively in English, both verbally and in writing. 

•Able to effectively deal with internal and external customers, some of whom will require high levels of patience, tact and diplomacy to diffuse anger, collect accurate information and resolve conflicts.

PHYSICAL REQUIREMENTS (BASED ON AN 9-HOUR WORK DAY):

 Stand / Walk:__4__ hours a day

 Sit:__5__ hours a day

 Drive:__0__ hours a day

__________________________________________________________________________

LIFT/CARRY: (Occasionally = 1/3 workday. Frequently = up to 2/3 workday)

 0-20 lbs. Not at allX Occasionally Frequently

 21-50 lbs. Not at allX Occasionally Frequently 

 51-100 lbs. Not at allX Occasionally Frequently      

___________________________________________________________________________

EMPLOYEE IS REQUIRED TO:

 Bend: Not at allX Occasionally Frequently

 Squat: Not at allX Occasionally Frequently

 Kneel: Not at allX Occasionally Frequently

 Climb: Not at allX Occasionally Frequently

 Reach above shoulders: Not at allX Occasionally Frequently

 Perform Repetitive Hand Motions: Not at allX Occasionally Frequently     


OTHER PHYSICAL REQUIREMENTS:

•Ability to move throughout the work area while performing the essential job functions.

•Ability to lift up to 50 lbs.

•Ability to sit and walk for extended periods of time.

ENVIRONMENTAL EXPOSURE:

 Indoors:

 Not at all OccasionallyX Frequently

 Outdoors:
 Not at allX Occasionally Frequently

OTHER REQUIREMENTS:

•Must maintain a neat, clean and well-groomed appearance as outlined in the employee handbook.

•Ability to work varying shifts and maintain attendance in accordance with the outlet’s attendance policy.

•Ability to comply with hotel and outlet’s rules and regulations including policies regarding safety and grooming standards.

Wincome Hospitality

Management Company

Wincome Hospitality is a division of Wincome USA, a family-owned real estate investment, development, and management firm based in Anaheim, California. Originally founded by Paul Chan back in 1988, the firm has been recently passed down to his son, Mark Chan. With over 30 years’ experience in the OC area, the original investments included a mixed portfolio of apartment buildings and office space both locally and in the greater Dallas region. As with most successful real estate investments, location is king which led Paul Chan to acquire a small boutique hotel located on Harbor Boulevard, directly across from the main entrance to Disneyland. This acquisition marked Wincome’s entry into the hospitality space (thereby creating Wincome Hospitality) and changed the course of the company for the next 30 years.

The original small boutique hotel came to be known as The Carousel Inn and Suites and was a trend setter for the market during the mid-90s once Wincome hired a General Manager by the name of Paul Sanford. Sanford, having recently left a successful career in Hawaii to finish his MBA at Pepperdine, brought world renown service culture from the islands to this boutique hotel. This mix of service and location led to over two decades of success at this property and helped Wincome establish its footprint in the Anaheim Hotel market.

Wincome expanded the hotel portfolio in 1998 by purchasing three smaller hotels on West Katella Avenue that had long been overlooked and rundown by their former owners. Mr. Chan had a vision of taking the three separate spaces and combining the properties to form a unique resort like atmosphere unlike any other in the Anaheim Resort District. After a multi-year renovation, the vision was realized when the site reopened as the Anabella Hotel in 2001.

2010 marked Wincome’s first venture into the luxury four-diamond market when they bought the Wyndham Hotel in Costa Mesa. The property undertook a $20 million renovation to which it received its first four-diamond award in 2013. The property officially rebranded in 2016 as the Avenue of the Arts Costa Mesa, a Tribute Portfolio Hotel, originally a Starwood brand but now under Marriott’s portfolio. Having since won multiple service, design and hotel awards, Wincome was able to take another forgotten property and turn it into a market leader.

Riding off the success of Avenue of the Arts and now headed by Paul Chan’s son Mark, Wincome started the next phase of their company in 2015 when they sold the Carousel to Walt Disney Parks & Resorts to facilitate Disney’s Eastern Gateway project. In 2016, they purchased an office building at 888 Disneyland Drive—leasing the building to tenants as well as setting up their corporate headquarters. They also acquired the Anaheim Plaza Hotel, a 9-acre site located on Harbor Boulevard, and converted it to The Anaheim Hotel, a three-diamond property.

Experience

Wincome is known for unique location based hotels that mix elevated design with our signature sophisticated sincere service.  Our passionate staff’s mission is to exceed expectations and create remarkable experiences for our guests.

Values

As a family-owned business, Wincome Hospitality is dedicated to Elevating the Experience through the values of customer service, a true partnership with our team members, and deep connections to the communities in which we do business.