Cluster Director of Commercial (Sales & Marketing) - Luxury Hotel
Skills
About This Role
Strategic Leadership
- Build, lead, and mentor a multi-property commercial team spanning sales, marketing, revenue, distribution and MICE.
- Set performance goals, coach, review talent and establish succession plans for critical commercial roles.
- Create a high-accountability culture supported by clear metrics, regular reviews, and cross-functional collaboration.
- Partner closely with owners, corporate office, finance, operations, and hotel leadership to align commercial priorities with business goals.
- Follow the Adeera Commercial Governance Framework, which emphasizes responsibilities and decision making process.
- Lead monthly business reviews, annual commercial planning, and quarterly reforecast discussions for the cluster.
Revenue Management & Pricing
- Oversee demand forecasting, market segmentation, pace analysis, pricing strategy, and revenue optimization across the cluster.
- Chair weekly revenue meetings and establish consistent review for pickup, pace, need periods and pricing decisions.
- Direct rate architecture, best available rate strategy, length of stay controls, group pricing, displacement analysis and shoulder dates optimization.
- Align pricing decisions with each hotel s positioning, service level and competitive set, in partnership with hotel general managers and operations leaders.
- Improve forecast accuracy across 30, 60 and 90-day windows and drive actions to close gaps versus budget, prior year and market.
- Monitor rate parity, inventory controls and channel availability to protect rate integrity and optimize net revenue.
Sales
- Own cluster wide B2B / B2C sales strategy across all five hotels, including key account management and annual production targets by segment.
- Lead leisure, corporate, government, consortia, TMC and group account development across the cluster, ensuring account share is maximized at property level and coordinated at cluster level.
- Drive RFP strategy, submission quality, pricing governance and response timelines, including corporate rate loading and follow-through on accepted accounts.
- Set cluster segment goals for corporate, leisure, and groups, translating them into specific defined targets, weekly actions and account penetration plans.
- Ensure sales team maintain account plans, site inspection targets and revenue contribution goals.
Marketing & Brand
- Lead brand-compliant marketing campaigns across Cluster / Hotels, aligning each hotel s positioning with cluster commercial priorities and need periods.
- Own campaign planning across paid, owned, earned and partner channels, including social calendars, media planning, content governance, public relations and local partnership activity.
- Manage performance marketing with clear guidelines for cost per acquisition, return on ad spend and booking conversion.
- Grow the customer database, manage GHA (Loyalty program) and CRM effectiveness through segmented campaigns, lifecycle journeys and reactivation programs that increase direct revenue and repeat business.
- Ensure all property content, imagery, offers and messaging remain current, on-brand, and commercially effective across websites, listings, and partner channels.
- Partner with brand, corporate and destination stakeholders to amplify visibility during key openings, events, and seasonal demand windows.
Distribution & E-Commerce
- Own cluster wide channel strategy across brand.com, OTA, GDS, TMC, wholesalers and other intermediated channels.
- Manage cost of sales by increasing direct booking share and reducing from high-cost channels and controlled wholesale inventory.
- Oversee OTA and GDS content, ranking, promotions and channel manager to ensure accuracy and commercial effectiveness.
- Drive metasearch participation, brand.com, booking funnel improvements and content consistency across all digital touchpoints.
- Work with corporate and technology teams to maintain strong system discipline across PMS, CRS, CRM and channel integrations.
Meetings & Events (MICE)
- Lead the cluster MICE revenue strategy across all hotels, with clear focus on space utilization, inquiry handling, package design, catering growth and event profitability.
- Identify need dates and underutilized periods, then deploy tactical offers, outbound selling and partnership activity to capture demand.
- Improve conversion, proposal to contract and contract to delivered event through stronger commercial process discipline.
- Standardize proposal templates, site inspection quality and event handover standards across the cluster.
- Partner with operations to strengthen banquet event order quality, event delivery consistency and post-event client retention.
- Build differentiated event products for corporate meetings, social events, destination demand and citywide opportunities.
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