1. Social & Digital Media Strategy

Objective : Establish a strong digital presence to drive brand awareness, engagement, and direct bookings.

Social Media Management:

- Approve and oversee content calendars for each hotel and restaurant across Instagram, Facebook, LinkedIn, and YouTube.

- Introduce interactive content formats (reels, live sessions, contests, Q&A sessions) to increase engagement.

- Maintain real-time engagement tracking and refine strategies accordingly.

- Paid Digital Campaigns & Performance Marketing

- Oversee and approve targeted advertising campaigns (Google Ads, Meta Ads, YouTube, LinkedIn).

- Ensure retargeting strategies are implemented to convert high-intent visitors into bookings.

SEO & Website Optimization:

- Final approval on SEO strategies, website UI/UX, and booking funnel enhancements.

- Ensure location-based and experiential content drives direct bookings.

- Influencer & User-Generated Content (UGC) Strategy

- Final decision on influencer collaborations and long-term brand ambassadors.

- Approve UGC strategies and incentives for guest participation.

- Content Creation & Data Bank Management

- Oversee the creation of high-quality digital content across all units, ensuring consistent and on-brand messaging.

- Develop and maintain a centralized data bank of marketing assets and content, updated regularly for use across hotels and restaurants.

- Digital Reputation Management

- Monitor brand sentiment analysis and ensure negative PR crisis control.

- Ensure the Assistant Marketing Manager manages online reviews while escalating key issues.

- Analytics & Reporting

- Approve monthly digital performance reports presented to the CEO & Project Head.

- Ensure continuous optimization based on data insights.

KPI:

- Increase overall digital engagement by 5% per quarter and boost direct bookings via digital channels by 10% YoY, while creating at least 150-200 high-quality content assets per quarter and maintaining a comprehensive, up-to-date data bank.

2. Public Relations (PR) & Brand Reputation Management

Objective : Strengthen brand credibility and media presence through strategic PR initiatives.

- Media Outreach & Press Relations

- Approve and oversee press releases, media coverage plans, and brand storytelling.

- Maintain strong relationships with media agencies and contacts.

- Press Conferences & Media Events

- Oversee and approve PR events, media meet-ups, and influencer FAM trips.

- Crisis Communication & Reputation Management

- Personally handle high-risk brand reputation issues.

- Implement real-time response strategies.

- Influencer & Celebrity Engagement

- Finalize and create campaigns for influencer partnerships.

- Ensure influencer selection aligns with brand positioning.

- Thought Leadership & Corporate PR

- Approve executive visibility strategies for Polo Towers leadership in industry forums, media, and on LinkedIn.

KPI:

- Secure at least 7-8 major media placements per quarter while maintaining a 90% positive sentiment rate, and finalize/execute 6-7 influencer collaborations per quarter that align with brand positioning.

3. Internal & External Communication

Objective: Ensure seamless communication between internal teams, stakeholders, and external audiences.

- Internal Communication Strategy

- Approve and oversee monthly brand updates and internal communication briefs.

- Ensure the marketing team and hotel staff understand and align with the brand vision.

- External Communication Strategy

- Approve and oversee guest communication across digital, email, and offline channels.

- Stakeholder & Partner Engagement

- Approve strategic partnerships with OTAs, tourism boards, experience curators, and other external alliances.

KPI:

- Achieve 90% internal alignment on brand messaging and secure at least 1 new strategic partnerships per quarter.

4. Marketing Strategy & Campaigns

Objective: Develop a high-impact marketing strategy to drive revenue, brand visibility, and guest engagement.

- 360-Degree Marketing Campaigns

- Final decision on multi-channel marketing campaigns ensuring cohesive storytelling.

- Hotel & Restaurant Promotions

- Oversee and approve promotions, food festivals, and seasonal offers.

- Branding & Offline Marketing

- Oversee branding initiatives across traditional media channels including radio, outdoor hoardings, and ticketing platforms.

- Approve and manage PR engagement activities to enhance brand visibility and guest engagement.

- Develop comprehensive brand identity dockets, including immersion videos, brand manuals, brochures, digital literature, etc., to ensure a consistent and immersive brand experience across all touchpoints.

- Ensure consistent messaging across both digital and offline channels.

- Performance Tracking & ROI Optimization

- Final decision-maker for budget allocations and ROI-driven marketing investments.

Basic KPI:

- Achieve a minimum 4x ROI on campaigns, increase revenue from promotions by 10% YoY, and drive a 15% increase in brand recall through integrated offline, brand identity, and PR engagement campaigns.

5. Crafting Experiences & Events

Objective: Create immersive experiences to enhance guest engagement and brand loyalty.

- Conceptualizing Unique Experiences

- Develop signature experiences for each Polo Towers property (e.g., heritage tours, floating dining at Polo Floatel, private chef-curated dinners).

- Introduce branded in-room experiences (curated playlists, bespoke amenities, local cultural touchpoints).

- Event Planning & Execution

- Approve and oversee annual event calendars for hotels and restaurants.

- Ensure events align with target audience preferences and seasonal demand.

- Guest Engagement Events

- Approve interactive guest events (mixology workshops, wellness retreats, themed brunches).

- Ensure the Assistant Marketing Manager and Marketing Executive execute on-ground activations as defined.