An exclusive opportunity awaits within Easton's Group of Hotels, Canada's esteemed hospitality leader, renowned for nurturing talent and fostering a culture of excellence. With 20 prestigious properties under our banner and a trajectory of expansion, this posting invites you to elevate your career in a dynamic and supportive environment. At Easton's, we champion Equity, Diversity & Inclusion (ED&I), valuing and amplifying every voice within our diverse workforce.

Benefits:

• Comprehensive Health, Dental & Vision Care
• Discounts at IHG, Hilton & Marriott properties
• Home and Auto Insurance Discounts
• Employee Milestone Events
• Perkopolis - discount, reward and benefits programs
• Educational Reimbursement
• Employee of the Quarter/Year
• CAA Corporate Discount
• Goodlife Corporate Discount

Job overview

The Senior Director of Marketing and Digital Strategy is responsible for developing and executing communication strategies that align with Easton’s Group of Hotels’ standard operating procedures, while striving to support revenue goals for its Hotels. This role plays a key part in promoting the company and its portfolio of hotels by crafting and implementing innovative marketing social media plans that support brand awareness, corporate promotions, and internal communications. Using platforms such as Facebook, Instagram, LinkedIn, and others, the Senior Director of Marketing and Digital Strategy will lead initiatives that drive engagement and visibility. In addition to strategy development and execution, this role includes mentoring and training team members, helping to elevate their content creation skills and prepare them for future growth opportunities within the organization. The Senior Director of Marketing and Digital Strategy works closely with the Chief Sales and Marketing Officer, as well as the Corporate Managers of Social Media and Marketing, the Directors of Hotel Sales, Revenue Management, and Hotel Operations teams to deliver cohesive campaigns that drive top line revenues while enhancing guest engagement and loyalty.

Duties and Responsibilities:

• Develop and Execute Marketing Strategy: Develop strategy, planning and measure external and internal Social Media posts for Easton’s Group of Hotels, and hotel properties. Preparations of content calendars for above.

  • Develop Hotel KPIs with a shared goal to deliver value, build brand awareness, increase revenue, and further our brand mission to make a positive impact.
  • Assisting in building and maintaining Easton’s Group of Hotels' reputation and top line revenues.

• Social Media Management: As senior editor, this position will provide communications content for SM platforms. Manage and grow the company's social media presence on platforms like Facebook, Instagram, Open Tables, and LinkedIn.

Create engaging and relevant content, run advertising campaigns, and monitor social media analytics.

• Content Creation: Lead content creation efforts, including social media videos, posts and other multimedia content to engage and educate our audience. Involved in Hotel photo shoots, creating shot lists and directive input.

• Collaboration: Work closely with the sales, F&B, operations, and PR teams to align marketing efforts with revenue and guest satisfaction goals.

  • Liaison between influencers, agencies and media for unique campaigns, events and collaboration opportunities.

• Budget Management: Assist hotels in staying on target with their budgets by providing monthly insights on strategic spending.

  • Ensure efficient allocation of resources to maximize ROI on marketing initiatives and support goal achievement.

• Analytics and Reporting: Monitoring the success of campaigns by analyzing quarterly social media insights and customer feedback to identify areas for improvement.

  • Provide reports and insights to senior management quarterly.

• Media Partnerships: Work with the CSMO in establishing marketing relationships and partnerships with key Organizations such as TIFF, Pride and others. Assist in brokering agreements for strategic deliverables to hotel enterprise to drive revenue.

• Web Development: Monitoring Easton’s Group of Hotel website and work with web designers to facilitate upgrades, updates and flow.

Qualifications and Requirements:

• Minimum 6-10 years of in-market experience as a Senior Director, managing Social Media, Public Relations, Communications, Marketing in Hospitality Industry or similar.
• Prior experience in leading large social media teams.
• Firm understanding of Crisis Management.
• Website Management and Design oversite and collaboration.
• Experience in managing Marketing budgets for multiple internal stakeholders/hotels.
• Excellent command of (written) English, including creative, solid copywriting and editing skills.
• Advanced knowledge of Social Media platforms – Facebook, LinkedIn, and Instagram,
• Knowledge of analytics, tracking and social media monitoring and scheduling.
• Willingness and ability to create social media posts daily or upon request.
• Knowledge of digital media software – Canva, Sprout, Mailchimp, Capcut, SEO optimization, or other software is required.
• Detail-oriented and ability to guide team in posting correctly and in a timely fashion.
• Ability to make and give oral and visual presentations to Hotel stakeholders, and

for Executive Team at various events as needed.

Skills:

• A clear understanding of post timing, accuracy, placement, and effectiveness of messaging.
• Experience in Hotel, Restaurant, and other Food and Beverage promotion an asset.
• Ability to analyze post timings for effective impact on engagement and following.
• Ability to work on one’s own to create posts for approval.
• Ability to assist in checking and approving Team’s posts for posting, and take corrective measures when needed.
• Be customer-focused and understand the differences in the audience regarding Easton’s Group of Hotels and other hotels.
• Must be able to multi-task when working within tight timelines for posting.
• Strong attention to detail, team-oriented and a self-starter
• Must have a firm understanding of all Social Media Platforms and their effectiveness in message.
• Must possess excellent oral, written and interpersonal skills with strong editorial abilities.
• Strong knowledge of Web Design, Canva and other similar software programs
• Working knowledge of Microsoft Word, Share Point, PowerPoint, Excel, media monitoring software, and other public relations tools.
• Must possess strong project management skills, including work back schedules.
• Must have the ability to be an influential communications consultant within the organization.
• The ability to work effectively with all levels of employees throughout the organization.
• Ability to conduct scheduled performance review of team members using Company’s structured process.