STRATEGICPRIORITIESTheDirector will focus on and be accountable for driving:Brand Awarenessand Engagement for AYY and the Aman brand, particularly within China focusingon UHNW consumers and ensuring on brand execution.DirectBookings via brand channels (revenue and room nights), especially via digitalchannels.MarketingInnovation and positioning AYY and Aman as the pre-eminent ultra-luxury brandfor the future luxury consumer. REVENUEGENERATIONDevelopcreative and integrated marketing strategies and tactics for Amanyangyun andthe brand within China to support revenue and market share goals – and providestrategic guidance on all facets of marketing. Developmarketing strategies by studying and understanding market dynamics, trackchanges in supply and demand, identifying target guests and their currentfuture needs and monitoring the competition.Developwebsite content with corporate content team to ensure it is focused towards theChinese market to increase domestic website visits and increased bookingsthrough aman.com. Drive content development strategy and translation of Chinesewebsites and digital platforms.Developand implement local marketing activities to increase growth and engagement ofsocial media followers for Amanyangyun and the brandDevisemarketing activities to increase the growth of the China database (includingthe AYY’s local Spa and F&B database) with particular focus on capturingclients from OTA’s and flash sales to increase direct bookings.OverseeAmanyangyun’s social strategy and execution (WeChat, tiktok and bilbiliaccounts) to drive to brand awareness with the relevant UHNW consumerand also revenue opportunities.Act asprimary partner with Corporate Digital Team to align on digital revenue drivingobjectives to ensure all digital marketing efforts are business appropriate(e.g. organic and paid media strategy, with particular focus on domesticChinese travelers) MARKETINGSTRATEGY & EXECUTIONPositionand market the Amanyangyun and the Aman brand in China in the ultra-luxuryspace to drive demand, especially in the domestic Chinese market.Ownand develop integrated marketing strategy for all Chinese marketing activitiesfor AYY.Partnerwith teams across the company to craft and execute truly innovative marketingideas and tactics to grow business via direct channels and on key relevantChinese platforms.Pro-activelyidentify relevant marketing partners for the hotel and the brand targeting UHNWChinese consumers and manage these relationships profitably to raise hotelawareness, drive demand and direct business, deepen loyalty, and enrich theguest experience.SupportAmanyangyun and the Aman brand in China to create never-before-seen innovativeluxury experiences and services that drive domestic demand in particular.Ownand develop insights strategy for all Chinese marketing activities.Developand execute the strategy to grow Aman’s base of loyalists within Shanghai and Chinamore broadly, to drive revenue and engagement domestically and globally.Own andoversee any relevant agency relationships for execution of strategic marketingplan (i.e. digital, social).OverseeAmanyangyun’s digital and distribution platforms (e.g. e-shop and WeChat) to monthlyrevenue and grow the hotel and brand prestiqe with on brand messaging andactivities. LEADERSHIPLeadand develop marketing strategies that focus on fully integrated marketing (e.g.digital, content, F+B marketing, public relations, social, and on propertyexperiences) to showcase and promote what makes Amanyangyun and Aman sospecial.Collaborateclosely with the corporate marketing team to ensure that all marketing activitiesare adhering to brand guidelines and standards.Assistwith recruitment of key marketing talent on property and develop a diverse,high-calibre talent pool that makes a strong positive impact to the hotel andAman brand.Coachand motivate property marketing leads, providing constructive feedback toenhance their performance and support career development and successionplanning. SALES& MARKETING COLLATERAL Overseethe production of sales & marketing collateral to ensure that it followsthe brand standard and is distributed and used by the local sales teams. REPUTATIONMANAGEMENTSupportthe appropriate hotel team member to manage reputation review sites (includingbut not limited to Ctrip, TripAdvisor, Dianping and Red Book) every day. Workwith on property CRM Champion to ensure every guest comment received a reply witha customized reply within 48 hours. Workwith CRM Champion to ensure guest comments are translated and on a daily basis inthe hotel’s morning briefing. Liaise with CRM Champion and Operationsdepartment to follow up on negative reviews COMMUNICATIONSWorkwith the Chief Communications Officer and GM in the event of a crisis andensure that the Crisis Communications Plan is continually updated and rehearsedwith the on-property teamsEnsurethat the local PR agency have the information to be able to pitch relevanttopics to targeted local media (magazine, web, TV and Radio) in line with thebusiness needs. Same with the international PR agenciesWorkwith China PR agency in positioning Amanyangyun as a destination in China,create regular press materials and pass onto Petrie team for media pitching anddistributionLiaisewith Aman international PR network and the Aman Corporate Communications teamto promote Amanyangyun to international marketsRaisethe visibility of Amanyangyun by building a strong media presence and awards,through regular press entertainment and the creation of and pitching ofrelevant story ideas.Raisethe visibility of Amanyangyun in the region by building a strong mediapresence, through regular press entertainment and the pitching of relevantstory ideas.