Field Activation Marketing Manager, South Asia

Job Description

The Field Activation Marketing Manager, South Asia is part of a network of PR and Social Media activators across Radisson Hotel Group responsible for elevating a cluster of hotels within a country through innovative social-first content generation and strong partnerships, engaging the local community, influencers and KOLs.

Bring hotel stories to life through content, partnerships and events for a cluster of hotels with a focus on icon hotel(s) as those which have the biggest impact for the company

• Create and elevate in-hotel moments including events, to maximize engagement opportunities across Social Media and drive visibility for the hotels as vibrant social spaces within the local community
• Actively participate in the training program for the field team and be part of regular digital and in-person engagement sessions together with ensuring educational training and material is readily available to hotel teams
• Act as an ambassador for Social Media and Consumer PR within the company, promoting the benefit of these activities to key stakeholders within the hotels and area
• Work with the Group’s internal Social Media app to collect content produced, engage with the field team community, and schedule hotel editorial calendars
• Support and create an annual Social Media, PR and content activation plan for icon hotel(s) in alignment with Unit GM and Budgets
• Build an activities calendar for all key events happening at the hotels and in destination
• Organize local press events and influencer trips including profile sourcing, event ideation, planning and partner coordination (e.g. tourism board)
• Support in developing a clear opening support plan for new hotels in the cluster
• Develop relevant local partnerships in line with each hotel brand’s core territories such as art, music, gastronomy and the Group’s partnership strategy
• Report monthly on defined KPIs per hotel including number of media clippings, influencer reach and hotel Social Media engagement, plus drive visibility of hotel activations within the internal Radisson community

Drive content generation for the cluster of hotels with a focus on icon hotel(s)

• Develop content aligned to the defined territories by brand such as art, music, gastronomy
• Identify and activate a local network of content creators in line with the Group’s overall creator strategy to develop and co-create exceptional content for the hotels
• Engage employees within the hotel cluster to take on the role of Field Activation Champion to further amplify hotel moments through content
• Ensure all high-quality content is fully maximized and integrated (for example into hotel website, 3rd party sites) and is made available within the Group’s asset library for broader distribution
• Source User Generated Content from hotels in the cluster including building signals into the in-hotel environment to stimulate guest sharing (e.g. hashtag visibility)
• Be the brand representative and ensure all hotels within the cluster are on-brand and that content produced is brand compliant
• Curate locally-savvy content briefs for the group travel blog aligned to each brand’s territories
• Drive social-first video production for the hotel cluster with a clear understanding of social platform differences when it comes to video requirements
• Brief the Group’s internal production agency to develop raw video content into on-brand formats
• Ensure localization of brand assets, working closely with area and corporate functional specialists to ensure hotels leverage campaigns and initiatives

Enhance visibility and awareness of the cluster of hotels with a focus on icon hotel(s)

• Identify locally relevant influencers to drive visibility locally and within the hotel cluster’s feeder markets aligned to the Group’s global influencer strategy with a focus on long-term partnerships
• Manage influencer sourcing, relationships and reporting with the dedicated influencer tool
• Run the influencer office for the hotel cluster answering all incoming influencer requests
• Support hotel marketing teams or agency with global creative brand PR campaigns where needed to elevate our brands in line with the defined territories and elevate the activations locally
• In partnership with local PR agency (if any) to build a network of local influencers, tastemakers, journalists and KOLs to attend key moments and events at our icon hotel(s)
• Maximize partnership opportunities including tourism boards

Manage the Social Media presence for the cluster of hotels

• Act as Community Manager for the cluster of hotels co-managing hotel social media channels (Facebook and Instagram)
• Support hotel marketing teams or agency in building an editorial content plan for the hotel cluster in line with the Group’s Social Media guidelines with a focus on Instagram including publishing & community engagement
• Ensure hotel social presence is on-brand and audited as per defined Social Media guidelines

Key roles and responsibilities:

• Drive social-first content generation, partnerships and influencer relations to bring the cluster of hotels to life and elevate our brand positioning, with a focus on icon hotel(s)
• Create innovative content for the cluster of hotels and ensure all content uploaded to the asset manager to be accessible for distribution
• Support on property marketing teams or agency in creation and roll out a full activation plan for icon hotel(s)
• Lead creation and roll out a full activation plan for new openings within the Cluster
• Forge relationships with local influencers and content creators to drive visibility for the hotels and co-create exceptional content
• Support to manage on property marketing teams or agency within the hotel cluster to manage social media accounts (Facebook, Instagram) including community engagement and Publishing
• Activate the defined brand territories through content, partnerships and events within the hotel cluster
• Be the brand representative to ensure all hotels in the cluster are on-brand and content produced is brand compliant including digital presence

Qualifications

Competencies & skills requirements

• Bachelor’s degree or equivalent in Advertising, Journalism, PR/Communications, Marketing or similar
• Minimum 3 years in a Consumer PR or Social Media role
• Experience in hospitality is a plus
• Fluency in English – both written and spoken, and knowledge of the local language
• Expert knowledge of PR & social media, always up to date on the latest trends
• Must have a strong network of local influencers, tastemakers, and journalists in the country
• Experience using tools for Social Media management (e.g. Sprinklr)
• Knowledge and experience working with influencers
• Expert in social entertainment formats from written & imagery to audio & animation
• A creative mindset with a clear understanding of what makes great content
• Strong attention to detail – a belief that details really matter
• Digitally savvy
• Positive energy
• Highly collaborative - ability to work together with different departments
• Good organizational and prioritization skills with ability to navigate competing priorities and work for multiple hotels and stakeholders