Cluster Director of Sales and Marketing

Job Scope:

The Cluster Director of Sales & Marketing is a commercially driven leader shaping demand, driving sales, pricing, channel strategy, and meetings and events performance across a five-hotel cluster. Reporting to the Cluster General Manager, this role owns Sales, Marketing, PR, Revenue Management, Distribution and E-commerce, Meetings and Events, with a clear mandate to increase market share, improve profitable mix, deliver best-in-class commercial performance across the portfolio and coordinate all Commercial activities within the Cluster.

This role requires a strategic leader with good expertise in Cluster set up/operations and potentially Them-park experience.

Main Duties and Responsibilities:

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.

Requirements

Education & Qualifications/Skills:

• 8 to 12+ years of experience in hotel commercial leadership, including multi-property responsibility.
• Proven success leading Sales, Marketing, Revenue, and distribution disciplines in a hotel or resort environment and experience with key account management, RFPs, TMCs, pricing decisions, and segment strategy.
• Bachelor’s degree in Business, Hospitality, Marketing, or related field
• Fluency in English and preferable in Arabic
• Proven ability to deliver commercial results and build relationships with high-profile stakeholders.
• Excellent leadership, negotiation and communication skills.
• Experience in pre-opening projects and in destination, resort, or mixed-use developments preferred.

Key Performance Indicators (KPIs)

• Sales performance by segment (Corporate, Government, MICE, Leisure, Retail).
• Client retention, market share (RGI), and brand engagement metrics.
• RevPAR, ADR, Occupancy, market penetration index, average rate index, revenue generation index, and GOPPAR contribution
• direct booking share %, brand.com contribution %, and reduction in OTA commission %
• MICE conversion %, function space utilization %, average event value, catering revenue per available square meter or square foot, and repeat event ratio
• Forecasting and planning: 30, 60, and 90-day forecast accuracy, pace versus last year and budget, and need-date recovery performance
• Digital performance: website conversion %, return on ad spend, cost per acquisition, CRM open rate, click rate, booking rate, and quality of social reach and engagement