Marketing & Communications Manager – W Melbourne – 435 Collins Street


Job Number 19000KEN
Job Category Sales and Marketing
Location W Melbourne| 435 Collins Street| Melbourne| Victoria| Australia

Brand W Hotels
Schedule Full-time
Relocation? No
Position Type Management
Start Your Journey With Us
Boldly coloring outside the lines of luxury| W turns the traditional notion of
the extravagant hotel on its head. Our irreverent attitude and taste for
excess redefine revelry for the modern jet set. Our guests have a lust for a
life less ordinary that drives them to demand more| experience it all| and hit
We share our guests’ passions| providing insider access to what’s new and
what’s next. Moderation is not in our vocabulary and we know that lust for
life demands more| not less. W guests soak it in and live each day with a
mantra: Detox. Retox. Repeat. If you’re ready to create the energetic W scene
that is magnetic to everyday disruptors around the world| then we invite you
to explore a career with W Hotels.

This will mark our second W hotel in Australia| following the W Brisbane
opening earlier this year. The W Melbourne is in the heart of Melbourne’s
Western CBD precinct| an exciting mixed-use neighborhood central to
significant business activity in the city.

The Hotel’s location is ideal for attracting business| with pedestrian links
to Southbank and the rapidly developing Docklands precinct. The W Melbourne is
easily accessible with the new Super Tram stop immediately adjacent to the
hotel on Collins Street and within walking distance to Flinders Street and
Southern Cross train stations.

The W Melbourne is within close proximity to several of Melbourne’s top demand
drivers and attractions including Federation Square| Etihad Stadium| Southbank
entertainment promenade and Crown Entertainment Complex. The surrounding area
provides corporate| retail and restaurant use and a host of residential

The W Melbourne will be well positioned to capture both corporate and leisure
travelers to Melbourne. The hotel will have 294 Keys| 3 Food and Beverage
venues and 1|237 (SM) of function space. Scheduled to open in December 2019
with the GM ideally commencing in November 2018.


To develop and implement the marketing / PR / e-commerce / social media that
makes up the annual marketing plan and execute activities under the direction
of the Director of Sales & Marketing (DOSM).

This role helps to drive revenue and increase market share| and to promote and
profile the hotels B&F| weddings| events| group| FIT| spa and other revenue
generating initiatives in line with W Hotels and Marriott International’s
brand standards.


1. Represent the brand in all marketing and PR conduct in line with W Hotels
and Marriott International’s corporate strategies with support from the DOSM

2. Lead the marketing and PR activities for the Hotel| in the six month lead
up to pre-opening| to ensure that prior to opening countdown the Hotel has
been positioned as THE top luxury hotel in Melbourne and THE lifestyle hotel
in Australia| in conjunction with the appointed PR agency and DOSM

3. Champion the organisation of the Hotel’s premiere opening event and liaise
with – including but not limited to – partners (eg. PR agency)| events team
and sponsors to deliver W to Melbourne and make it Melbourne’s party of the
year (‘hottest ticket in town’)

4. Represent and promote the Hotel by maintaining constant contact with the
media| local community| the customer base and corporate office

5. Develop and foster working relationships with agencies| media| tourism
bureaus and key influencers

6. Develop the social media strategy for the hotel| manage all social media
channels on a daily basis and ensure social media communication is effectively
targeting the demographics of the W profiled hotel guest

7. Ensure property responses are updated on social media networking and
review sites

8. Ensure recovery calls/responses are dealt with in an appropriate manner
and in accordance with brand teachings

9. Deliver enthusiastic| positive| helpful and respectful client
communication| ensuring precise and effective information transfer

10. Meet & greet all journalists / influencers who are experiencing the hotel
(this will involve time outside of normal business working hours and media
familiarisation weekends)

11. Build close working relationships with local media base

12. Be an early adopter and champion for innovation| as the W brand has been
since inception| to deliver PR coverage| online marketing| channel engagement
and enhanced guest experience

13. Implement and manage pay-per-click google campaigns| SEO and other
digital strategies for Hotel website in conjunction with DOSM

14. Source and build credible partnerships in line with W Hotels brand values
to ensure the hotel attains and remains at| the forefront of What’s new /
what’s next in the Melbourne market in terms of Hotel and also the W passion

15. Source and manage sponsorship opportunities / events for the Hotel in
line with W hotels brand values

16. Schedule and manage W Happenings in line with the annual marketing plan
and expectations of the W brand team. These will be on a weekly| monthly and
quarterly basis to enable both brand and PR goals to be met

17. Manage the relationship with the Hotel’s appointed PR agency on a day to
day basis with support from the DOSM at a strategic level

18. Proof all media releases issued by appointed PR agency which must be
approved by DOSM and GM prior to release

19. Lead and manage all hotel photography and video shoots for the Hotel in
line with W brand photography guidelines

20. Assist the Director of B&F in co-ordinating the B&F marketing calender
for the year to ultimately exceed budgeted B&F revenue and position the
Hotel’s five B&F venues as ‘The Place to Be and Be Seen’ in Melbourne

21. Be the W brand ambassador of the hotel| ensuring all materials comply
with the W brand standards and all creatives follow the brand direction

22. Ensure all hotel associates are fully versed on these brand guidelines
and give direction where appropriate

23. Respond to client queries within 24 hours of initial contact

24. Ensure all daily tasks are completed in a timely fashion

25. Maintain the Marketing Balance Scorecard which needs to be submitted to
the Area Marketing team every quarter

26. Development and implementation of support materials and services in the
area of marketing| communications and PR

27. Ensure files| correspondence and other relevant business documentation
are maintained including all press clippings for the Hotel

28. Co-ordinate and control the photo library

29. Ensure all product information is regularly updated and correct in all
forms of communication such as the internet| media| Marriott International
distribution channels and printed material

30. Writing and proofing relevant hotel collateral| in room material and
promotional material| including websites| ensuring they meet W brand standards

31. Writing speeches as required for Hotel Management

32. Compilation of award submission documents

33. Assisting in handling contact with all media including creation and
execution of a year round media plan

34. Identifying a partner charity to support and subsequent events and media
exposure in conjunction with the Hotel’s executive committee

35. Plan and develop promotional and communications strategies via all
distribution channels including internet| GDS| media| placement of advertising
as directed| printed materials and other sales & promotional tools as directed
by DOSM and executive team for relevant departments

36. Work in conjunction with the Director of Revenue and DOSM to ensure all
Marriott International programs and systems are fully maximised

37. Undertake additional duties as requested by DOSM and Hotel Management

38. Identify and share best practices

39. Ensure you are fully versed with the Hotel’s & Marriott Emergency &
Crisis Management policies & procedures. Be well versed with the appropriate
action and contact people to liaise with

40. Initiate on-line marketing initiatives

41. Assisting with the preparation and planning of the Annual Operation Plan|
Department Objectives and other costs related to the Annual Budget

42. Ensure the annual Marketing plan is strategic and measurable and can be
adjusted along with the business needs

43. Communicate corporate initiatives to associates as directed by the
General Manager

44. Conduct regular associate meetings to keep associates and management
informed and to foster two-way communication

45. To be the custodian of brand standards for all marketing communications
in the Hotel to ensure LRA goals are achieved

46. To be the custodian of the brand website and Hotel website to ensure
audit compliance goals are achieved

47. Align management style| working practices and conduct with Hotel|
corporate values and policies and comply with the ‘Brand’s Code of Conduct’ at
all times

48. Develop an awareness of| and appreciation for| the richness of the
cultural diversity of our clients| associates and location

49. Encourage & support training programs.

50. Be well versed and knowledgeable of “Brand” Fire and Evacuation
procedures as well as health and safety requirements in Workplace. Ensure
Associates are aware of their duty of care as determined by legislation and
that they maintain complete familiarity.


Higher Diploma or Bachelor Degree in Business Management| Hotel/Tourism
Management and/or Marketing/Public Relations

Minimum 2 years’ experience in Marketing/Public Relations within International
Hotel Chain or equivalent or the Fashion/Music/Design Industry

Build personal effectiveness

W Look: appear confident| well-groomed and dressed in a smart casual manner

W Personality: warm| welcoming| smiling and pleasant

Act with integrity

Communicate effectively

Exhibit self-confidence

Make sound decisions



Adaptability / Flexibility

Verbal and listening skills

Writing skills: Able to write plans| reports| and proposals

Create team focus

Build relationships
Facilitate open communication
Foster teamwork
Promote team diversity
Customer service orientation