Director of Sales and Marketing
SUMMARY: Manage & execute the properties’ sales & marketing efforts, guiding the development & implementation of the comprehensive sales/ marketing/public relations plans annually with strategies & tactics to increase rounds, promote a positive course image & maximize revenues according to fiscal & operational budget. Ensure use of marketing best practices & provide strategic input on sales, pricing, product & revenue management strategies.
·Create & execute annual 38-page marketing plan from concept to implementation that supports two 18-hole golf facilities in the City of Ventura.
·Work & coordinate with corporate management team, GM & property staff to achieve marketing & sales goals. Cross train other key staff members regarding the general sales process & important components as appropriate to facilitate the overall success of the sales team.
·Develop & organize internal/external group outings, special events & tournaments & manage communication between departments to ensure coordination of activities. Current annual tournament outing sales goal of $420K annually (gf/cf/range).
·Routinely meet &/or exceed monthly booking quota of $50K in future outings.
·Contact list of 500+ golf associations including SCGA affiliated travelling groups that plan group outings, special events, & tournaments throughout So. California.
·Forge & maintain relationships with local hotels & visitors bureaus to promote courses’ Stay & Play/Golf & Spa Packages. Create & coordinate all subsequent marketing collateral: direct mail, referral cards, rack cards/certified folder/lobby posters/ print advertising.
·Work with on-site sales managers to develop group leads. Avg. 3 qualified leads per week for Stay & Play from e-marketing efforts.
·Responsible for all marketing including online presence/SEO: Website maintenance, E-Marketing, Cyber-Sales, Online Reviews, Travel Sites, Social media marketing. Digital Marketing results include: Doubling email database to 15K unique, valid emails in less than 2 years; increased website traffic to 3000-5,000 monthly unique visitors; Avg.50-60% new visitors; Increased average time on site to 2.00+min; Generated $20,000 annually in online gift card sales (none prior to 2010); YTD cyber-sales generated 765 rounds/$33K new revenue.
·Create & implement daily fee strategies such as online reservations, pre-purchased rounds, third-party websites, ADR vs. REVPATT, & other utilization tactics to increase daily fee golfers & drive rounds in off-peak times.
·Manage public relations efforts by building & maintaining relationships with local, regional & national golf media including broadcast, print & online for advertorial, editorial & ad buying opportunities. Coordinate press trips, tours & media kits for golf writers & rankers for future editorial coverage/review
·Represent courses at meetings &/or presentations with various clients, municipalities, other outside agencies. Travel to & represent courses at various company conferences & trade shows: LA Golf Show & Las Vegas PGA Expo.
·Work & coordinate with various designers, advertising & PR agencies.
·Draft & submit Monthly Sales & Marketing Report & PACE in timely manner with information pertaining to operational, financial & budgetary updates.
·Market research including market-specific Pellucid Reports & NGF Trends/Reports.
·Prepare & execute customer satisfaction surveys including annual GSP Survey.