Overview
The Coniston Hotel Country Estate & Spa is an award-winning destination hotel near Skipton on the edge of the Yorkshire Dales. We are a family-run, privately owned organisation founded in 1969 by the Bannister family, who are actively involved in the day-to-day running of the business. Our estate includes 70 bedrooms, two luxury self-catering cottages, a restaurant, a bar and a spa, with activities such as clay pigeon shooting, Landrover Experience, archery, fishing, e-biking and walking. We host corporate off-site meetings, team building, weddings and private events, with flexible spaces and outdoor locations. We pride ourselves on exceptional customer service and building relationships with guests.
Our Vision: To be a destination Hotel, Country Estate and Spa with something for everyone, delighting customers with tailor-made activity offerings, great food options, spa, spacious bedrooms, stunning location and great staff.
Our Values: Be the customer always exceeding expectations; Stay Unique; One Team; Can do, Will do; Attention to details. Employee Benefits – what we offer includes 30-minute paid break, meals on duty, staff accommodation, ongoing development, 28 days annual leave (including Bank Holidays), NEST pension, Employee Assistance Programme, gratuities paid monthly, rewards, spa discounts, uniform, free on-site parking, and a refer-a-friend scheme.
Job Description
Job Title: Sales Executive
Reporting To: Head of Sales
Responsible For: Marketing Executive and Digital Marketing Assistant
Role Overview
Ensuring that the hotel, estate activities, spa and holiday cottages revenue targets are achieved through the implementation of a strategic marketing agenda. Responsible for the development and success of all marketing activity to grow the business, establish the brand as a market leader in the region, and deliver a return on investment to the owners.
Main Responsibilities
Sales & Revenue Management
* To work with the Directors and Management Team to establish realistic financial targets and budgets.
* To improve profitability through sales and revenue management systems, processes and best practices, increasing room revenue and secondary sales to meet and exceed budgets.
* Attend departmental sales strategy meetings to provide input on weekly/monthly/quarterly/annual sales strategy.
* Suggest innovative marketing ideas to stay ahead of competitors and grow market share.
* Develop strategy, tactics, sales plans, and profit targets with department heads.
* Manage relationships with agencies responsible for price and contract negotiations.
* Identify and report on business opportunities within target markets.
* Increase market share in existing markets and maximise new business development opportunities.
* Attend and exhibit at Trade Shows and Networking events to promote sales of all divisions.
* Be an effective ambassador, sourcing opportunities to promote all facets of the business.
* Maintain accurate and up-to-date account data and reporting.
* Achieve established sales goals and report to the Directors in conjunction with the department heads.
Marketing
* Develop an effective sales and marketing plan with strategies to promote different areas of the business.
* Ensure department revenue targets are achieved through the strategic marketing agenda.
* Implement the marketing plan and deliver activities within budget, aligned with brand standards.
* Generate media coverage and PR opportunities for the hotel, estate activities, spa and cottages; negotiate favorable advertising rates.
* Develop e-marketing initiatives to increase awareness and uptake of promotional events and secondary sales.
* Manage and optimise opportunities from an effective website setup and management.
* Explore and implement marketing strategies using social media to support the hotel’s strategy.
* Develop and manage databases across all market sectors.
* Generate media coverage and PR/blog/influencer opportunities across the business.
* Serve the customer by understanding needs and recommending features and services to meet their needs and build loyalty to The Coniston.
* Understand the hotel’s target customer and service expectations to offer business solutions before and during visits.
* Improve employer branding to support recruitment and retention; highlight team achievements and rewards.
* Adapt a social media schedule around recruitment strategy for key positions.
Brand Development
* Develop an effective brand for the business with messages to promote each sector and clear unique differentiators.
* Establish brand standards to protect quality and integrity of marketing material; ensure consistent messaging.
* Ensure consistency across communications; use branded tools and address lapses when required.
* Responsible for production, quality and content of branded materials (offline and online).
* Liaise with suppliers to ensure brand standards are adhered to.
* Develop partnerships with local organisations to increase brand/product awareness; build community and public relations through involvement in local and regional events.
Working Relationships/Communication
* Build and develop a committed and successful team; establish strong communication with hotel and spa management and staff.
* Evaluate participation in sales channels and develop strong working relationships to position and market the property.
* Coach heads of revenue-generating departments in developing effective revenue strategies and aggressive goals.
* Establish links with corporate guests, booking agencies, local businesses and external suppliers.
* Ensure standard practice procedures and communications are up-to-date and accessible to all staff.
* Provide training, support and coaching to ensure procedures are followed and standards met.
* Be a motivational leader with team-building and low staff attrition; develop individuals and succession planning.
* Involve in appraisals and reviews of the marketing team; hold regular meetings for direction and development.
* Review annual training plans to meet changing business needs.
Commerciality
* Maintain a strong commercial focus to maximise occupancy and profitability.
* Implement systems to monitor productivity and growth with KPIs and reporting.
* Develop incentives, targets and reward systems to achieve and exceed sales targets.
* Provide customer intelligence to evaluate market trends and adjust sales strategy accordingly.
* Research competitors to identify ways to grow occupancy, RevPAR and market share.
* Track ROI of promotional initiatives and use insights for future activity.
* Develop ongoing professional development to support staff retention.
* Monitor and evaluate standards and guest experience using feedback mechanisms and mystery shopping.
Financial Control
* Work with Directors and department heads to establish budgets, expenditure, revenues and profitability.
* Review membership structures, rates and debt procedures; prepare monthly performance reports.
* Carry out any other reasonable duties to ensure smooth business operations.
Person Specification.
Essential and Desirable qualifications are listed; minimum requirements include experience in a similar role within a similar property.
Qualifications
* Minimum 3/5 years’ experience in a similar role within a similar property.
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