Summary
A well-established hospitality organization with a significant national hotel portfolio is seeking a Senior Manager, Brand Marketing, Partnerships & Activation to help shape brand growth, commercial marketing strategy and partnership activation across Canada. The organization operates across multiple hotel brands and market segments within a franchise-driven model, supporting a broad network of hotel owners, operators and commercial partners. It combines the scale, resources and brand infrastructure of a larger international platform with a dedicated Canadian leadership team focused on market growth, brand relevance and property performance.
The business is continuing to invest in its premium and upscale portfolio while strengthening how Marketing, Sales, Revenue Management, Distribution, Loyalty and Franchise Services work together to drive demand and deliver greater value to hotel owners. This is a senior marketing role for someone who understands hospitality from both a brand and commercial perspective. You will develop marketing strategies that strengthen brand positioning, generate incremental demand and help hotel owners and operators translate broader marketing programs into practical, property-level opportunities.
Working across multiple commercial disciplines, you will connect national brand priorities with local market realities, build and activate strategic partnerships and ensure marketing investment contributes directly to demand, revenue and owner value. The ideal candidate brings above-property hotel sales and marketing experience and understands how brand strategy, commercial performance and property operations intersect.
Description
- Lead brand marketing strategies and activation plans that strengthen awareness, consideration and commercial positioning across a national hotel portfolio.
- Develop integrated marketing plans supporting priority brands, markets, customer segments and portfolio growth initiatives.
- Support the continued positioning and growth of premium and upscale hospitality brands.
- Translate enterprise and national marketing strategies into relevant Canadian market and property-level activation opportunities.
- Identify opportunities to strengthen brand relevance with guests, hotel owners, developers and commercial partners.
- Partner with creative, communications and digital teams to translate brand strategies into effective campaigns, messaging and activation.
- Lead the marketing development and activation of key strategic partnerships across travel, affinity and commercial channels.
- Develop annual and campaign-level partnership plans focused on customer acquisition, engagement, brand visibility and incremental revenue.
- Identify opportunities to expand existing partnerships and develop new relationships that support commercial growth.
- Lead partnership marketing campaigns from business case and planning through execution, measurement and optimization.
- Establish clear partnership objectives and KPIs, monitor performance and lead regular business reviews.
- Serve as the primary marketing relationship lead for assigned strategic partners.
- Adapt and localize existing global or enterprise marketing programs, tools and playbooks for the Canadian market.
- Develop scalable marketing programs and resources that help hotel operators respond to market, customer and commercial opportunities.
- Work closely with hotel support and franchise teams to understand recurring owner, operator and property-level marketing needs.
- Support hotel adoption of marketing programs through communications, presentations, webinars, conferences and other education channels.
- Use market, customer, channel and hotel performance insights to identify portfolio-wide and market-specific opportunities.
- Bring a strong commercial lens to marketing planning, connecting marketing investment with demand generation, revenue performance and owner value.
- Partner across Marketing, Sales, Revenue Management, Distribution, Loyalty and hotel support functions to identify integrated commercial opportunities.
- Develop strategic recommendations, business cases, presentations and performance updates for senior leadership.
- Lead significant cross-functional marketing initiatives from strategy and planning through execution, measurement and optimization.
- Establish clear objectives, timelines, accountabilities and performance measures for major programs.
- Manage agency, vendor and external partner relationships as required.
- Contribute to annual marketing planning, budget prioritization and broader commercial strategy.
Requirements
- 7 to 10 years of progressive marketing, commercial or sales and marketing experience within the hotel or hospitality industry.
- Meaningful above-property hotel sales and marketing experience within a hotel company, brand organization or multi-property management environment is strongly preferred.
- Strong understanding of hotel economics, demand generation and the relationship between Marketing, Sales, Revenue Management and Distribution.
- Experience developing brand marketing strategies and integrated marketing programs.
- Demonstrated experience managing strategic partnerships and senior external stakeholder relationships.
- Experience working within a franchise, owner-operated or multi-property hospitality organization is strongly preferred.
- Experience working directly with hotel owners, operators, General Managers or commercial leaders is considered a strong asset.
- Experience supporting upscale, premium or multi-segment hospitality brands is an asset.
- Strong commercial acumen with the ability to connect marketing investment to measurable demand and revenue outcomes.
- Ability to understand individual property challenges while developing solutions that can scale across a larger portfolio.
- Strong partnership development, relationship management and negotiation skills.
- Proven ability to influence and lead across functions without direct authority.
- Strong strategic thinking combined with the ability to move initiatives from concept through execution.
- Strong analytical capability with the ability to translate market and performance data into actionable marketing recommendations.
- Excellent written, verbal, presentation and stakeholder communication skills.
- Confidence working with senior executives, hotel owners and external business partners.
- Strong project and program management skills.
- Strong proficiency with Microsoft PowerPoint and Excel.
- Post-secondary education in Marketing, Business, Hospitality, Communications or a related discipline is preferred.
Corporate Culture
- $125,000 - $130,000 base plus bonus
- Senior-level opportunity within a well-established and well respected national hospitality organization.
- Broad exposure across brand marketing, strategic partnerships, commercial strategy and hotel-level activation.
- Opportunity to influence the growth and positioning of a diverse portfolio of established and emerging hospitality brands.
- Opportunity to play a meaningful role in the continued development of a premium and upscale hotel portfolio.
- Highly cross-functional role working with senior leaders across Marketing, Sales, Revenue Management, Distribution, Loyalty and hotel operations.
- Significant interaction with hotel owners, operators and strategic external partners.
- Opportunity to develop programs that directly influence guest demand, property performance and portfolio growth.
- Hybrid working environment.
- Contract position with meaningful strategic scope and national impact.