Director of Sales and Marketing

The Director of Sales & Marketing is responsible for establishing Capella Florence as one of Europe's most sought-after ultra-luxury hotels ahead of opening and leading the commercial strategy through launch and stabilization.

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This individual will build international demand across luxury leisure, high-end corporate, group and events, while positioning the hotel at the very top of Florence's luxury market. The role requires exceptional commercial leadership, strategic brand stewardship and the ability to cultivate influential global relationships across luxury travel advisors, consortia, media and key luxury partners.
Working closely with the General Manager, Corporate Commercial Leadership and Regional Sales Offices, the Director of Sales & Marketing will develop and execute an integrated commercial strategy encompassing Sales, Marketing, Revenue, Distribution and Public Relations to deliver sustained market leadership, premium rate positioning and long-term brand equity.

THE ROLE  Develop and execute the commercial strategy for Capella's most significant European openings.
Build premium demand well in advance of opening through strategic market activation.
Position Capella Florence at the top of the competitive luxury set, achieving market-leading ADR and RevPAR.
Create an integrated commercial strategy spanning Sales, Marketing, Revenue, Digital, Distribution, PR, Social and Partnerships.
Drive owner confidence through disciplined commercial planning and performance reporting.
Secure inclusion, develop and personally manage relationships with key luxury travel advisor networks including Virtuoso, Serandipians, American Express Fine Hotels + Resorts and other strategic luxury distribution partners.
Build preferred partnerships with leading luxury travel agencies across Europe, North America, Asia Pacific and the Middle East.
Establish Capella Florence as a preferred hotel among the world's leading luxury travel advisors.
Personally cultivate relationships with influential travel advisors, UHNW travel designers, family offices, luxury corporate accounts, destination management companies and key opinion leaders to build long-term commercial value.
Develop and execute the complete commercial pre-opening critical path.
Recruit, mentor and build a high-performing commercial team, instilling a revenue culture and mindset.
Lead opening campaigns encompassing Rooms, F&B and Spa.
Establish an optimal market penetration strategy.
Define and launch opening offers that will cement Capella Florence’s ultra-luxury positioning.
Launch CRM strategy.
Build database within Salesforce.
Develop opening calendar across Marketing, Sales and all Commercial touchpoints.
Lead media preview strategy that will positively impact global visibility.
Optimise channel mix to maximise direct contribution while leveraging strategic luxury distribution partners.
Collaborate with Revenue Management to develop pricing, segmentation and inventory strategies aligned with Capella's premium positioning.
Protect and elevate Capella's brand standards across every commercial touchpoint.
Ensure all communications reinforce the brand's positioning within the ultra-luxury segment.
Identify strategic collaborations that strengthen awareness amongst affluent global travellers.
Formulate and implement diverse Sales & Marketing strategies to maximize room revenue.
Understands the respective market and competitors’ strengths and weaknesses, economic trends, supply and demand etc. and knows how to sell against them.
Direct Sales team and ensure they meet the targets set in the annual business plan.
Attend all major local and overseas trade shows, hotel and tourist association meetings to identify market opportunities for the hotel.
Plan and where appropriate, execute sales trips to key existing market areas and identify new potential market areas.
Lead Guidance Team engagement, organize and accompany famil and site inspection trips of the hotel by major clients.
Direct Sales team in identifying market opportunities for increasing the…