Position scope:The Director of Marketing is the brand custodian for Cape Grace and Fairmont, responsible for developing and executing an integrated marketing strategy that protects and elevates the property's luxury positioning at the V&A Waterfront, drives commercial performance, and deepens guest relationships across the full ownership journey. The role combines luxury brand storytelling grounded in Cape Town's heritage and sense of place, clientele and guest-relationship strategy, earned media and PR leadership, and performance marketing, delivering measurable commercial results in partnership with Sales and Revenue.Summary of Responsibilities: Responsibilities and essential job functions include but are not limited to the following: Brand Custodianship & StorytellingAct as final approver for all guest-facing brand assets — photography, film, copy, collateral, and tone of voice — ensuring absolute consistency with Fairmont and Cape Grace brand standards across every touchpoint.Own and evolve Cape Grace's brand narrative around its Waterfront setting, maritime and Cape heritage, and sense of place — translating this into campaigns, content, and guest experience design rather than generic hotel messaging.Set and enforce visual and editorial standards for all photography, videography, and creative output, briefing and directing external creative talent to this standard.Champion sustainability and responsible-tourism narratives as a core part of brand messaging and product development.Clienteling & Guest RelationshipsOwn guest relationship data and clientele strategy for repeat, high-value, and VIP guests, partnering with Front Office, Guest Relations and F&B to personalise the guest journey pre-arrival, in-stay, and post-stay.Develop CRM-led communications, recognition programmes, and co-marketing initiatives that build long-term guest loyalty and lifetime value, beyond transactional email marketing.Enhance the digital guest journey across website, app, and mobile touchpoints to improve engagement, personalization, and conversion.PR, Communications & Earned MediaLead PR and earned media strategy as the primary driver of brand credibility — agency management, press and media relations, editorial placements, and awards positioning — ahead of paid media in priority.Build and manage a curated influencer and content-creator partnership programme distinct from day-to-day social media management, selecting partners who reinforce brand codes rather than reach alone.Serve as spokesperson-ready support to the General Manager for media engagements, executive profile-building, and crisis communications.Digital, Performance Marketing & PartnershipsDevelop and execute the annual Marketing, PR and Digital Strategy aligned with the hotel's commercial objectives.Manage integrated multi-channel campaigns — paid media, SEO/SEM, email, social, content, and partnerships — across digital, traditional and emerging channels.Define marketing KPIs and report performance against direct booking mix, RevPAR contribution, conversion, and brand awareness/share of voice, in partnership with the Director of Revenue and Director of Sales & Marketing.Identify and cultivate strategic partnerships with luxury brands, tourism organisations, cultural institutions and local businesses that reinforce Cape Grace's positioning and guest experience.Manage relationships with external creative, media, PR and digital agencies, ensuring campaigns are delivered on time, within budget and to brand standard.Manage and administer the annual marketing budget, allocating resources to maximise ROI while protecting rate integrity and brand exclusivity over volume-driven discounting.Leadership & GovernanceLead and manage all activities within the Marketing Department, ensuring brand and service standards are consistently upheld.Collaborate with Sales, Revenue, Operations and other departments to align marketing initiatives with commercial objectives.Conduct market research and analyse competitive, demographic and industry trends to inform strategic decision-making.Partner with regional and corporate (Fairmont/Accor) marketing teams to implement brand initiatives and commercial campaigns.Prepare and present strategic marketing plans, campaign performance, and brand-health reporting to the Executive Committee and senior leadership.Foster a collaborative, high-performing team environment while balancing operational, administrative and colleague needs.
