Field Activation Marketing Manager, South Asia

The Field Activation Marketing Manager, South Asia i s part of a network of PR and Social Media activators across Radisson Hotel Group responsible for elevating a cluster of hotels within a country through innovative social-first content generation and strong partnerships, engaging the local community, influencers and KOLs.

Bring hotel stories to life through content, partnerships and events for a cluster of hotels with a focus on icon hotel(s) as those which have the biggest impact for the company

Drive content generation for the cluster of hotels with a focus on icon hotel(s)

- Develop content aligned to the defined territories by brand such as art, music, gastronomy
- Identify and activate a local network of content creators in line with the Group’s overall creator strategy to develop and co-create exceptional content for the hotels
- Engage employees within the hotel cluster to take on the role of Field Activation Champion to further amplify hotel moments through content
- Ensure all high-quality content is fully maximized and integrated (for example into hotel website, 3rd party sites) and is made available within the Group’s asset library for broader distribution
- Source User Generated Content from hotels in the cluster including building signals into the in-hotel environment to stimulate guest sharing (e.g. hashtag visibility)
- Be the brand representative and ensure all hotels within the cluster are on-brand and that content produced is brand compliant
- Curate locally-savvy content briefs for the group travel blog aligned to each brand’s territories
- Drive social-first video production for the hotel cluster with a clear understanding of social platform differences when it comes to video requirements
- Brief the Group’s internal production agency to develop raw video content into on-brand formats
- Ensure localization of brand assets, working closely with area and corporate functional specialists to ensure hotels leverage campaigns and initiatives

Enhance visibility and awareness of the cluster of hotels with a focus on icon hotel(s)

- Identify locally relevant influencers to drive visibility locally and within the hotel cluster’s feeder markets aligned to the Group’s global influencer strategy with a focus on long-term partnerships
- Manage influencer sourcing, relationships and reporting with the dedicated influencer tool
- Run the influencer office for the hotel cluster answering all incoming influencer requests
- Support hotel marketing teams or agency with global creative brand PR campaigns where needed to elevate our brands in line with the defined territories and elevate the activations locally
- In partnership with local PR agency (if any) to build a network of local influencers, tastemakers, journalists and KOLs to attend key moments and events at our icon hotel(s)
- Maximize partnership opportunities including tourism boards

Manage the Social Media presence for the cluster of hotels

- Act as Community Manager for the cluster of hotels co-managing hotel social media channels (Facebook and Instagram)
- Support hotel marketing teams or agency in building an editorial content plan for the hotel cluster in line with the Group’s Social Media guidelines with a focus on Instagram including publishing & community engagement
- Ensure hotel social presence is on-brand and audited as per defined Social Media guidelines

Responsibilities

Create and elevate in-hotel moments including events, to maximize engagement opportunities across Social Media and drive visibility for the hotels as vibrant social spaces within the local community; Actively participate in the training program for the field team and be part of regular digital and in-person engagement sessions together with ensuring educational training and material is readily available to hotel teams; Act as an ambassador for Social Media and Consumer PR within the company, promoting the benefit of these activities to key stakeholders within the hotels and area; Work with the Group’s internal Social Media app to collect content produced, engage with the field team community, and schedule hotel editorial calendars; Support and create an annual Social Media, PR and content activation plan for icon hotel(s) in alignment with Unit GM and Budgets; Build an activities calendar for all key events happening at the hotels and in destination; Organize local press events and influencer trips including profile sourcing, event ideation, planning and partner coordination (e.g. tourism board); Support in developing a clear opening support plan for new hotels in the cluster; Develop relevant local partnerships in line with each hotel brand’s core territories such as art, music, gastronomy and the Group’s partnership strategy; Report monthly on defined KPIs per hotel including number of media clippings, influencer reach and hotel Social Media engagement, plus drive visibility of hotel activations within the internal Radisson community; Drive social-first content generation, partnerships and influencer relations to bring the cluster of hotels to life and elevate our brand positioning, with a focus on icon hotel(s); Create innovative content for the cluster of hotels and ensure all content uploaded to the asset manager to be accessible for distribution; Support on property marketing teams or agency in creation and roll out a full activation plan for icon hotel(s); Lead creation and roll out a full activation plan for new openings within the Cluster; Forge relationships with local influencers and content creators to drive visibility for the hotels and co-create exceptional content; Support to manage on property marketing teams or agency within the hotel cluster to manage social media accounts (Facebook, Instagram) including community engagement and Publishing; Activate the defined brand territories through content, partnerships and events within the hotel cluster; Be the brand representative to ensure all hotels in the cluster are on-brand and content produced is brand compliant including digital presence

Requirements

Bachelor’s degree or equivalent in Advertising, Journalism, PR/Communications, Marketing or similar; Minimum 3 years in a Consumer PR or Social Media role; Experience in hospitality is a plus; Fluency in English – both written and spoken, and knowledge of the local language; Expert knowledge of PR & social media, always up to date on the latest trends; Must have a strong network of local influencers, tastemakers, and journalists in the country; Experience using tools for Social Media management (e.g. Sprinklr); Knowledge and experience working with influencers; Expert in social entertainment formats from written & imagery to audio & animation; A creative mindset with a clear understanding of what makes great content; Strong attention to detail – a belief that details really matter; Digitally savvy; Positive energy; Highly collaborative - ability to work together with different departments; Good organizational and prioritization skills with ability to navigate competing priorities and work for multiple hotels and stakeholders