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Executive Director of Sales and Marketing

  • Ho Chi Minh
  • Director
  • Permanent
  • Bachelor
  • 5 - 7 Years
  • Competitive
  • Sales & Marketing
  • Sales & Marketing
  • 31/10/2019

Job Description

Position Summary

This position oversees and directs all aspects of the Sales and Marketing activities. Responsibilities include overseeing the planning and development of promotional strategies and marketing plans; oversee and assist with the development and implementation of the sales and marketing plan; management of the sales and marketing team and reporting on effectiveness of the plan.



  • Produce the Annual Revenue Plan, Marketing Budgets and Forecasts;
  • Produce Action Plan related to the Revenue Plan to ensure Revenue Plan objectives are achieved;
  • Provide a professional, advisory support service to the higher Management;
  • Coordinate all methods of maintaining and increasing business volume. This includes advertising, sales promotion, personal selling, publicity, community relations, special sales projects, etc.;
  • Create and implement special programs to achieve greater profitability through:
  • Increasing average rate;
  • Increasing overall occupancy;
  • Increasing business volume during off-peak periods;
  • Increasing local Food & Beverage and Banquet Sales;
  • Enhance the image of the hotel in the local community;
  • Participate as an active member of the community through associations, memberships and other trade organizations;
  • Review regularly activity reports of Sales and Marketing personnel to ensure targets and Sales objectives are being met;
  • Review regularly internal promotion pieces for visual effect and ensure they conform with brand standards;
  • Organize and promote, in cooperation with the Food & Beverage Department special projects to stimulate Food & Beverage sales within the community, including, but limited to, tournaments, balls, parties, gastronomic festivities, etc.;
  • Interact with individuals outside the hotel, including, but not limited to clients, Convention Bureaus, local Hotel Associations, Government Tourist offices, Airlines, Travel Agents, Tour Operators, competitors and other members of the local community;
  • Investigate potential markets by:
    • Reviewing Sales Department and Front Office correspondence files;
    • Analyzing guest history and registration card files;
    • Studying guest questionnaires;
    • Reviewing government statistics on visitors to the city;
    • Analyzing competition's sales/promotion efforts;
    • Studying various reference and industry publications for sales leads ;
  • Recommend to President the kind of advertising which will be most productive for the hotel by analyzing the market effectiveness of past advertising campaigns and consulting with other Department Heads and the Advertising Agency;
  • Procure new and repeat business for the hotel by maintaining contact with Airlines, Travel Agencies, Commercial Houses, Private Clubs and Professional Associations within the community and neighboring markets;
  • Review regularly the Public Relations activities to ensure high awareness of the hotel in the local and national media;
  • Manage the development of new products and services; 
  • Oversee the development of new marketing strategies;
  • Conduct market research.

Human Resource Responsibilities

Work within the company’s Human Resource Framework to ensure the departmental performance of staff is productive. Duties include:

  • Planning for future staffing needs;
  • Recruiting in line with company guidelines;
  • Preparing detailed induction programs for new staff;
  • Maintaining a comprehensive, current and guest focused set of departmental standards and procedures and oversees their implementation;
  • Ensuring training needs analysis of Sales staff is carried out and training programs are designed and implemented to meet needs;
  • Conducting probation and formal performance appraisal in line with company guidelines;
  • Maintaining up to date staff records and approving leave requests, etc.;
  • Coaching, counseling and disciplining staff, providing constructive feedback to enhance performance;
  • Regularly communicating with staff to maintains good relations;
  • Producing efficient work schedules;

Financial Responsibilities

Work with Director of Finance in the preparation and management of the department’s budget. Duties include:

  • Prepare and mange a cost effective budget with measurable targets for department within the financial parameters set down by the hotel budget;
  • Effectively monitor and analyze variations from the budget;
  • Develop systems that measure the cost effectiveness of the department
  • Prepare financial reports;
  • Plan bonus, commission and incentive schemes for sales staff in accordance with the marketing budget and hotel standards;
  • Maintain remuneration scales in accordance with financial and marketing objectives;
  • Develop procedures that track, report on, and control the running costs of the department.

Job Requirement

  • Bachelor degree/ Master degree in Hotel/Hospitality Management;
  • A minimum of 5 -7 year management Sales & Marketing experience in a premier luxury hotel/ resort;
  • Prior experience leading a Sales team and proven successful sales record at a luxury hotel resort;
  • Strong understanding of revenue management and pricing strategy;
  • Strong interpersonal and leadership skills to deal effectively with all business contacts and manage high-profile client relationships;
  • Ability to communicate fluently in the local language and English of the workplace both verbally and nonverbally;
  • Capacity to foster productive relations with peers and assure teamwork is the prevailing way to do business;
  • Maintain a professional, neat and well-groomed appearance adhering to standards;
  • Be able to work self-directed, handle a fast-paced, busy, and somewhat stressful environment, and work under pressure and meet deadlines with particular attention to detail;
  • Excellent guest service skills.  Must have the ability to respond to handle difficult or stressful situations with tact and diplomacy;
  • Proficient in MS Word, Excel, PowerPoint, Exchange and Outlook.


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