Company Description
An oasis immersed in well-being and nature, Raffles Sentosa Singapore is the first all-villa property in Singapore. Located on a clifftop, the new resort on Sentosa Island features 62 contemporary private pool villas surrounded by tropical gardens and views over the South China Sea.
Ranging from 230 square metres in size, each villa is a sanctuary for extended stays. As part of Raffles’ legendary welcome, guests will experience signature markers enlivened by the famous Raffles Butlers and a sustainably created Sentosa Sling.There will be five dining establishments, a spa offering next-generation wellness and a grand ballroom.
Job Description
JOB SUMMARY
The Cluster Director of Commercial and Marketing is responsible for leading and driving the overall commercial strategy for Raffles Sentosa Singapore and Sofitel Singapore Sentosa. The role oversees Sales, Events, Weddings, Marketing and other commercial functions to maximise revenue, market share, profitability and brand positioning.
Working closely with the Cluster General Manager and key stakeholders, the Cluster Director of Commercial and Marketing will develop and execute integrated commercial strategies, identify new business opportunities, strengthen key partnerships and ensure the effective alignment of sales and marketing initiatives across both hotels.
The successful candidate will be a strategic and commercially driven leader with a strong understanding of luxury hospitality, revenue generation, brand positioning and market dynamics.
WHAT YOU WILL BE DOING
Commercial Strategy & Leadership
- Develop and implement the overall commercial and marketing strategy for Raffles Sentosa Singapore and Sofitel Singapore Sentosa Resort & Spa to achieve revenue, profitability and market share objectives.
- Work closely with the Cluster General Manager to establish annual commercial priorities, sales and marketing plans, budgets and action plans.
- Identify strategic, organisational and tactical initiatives to improve commercial effectiveness, efficiency and performance.
- Lead the development and execution of initiatives to drive Rooms, Food & Beverage, Meetings & Events, Weddings and other revenue streams.
- Continually assess market trends, competitor activity and customer behaviour to identify opportunities and adjust strategies accordingly.
- Establish clear commercial objectives, performance indicators and reporting mechanisms to support informed decision-making.
- Create a predictable sales model and drive accurate monthly, quarterly and annual forecasting.
Sales & Business Development
- Provide strategic leadership and direction to the Proactive Sales, Reactive Sales, Events and Weddings teams.
- Ensure the achievement and maximisation of Rooms and Banquet revenue, overall profitability and other agreed commercial targets.
- Proactively identify, develop and secure new business opportunities across relevant market segments, with particular focus on luxury leisure, corporate, MICE, weddings and social events.
- Establish effective solicitation and account management strategies to maximise revenue and yield.
- Identify priority markets and accounts through market intelligence and research and ensure appropriate account coverage.
- Monitor sales production and adjust account strategies, sales activities and priorities to achieve agreed objectives.
- Conduct regular business reviews with the sales leadership team to evaluate sales performance, business mix, expenditure, profitability and opportunities for revenue enhancement.
- Work closely with Accor Corporate, Global Sales and relevant partners to generate leads and improve conversion.
- Represent the hotels at relevant local and international trade shows, exhibitions, sales missions and industry events.
Marketing & Brand Positioning
- Lead the development and implementation of integrated marketing strategies that support revenue generation, brand awareness and commercial objectives.
- Work closely with the Marketing team to develop effective demand-generation initiatives across relevant channels.
- Ensure alignment between sales, marketing, communications, partnerships and brand strategies.
- Strengthen the market positioning and visibility of Raffles Sentosa Singapore while ensuring all activities are aligned with the Raffles brand, standards and luxury positioning.
- Oversee marketing campaigns and initiatives to drive qualified leads, customer acquisition, conversion and loyalty.
- Monitor campaign effectiveness and return on investment and adjust strategies where required.
- Identify and develop strategic partnerships that enhance brand awareness and commercial opportunities.
Revenue Optimisation & Business Intelligence
- Work closely with Revenue Management and other relevant stakeholders to maximise revenue, yield, profitability and market share.
- Analyse business performance, market trends and customer data to identify opportunities and potential risks.
- Ensure effective use of CRM, sales intelligence, business analytics and reporting tools.
- Drive the development of meaningful commercial reports, forecasts and dashboards to support strategic decision-making.
- Monitor conversion, pipeline performance, sales productivity and other key commercial indicators.
- Recommend and implement corrective actions where performance is below expectations.
People Leadership
- Build, lead and develop a high-performing commercial and marketing team.
- Recruit, onboard, develop, motivate and retain capable and committed team members.
- Provide clear leadership, direction, coaching and support to direct reports and their respective teams.
- Establish a culture of accountability, collaboration, innovation and continuous improvement.
- Conduct regular performance reviews and development discussions to support individual and team growth.
- Ensure the commercial teams are equipped with the knowledge, skills and tools required to deliver exceptional results.
Stakeholder Management
- Work closely with operational and cross-functional teams to ensure alignment between commercial strategies and operational capabilities.
- Develop strong relationships with key corporate accounts, industry partners, Accor stakeholders and other relevant organisations.
- Ensure effective communication of commercial priorities and strategies throughout the hotels.
- Act as Project Lead for strategic commercial, organisational and process improvement initiatives as assigned.
Qualifications
Minimum 8 to 10 years of progressive commercial leadership experience within luxury hospitality, with significant experience in Sales and Marketing.
Additional Information
- Proven experience leading multi-functional commercial teams, including Sales, Events, Marketing and/or Revenue-related functions.
- Strong understanding of luxury hospitality markets, customer behaviour and distribution channels.
- Demonstrated track record of achieving revenue growth, market share and profitability targets.
- Strong commercial acumen with the ability to analyse business performance and translate insights into effective strategies.
- Excellent leadership, people development and stakeholder management skills.
- Strong strategic planning, negotiation and business development capabilities.
- Experience in managing MICE, corporate, leisure, weddings and social event segments will be an advantage.
- Strong communication and presentation skills, with the ability to influence senior stakeholders and build strong business relationships.
- Highly organised, results-driven and able to manage multiple priorities in a dynamic environment.
- Proficiency in CRM, business analytics and relevant sales and marketing systems.
- International luxury hospitality experience and familiarity with the Raffles or Accor ecosystem will be an advantage.