Director of Sales & Marketing

As an active member of the Executive Committee, the Director of Sales & Marketing is accountable for the strategic leadership, development and execution of all commercial activities across the hotel, ensuring sustainable revenue growth, market leadership and long-term brand positioning aligned with ownership and company objectives.

The role oversees Sales, Marketing, Revenue Management, Reservations, Distribution, Public Relations and commercial performance strategies across Rooms, Residences, Dining, Wellness and ancillary revenue streams. This includes the effective deployment of resources, optimisation of commercial channels, development of strategic partnerships and execution of integrated business plans to maximise profitability, brand equity and market share.

Responsibilities

• Lead the overall commercial strategy across all revenue-generating areas to maximise Total Hotel Revenue performance and long-term asset value.

• Develop and execute annual Commercial, Sales and Marketing strategies aligned with ownership objectives, luxury brand standards and market opportunities.

• Oversee the recruitment, development, performance management and succession planning of Sales, Marketing & Communications, Revenue Management and Reservations teams to drive strong commercial performance.

• Drive strategic market segmentation, demand generation and account development initiatives across key geographic markets and customer segments.

• Develop Key Account and Target Account strategies in collaboration with Global Sales Offices, luxury sales teams and strategic commercial partners.

• Lead integrated sales efforts across Direct, Luxury Consortia, Travel Advisor Networks, Corporate Accounts, Wholesale, OTA Distribution, Luxury Representation partners and emerging demand channels.

• Oversee the positioning, marketing and commercial strategy of branded residences and ultra-luxury accommodation offerings, ensuring alignment with broader commercial objectives and luxury market positioning.

• Develop commercial initiatives to optimise Residence rental performance and strengthen integration within the wider hotel commercial ecosystem.

• Represent the hotel and branded residences at luxury trade events, strategic industry platforms, roadshows and sales missions.

• Build and maintain strong relationships with ownership stakeholders to ensure commercial strategies align with long-term business priorities and asset objectives.

• Partner closely with Global Sales, Corporate Commercial Teams and Brand leadership to strengthen market positioning and commercial performance.

• Lead pricing, segmentation, distribution and revenue optimisation strategies in collaboration with Revenue Management to maximise ADR, RevPAR Index, revenue quality and profitability.

• Play an active leadership role in forecasting, budgeting, demand planning and commercial performance analysis.

• Monitor market intelligence, competitive positioning, consumer trends and distribution landscape developments to identify growth opportunities and mitigate commercial risks.

• Develop and execute integrated digital marketing initiatives including customer acquisition strategies, CRM programmes, performance marketing, website optimisation and commercial technology solutions.

• Direct external agencies and internal teams on advertising campaigns, partnerships, collateral development, digital content and brand communications.

• Support Public Relations initiatives that strengthen market visibility, luxury positioning and brand awareness.

• Drive luxury positioning initiatives across Rooms, Dining, Wellness and bespoke experiences to strengthen commercial performance and reinforce brand distinction.

• Develop targeted sales strategies across Luxury Leisure, Consortia, Corporate, Buyouts, Weddings, Social Events, Long Stay and bespoke ultra-luxury segments.

• Foster strong collaboration between operational and commercial teams to ensure guest experience delivery aligns with commercial objectives.

• Ensure all commercial activities remain aligned with luxury brand standards and market positioning strategies.

• Lead innovation initiatives that enhance customer experience, strengthen loyalty and improve commercial effectiveness.

• Foster a high-performance culture focused on talent development, colleague engagement and continuous improvement.

• Demonstrate leadership through accountability, strategic thinking, integrity and a commitment to service excellence.

• Maintain strong Owner relations and transparent communication with ownership representatives and corporate stakeholders.

• Actively participate in strategic planning initiatives, ensuring commercial considerations contribute to long-term business sustainability and asset enhancement.

• Support environmental, sustainability and social responsibility commitments through commercial leadership initiatives.

• Operate with a high degree of autonomy, professionalism, commercial acumen and strategic leadership.

• Bachelor’s Degree and/or Hotel Management degree, with a minimum of five years’ experience in Hotel Sales & Marketing, including previous experience with luxury resorts 
• Experience in Asia, ideally Indonesia, would be an advantage 
• Strategic, self-assured and proactive, with a demonstrated ability to prioritize and make effective, timely decisions 
• Ability to build strong strategic relationships and influence stakeholders across all levels of the organisation 
• A creative and effective leader with a high degree of professionalism, sound human resources knowledge and strong administrative skills 
• Excellent interpersonal, presentation and written communication skills 
• Strong ability to understand and interpret financial data 
• Computer literacy is essential, with advanced proficiency in Microsoft Word, Excel, Outlook and PowerPoint, as well as strong working knowledge of CRS, GDS, PMS, and Sales & Catering systems. 
• Technology-savvy, with the ability to utilise digital platforms and systems to support sales strategy, market analysis, customer engagement, reporting and operational efficiency within a luxury hospitality environment.

Join our team and enjoy a range of exclusive colleague perks, including complimentary upgrades, extended stays, discounted stays across Fairmont & Raffles properties, special dining and wellness discounts, and added luxuries to enhance your experience. We believe in taking care of our team, ensuring that your hard work is rewarded with exceptional benefits.

Our Values

Respect:
We value the needs, ideas and individuality of others. We treat everyone with fairness and dignity. 

Excellence:
We make genuine connections, and we cherish every opportunity to make the people around us feel special.​

Belonging:
We celebrate our differences. We support each other and we always stand together.​

Empowerment:
We have authority to take initiative and anticipate moments that create unforgettable experiences. ​

Integrity:
We build trust through mutual respect and being authentic.​

 

Diversity & Inclusion

Raffles is committed to creating an inclusive environment where diverse talent thrives. We welcome candidates from all backgrounds to join our team.