The role of a Fractional Marketing Director for your hospitality business
The best way to think of a fractional Marketing Director is as a part-time, outsourced Marketing Director for hire. They fulfil the role of a CMO or Marketing Director for your business at just a fraction of the cost. You get the skillset, experience and network of a full time Marketing Director at the cost of a Marketing Manager.
What is a Fractional Marketing Director?
A fractional Marketing Director in the hospitality sector is an expert in their field, hired on a part-time basis to boost marketing efforts with strategic leadership and commercial insight. This approach suits hospitality businesses and operators that don't need or can't afford a full-time Marketing Director but can gain from the expertise and guidance of a skilled leader.
Why hire a fractional Marketing Director?
There are a number of reasons why you might want to hire a fractional Marketing Director.
It's more cost effective than hiring a full time Marketing Director
It's a quicker approach than a formal hiring process with notice periods
It comes with a lower commitment and less risk than hiring a full time Marketing Director
You're hiring an expert in their field who can keep a sharp eye on strategy
The money saved on hiring a full time Marketing Director can be re-allocated to hiring an additional head to the team, spent with an agency or used on your ads strategy
Roles and responsibilities of a fractional Marketing Director.
Leadership, Strategy & Direction
A fractional Marketing Director would be the voice of all things marketing at an executive level within the business. Setting the leadership, strategy and future direction of the marketing plan and ensuring this is communicated within the business across operations, finance and the wider business.
Digital & Data Strategy
Ensuring the business has a strong and optimised online presence, which is crucial for the success of any hospitality business. It’s vital to make sure you digital presence matches that of your physical presence in terms of the quality. A fractional Marketing Director works to revamp and unify digital channels such as email marketing, social media, online bookings and customer service, ensuring a cohesive strategy across all platforms. Ensuring data is captured throughout the guest journey to provide insight and create commercial strategies to drive measurable growth.
Driving Marketing Initiatives & Campaigns
Whether it’s Christmas, new menus, summer activations, Mother’s Day or anything else, a fractional Marketing Director leverages their expertise to drive both paid and organic marketing initiatives, laying the foundation for sustainable sales growth. This includes identifying new opportunities from analysing sales performance and cover analysis, to understanding the target demographic and wider industry trends.
Marketing Team Development
If you already have someone in a marketing role within the business, a fractional Marketing Director would ensure they have someone to help train, develop and nurture their skillset so you get the best out of them. There might come a time to expand the marketing team further and they would help with hiring, onboarding and the on-going personal development of those people.
Third Party Management
Whether it’s your booking platform, CRM platform, web agency, social agency, photographers or any other third party that you use, a fractional Marketing Director would help get the best performance out of them. They would also identify opportunities to create new relationships by working with additional third parties where and when appropriate.
Reporting & KPI tracking
A fractional marketing director will track the performance of marketing campaigns using Key Performance Indicators (KPIs), providing valuable insights and accountability to the marketing team and stakeholders. This would include periodic reporting covering your website, booking platform, CRM, social and a number of other key marketing metrics.
Why choose me as your Fractional Marketing Director
I have worked in this industry for over 20 years coving both operational and marketing roles, working in house, working in agency and working for tech suppliers for the hospitality industry. With over 10 years of experience in ‘Head of’ or ‘Director’ level roles you will be getting a huge amount of experience across both strategic direction and tactical execution for a fraction of the price.
I have delivered LFL sales growth, implemented data strategies in multiple businesses delivering over £1m of trackable sales per annum, hired, managed and nurtured high performing marketing teams and built the entire marketing function from the grounds up. I have an absolute love and passion for this industry and using a guest focused approach to research, insight and data-driven decisions will help deliver commercial growth for your business.
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