Gracious Hospitality Management is first and foremost an outstanding hospitality company that conceptualizes Michelin-starred and James Beard nominated restaurants. We focus on both passion and profitability. We are professionals committed to ensuring exceptional hospitality and service to our customers. GHM has been honored with receiving a Michelin star eight years in a row for its restaurants Piora, Cote Korean Steakhouse & COTE Miami.
Job Summary:
As Director of Digital Marketing, you will oversee and manage the planning, development, structure and maintenance of content for GHM’s digital channels, products and services, focused on a diverse set of channels and domains. You'll be responsible for end-to-end content strategy to shape outstanding customer service interactions. You’ll lead a team of content creators, and manage vendors and agencies to create brand-defining experiences for a range of customer-facing products, services and portals. You’ll mentor designers in best practices and champion the value of thoughtfully crafted language in creating brand-defining, customer-centered experiences.
Along with the VP of Marketing & Communications, you will set the brand voice and tone for GHM’s channels and ensure all content is aligned. Finally, as a talented storyteller, you’ll help craft the stories of GHM’s accomplishments to share with our internal business partners, executive leadership and external audiences.
Essential Job Duties & Responsibilities:
Job duties and responsibilities include, but are not limited to the following:
Content Creation Management:
- Directly with our CEO and VP of Marketing, strategize and execute integrated brand awareness campaigns and advertising efforts that are both tailored to our community’s interests and those that elevate our brand’s story via all of the company’s digital marketing platforms: email, social media, and websites.
- Oversee the construction of GHM’s primary messaging PPT outlining key content areas for each business area and develop a comprehensive content creation process and distribution strategy.
- Act as the primary liaison with external creative vendors and all internal departments, always leading with a solutions-oriented and ops-first approach.
- Manage a content team of 2+ direct reports.
- Oversee all aspects of the pre and post production process.
- Plan, produce, shoot and coordinate internal and external content shoots with culinary teams, models, ops team, and beyond – develop mood boards, shotlists, run of shows, source props and wardrobe, and coordinate with talent.
- Develop comprehensive and data-driven post-campaign reports.
- Lead brainstorms and provide value for custom content ideas.
- Oversee production of all social content with a specific focus on video, helping to drive video views, clicks, and saves.
- Develop Reel and Tiktok content in a swift manner understanding the importance of “the moment” for post-event recaps, real-time Instagram Stories, and quick turnarounds.
- Maintain an organized record of all visual and audio content for each property for social, website, email, and press kit use.
- Take lead on the look and feel of our new properties and create engaging launch strategies for new businesses and campaigns.
- Attend GHM events to cover for social media content alongside support of your team.
- Ensure that the brand and messaging are appropriately communicated and represented across all digital platforms, internally and externally.
- Ensure that our digital channels are “speaking to each other” including social media and our websites.
- Oversee paid advertising opportunities across digital platforms.
- Ensure continued proper use of our paid digital marketing platforms including but not limited to Sprout Social, Klaviyo, Google Business, Yelp, TripAdvisor, Resy, Sevenrooms, etc.
- Lead on 2.0 website revamps to take advantage of our new platforms; helping with reservation leads, growing our monthly visitors and click-rates, and encouraging newsletter sign-ups.
Digital Marketing Management:
- Oversee comprehensive digital plans and timelines around special campaigns, launches, and announcements; liaise with internal departments on operational functions and ensure clear communications so that teams are updated in a timely manner.
- Assist VP with new business endeavors, brainstorming new concepts, partnerships, events, media opportunities.
- Research competitors, stay abreast of new projects and openings as well as key trends across all digital platforms.
- Help manage the Marketing & Communications department budget.
Community Engagement:
- Manage Digital Marketing Team and provide guidance on prompt responses to social inquiries, comments, and feedback from community members in a friendly and professional manner.
- Build a comprehensive influencer marketing strategy across businesses and geographic regions of interest.
- Monitor and actively participate in discussions, comments, and conversations across our social media channels, forums, and online communities.
- Encourage meaningful interactions, address concerns, and resolve issues to maintain a positive and supportive community environment.
- Lead on strategies that optimize content for search engines
Community Growth:
- Develop strategies to increase the size and reach of our community across various online platforms.
- Oversee SEO possibilities for our new websites.
- Implement tactics to attract and retain new community members, including outreach efforts, partnerships, and promotions.
- Develop relationships with key influencers, media, and notable individuals to help further brand awareness opportunities.
Social Media Monitoring and Analysis:
- Lead on the monthly creation of GHM Monthly Metrics report, optimizing and continuously improving on metrics/analytics and monitor how changes are being implemented month over month
- Analyze trends and user behavior to optimize community strategies and foster a more active community.
- Monitor key social media metrics and community analytics to assess engagement levels and identify areas for improvement.
- Able to stay up-to-date with current media and latest social trends, especially at the intersection of culture and technology, to identify and surface reactive opportunities on social media.
- Research competitors, stay abreast of new projects and openings as well as key trends across various communication platforms, and perform regular spot checks on the accuracy of restaurant listings on digital platforms.
Brand Advocacy:
- Attend and cover events at GHM’s properties and liaise and build strong relationships with our external partners.
- Identify and nurture brand advocates within the community, encouraging them to spread positive word-of-mouth and engage other users.
- Leverage brand advocates to share user-generated content and testimonials to boost brand credibility.
Crisis Management:
- Address any negative sentiments or crisis situations in a timely and empathetic manner, escalating issues to the appropriate internal teams, if necessary.
Collaboration:
- Collaborate with the restaurant support teams to ensure a seamless and consistent customer experience.
- Assist with photo and video shoots and the company’s photography archives on Google Drive.
- Comfort turning unplanned content on tight deadlines
- Liaise with internal departments on operational functions and ensure clear communications so that teams are updated in a timely manner.
Standards:
- Display knowledge of the brand, culture, and product.
- Demonstrate the Company’s core values of people, learning, culture, relationships, sustainability, and stewardship.
- Maintain professional and respectful behavior when in contact with guests, management, and teammates.
- Present a polished personal appearance, adhering to company grooming standards outlined in the Employee Handbook.
- Adhere to all company policies and procedures outlined in handbooks, manuals, and other company documents.
- Attend and participate in all scheduled meetings, training sessions, and continuing education activities.
- Take care of all company property.
- Maintain safety standards.
- Comply with federal, state, and local laws and regulations.
Qualifications:
A director of digital marketing typically has at least 10 years of experience in marketing, content strategy building, communications, and/or publishing or other editorial roles. People in this role need to be problem solvers who are able to juggle a lot of different tasks at one time. They also need to be leaders, planners, and strategic thinkers, who can wear a lot of different hats. They might need to be a blogger today, a podcaster tomorrow, or a videographer the next day. No matter what they might be doing on any given day, they’re also the ones responsible for making decisions about what a company should be focusing on from a content perspective.
- 7-10+ years of content strategy and professional writing experience within a B2C environment
- 3+ years experience in a content leadership position, managing an in-house team and external resources
- Effective communicator and collaborator alongside excellent writing and editing skills
- Demonstrated successes in capturing target audiences through engaging content
- Supervise the production of multiple projects under tight deadlines
- Demonstrated experience utilizing next generation content tools
- Obsessive about measuring and optimizing the performance of your content
- Proven track record developing and executing successful B2C corporate-level positioning, content and brand campaigns
New York State’s Pay Transparency Law requires employers to include a range of pay forall advertised job, promotion, or transfer opportunities.
New York Pay Range: $140,000 USD - $150,000 USD
Benefits (with variation for full-time/part-time employment):
- Structured, generous compensation for all positions
- Comprehensive Medical, Dental, and Vision benefits
- Flexible Spending Account/Health Savings Account
- Commuter Benefits
- Referral Bonus Program
- Career Advancement Opportunities
- Employee Recognition Awards
- Paid Time Off
Gracious Hospitality Management fully complies with all applicable federal, state, and local anti-discrimination laws by providing equal employment opportunities to all employees and job applicants without regard to race, color, religion, sex (including pregnancy, childbirth, and related medical conditions, sexual orientation, or gender identity), national origin, age (40 or older), disability, and genetic information (including family medical history), or any other legally protected status.
Applicants requiring a reasonable accommodation to perform the essential functions of the job should contact the Human Resources department at hr@gracioushm.com.
