Marketing Manager

About Equinox Hotels + Resorts

Equinox Hotels + Resorts is a rapidly expanding global luxury hospitality brand and management company, built on the evolution of Equinox. With a design-forward approach, our portfolio spans urban, resort, and destination locations worldwide, offering high-performance living in architecturally stunning spaces.

We redefine luxury hospitality by integrating the brand's core pillars of movement, nutrition, regeneration, and community. Tailored for the next generation of travelers, our hotels empower guests to reach their fullest potential, combining fitness, health, and holistic well-being into every aspect of the experience. From personalized services to regenerative spa treatments and nutritious dining, we create environments that energize and inspire.

Our philosophy of "All. And Nothing." balances indulgence with simplicity, ensuring each guest thrives by amplifying performance and pushing limits, ultimately helping them achieve new heights in life.

Job Overview

As the Marketing Manager for Equinox Hotel New York, you will be the driving force behind the hotel's market presence and digital success. Your role encompasses a strategic blend of performance marketing, brand management, and partnership cultivation.

You'll craft and execute a comprehensive performance marketing strategy, collaborating with agencies to maximize the impact of advertising campaigns, website performance and ensure a steady flow of direct bookings through the hotel's website to meet monthly business objectives. Your keen eye for brand consistency will shine as you safeguard and enhance Equinox Hotel New York's identity across all channels, fostering a seamless and compelling guest experience and digital presence.

In the realm of digital dominance, you will be entrusted with overseeing the hotel's website performance and user experience. Working closely with the digital team, you'll implement SEO strategies to optimize online visibility, keeping the hotel at the forefront of the luxury hospitality sector. Your mastery in digital marketing will be instrumental in creating an online environment that not only captures the essence of the Equinox Hotels brand but also converts visitors into loyal guests.

The role extends beyond the digital realm, encompassing PR and media relations where you'll be tasked with crafting compelling narratives and building relationships with key media outlets and influencers. The PR strategy and ongoing management should showcase the hotel's unique offerings, generating positive coverage and bolstering its standing as a premier luxury destination in New York. Additionally, you will play a pivotal role in managing partnerships with entities such as Blade and Hudson River Community Sailing, further enhancing the hotel's overall guest experience through thoughtful collaborations and community engagement. This multifaceted position offers a unique opportunity to shape the narrative of Equinox Hotel New York in the competitive luxury hospitality landscape.

Key Relationships

Internal

• Global Head of Sales, Corporate
• Brand Director, Corporate
• Sr. Marketing Manager - Corporate
• Senior Director of Sales + Marketing, New York
• General Manager, New York
• Equinox New York Sales Team
• Hudson Yards Marketing Team

External

• Equinox Fitness Club Corporate Team
• Hotel Guests
• Media / Influencers
• Vendors + Suppliers
• PR Agency
• Web Agency

Education

• 4-year college degree
• 5-10 years of marketing experience

Skills

• Strong communication skills both written and orally
• Collaborative and works well with multiple teams and disciplines
• Analytical and data-driven, can interpret marketing metrics and analytics
• Proactive problem solver, with effective critical thinking skills to find practical solutions
• Time management, prioritizes tasks effectively and meets deadlines
• Adaptable and flexible, ability to embrace a fast-paced dynamic culture
• High degree of emotional intelligence, ability to relate to diverse perspectives

Performance Marketing

• Foster collaboration with internal teams, including digital marketing, analytics, and IT, to ensure seamless integration of performance marketing efforts with overall marketing initiatives. Work collectively towards overarching business objectives.
• Collaborate closely with performance marketing agencies, providing clear objectives, performance metrics, and strategic direction. Regularly assess and optimize campaigns to ensure they align with the hotel's goals and deliver a strong return on investment
• Implement tactics specifically geared towards driving direct bookings through the hotel's website. Utilize data-driven insights to refine and enhance the online booking process, reducing friction and increasing conversion rates.
• Leverage analytics tools and performance metrics to make informed decisions. Continuously monitor key performance indicators (KPIs), conduct A/B testing, and adjust strategies based on real-time data to maximize campaign effectiveness.
• Develop and execute effective remarketing and retargeting strategies to engage potential guests who have shown interest but have not yet converted. Implement personalized messaging and offers to re-capture their attention and drive conversions.
• Take ownership of the performance marketing budget, allocating resources effectively across various channels. Ensure a balanced approach that optimizes spend for maximum impact and efficiency.
• Stay up to date on industry trends, emerging technologies, and shifts in consumer behavior.
• Proactively integrate new and innovative approaches into the performance marketing strategy to maintain a competitive edge in the dynamic digital landscape.

Brand Management

• Enforce and maintain brand consistency across all marketing channels, ensuring a unified and compelling brand presence in online and offline materials, from website content to print collateral.
• Oversee the visual elements of the brand, including design elements, color schemes, and imagery. Work closely with designers and creative teams to ensure visual assets align with the established brand guidelines.
• Ensure messaging consistency across all communication platforms. Develop and maintain a clear and compelling brand narrative that resonates with the target audience, conveying the unique value proposition of Equinox Hotel New York.[1]
• Collaborate with key stakeholders and communicate effectively to internal teams, external partners, and agencies to maintain a cohesive brand representation.
• Ensure that the brand identity seamlessly aligns with the overall guest experience. Collaborate with operational teams to integrate brand values and principles into every aspect of the guest journey, from arrival to departure.
• Conduct regular competitor analysis to stay informed about industry trends and ensure that Equinox Hotel New York remains at the forefront of luxury hospitality. Identify opportunities for differentiation and innovation within the brand identity.
• Use insights from guest experiences to refine and enhance the brand, ensuring it remains relevant and resonant with the evolving expectations of the target audience.

PR, Media Relations, Influencers and Events

• Develop and execute PR strategies for community engagement initiatives, showcasing Equinox Hotel New York's commitment to local communities. Highlight partnerships, philanthropic efforts, and contributions to reinforce positive community relations.
• Cultivate and strengthen relationships with key media outlets, journalists, and influencers in the hospitality and lifestyle sectors. Establish a robust network to enhance Equinox Hotel New York's media coverage.
• Manage inbound media opportunities via our owned inbox and PR agency
• Identify and collaborate with influencers whose values align with Equinox Hotel New York's brand. Develop partnerships that authentically showcase the hotel's offerings and experiences across social media platforms.
• Manage the PR aspects of events hosted by Equinox Hotel New York. Coordinate media attendance, secure event coverage, and leverage events as opportunities to enhance the hotel's visibility and generate positive media impressions.
• Organize media familiarization tours to showcase the hotel's amenities, services, and unique features. Provide journalists with an immersive experience that generates authentic and positive media coverage.
• Position key executives and thought leaders within the hotel as industry experts. Secure speaking engagements, panel participation, and expert commentary opportunities to enhance the hotel's reputation and thought leadership.
• Collaborate with the social media team to amplify positive media coverage across digital platforms. Leverage earned media to engage with the hotel's online community and further strengthen brand perception.

Partnership Management

• Serve as the primary liaison for existing partnerships with entities such as Blade and Hudson River Community Sailing, fostering collaborative initiatives and ensuring the seamless integration of services.
• Develop and execute tailored strategies to activate partnerships, leveraging each collaboration to enhance brand visibility and provide unique offerings to guests.
• Identify and evaluate potential partnerships aligning with Equinox Hotel New York's brand values, enhancing guest experiences, and reaching target demographics.
• Establish key performance indicators (KPIs) for each partnership. Regularly evaluate and analyze performance data to gauge the success and impact of collaborations on the hotel's overall objectives.
• Collaborate with partners on cross-promotional campaigns, maximizing reach and exposure for both entities. Develop cohesive stories and strategies that leverage each partner's strengths.
• Maintain open lines of communication with partners, providing regular updates and ensuring that both parties are aligned on shared goals. Foster strong, positive, and enduring relationships with key stakeholders.