The Director of Sales and Marketing is a senior leadership position responsible for driving revenue performance and elevating the market profile of Mercure Townsville. Situation on 11 resort style acres just minutes from the city centre and 2km from Townsville Airport, the hotel is a key property in North Queensland's hospitality market - serving corporate travellers, leisure guests, conference organisers and event clients.
Reporting to the General Manager and working closely with the La Vie Hotels and Resorts support office - including the Group Director of Commercial - And Accor's national commercial network, this role combines high-level commercial strategy with hands on execution across all sales, marketing and events channels.
Strategic Leadership
* Develop and own the annual Sales and Marketing strategy, aligned to revenue targets, market positioning and ownership objectives
* Lead commercial planning across rooms, conferencing, F&B and events to maximise total revenue and yield
* Identify and pursue growth opportunities across key market segments including corporate, MICE, leisure, wholesale, government, defence and military, mining and resources and health and education. All of which represent significant demand drivers in the Townsville market
* Build and maintain a forward - looking demand calendar, proactively responding to market shifts, seasonality and competitive dynamics
* Collaborate with the La Vie Hotels & Resorts Group Director of Revenue and Distribution to align pricing strategy, distribution channels and channel mix optimisation
* Represent the property at ownership and management reviews, presenting performance data, market intelligence and strategic recommendations
* Ensure brand compliance with Accor/Mercure brand standards while advancing the property's individual market identity
Business Planning
* Lead the annual business planning process for the Sales and Marketing function, setting clear revenue goals, activity plans and KPI's across all segments
* Develop a rolling 12 month commercial plan that maps key demand periods, target accounts, campaign activity and resource requirements
* Lead the preparation of the annual Sales and Marketing business plan and budget, submitted as part of the property's wider annual budget process, with clear revenue targets, investment priorities and activity plans across all segments
* Conduct regular mid - year reviews of the business plan, adjusting strategy and tactics in response to performance data and market conditions
* Work with the General Manager and La Vie Hotels and Resorts support office to model revenue scenarios, test assumptions and pressure-test projections against market benchmarks
* Partner with the La Vie Hotels & Resorts Group Director of Commercial to ensure the property's business plan is aligned to group-wide commercial strategy and ownership objectives
* Ensure the business plan incorporates a clear competitive positioning strategy, with defined target segments and value propositions for each
* Document and communicate the business plan across the property team to ensure alignment between sales, operations and finance
Accor Partnership and Brand Performance
* Serve as the primary day to day contact for Accor's national and regional commercial teams, maintaining a strong and productive working relationship
* Actively leverage Accor's sales network, global accounts programme and preferred partner relationships to drive incremental revenue for the property
* Participate in Accor brand forums, sales and conferences and commercial reviews, representing Mercure Townsville and contributing to broader network performance
* Maximise the property's performance within the ALL (Accor Live Limitless) loyalty programme, working with Accor to drive enrolments member stays and loyalty revenue
* Work with La Vie Hotels & Resorts Group Director of Revenue and Distribution to optimise the property's distribution and channel positioning across Accor.com, GDS and OTA's
* Ensure full compliance with Mercure brand standards, sales tools and reporting requirements, while advocating for the property's specific market needs within the brand framework
* Work with Accor's marketing team to participate in national campaigns, co funded activity and promotional programmes relevant to the Townsville market
Sales Performance and Execution
* Lead, coach and develop the sales team to deliver against individual and property-wide revenue targets
* Drive proactive outbound sales activity - client entertainment, site inspections, trade events and industry partnerships
* Oversee the full conference and events sales process from enquiry through to post -event follow-i[
* Negotiate and manage corporate rate agreements, RFP responses and group contracts
* Monitor competitor activity, rate positioning and market share data (STR,Smith Travel), adjusting tactics accordingly
Marketing and Brand
* Oversee the hotel's digital marketing presence including website, SEO, paid search, social media and OTA positioning
* Direct the creation of marketing collateral, campaign activity and promotional content across all channels
* Manage media and PR relationships, coordinating press releases and media opportunities around key launches and announcements
* Align marketing activity with the Accor/All loyalty platform and Mercure brand campaigns
* Manage the Sales and Marketing budget, ensuring expenditure is targeted and ROI-driven
Reporting and Analysis
* Deliver regular performance reporting to the General Manager and ownership group
* Provide the La Vie Hotels & Resorts Group Director of Commercial with regular updates on commercial performance, pipeline activity and market conditions
* Monitor and report on key metrics: RevPAR, ADR, occupancy, MICE revenue, conversion rates and cost of sale
* Use data and market intelligence to inform short, medium and long term commercial decisions
* Maintain accurate forecasting and pipeline management across all revenue streams
Experience and Qualifications
* Minimum 5 years experience in a senior hotel sales and marketing role, with demonstrated revenue ownership
* Proven track record of exceeding revenue targets across rooms, conferencing and events
* Experience working within the Accor system - including familiarity with Accor tools, brand standards, RFP processes and ALL loyalty programme is strongly preferred
* Strong understanding of hotel revenue management principle and distribution strategy
* Proficiency in hotel CRM, PMS and reporting platforms (Opera, Salesforce or equivalent)
* Tertiary qualification in hospitality, business, marketing or a related discipline (desirable)
What we're looking for
* A commercially driven leader who combines strategic thinking with a genuine appetite for getting things done
* Strong communicator and relationship builder - equally comfortable in front of ownership, clients and the broader team
* Self motivated and resilient, with the ability to manage multiple priorities and deadlines
* A genuine team player who leads by example and brings energy to the culture of the property
* North QLD market knowledge or a willingness to embed quickly in the Townsville business community
How to apply
* Applicants should include a current CV and a cover letter outlining your relevant experience and why this role is the right next step for you.
* Applications can be emailed to Lachlan Harris **************@laviehotels.com.au