Sales & Marketing | Director of Public Relations

Overview:

"IF YOU CREATE THE STAGE SETTING AND IT IS GRAND, EVERYONE WHO ENTERS WILL PLAY THEIR PART."

Morris Lapidus

A spectacular blend of Golden Era glamour and modern luxury, Fontainebleau today reinvents the original vision of legendary architect Morris Lapidus - a stage where everyone plays their unique part. At Fontainebleau, striking design, contemporary art, music, fashion and technology merge into a vibrant new kind of guest experience. Guests are invited to enter a world where they are free to play, shop, dine, spa, meet or simply relax - however they define a perfect day. Situated on oceanfront Collins Avenue in the heart of Millionaire's Row, Fontainebleau Miami Beach is one of the most historically and architecturally significant hotels on Miami Beach. Opened in 1954 and designed by Morris Lapidus, it was the most luxurious hotel on Miami Beach, and is thought to be the most significant building of Lapidus' career.

Responsibilities:

The Director of Public Relations is responsible for helping to create a sustainable competitive advantage by effectively reaching key audiences with carefully crafted messaging that positively shapes attitudes, perceptions, reputation and actions towards the resort. This position is accountable for defining, leading and executing critical aspects of Public Relations, messaging strategy, state and local government relations, as well as crisis communications. The position works closely with key internal and external clients and business partners to execute this work. The Director of Public Relations also serves as the "voice” of Fontainebleau Miami Beach and is tasked with favorably shaping and managing the marketplace dialogue, while concurrently building strong and value-added top media relationships. Role and responsibilities to evolve based on business needs.

The Director of Public Relations helps oversee and manages an internal public relations team (PR/Social Coordinator) and external public relations agencies (National Lifestyle, Food & Beverage, Social Media, as applicable). The position is responsible for the tactical execution of major strategic events, initiatives and programs on property relative to both Public Relations and Social Media (as needed).

Examples of Duties, includes but is not limited to the following:

DEVELOP ONGOING PUBLIC RELATIONS STRATEGIC/TACTICAL PLANS 40%

Leverage results and Public Relations learning’s year-over-year to provide objectives and set direction for the PR agencies in the development of ongoing PR and messaging plans

Evaluate and optimize PR agency plans to form a cohesive, integrated strategy for Fontainebleau, while making changes throughout the year as opportunities unfold

Oversee/participate in plan execution with a keen focus on driving results and constantly looking for overall resort opportunities

Provide formal agency performance review annually, as well as ongoing feedback that is timely and constructive

Conceptualize and create new programming for resort revenue generating outlets through fresh and innovative ideas.

Manage resort-wide and partner program launches throughout the course of the year

Manage critical PR aspects of Fontainebleau Miami Beach which include:

Oversight of PR agency strategies and activities

Media conferences

Special events

Managing media relations

Adding value to launch events and determining ROI

Analysis and formal presentation of PR efforts to senior leadership, as needed

Evaluate return on investments

OVERSEE DAY-TO-DAY PR OPERATIONS 55%

Ensure that routine tasks are executed with excellence, on time and within budget, including:

Build and maintain the media contact sheet

Respond to general media queries promptly

Leverage queries to increase brand awareness and equity

Advise senior leadership on best approach for handling issues

Monitor and distribute media coverage internally

Lead media training for executives and orchestrate public speaking opportunities

Manage the media library (media kits, images, content)

Develop content for print, broadcast and electronic media production

Continue to build relationships with various departments to maximize key objectives

MANAGE STATE AND LOCAL GOVERNMENT RELATIONS 5%

Conduct an assessment of both industry and government issues; craft and activate a strategy to proactively address challenges while keeping senior management informed

Secure crisis-management resources where appropriate

Build strong relationships with industry and government officials to position resort on the forefront of future programming, by working with Greater Miami Convention & Visitors Bureau (GMCVB)

Establish as an expert to participate and lead local travel industry committees

PERFORMANCE MEASURES

Contribute to improved financial performance via various measurable PR efforts (Yield, Revenue, EBITDA)

Generate significant growth year-over-year in awareness, preference, trial and key initiatives for the brand

Grow year-over-year in earned media placements/mentions across all planned communication channels

Maintain a positive working relationship with key internal and external clients

Generate significant audience and engagement growth across all social channels

Improvement of customer response rates and satisfaction via social media

CRITICAL OPERATING RELATIONSHIPS

Executive Vice President / Managing Director

VP of Operations, Rooms

VP of Operations, Food & Beverage

VP of Culinary Operations

VP of Sales & Marketing

Executive Board/Advisory Team

Qualifications:

Strong writing and communication skills

Technology-driven with ability to assimilate new software systems quickly

Effective leadership, supervisory management

Well-organized and demonstrates strong problem-solving skills

Ability to work in a high-paced work environment, handling multiple initiatives and tasks simultaneously

Proficiency in Microsoft Office products

Proficiency in Adobe Suite products

Very strong sense of the social media landscape

Robust media relationships that help gain publicity for the resort

EDUCATION AND EXPERIENCE

Bachelor’s degree in public relations, marketing, hospitality or combination of relevant education and experience.

5-7 years of public relations and social media experience with lifestyle brands, hospitality preferred.