Director of Sales & Marketing

The Director of Sales & Marketing (DOSM) is a senior commercial leadership role responsible for developing and executing a cohesive, high-impact Luxury Hotel sales and marketing strategy for Sofitel Queenstown Hotel & Spa.

The DOSM will drive top-line revenue performance, brand integrity, and market share growth across all segments — including corporate, leisure, MICE (Meetings, Incentives, Conferences & Exhibitions), wholesale, and online channels. The incumbent will lead and develop a small, high-performing team, and act as the key commercial liaison between the hotel, Accor's regional commercial teams, and La Maison brand stakeholders.

This role requires a commercially astute, brand-aligned sales and marketing professional to shape the commercial future of Queenstown's most distinguished hotel collection.

Sales Leadership

• Develop and implement a unified annual Sales & Marketing Plan across Sofitel Queenstown, aligned with the property's brand positioning and revenue targets.
• Drive proactive sales activity across all market segments including corporate accounts, MICE, leisure, wholesale/FIT, and travel management companies (TMCs).
• Manage and grow a portfolio of key accounts, maintaining strong relationships with domestic and international partners, travel agents, and corporate clients.
• Lead the negotiation and execution of corporate rate agreements, wholesale contracts, and preferred supplier arrangements.
• Represent the property at industry trade shows, sales missions, roadshows, and networking events — domestically and internationally as required.
• Collaborate closely with the Revenue Management function to ensure pricing strategy and channel optimisation align with sales efforts.
• Monitor competitive set performance, market intelligence, and demand trends, adjusting strategy accordingly.
• Establish and track KPIs for all sales activities including lead conversion rates, account production, segment contribution, and pipeline development.

Marketing, Brand & Communications

• Oversee the development and execution of integrated marketing campaigns across the property, ensuring brand consistency and alignment with Accor and La Maison brand standards.
• Lead the management of our digital presence including websites, social media channels, email marketing, and online content strategy.
• Ensure all marketing collateral, imagery, and communications meet brand guidelines and reflect the unique identity of the property.
• Drive content strategy across all channels — including seasonal campaigns, F&B; promotions, spa offerings, and experiential packages.
• Manage public relations activities including media familiarisations, press releases, influencer partnerships, and community engagement.
• Oversee photography, videography, and creative production to maintain a premium, aspirational visual identity.
• Liaise with Accor's regional marketing and communications teams to leverage group-level resources, brand campaigns, and co-operative marketing opportunities.
• Monitor brand sentiment, guest reviews, and reputation metrics across platforms including TripAdvisor, Google, and OTA feedback portals.

E-Commerce & Digital Strategy

• Develop and lead the e-commerce strategy, maximising direct booking performance and reducing OTA dependency.
• Oversee the management and optimisation of Accor's proprietary booking platforms including ALL.com (Accor Live Limitless) and property-direct website booking engines.
• Drive SEO, SEM, and paid digital advertising strategy in collaboration with the Marketing Executive / E-Commerce Executive.
• Manage OTA relationships and listings (Booking.com, Expedia, Agoda, etc.), ensuring content accuracy, rate parity compliance, and positioning optimisation.
• Utilise data analytics and digital performance dashboards to monitor channel performance, conversion rates, cost of acquisition, and ROI on digital spend.
• Leverage Accor's digital marketing tools and regional support to execute targeted campaigns and loyalty-driven promotions. 
• Identify opportunities to grow direct revenue through the ALL — Accor Live Limitless loyalty programme

Accor Commercial Tools

The Director of Sales & Marketing is expected to demonstrate deep proficiency and strategic application of Accor's full suite of commercial tools and platforms. This includes, but is not limited to:

• ALL.com (Accor Live Limitless) — loyalty programme activation, member rate strategies, and direct booking growth initiatives.
• Accor Sales Platform (ASP) / Salesforce CRM, PMS System management — account management, activity tracking, lead management, and pipeline reporting.
• IDEAS / IDeaS Revenue Management System — collaboration with Revenue Management on pricing, forecasting, and demand strategy.
• Accor Content Hub — brand-compliant content management and asset library for all marketing collateral.
• Accor Marketing Cloud / CRM Email Tools — execution of targeted CRM campaigns to loyalty members and past guests.
• TrustYou / Guest Experience Tools — monitoring and responding to guest sentiment data to inform commercial and marketing decisions.
• La Maison Brand Standards Portal — ensuring we maintain the required brand compliance for all commercial and marketing outputs. 
• Accor Regional Commercial Reporting Tools — monthly commercial performance reporting submitted to Accor's Australasia regional office

The ideal candidate will bring the following qualifications, experience, and skills to this role:

• Minimum 5–7 years' progressive experience in sales and marketing, with at least 2 years deep understanding of the New Zealand and Australasian hotel and tourism landscape, including MICE and Leisure Segments
• Prior experience working within an Accor-branded property or other international hotel group. Preferably within the Luxury and Lifestyle sector
• Demonstrated ability to develop and execute sales strategies that deliver measurable top-line results
• Proven track record in e-commerce strategy, SEO/SEM, OTA management, and direct bookings
• Proficiency in Accor commercial platforms including ALL.com, ASP/SalesForce (ANAIS), Accor Content Hub. In addition to Meta Business Suite, Adobe Creative Cloud, CRM systems, knowledge of paid media, prior experience using a property management system such as Opera Cloud essential.
• Sound understanding of NZ consumer law, Privacy Act 2020, and digital marketing
• Must hold valid entitlement to work in New Zealand at time of application

Person Specification — Desirable Attributes

• Familiarity with Luxury brand standards and the luxury independent collection positioning.
• Prior experience with Sofitel, MGallery, Emblems or other Accor luxury/upper-upscale brands.
• Knowledge of the Queenstown and wider Otago/Southland tourism market.
• Experience presenting commercial strategies to ownership groups or hotel management company boards.
• Established networks within the New Zealand and international MICE and corporate travel sectors
• Proficiency in additional languages relevant to our key international markets (e.g. Mandarin, Japanese, French, German) is highly regarded, given the diverse, multinational nature of our clientele.

Support us in growing our distinctive culture by living the La Maison values of 

• Passion and Pride: Be passionately in love with our brands, our guests and our people. Use our Emotional Intelligence 
• Excellence: Comprehensive business approach, driving all levers to be best-in-class. 
• Empowerment: Be an entrepreneur, fully accountable, with strong KPIs and freedom too. 
• Proximity: Family spirit, responsibleness, solidarity & constant dialogue with the field. 
• Trust & Transparency: Share everything, no taboo. Feedback is a gift. 
• Long Term Relationship: With everyone – create a strong sense of belonging. 
• Bespoke & Free: 100% experience driven, tailored service. Unlock creativity. 

Bring passion and dedication to excellence, and we will recognise your contribution with a variety of benefits, rewards and development opportunities:

• We offer competitive pay, plus benefits including daily staff meals and dry-cleaned uniform and laundry allowance, anniversary stays with F&B credit to enjoy.
• Receive unparalleled training, development and support from Accor leadership training programmes.
• Discounted Hotel stays, food and beverage rates and Spa treatments, worldwide - for yourself and for friends and family, across our entire network.
• Be part of a well-established hotel with a strong reputation for providing exceptional service.
• Ongoing reward and recognition incentives and awards.
• Opportunities for further development and worldwide career progression within Accor.
• Refer a friend incentive
• Supportive and friendly working environment.
• EAP, well-being and mental health supports available, progressive policies, including 12 weeks paid parental leave, and rainbow inclusive policies and practices.
• Take part in social activities and community involvement initiatives through the year.

Our commitment to Diversity & Inclusion:

We are an inclusive company, and our ambition is to attract, recruit and promote diverse talent. We offer reasonable adjustments to support you. If you require an adjustment to be made during the recruitment process, you're welcome to let us know.

Full-time 40 hours a week. Salaried role $95,000 - $105,000pa