Director of Marketing

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About Fairmont Hotels & Resorts: At Fairmont Hotels & Resorts we offer our guests the finest hospitality experience in each of our destinations. We know that to offer our guests the best, we first need to offer our employees the best. That is why you'll find exceptional work opportunities-throughout North America and the Caribbean, Europe and Africa, the Middle East and Asia Pacific-as well as industry-leading training, career development, recognition and rewards, Fairmont Hotels & Resorts is a celebrated collection of hotels that included landmark locations like London's The Savoy, New York's The Plaza and Shanghai's Fairmont Peace Hotel. Our teams are guided by values of Respect, Integrity, Teamwork and Empowerment: we employ the highest ethical and quality standards, treating all colleagues with fairness and dignity. A community and environmental leader, Fairmont is also regarded for responsible tourism practices and award-winning Green Partnership program. An exciting future awaits!

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Cape Grace, A Fairmont Managed Hotel, sits on a private quay at Cape Town’s V&A Waterfront — one of the most coveted addresses in African luxury hospitality. With 113 keys, Two MICHELIN Keys and the Condé Nast Traveller Triple Crown, Cape Grace is recognised globally as a benchmark of intimate five-star luxury. It is a property with a distinct personality, a loyal international following and an ambition to be counted among the best in the world.

Position scope:

The Director of Marketing is the brand custodian for Cape Grace and Fairmont, responsible for developing and executing an integrated marketing strategy that protects and elevates the property's luxury positioning at the V&A Waterfront, drives commercial performance, and deepens guest relationships across the full ownership journey. The role combines luxury brand storytelling grounded in Cape Town's heritage and sense of place, clientele and guest-relationship strategy, earned media and PR leadership, and performance marketing, delivering measurable commercial results in partnership with Sales and Revenue.

Summary of Responsibilities:

Responsibilities and essential job functions include but are not limited to the following: 

Brand Custodianship & Storytelling

• Act as final approver for all guest-facing brand assets — photography, film, copy, collateral, and tone of voice — ensuring absolute consistency with Fairmont and Cape Grace brand standards across every touchpoint.
• Own and evolve Cape Grace's brand narrative around its Waterfront setting, maritime and Cape heritage, and sense of place — translating this into campaigns, content, and guest experience design rather than generic hotel messaging.
• Set and enforce visual and editorial standards for all photography, videography, and creative output, briefing and directing external creative talent to this standard.
• Champion sustainability and responsible-tourism narratives as a core part of brand messaging and product development.

Clienteling & Guest Relationships

• Own guest relationship data and clientele strategy for repeat, high-value, and VIP guests, partnering with Front Office, Guest Relations and F&B to personalise the guest journey pre-arrival, in-stay, and post-stay.
• Develop CRM-led communications, recognition programmes, and co-marketing initiatives that build long-term guest loyalty and lifetime value, beyond transactional email marketing.
• Enhance the digital guest journey across website, app, and mobile touchpoints to improve engagement, personalization, and conversion.

PR, Communications & Earned Media

• Lead PR and earned media strategy as the primary driver of brand credibility — agency management, press and media relations, editorial placements, and awards positioning — ahead of paid media in priority.
• Build and manage a curated influencer and content-creator partnership programme distinct from day-to-day social media management, selecting partners who reinforce brand codes rather than reach alone.
• Serve as spokesperson-ready support to the General Manager for media engagements, executive profile-building, and crisis communications.

Digital, Performance Marketing & Partnerships

• Develop and execute the annual Marketing, PR and Digital Strategy aligned with the hotel's commercial objectives.
• Manage integrated multi-channel campaigns — paid media, SEO/SEM, email, social, content, and partnerships — across digital, traditional and emerging channels.
• Define marketing KPIs and report performance against direct booking mix, RevPAR contribution, conversion, and brand awareness/share of voice, in partnership with the Director of Revenue and Director of Sales & Marketing.
• Identify and cultivate strategic partnerships with luxury brands, tourism organisations, cultural institutions and local businesses that reinforce Cape Grace's positioning and guest experience.
• Manage relationships with external creative, media, PR and digital agencies, ensuring campaigns are delivered on time, within budget and to brand standard.
• Manage and administer the annual marketing budget, allocating resources to maximise ROI while protecting rate integrity and brand exclusivity over volume-driven discounting.

Leadership & Governance

• Lead and manage all activities within the Marketing Department, ensuring brand and service standards are consistently upheld.
• Collaborate with Sales, Revenue, Operations and other departments to align marketing initiatives with commercial objectives.
• Conduct market research and analyse competitive, demographic and industry trends to inform strategic decision-making.
• Partner with regional and corporate (Fairmont/Accor) marketing teams to implement brand initiatives and commercial campaigns.
• Prepare and present strategic marketing plans, campaign performance, and brand-health reporting to the Executive Committee and senior leadership.
• Foster a collaborative, high-performing team environment while balancing operational, administrative and colleague needs.

• Marketing/Communications experience in a luxury hotel environment is essential — minimum 7 years' experience, including 2–3 years in high-end luxury hospitality, luxury consumer brands or retail.
• Demonstrated experience building or managing clienteling/CRM programmes for high-value or repeat clients, not solely CRM as a marketing tool.
• Portfolio or direct experience directing photography, film, or brand content to a luxury visual standard.
• A Diploma or Degree in Marketing, Communications, Business Administration or Hospitality Management.
• Full proficiency with marketing tools, CRM systems and analytical platforms.
• Confident, polished communicator capable of representing the brand and General Manager in media and executive settings.
• Computer proficiency at intermediate to advanced level, including MS Office (Excel, PowerPoint, Word, Access).

EMPLOYMENT EQUITY  

We as a company are committed to diversity and inclusion. Our Employment Equity Plan and Targets will be considered during the recruitment process. We welcome applications from individuals with disabilities and diverse backgrounds.