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Director, Sales & Marketing

Recognized as one of Top 21 Iconic Hotels in the World by National Geographic Traveler magazine, honoured with Travel + Leisure Magazine’s World’s Best Award for Top 10 City Hotels in Canada, and regarded as a Condé Nast Readers’ Choice and Gold List hotel, Fairmont Empress is located in Victoria, BC overlooking the city’s sparkling Inner Harbour. In June 2017, Fairmont Empress completed a $60+ Million restoration that celebrates its proud history while moving the hotel into a new era of modern luxury; transforming this iconic property into an elegant must-visit destination for the world's discerning travelers. This Forbes Four-Star, 4-Diamond property offers 464 beautifully appointed guest rooms and suites, Willow Stream Spa with signature West Coast experiences, Q at the Empress Restaurant featuring Pacific Northwest cuisine and award winning wine list, Q Bar’s regionally focused cocktail culture, and a reimagined Fairmont Gold Lounge with stunning harbour views. Served daily since its opening in 1908, world famous Tea at the Empress is served in the sophisticated Lobby Lounge. Located on the picturesque West Coast of Canada, Fairmont Empress is the ideal starting point to explore the stunning natural beauty of Vancouver Island. Reporting to the General Manager, the Director of Sales & Marketing will lead a dynamic sales team, coordinate all marketing and Public Relations initiatives and be accountable for total hotel revenues. The Director of Sales & Marketing also oversees Revenue Management and has regional sales and marketing team members reporting to her / him with a “dotted line”. A key member of Fairmont Empress’ Executive Committee, this position also demands a leadership role in the local and regional business and tourism community to ensure the continued success of the Fairmont Empress.

  • Implement and supervise execution of Sales, Marketing and Public Relations strategic plans to continue the repositioning of Fairmont Empress
  • Support and lead Revenue Management strategies for the hotel, specifically the achievement of targeted room revenues and optimal sales mix.
  • Continue to build out the luxury positioning of the hotel through communications and building strong relationships with the Global Sales Office, Global Reservations, local Tourism authorities and the Victoria Conference Centre
  • Collect market and competitive intelligence to assess and implement strategy and long term goals and strategic vision
  • Direct and manage all sales training, yearly sales targets, sales quotas, the incentive plan and all other corporate and hotel learning required to maintain the most effective sales professionals in the market
  • Keep informed of the competition's sales and marketing strategies and report on a timely basis sales intelligence of benefit to our organization
  • Evaluate and initiate opportunities for developing new sources of business in all market segments and thereby broaden the account base that aligns with the new luxury offering
  • Provide overall leadership, direction, training and development to the Sales, Marketing, Conference Services, Public Relations and Revenue teams
  • Develop and manage the annual marketing plan, Rooms budget and departmental operation budget
  • Set parameters for rate strategies for all market segments
  • Oversee day-to-day duties of prospecting accounts, account development, site inspections and proper account management practices by the Sales Team
  • Active in developing new business
  • Prepare weekly, monthly, quarterly and annual reports as required
  • Schedule effective business trips and appointments within assigned markets
  • Participate in sites, fams, and industry trade shows
  • Participate in prescribed training and special projects
  • Creation of a variety of power point presentations for ownership, corporate, and the hotel



  • Previous experience as a Director of Sales and Marketing in a luxury hotel with strong group base and extensive marketing and public relations activities is a must
  • Minimum of five years hotel sales management experience required
  • Bachelors Degree and/or Hotel Management Degree preferred
  • Must be results oriented with ability to be very flexible
  • Excellent understanding of all market segments to include Leisure and Business, Transient, group and tour
  • Excellent communications skills- interpersonal, written and public/media relations
  • Extensive experience in luxury tourism marketing and public relations
  • Computer literacy (Opera, Word, Excel, PowerPoint)
  • Ability to understand and interpret financial data
  • Positive attitude and supportive, team based approach towards the attainment of the hotel's goals
  • Ability to travel and work flexible hours and days
  • An established involvement with and leadership of revenue management theory and practice required
  • A proven record of leadership and team development necessary
    Visa Requirements: Candidate must have legal authorization to work in Canada

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