MarCom: The women-dominated role in male-dominated industry
The hospitality industry is highly competitive and requires businesses and brands to constantly innovate and position themselves in order to stand out of the crowd. The role of a Marketing and Communications professional is therefore pivotal in this industry.
A Marketing and Communications Manager is responsible for positioning the brand in the market, create awareness, generate leads, activate online and offline campaigns, dissemination of content across channels as well as handle crisis management.
Women are well-known to be multitaskers and possess exceptional communication and interpersonal skills. They are natural communicators and have an innate ability to express themselves clearly and confidently. Women's ability to communicate effectively helps them connect with guests and audiences on a deeper level, understand their needs and preferences, and design communication strategies that resonate with them.
In the hospitality industry, where customer satisfaction is of utmost importance, empathy plays a crucial role in creating a positive customer experience. Women's empathetic nature helps them understand and anticipate the needs of customers, respond to their queries and concerns promptly and create a welcoming and friendly atmosphere.
A marketing and communications professional is required to work closely with various departments, including Sales, Revenue, Food & Beverage, Front Office and Housekeeping to deliver a cohesive brand message. A Woman’s collaborative nature proves to be a plus point, enabling them to build strong relationships with their colleagues, facilitate effective communication and achieve common business goals and objectives for the hotel.
A Woman's representation in marketing and communication role helps organizations create a more diverse and inclusive workforce, reflecting the needs and preferences of their diverse customer base. Today the sales and marketing department at the JW Marriott Hotel Bengaluru has 70% female workforce and 40% male workforce.
The role of a Marketing and Communications professional in a hotel is constantly evolving and requires individuals to think creatively, be multitaskers and work on multiple projects with various teams both internally and externally.
Marketing and Communications professionals are known to be creative, but the pandemic has taught us a lot more. We have adapted the role of graphic designers as well, designing menus, artworks, hoardings, social media creatives and many more on-ground collaterals. The life of a Marketing and Communications professional in a hotel rarely sees a dull moment; every day is a new day set with a new challenge and we welcome the adrenaline rush it gives and take it up with a smile on our face.
Working with credible PR agencies and gaining experience in the field of marketing with established hospitality giants such as IHG, Hyatt, and now Marriott, I have learnt that hotels are always looking out for the right candidate who suits their requirements, inconsequential of the gender. A brand like Marriott International is a canvas for you to create your own identity and recognition is always extended to you while your leaders’ support towards your growth is also immense.
To sum it up, the role of a Marketing and Communications professional in the hospitality industry is all-encompassing one that requires individuals to be constantly on their toes. The job involves executing digital marketing strategies, website content and SEO management, public relations, social media marketing campaigns, creating rich media content and activating online and offline channels to drive successful campaigns.
Marketing Communications Manager must also position the brand though collaborating with the right individual or relevant collaborators which will only elevate the experience further and amplify the messaging. We also emphasize on positioning the restaurants through participation in multiple F&B awards and partner with Guest Chefs to reach out to our relevant target audience and drive footfall to achieve incremental revenue for the restaurant. The list goes on and so does the learning and the exposure with it.
Needless to say, this role comes with great responsibilities and great rewards and offers one an enriching platform to grow and develop oneself.
