Position Summary
The Marketing Manager – B2B & General Marketing is responsible for developing and executing marketing strategies to strengthen the brand, increase market awareness, generate qualified business opportunities, and support the commercial growth of Masagi Hospitality.
The position will focus on both B2B marketing and partnerships as well as general marketing activities, including brand development, digital marketing, content, campaigns, promotions, events, and market outreach.
The Marketing Manager is expected to work closely with Management, Sales, Operations, and external partners to ensure that all marketing activities are aligned with the company's business objectives and brand positioning.
Key Responsibilities
Marketing Strategy & Planning
- Develop and implement annual and monthly marketing strategies for Masagi Hospitality and its individual properties/business units.
- Develop marketing plans based on business objectives, target markets, guest profiles, occupancy targets, revenue targets, and development priorities.
- Identify target customer segments and develop appropriate marketing approaches for each segment.
- Conduct market research and monitor industry trends, competitors, customer behavior, and emerging marketing opportunities.
- Develop marketing calendars covering campaigns, content, promotions, events, partnerships, and other marketing activities.
- Prepare marketing budgets and monitor marketing expenditure in coordination with Management.
- Evaluate marketing performance and recommend improvements based on measurable results.
B2B Marketing & Partnership Development
- Develop and maintain relationships with B2B partners, including travel agencies, tour operators, corporate companies, event organizers, wedding planners, property agencies, travel platforms, lifestyle brands, and other relevant business partners.
- Identify and approach potential strategic partners that can generate guests, bookings, sales, events, or other commercial opportunities for Masagi Hospitality.
- Develop partnership proposals, collaboration packages, promotional programs, and commercial campaigns with potential partners.
- Negotiate marketing collaboration opportunities and coordinate partnership terms with Management.
- Build and maintain a structured database of B2B partners and potential business accounts.
- Develop corporate and group booking opportunities through direct B2B outreach.
- Establish partnerships with local and international travel networks, communities, agencies, and hospitality-related businesses.
- Monitor the performance and commercial contribution of each major partnership.
- Maintain regular communication and follow-up with existing and prospective partners.
- Coordinate with Sales and Operations to ensure that partnership commitments are properly implemented.
Brand Marketing & Brand Management
- Develop and maintain a consistent brand identity for Masagi Hospitality and its properties.
- Ensure that all marketing materials, communication channels, promotional campaigns, and public-facing content follow established brand guidelines.
- Develop brand positioning and marketing messages for different properties, destinations, and target markets.
- Strengthen Masagi Hospitality's visibility and reputation within the hospitality, tourism, lifestyle, and investment-related markets.
- Coordinate the development of brochures, presentations, promotional materials, property profiles, company profiles, and other marketing collateral.
- Ensure that all public-facing information about the company and its properties is accurate, professional, and up to date.
Digital Marketing & Social Media
- Develop and execute digital marketing strategies across relevant platforms.
- Manage and optimize the company's social media presence, including Instagram, Facebook, TikTok, LinkedIn, Google Business Profile, and other relevant platforms.
- Develop monthly content plans and coordinate content production with internal teams, photographers, videographers, designers, and external agencies.
- Manage digital advertising campaigns when required, including Meta Ads, Google Ads, TikTok Ads, and other relevant platforms.
- Monitor digital campaign performance, including reach, engagement, traffic, leads, inquiries, and conversions.
- Improve the company's digital presence and online visibility through appropriate SEO, content marketing, and digital campaigns.
- Monitor online reviews, comments, and customer feedback and coordinate appropriate responses with the relevant teams.
Content & Creative Marketing
- Develop marketing concepts, campaign ideas, promotional messages, and content themes for Masagi Hospitality and its properties.
- Coordinate the production of photos, videos, social media content, promotional materials, and other marketing assets.
- Work with creative teams and external vendors to ensure high-quality marketing output.
- Develop storytelling and destination-focused content that communicates the unique value of each property.
- Ensure marketing content is relevant to the target audience and aligned with the company's brand positioning.
- Support the creation of sales decks, partnership presentations, media kits, and promotional proposals.
Campaign & Promotional Activities
- Plan and execute marketing campaigns to increase awareness, inquiries, bookings, occupancy, and revenue.
- Develop promotional campaigns for specific seasons, holidays, events, packages, and business objectives.
- Coordinate with Operations, Sales, and Revenue Management to ensure promotions are commercially viable and operationally executable.
- Monitor campaign performance and calculate relevant marketing KPIs and return on marketing investment.
- Develop targeted campaigns for specific customer segments, including domestic travelers, international tourists, corporate clients, groups, families, and other relevant segments.
- Support the launch and marketing of new properties, facilities, products, and hospitality experiences.
Events, PR & Community Marketing
- Develop and coordinate marketing activities involving events, community engagement, activations, and promotional events.
- Identify opportunities for Masagi Hospitality to participate in relevant tourism, hospitality, business, lifestyle, and networking events.
- Build relationships with media, influencers, KOLs, communities, tourism organizations, and relevant industry stakeholders.
- Coordinate PR activities and media exposure in collaboration with Management or external PR agencies.
- Support press visits, media stays, influencer visits, property showcases, and other promotional activities.
- Measure the effectiveness of event and PR activities based on relevant business and marketing outcomes.
Lead Generation & Commercial Support
- Develop marketing initiatives that generate qualified leads and business opportunities for the Sales and Commercial teams.
- Support the Sales team with marketing materials, presentations, campaigns, promotional offers, and lead-generation activities.
- Develop lead-generation channels through digital marketing, B2B partnerships, events, communities, and direct outreach.
- Track marketing-generated leads and coordinate with Sales to monitor lead conversion.
- Maintain a clear distinction between marketing-generated leads and direct sales activities while ensuring effective coordination between both functions.
- Provide Management with insights regarding customer behavior, market demand, and potential new business opportunities.
Marketing Analytics & Reporting
- Establish and monitor key marketing performance indicators across different channels and campaigns.
- Prepare monthly marketing performance reports for Management.
- Monitor metrics including brand reach, engagement, website traffic, leads, conversion rates, campaign performance, partnership contribution, and customer acquisition costs where applicable.
- Analyze marketing performance and identify areas for improvement.
- Track marketing budgets and ensure spending is aligned with approved plans.
- Provide data-driven recommendations to Management regarding marketing strategy and resource allocation.
Team & External Vendor Management
- Manage and coordinate internal marketing personnel and external marketing partners where applicable.
- Coordinate with designers, photographers, videographers, advertising agencies, PR agencies, influencers, KOLs, and other marketing vendors.
- Prepare clear briefs and ensure external partners deliver according to agreed timelines and quality standards.
- Monitor vendor performance and marketing-related costs.
- Build an efficient marketing workflow between Management, Operations, Sales, and external partners.
Work Location & Working Arrangement
- The position operates under a hybrid working arrangement, with regular on-site presence at Masagi Hospitality's properties and operational locations as required.
- The Marketing Manager may be required to visit the Waterpark, Restaurant, Cottage, Resort, Villa, or other properties to conduct marketing activities, content production, partner visits, events, and inspections.
- Working schedules may include weekends, public holidays, evenings, or other flexible hours when required for events, campaigns, content production, or business activities.
- The Marketing Manager is expected to remain accessible during working hours and maintain effective communication with Management and relevant teams.
- Travel between properties or to external partner locations may be required depending on business needs.
Targets & Key Performance Indicators (KPIs)
- Marketing plans and campaigns are developed and executed according to the approved schedule and business objectives.
- Consistent growth in brand awareness and digital presence across relevant channels.
- Achievement of agreed marketing-generated leads and qualified business opportunities.
- Development and maintenance of productive B2B partnerships.
- Growth in qualified inquiries, bookings, corporate accounts, group business, or other measurable commercial opportunities generated through marketing activities.
- Marketing campaigns achieve agreed performance targets for reach, engagement, leads, conversion, or revenue contribution.
- Marketing expenditure remains within the approved budget unless otherwise authorized by Management.
- Marketing reports are submitted accurately and on time.
- Marketing content and brand communication consistently meet Masagi Hospitality's quality and brand standards.
- Effective coordination between Marketing, Sales, Operations, and external partners.
- Continuous improvement of marketing performance based on data, market feedback, and campaign results.
General Qualifications
- Minimum Bachelor's degree (S1) in Marketing, Business, Communications, Hospitality, Tourism, or a related field.
- Minimum 3–5 years of relevant experience in marketing, preferably within hospitality, tourism, real estate, F&B, lifestyle, or related industries.
- Experience in B2B marketing, partnership development, digital marketing, or hospitality marketing is strongly preferred.
- Strong understanding of digital marketing, social media, content marketing, branding, and campaign management.
- Experience developing and managing B2B partnerships and commercial collaborations.
- Strong communication, negotiation, presentation, and relationship-building skills.
- Good understanding of marketing analytics and performance measurement.
- Proficient in Microsoft Office, Google Workspace, and relevant digital marketing tools.
- Familiarity with social media management, advertising platforms, CRM systems, analytics tools, and content management platforms is an advantage.
- Strong written and verbal communication skills in English and Bahasa Indonesia.
- Creative, proactive, commercially minded, and results-oriented.
- Strong organizational and project management skills.
- Able to manage multiple campaigns, partnerships, and priorities simultaneously.
- Able to work independently while effectively coordinating with Management and cross-functional teams.
- Willing to travel between Masagi Hospitality properties and attend external meetings, events, and partner activities when required.