Sales and Marketing Director - Référentiels des emplois

HÉBERGEMENT
ACCOMODATION
Sales and Marketing Director
Directeur commercial et marketing
M/W
Definition
The Sales and Marketing Director oversees all the sales and marketing activity for the
establishment in collaboration with the General Manager. S/he designs a strategy which is
appropriate for all the company's products by drawing up marketing plans [market analyses,
target definitions, choice of advertizing strategies] and by creating and implementing
promotional activities designed to develop the product and maximize sales. S/he manages the
sales and marketing teams.
NB : These details are provided for information purposes only. They may vary according to the size and
organizational system of the company concerned.
Extrait du Guide « Référentiels d’activités tourisme et hôtellerie
• Illustrations des emplois-types/métiers », Edition Atout France,
Janvier 2015  http://referentiel.atout-france.fr
218
HÉBERGEMENT
ACCOMODATION
Activities
Sales and Marketing Director | Directeur commercial et marketing
Management and coordination of staff
Define and manage the human resource management policy
Supervise a team
Marketing
Define and manage the marketing policy [including digital]
Analyze which tourism products need to be developed and/or develop a range of products
Activities
Create tourism products and/or develop a range of products
Design and/or participate in the creation of projects which develop local tourism
Conduct a market survey and analyze socio-economic data concerning customers and tourism
products
Set up a tourist monitoring system and a data analysis system
Commercialization
Implement the organization's commercial policy: prospect for customers, look for retail outlets,
organize networks, particularly by using digital
Contribute to the determination of prices for the sale of tourism products
Design web tools to support the commercial policy
Organize the distribution of a tourism product by incorporating the latest distribution
techniques [digital]
Visit establishments or accommodation which may be subsequently offered to customers
Delivery and production
Produce a programme of tourist activities in line with the specific requirements of a particular
target group
Showcase and promote the local heritage [touristic, historic, cultural, environmental, tangible
or intangible]
Communication
Define and manage the communication policy
Lead/design internal and external communication actions
Communicate via all information channels [including Internet and digital, etc.]
Quality, safety environment
Integrate sustainability and CSR issues into the ways in which projects and work sites
are conducted
Key skills
ighly customer-focused attitude
•H
•P
roficient in the use of information and communication technologies
•A
ware of the challenges of sustainability
•A
ble to speak, read and write one or more languages other their native language
•K
nowledgeable about issues related
to tourism and general culture
Extrait du Guide « Référentiels d’activités tourisme et hôtellerie
• Illustrations des emplois-types/métiers », Edition Atout France,
Janvier 2015  http://referentiel.atout-france.fr
ATOUT FRANCE
219