Head of Marketing and CRM

MARKETING MANAGER

About Rocco Forte Hotels

Founded in 1996 by Sir Rocco Forte and his sister, Lady Olga Polizzi, Rocco Forte Hotels is a family-led collection of 14 distinctive hotels, resorts, luxury serviced apartments and residences located in some of Europe’s most iconic destinations. Each property is a landmark, combining local culture and architectural grandeur in exceptional locations, from Rome to Edinburgh and Sicily to Munich. With a prime location overlooking Via della Spiga, renowned for its luxury boutiques, and just steps from Via Montenapoleone, The Carlton aims to be the new hub of the fashion district.

We are seeking a dynamic and creative Marketing Manager to lead all marketing activity for the Hotel Savoy in Florence. This is a unique opportunity to shape the positioning of a Rocco Forte hotel in a key luxury market, building awareness, demand, loyalty, and reputation from the ground up. As the on-property marketing lead, you will take full ownership of the hotel’s marketing strategy and execution, ensuring alignment with Rocco Forte brand guidelines while bringing the property’s unique identity to life across all channels. This role requires a hands-on, entrepreneurial mindset, combining strategic thinking with strong execution to deliver measurable commercial impact.

Reporting to the General Manager and Regional Marketing Director, you will drive brand visibility, guest engagement, and revenue performance through integrated and innovative marketing initiatives. You will play a key role in defining the hotel’s voice, storytelling, and positioning within the luxury landscape, ensuring it stands out in a highly competitive market.

Marketing Strategy & Positioning

• Develop and execute a clear, data-driven marketing strategy to position the hotel as a leading luxury destination in both local and international markets.
• Define priority target segments (leisure, corporate, HNWI, travel trade) and tailor strategies accordingly.
• Ensure brand consistency while elevating the hotel’s unique identity and storytelling.

Design and implement a robust guest acquisition plan across local and key feeder markets.

• Drive direct revenue through performance marketing (SEO, SEM, paid media, metasearch).
• CRM, Retention & Loyalty
• Manage and optimise CRM programmes across the guest lifecycle (pre-, in-, and post-stay).
• Grow engagement and contribution of Rocco Forte Friends (Guest recognition programme).
• Content, Brand & Storytelling
• Lead the content strategy across all channels, ensuring a consistent and premium brand image.
• Oversee production of all creative assets (photography, video, copy).
• Ensure strong storytelling across digital, CRM, PR, and on-property touchpoints.

Digital & Online Presence

• Own and optimise the hotel’s digital ecosystem (website, SEO, UX, conversion).
• Manage presence across all key platforms (Google, OTAs, social media, luxury networks).
• F&B, Spa & Ancillary Revenue Marketing
• Develop 360° marketing plans to position F&B outlets and Spa as local destinations.
• Manage press visits, influencer stays, and brand collaborations.

Campaign Planning & Execution

• Plan and execute integrated campaigns (launch, seasonal, tactical).
• Track performance and optimise based on clear KPIs, ROI, and revenue contribution.

Manage the marketing budget with a strong focus on ROI.

- Work closely with Revenue, Sales, Operations, and Regional teams to align on commercial goals.

3–5 years’ experience in a similar role within luxury hospitality or a premium lifestyle brand.

• Strong knowledge of the Milan market, with the ability to leverage local insights and networks.
• Solid expertise in digital marketing, content, and campaign management.
• Experience in CRM and lifecycle marketing (B2C & B2B); Adobe Campaign experience is a plus.
• Strong brand sensibility and storytelling skills, with attention to detail and a luxury mindset.
• Strong networking and partnership-building skills.
• Data-driven, comfortable using KPIs and insights to optimise performance.
• This is a rare opportunity to take full ownership of marketing for a newly launched Carlton Milan hotel and make a lasting impact on its success. Permanent contract according to C.Ongoing training and development (hard and soft skills) specific to your role and department.
• Inclusive and flexible environment: BenefitHub portal with discounts on all products, flexible hours, and time management.
• Opportunity to stay in one of our hotels at a reduced rate (35€ per night) upon reaching 6 working months. Free access to the canteen for meals during shifts.
• Please apply forwarding your CV with full details and enclose the approval to process the personal data according to local privacy laws and standards (d.lgs.