Brand & Communications Manager

Choice Hotel Group; Dublin; Hybrid; EUR 75,000 - 110,000; Full time

Benefits offered by this job

Hotel discounts

Development programmes

Growth opportunities

Job summary

Choice Hotel Group is seeking a dynamic Brand & Communications Manager to lead brand strategy and communications across its five-hotel portfolio in Ireland. You will protect and evolve brand identity while delivering strategic campaigns that drive revenue, guest engagement, and business objectives.

Reporting to the Head of Marketing and working with a cross-functional team, you will manage brand guidelines, oversee PR and partnerships, and ensure alignment with budgets and KPI targets.

Qualifications

• Bachelor’s degree in Marketing, Communications, PR, or a related discipline.
• Experience in brand strategy and communications with revenue impact.
• Ability to manage budgets, KPIs, and multi-channel campaigns.

Responsibilities

• Act as brand guardian across all hotel brands, ensuring consistency in tone, visual identity, and guest messaging.
• Develop and implement brand strategies aligned with budgets, revenue targets, and growth objectives.
• Lead brand positioning across the portfolio while maintaining each property’s identity.
• Oversee brand guidelines, assets, and communication standards for internal and external stakeholders.
• Direct PR, media relations, influencer engagement, and partnerships to enhance brand equity.
• Collaborate with revenue, sales, and finance to align marketing with pricing and occupancy goals.

Skills

Brand strategy

Campaign planning

Stakeholder engagement

Leadership

Commercial acumen

Education

Bachelor's degree in Marketing/Communications/PR

Tools

CRM systems

PMS

Marketing automation

Campaign management tools

Analytics platforms

Social media tools

Job description

We are an Irish-owned hospitality group with a growing portfolio of five unique hotels across Ireland. Our dynamic team is passionate about creating memorable guest experiences and shaping the future of Irish hospitality.

It’s an exciting time to join our group as we continue to grow and evolve. We offer a collaborative, supportive culture where creativity and ambition are encouraged — and where your career can thrive.

Enjoy a range of benefits including:

• Hotel discounts across Ireland and abroad
• Access to trainee management and development programmes
• Opportunities to grow within a fast-paced, forward-thinking team

At Choice Hotel Group, people are at the heart of everything we do — our guests, our teams, and our partners. Come be part of our story.

Brand & Communications Manager

About this role

We are seeking a dynamic and commercially minded Brand & Communications Manager to lead brand strategy and communications across a portfolio of hotels under a unified umbrella brand. Each property has its own distinct identity, and this role is critical in ensuring brand consistency while driving revenue through targeted, high-impact campaigns. Reporting to the Head of Marketing and working closely with a cross-functional team, the Brand & Communications Manager will deliver compelling communications that resonate with both domestic and international audiences.

Our Brand and Communications Manager will protect and evolve the brand identity across all hotels, while delivering strategic communications that drive revenue, enhance guest engagement, and support business objectives. This role will be accountable for campaign performance, stakeholder reporting, and alignment with commercial KPIs.

• Act as brand guardian across all hotel brands, ensuring consistency in tone, visual identity, and guest messaging.
• Develop, refine, and implement brand strategies that align with yearly budgets, revenue targets, and long-term growth objectives.
• Manage brand positioning across the portfolio, ensuring each property retains its unique identity while contributing to the group’s overall strategy.
• Lead the creation and ongoing management of brand guidelines, assets, and communication standards to support internal teams and external partners.
• Continuously monitor market trends, competitor activity, and guest insights to adapt and strengthen brand positioning.
• Campaign Planning & Execution
• Lead the development, execution, and optimisation of integrated marketing campaigns across email, SMS, digital, print, PR, and broadcast channels.
• Ensure all campaigns are strategically aligned to business goals, seasonal demand drivers, and revenue budgets.
• Oversee guest communications at every stage of the customer journey, ensuring personalisation, relevance, and alignment with commercial objectives.
• Direct PR and media activity, including influencer partnerships, content collaborations, and reputation management.
• Work closely with revenue and sales teams to align marketing activity with pricing, promotions, and occupancy goals.
• Revenue & Performance Accountability
• Own accountability for the performance of brand and communications activity against defined budgets, KPIs, and revenue targets.
• Track, analyse, and report on campaign ROI, conversion rates, engagement metrics, and overall impact on revenue performance.
• Apply data-driven insights to adjust strategies, ensuring all activity contributes effectively to meeting or exceeding yearly commercial targets.
• Partner with finance and senior leadership to ensure marketing investments are aligned with budget expectations and deliver measurable returns.
• Stakeholder Engagement & Reporting
• Act as the key liaison between the central marketing function, hotel general managers, and senior leadership teams.
• Provide clear, compelling updates and recommendations through regular reports and presentations to stakeholders.
• Ensure transparency in budget management, spend efficiency, and performance outcomes.
• Collaborate with cross-functional teams (operations, sales, revenue, digital) to ensure alignment on shared goals.
• Events, Trade Shows & Partnerships
• Oversee the planning and execution of brand activations, trade shows, and promotional events that enhance brand visibility and support revenue targets.
• Support the sales team in maximising exposure and commercial opportunities at key industry events.
• Build and nurture partnerships with local businesses, tourism bodies, influencers, and media to strengthen brand reach and drive incremental revenue.
• Systems, Tools & Processes
• Utilise PMS, CRM, and campaign management tools to execute, monitor, and evaluate guest communications.
• Champion the effective use of digital platforms, social media, and design software to deliver brand campaigns efficiently.
• Work closely with digital account managers, analysts, and content teams to ensure data-driven, seamless campaign delivery.
• Continuously seek process improvements to maximise efficiency, accountability, and impact of brand and communications activity.

This list is not exhaustive. As this is a senior role with direct accountability for brand performance and commercial outcomes, responsibilities will continue to evolve in line with business priorities, portfolio growth, and revenue targets.

Key Skills & Attributes

Strategic & Commercial Acumen

• Strong commercial mindset with proven ability to manage budgets, optimise spend, and deliver measurable returns on investment.
• Confident in linking brand and marketing activity directly to revenue performance and business targets.
• Skilled at balancing creative vision with commercial priorities.

Leadership & Influence

• Ability to act as a trusted advisor to senior leadership and property-level stakeholders.
• Strong influencing skills with the confidence to challenge and guide decision-making when required.
• Experience in leading cross-functional initiatives and aligning diverse stakeholders behind a shared strategy.

Brand & Campaign Expertise

• Deep understanding of brand positioning, portfolio management, and integrated marketing campaigns.
• Creative thinker with strong visual judgement and the ability to maintain brand consistency across multiple properties.
• Skilled in PR, media relations, and influencer engagement, with an eye for opportunities that enhance brand equity and commercial return.

Analytical & Performance Driven

• Comfortable using data, insights, and KPIs to evaluate campaign success and inform future strategy.
• Ability to translate complex performance data into clear, actionable recommendations for a variety of audiences.
• Results-oriented with a strong focus on accountability and continuous improvement.

Communication & Storytelling

• Exceptional written and verbal communication skills, with the ability to tailor messaging for diverse audiences.
• Confident presenter, able to deliver compelling reports and recommendations to senior leadership.
• Adept at turning insights into engaging narratives that inspire action.

Organisation & Delivery

• Highly organised with excellent project management skills; able to manage multiple campaigns, budgets, and stakeholders simultaneously.
• Strong attention to detail with the ability to balance long-term strategy and day-to-day execution.
• Proactive, solutions-oriented, and resilient in a fast-paced, evolving environment.

Technical Skills

• Proficiency in CRM systems, PMS, marketing automation platforms, and campaign management tools.
• Familiarity with analytics and reporting platforms to monitor ROI and performance.
• Competent in social media tools and design software to support campaign delivery.

Experience & Qualifications

• Bachelor’s degree in Marketing, Communications, PR, or a related discipline (Master’s degree desirable but not essential).
• 3+ years’ experience in brand, communications, or marketing roles, ideally within hospitality, lifestyle, or consumer-facing sectors.
• Proven success in managing brand strategy and communications across multiple properties or business units, with clear links to revenue performance.
• Demonstrated experience in owning and managing marketing budgets, with accountability for delivering measurable returns on investment.
• Track record of planning, delivering, and optimising integrated campaigns across multiple channels (digital, CRM, PR, print, and experiential).
• Experience in stakeholder engagement and senior reporting, including presenting commercial and performance updates to leadership.
• Strong working knowledge of guest communication platforms, CRM systems, PMS, and digital marketing tools.
• Experience in media relations, influencer engagement, and event management, with an ability to measure the impact of these activities on brand and revenue.
• Prior experience in hospitality or multi-brand portfolio environments is highly advantageous.