Background
I worked with the Kigali Marriott as its Marketing and Communications Manager in its inaugural year.
Actions
My responsibilities included identifying target audiences and key stakeholders; creating the yearly marketing and communications plan for the property; crafting campaigns for awareness building; producing public-facing collateral such as digital imagery, videos, and promotional materials; and overseeing the social media presence of the hotel.
Impact
- Devised the overall marketing and communications strategy for the property – both online and offline
- Optimised Kigali Marriott’s presence on third party sites such as TripAdvisor and Booking.com, driving the property to #1 in traveller rankings in this period
- Crafted and distributed monthly email newsletters with an average open rate of 27%
- Opened the property’s social media channels, particularly Instagram where the audience base shifted
- Created two sell-out events featuring international and local musical artists
- Launched an internal magazine for in-room guests and restaurant patrons
