Lead sales and marketing for a luxury coastal resort, combining commercial strategy, digital innovation and a hands-on approach in a small, supportive team.

About Us

Smiths Beach Resort is an independently owned and operated luxury resort in the stunning Margaret River region and a proud member of Small Luxury Hotels of the World. We are passionate about exceptional service, understated luxury and creating memorable guest experiences.

About the Role

We are seeking an experienced Sales & Marketing Manager to strengthen our brand, grow profitable revenue and build lasting relationships with guests and industry partners.

Reporting to the Resort Manager and working closely with the Company Director on strategic priorities, you will lead and deliver the resort’s sales, marketing and communications activities. Your focus will include attracting new business, increasing direct and repeat bookings, and generating demand during quieter periods while protecting our luxury positioning.

You will also help evolve our approach as technology, travel behaviour and marketing channels change. This includes identifying practical uses for AI and automation, strengthening our social media presence and testing new strategies that deliver measurable business results.

We are a small team, and this is a hands-on role. Alongside planning and leadership, you will actively deliver campaigns, meet clients, host familiarisations and support colleagues. At times, this includes assisting Guest Services with guest enquiries, arrivals and day-to-day service during busy periods or team absences. You will enjoy being visible around the resort and contributing wherever practical support is needed.

Key Responsibilities

Sales and commercial performance

- Develop and implement an annual sales, marketing and communications plan aligned with the resort’s budget, revenue targets and brand positioning.
- Drive new business and grow key accounts across leisure, trade, corporate and suitable group and conference markets.
- Undertake proactive sales activity, including client meetings, sales calls, site inspections, proposals and follow-up to convert opportunities into confirmed bookings.
- Negotiate commercial agreements within approved parameters and coordinate clear handovers to Reservations and operational teams.
- Build relationships with luxury travel advisers, travel agents, wholesalers, inbound tour operators and tourism partners.
- Make effective use of the resort’s Small Luxury Hotels of the World relationship and relevant sales and marketing opportunities.
- Work closely with the Resort Manager and Reservations team to align campaigns and sales activity with pricing, availability, booking trends and seasonal demand.

Marketing, social media and brand





- Plan and deliver campaigns across digital and traditional channels to generate bookings and strengthen brand awareness.
- Lead the resort’s social media strategy across Meta platforms, including Facebook and Instagram, as well as YouTube, TikTok and other relevant channels, prioritising activity according to audience, brand suitability and commercial return.
- Develop and manage a content calendar incorporating photography, short-form video, storytelling and seasonal campaigns, creating content directly and coordinating external support where needed.
- Manage social community engagement and relevant creator partnerships, ensuring timely responses and a consistent luxury brand voice.
- Manage website content, email marketing and collateral, maintaining accurate information and high presentation standards.
- Oversee SEO, paid search, paid social campaigns and website conversion improvements, working with external specialists where appropriate.
- Track channel performance from audience engagement through to enquiries and bookings, using insights to refine content and advertising investment.
- Develop guest database marketing initiatives that encourage repeat stays and direct bookings.
- Coordinate media and trade familiarisations, destination partnerships and relationships with creative suppliers.
- Use guest feedback and market insights to inform communications, offers and improvements to the guest experience.

AI, innovation and changing market opportunities

- Identify, assess and implement practical AI and automation tools that improve marketing productivity, campaign analysis, customer communications and sales follow-up.
- Monitor changes in how travellers discover, research and book accommodation, including AI-assisted search, social media and emerging distribution channels.
- Develop and test new marketing and sales approaches, with clear objectives, budgets and measures of success.
- Work with relevant specialists to strengthen the resort’s visibility across traditional search and emerging AI-driven discovery channels.
- Maintain human review of AI-assisted content and communications, ensuring accuracy, guest privacy and consistency with the resort’s brand and service standards.
- Share useful tools and insights with colleagues and support the adoption of effective recent ways of working.

Leadership and teamwork





- Lead and support the sales team, including the Business Development Manager – Leisure and the Groups Services Manager, with clear priorities, targets and regular coaching.
- Prepare and manage the sales and marketing budget, monitor expenditure and report on sales results, campaign performance and return on investment.
- Maintain an active sales pipeline and recommend actions based on market trends, competitor activity and business performance.
- Work collaboratively with all resort departments and provide practical assistance to Guest Services and other colleagues when required.

About You

You combine commercial judgement with creativity, curiosity and a genuine commitment to hospitality. You are comfortable developing strategy, delivering the work yourself and helping colleagues in a small resort environment.

You will bring

- At least five years’ relevant sales and marketing experience, with hospitality, tourism or premium travel experience strongly preferred.
- Demonstrated success in generating business, growing revenue and delivering effective marketing campaigns.
- An understanding of hotel sales channels, luxury service standards and premium guest expectations.
- Strong relationship-building, negotiation, account management and communication skills.
- Practical experience managing social media content, community engagement and paid campaigns, with an understanding of Facebook, Instagram, YouTube and TikTok.
- Confidence developing engaging visual and video content suited to different audiences and platforms.
- Experience using AI tools and marketing automation, with sound judgement about where they add value and when human oversight is needed.
- The ability to interpret data, identify changing customer behaviour and turn insights into practical commercial strategies.
- Confidence managing email marketing, website content and analytics; familiarity with Meta Business Suite, Canva, Adobe InDesign, WordPress and Google Analytics would be advantageous.
- Experience leading people, managing suppliers and working collaboratively across departments.
- Strong organisational skills and the ability to balance strategic priorities with daily operational needs.
- A relevant qualification in Marketing, Communications, Business or Hospitality, or equivalent demonstrated experience.
- A current driver’s licence and willingness to obtain a police clearance as part of the recruitment process.
- A passion for luxury travel, guest service and the Margaret River region.

This role is based on-site and involves travel for sales activity and industry events, with occasional evening or weekend commitments for hosting and resort requirements.

📌 Sales & Marketing Manager (Western Australia)
🏢 Smiths Beach Resort a Small Luxury Hotel of the World
📍 Western Australia