SINCLAIRS HOTELS & RESORTS

Deputy General Manager — Marketing

Mumbai / Kolkata • Hybrid, travel-heavy • Full-Time • 5+ Years Experience

About SinclairsSinclairs Hotels & Resorts is one of eastern India's most established hospitality names, operating nine properties across the country's hills, plains and coastline — from Himalayan resorts to a beachfront hotel in the Andamans. The group is a listed company with a completely debt-free balance sheet and a substantial cash surplus, now in an active expansion phase alongside a deliberate transformation of how it runs: its commercial discipline, its people systems, and its technology.

Marketing is the piece of that transformation the group has never built. Nine properties in some of India's most sought-after leisure destinations, a fifty-year brand, and strong guest loyalty — but demand that still comes largely through OTAs and word of mouth rather than through a brand the group actively drives. This role exists to change that.

About the RoleYou will be the group's first senior marketing hire, with a mandate to build the marketing function from the ground up: the brand, the demand engine, the direct-booking channel, and the team. You start close to alone — with agencies, a rebuilt website, and a head-office team building the group's CRM and data — and you end with a marketing organisation that owns a growing share of the group's revenue.

This is a builder's role with a commercial spine. We measure marketing on what it does to occupancy, rate and direct-booking share, not on impressions. You will own the marketing P&L;, make the case for spend, and be held to what it returns. You will also be on the ground — in the properties, with the general managers, understanding what each destination sells and who it sells to.

Two things make this role different from a conventional hotel marketing seat. First, we want a D2C operator: someone who has acquired customers directly, owned the funnel from first touch to repeat purchase, and knows what CAC, LTV and retention look like when the business lives or dies on them. A hotel selling its own rooms direct is a D2C business, and we intend to run it like one.

Second, we want someone who will build and run marketing with AI agents doing much of the work — research, content, campaign operations, personalisation, reporting — so a small team can do what used to take a large one. If you have already put agents to work in a marketing function, this is the role to do it at scale.

We are hiring for ambition and trajectory. We want someone who has already carried real revenue responsibility in a services business, who is impatient to build something of their own, and who would rather own the whole function at a growing group than a slice of it somewhere large.

Where This Role GoesThis is the founding seat of a function that will grow with the group. The DGM title is the starting point, not the ceiling.

- Year one: brand positioning reset across the group; a D2C funnel with CAC, conversion and repeat rate measured by property; the first agent-driven marketing workflows live in content, campaign ops and reporting; first two or three hires made; agencies rationalised.
- Years two and three:



a small human team directing a much larger fleet of agents across brand, performance, content, CRM and personalisation; direct channel a major and growing share of group revenue; launch marketing for new properties owned end to end.

Progression: General Manager — Marketing and, as the estate and the function scale, Head of Marketing for the group. We hire for this role expecting to promote into it.

Key ResponsibilitiesBrand & Positioning• Define the Sinclairs brand — what it stands for, who it is for, and how each property's identity sits within it — and bring it to life consistently across every touchpoint.

- Own visual identity, tone, photography and content standards across properties, website, social, OTAs and print.

D2C Growth & Direct Bookings• Run direct bookings as a D2C business: own the full funnel from acquisition to booking to repeat stay, with CAC, conversion, LTV and retention measured by property and channel.

- Build the demand engine: performance marketing, search, social, email and CRM-driven campaigns, PR and partnerships — planned against occupancy gaps by property and season.
- Grow direct-booking share and reduce OTA dependency: own the booking journey on the rebuilt website, the offers, the loyalty and repeat-guest programmes, and the measurement behind them.
- Support sales on MICE, weddings and corporate with the collateral, campaigns and lead flow they need.

Marketing P&L; & Performance• Own the marketing budget and its allocation across properties and channels; build the case for spend and report on return.

- Set the marketing dashboard — cost per booking, direct share, channel ROI, repeat rate, review scores — and run the monthly review against it.
- Work with revenue and the general managers so marketing, pricing and inventory move together, not separately.

AI Agents & Marketing Operations• Design and run marketing as an agent-driven operation: build and orchestrate AI agents for market and competitor research, content generation and adaptation, campaign setup and optimisation, guest personalisation, review response and reporting.

- Decide what agents do, what humans do, and where a human must review; set the guardrails on brand, accuracy and guest data that keep automation safe.
- Measure the leverage — output per person, cost per campaign, speed to market — and keep pushing it.
- Work with the head-office technology team so agents run on the group's CRM and guest data rather than beside it.

Building the Team• Design the marketing organisation for a nine-property group as a small human team directing a large agent fleet; hire the people — performance, content, CRM — sequenced to what the business needs first.

- Select, brief and manage agencies and freelancers until in-house capability exists; then decide deliberately what stays outsourced.




- Set the ways of working: briefs, calendars, approvals and reporting that let a small team run a large estate.

Properties & Destinations• Travel regularly to the properties; build destination-level marketing with each general manager — what the location sells, to whom, in which season.

- Own launch marketing for new properties and major refurbishments.

Data, Systems & Guest Insight• Work with the head-office technology team on the CRM, analytics and guest data that marketing runs on; make sure every campaign feeds and uses a single guest record.

- Use guest data, reviews and market research to sharpen positioning, offers and targeting.

What We're Looking ForRequired• Has owned marketing for a services business, brand or business line with at least ₹50 crore in annual revenue — with the results to show for it. This is a firm requirement.

- Hands-on D2C experience: has acquired and retained customers directly, owned a full funnel, and managed to CAC, conversion, LTV and retention. This is a firm requirement.
- Has put AI agents or agentic workflows to work in marketing — not just used AI tools, but built or run automated, multi-step systems that do real marketing work — and can show what they produced.
- 5+ years in marketing, with experience across brand and performance; ideally from hotels or hospitality, otherwise from another services industry — travel, F&B;, healthcare, education, financial services, consumer services or similar.
- A record of growing a direct or owned channel and managing marketing spend against measurable revenue outcomes.
- Has hired, led or built a team, or clearly demonstrated the readiness to.
- Strong analytical fluency: comfortable with a P&L;, a dashboard and attribution, and honest about what marketing can and cannot claim.
- Excellent communication and brand judgement — can write a brief, read a creative and present to a board.
- Based in Mumbai or Kolkata and genuinely willing to travel regularly to the properties, including remote hill and island locations.

Strongly Valued• Hotel, resort or travel marketing experience, especially with direct-booking and loyalty programmes.

- Experience building a marketing function or team from scratch, or being an early hire in one.
- Hands-on experience with performance marketing platforms, CRM and marketing automation, and analytics tools.
- Experience building agent systems on frameworks or platforms such as Claude, OpenAI, n8n, Make or equivalent, and connecting them to marketing and CRM data.
- A D2C background in travel, hospitality, consumer subscriptions or e-commerce.
- Experience marketing leisure destinations or multi-location businesses.

Who Thrives HereAmbitious, commercial and unafraid of a blank page. You have already carried real revenue and know the difference between marketing that looks positive and marketing that fills rooms. You think in funnels and cohorts, not campaigns. You are as comfortable in a brand review as in a spreadsheet or an agent workflow, you would rather build a team than inherit one, and you want your name on the marketing function of a group that is about to grow — not a line on someone else's org chart.

📌 Deputy General Manager Marketing (Mumbai)
🏢 Sinclairs Hotels u0026 Resorts
📍 Mumbai