Create innovative publicity programs that will increase awareness and positive perception of the resort, its spa, culinary programs, services, and personnel. Programs should address specific needs as outlined in the marketing plan and capitalize on unexpected opportunities as they arise.Maximize opportunities for publicity in all media through careful research and targeted editorial pitch plan, focused on key feeder markets for both the group and leisure segments. Maintain professional relationships with media to support achieving the goals outlined in the PR plan, including the distribution of targeted media releases, media kits, pitches, and other PR related material.Assist in the development and execution of an annual PR plan as an integral part of hotel marketing plan, based on guidelines given in the annual plan instructions, including a PR roadmap, segment strategies, and key PR initiatives.Utilize all available electronic marketing tools to increase exposure to all available outlets, including the development of an eNewsletter; oversight of E-Mail broadcasts; Customized Mini-Sites; and all related electronic opportunities. Maintain current image library and video footage to maximize media coverage.Ensure that all resort promotions, advertising, direct mail pieces, and collateral are in keeping with Jumeirah image and reflect the highest level of professionalism in content and presentation.Develop and execute a fully integrated communications plan based on commercial objectives and aligned with sales plan including PR and Marketing Communications, E-Commerce and Social media with the guidance of Director of Sales and Marketing.Identify potential sponsorship and promotional opportunities for resort.Corporate Social Responsibility – developing and executing the CSR strategy for the property, based on brand’s overall CSR strategy.Write interesting, impactful and effective press releases; prepare information for media kits and related materials.