JOB SUMMARY
The Corporate Director of E-Commerce & Digital Marketing is responsible for setting and driving the strategic direction of the digital practice within Capella Hotel Group, with a focus on enhancing the guest experience on the online digital platforms. This role will lead the development of innovative digital channel initiatives to drive all online booking performance and guest loyalty, while synchronizing global efforts across brand, communications, revenue and distribution strategies.
THE ROLE
- Develop the group’s strategic direction into digitisation and personalisation, with goal of driving direct revenue performance and guest loyalty to our hotels.
- Identify and evaluate evolving customer expectations and industry trends and integrate into the group’s digitisation strategies.
- Build understanding of the Capella and Patina guest profiles; feeding into the development of the group’s CRM approach, influencing cross functional adoption of guest personalisation strategies to improve guest loyalty.
- Manage Capella and Patina Brand website’s enhancement lifecycle.
- Responsible for overall financial performance of our group’s digital channels
- Oversee group’s digital commercial marketing activities with hotels and affiliation partners
- Orchestrate cross functional projects within the group that involves the enhancement digital guest experience
- Create digital platform solutions, leveraging both internal assets and strategic 3rd party partnerships
- Ensuring Capella Hotel Group’s digital presence across multiple markets meets localisation needs and aligned with the group’s brand and communications strategies.
- Oversee hotels’ e-commerce strategy, provide support and guide property Marketing/E-Commerce to build strong performance marketing strategy.
- Groom and build talent pipeline at property level.
- Responsible for driving the following channels’ performance:
- Group’s owned channels
- OTA
- GDS
- Online Commercial/Partnership/Strategic Alliances Marketing
- CRM on owned and third-party partner channels
- Loyalty
TALENT PROFILE
- 10 + years of related experience in travel/digital marketing
- 5 + years of managerial or supervisory experience
- Strong commercial and analytical skills with the ability to drive business performance
- Ability to influence and effectively communicate with multiple senior stakeholders
- Excellent communication and presentation skills
- Proficient in reviewing data and developing actionable insights
- Strong project management leadership and interpersonal capabilities
- Experience in leading vendor relationships
- Experience in marketing in China market
- Prior experience in managing PPC campaigns and using Google Analytics.
