The Director of Marketing is a dynamic and creative marketer who is able to drive the integrated marketing strategies and execution of digital media and e-Commerce activity for Mondrian Singapore Duxton. The incumbent is responsible for hotels’ marketing plans by developing digital marketing and eCommerce programs. Digital marketing efforts include: search engine marketing (including PPC and SEO), social media marketing, display advertising, email marketing and assisting with social media planning.
The incumbent will manage overall activation of the property strategies in owned, social and third - party electronic channels (Brand.com, multi-lingual global sites, OTAs, meta search sites, search engines, and other eMarketing vehicles), to effectively pull through the sales, marketing, and customer engagement activities that drive awareness, bookings and profitability.
OUR EXPECTATIONS
Managing Marketing Activities
- Be responsible for the planning and execution of content creation as well as the briefing to creative agencies (including copy writing, photo/video shootings) ensuring delivery in adherence with brand guidelines and hotel positioning.
- Drive the positioning and activation of the restaurants & bars on the local market. Work with internal and external resources to define clear positioning for each outlet that resonates under the overall hotel positioning. Develop & implement local marketing activities (including event strategy) aiming to engage with locals and increase capture ratio from in-house guests.
- Act as a Brand Champion with the hotel teams. Together with the General Manager, drive brand activation and ensure the brand experience comes alive through the hotel messaging and guest experience.
- Support sales team with the creation of marketing collateral and tactical promotions associated with the key market segments (E.g. Groups, Corporate, Suites)
- Champion the Social Media strategy and specific focus on online reputation management and guest engagement.
- Constantly monitoring and update competitive research analysis.
- Assist with all local promotional activities that support the needs of the hotel and restaurants/bars. This could include photo shoots, broadcasts, celebrity interviews, press visits and other specific events that require personal attention. Also, forge local partnerships and At Mondrian Singapore, we create a vibe that makes our guests want to live every moment more intensely.
- Review opportunities for local level promotions and sponsorships to gain recognition and beneficial status within the community.
Digital and e-Distribution Strategy Execution
- Executes appropriate on-strategy eCommerce priorities and tactics.
- Coordinates with the Director of Sales & Marketing to validate and track ecommerce goals for the hotels.
- Reviews hotel progress against established goals, provides reporting and analysis, and troubleshoots performance issues.
- Manages budgets for Digital Marketing and eCommerce activities.
- Follows and tracks progress on quarterly game plans for hotels by identifying key focus for the coming months.
- Collaborates closely with Marketing and Communication teams to execute online Brand Marketing strategies and plans for the hotel.
OTAs and Meta Search Channel Optimization
- Regularly audits content, images, and star ratings on OTAs, and execute the hotel OTA merchandising plan(s).
- Meta Search sites and works with partners to make appropriate corrections.
- Manages marketing budget for OTAs including Booking.com, Agoda Sponsored listing, CTRIP cast ads and other approved products and works closely with the Director of Revenue on this.
Marketing and Communication Partnership
- Assists in the development and execution of the hotels and destination marketing plan (e.g. retargeting campaign etc.)
- Identifies and obtain merchandising placements as appropriate.
- Creates additional modules/content/sites for domestic segment marketing efforts where needed (e.g. events).
- Assists with paid social media advertising campaigns, including setup, targeting and tracking.
- Develops offer and promotion content to aide selling through organic and paid social activities.
e-Commerce Communication and Training
- Trains and educates other team member on how to enhance the hotel eCommerce and digital marketing strategy.
- Participates in regularly schedule eCommerce and Marketing web conferences and calls to review performance, share best practices, and troubleshoot issues.
- Delivers a monthly report for hotels Management Team. o Stay up-to-date on and communicate industry and competitive trends, with a focus on the online travel landscape.
How do I deliver this?
- Tell it like it is - Authentic, honest, you mean it, sincere, true.
- Have fun and make friends - fun, energetic, whimsical, upbeat, “wink", casual. I've got your back - Accountable, responsible, makes up for own promises, knows how to take ownership, follows - thru, dependable.
- Play to win - Original, cutting edge, new, "outside the box”; open to new possibilities, different.
- Right here, right now - Attentive, detail-oriented, always focused, always in the moment, precise, owns the guest.
