Channels:
- Ensure content on all applicable websites is up-to-date, thorough, optimized, and adheres to brand standards.
- Lead improvements for applicable websites, incorporating relevant technologies, languages, features, and optimization tools.
- Oversee Search Engine Optimization (SEO) activities with agencies to drive organic performance.
- Develop and manage an email marketing calendar, ensuring timely communications to the most updated and relevant databases.
- Collaborate with various departments to maximize online sales and marketing opportunities.
- Coordinate all online marketing activities, including promotions, third-party website promotions, and GDS, in conjunction with the Senior Director of Marketing.
Indirect Channels:
- Work with the Revenue Team to ensure optimal content, imagery, and marketing strategies on OTA/distribution sites through quarterly catch-ups with market managers.
- Oversee content updates on all applicable third-party digital platforms.
- Launch push tactical offers to in-house guests on applicable platforms.
- Paid Channels:
- Develop and monitor paid search/display campaigns to ensure constant enhancement.
- Analyze campaign returns and performance, recommending and activating budget or campaign changes as needed.
- Ensure campaigns feature relevant and updated content.
Social Media:
- Enhance the hotel's presence on owned social media accounts and select social media sites in line with corporate guidelines.
- Create and manage a social media calendar.
- Oversee social media paid campaigns, consistently driving performance metrics such as fan base engagement and leads.
- Coordinate with Quality & F&B Teams to manage guest feedback for response and/or recovery.
- Strategic Planning & Analysis:
- Develop and implement digital marketing strategies through the use of data and analytics via systems such as Google Analytics, Accor/partner platforms to achieve performance goals and align with overall business objectives.
- Collaboration with senior leadership to ensure digital strategies support overall revenue goals. Cross-departmental collaboration, especially with the revenue management, F&B, and convention teams, to ensure all digital efforts are cohesive and aligned
- Staying abreast of industry trends and emerging technologies, ensuring the hotel's digital presence remains competitive and cutting-edge.
- Conduct market research and competitive analysis to inform strategic planning.
- Utilize data and analytics to measure performance and inform decision-making.
Team Leadership & Development:
- Lead and mentor the digital marketing team, fostering a collaborative and innovative work environment.
- Provide ongoing training and development opportunities to team members.
- Set clear performance goals and conduct regular evaluations.
- Budgeting & Financial Management:
- Monitor and maintain the budget for all digital marketing campaigns, ensuring forecast accuracy.
- Gather scope and costs for budgeted items related to digital marketing.
- Plan and prepare for annual budget submission and presentation.
- Compliance & Continuous Improvement:
- Ensure compliance with hotel and department policies and procedures at all times.
- Identify and implement continuous improvement opportunities to enhance digital marketing effectiveness.
- Integrate sustainable digital practices (e.g., reducing digital carbon footprint) and accessibility standards into the digital marketing strategy.
Other Responsibilities:
- Support Quality team in digital reputation management, including handling social media crises, or any digital PR incidents.
- Assist with any other Sales & Marketing projects as requested.
- Perform other duties as assigned by the Management of the Hotel.
