Digital Marketing Manager - Aloft Bangkok

JOB SUMMARY

The Manager of eCommerce and Digital sits at the intersection between
Marriott International’s eCommerce, marketing, and global distribution
strategies. This role helps a group of properties in a region (or cluster)
effectively pull through the sales, marketing, and customer engagement
activities that help drive awareness and profitability at the property level.
This role will also manage overall activation of their property strategies
in owned and third party electronic channels (Marriott.com, multi-lingual global
sites, OTAs, meta search sites, search engines, and other eMarketing vehicles).
This role will work on behalf of properties to increase revenue, grow market
share and create a compelling experience that steers customers towards booking
on our direct online channels. The Manager of eCommerce and Digital serves as
a thought leader to their group of hotels, providing local, area,
and country-wide insight to enhance their digital experience.

To this end, he/she will be in touch with their properties on a regular basis
to make sure they are fully activated and optimized on Marriott.com
and appropriate in-language global sites. The role partners hand in hand
with their colleagues in the cluster marketing team to engage current
and would-be customers with targeted messaging that’s relevant, on-brand,
and genuinely engaging. From time to time this role also provides eCommerce
communication, training, education, reporting and analysis to digital
and marketing teams on property.

CANDIDATE PROFILE

Education and Experience

Required:

• 2-year degree from an accredited
university in eCommerce, Marketing, Business Administration or related major
and 4 years experience in the sales, marketing, digital, eCommerce or related
professional area; hospitality marketing or agency experience preferred

OR

• 4-year bachelor's degree in eCommerce, Marketing, Business
Administration or related major; 2 years experience in the sales, marketing,
digital, eCommerce or related professional area; hospitality marketing or agency
experience preferred.

CORE WORK
ACTIVITIES

Area Digital and eDistribution
Strategy Execution

• Advises hotels on appropriate on-strategy
eCommerce priorities and tactics

• Coordinates with the Area Director
of Sales and Marketing and the AP Director of eCommerce and Digital Services
to set ecommerce goals for their cluster/hotels

• Reviews hotel progress
against established goals periodically, provides reporting and analysis,
and troubleshoots performance issues

• Manages budgets for
the cluster/hotels for eCommerce activities

• Develops quarterly game
plans for Area or Cluster hotels identifying key focus for the coming months

• Collaborates closely with Vice President of Brand Marketing, Directors
of Field Marketing (DFMs), and cluster Marketing and Communication teams
to execute online Brand Marketing strategies and plans for the cluster

Digital Acquisition Marketing

• Coordinates
execution of online marketing efforts through approved agencies/vendors
and Marriott Digital Services team

• Manages Search Engine Optimization
(SEO) efforts for hotels by leveraging the Marriott Digital Services team (MDS)
or external Agencies

• Assists hotels in optimizing Paid Search
performance; engages external Agencies for supplemental Paid Search efforts if
needed

• Manages the PLUS Platform for participating hotels in
the area/cluster

• Executes online marketing activities in partnership
with hotel and cluster Marketing leaders (e.g., loading Marriott.com Hotel
Website deals, Group Deals, Group Value Dates, email marketing and affiliate
marketing)

• Assures that hotel websites on Marriott.com and global sites
are fully optimized to maximize traffic from search engines

• Identifies
hotel-specific online digital activation needs (e.g., local channels to focus
marketing efforts through)

Hotel Web Site Content
Optimization

• Conducts regular audits of Marriott.com
and individual Hotel Websites to ensure each hotel is optimized for high quality
custom images, content, links, and accurate translations; works with hotels
on corrective action where necessary

• Serves as the EPIC/Vignette
administrator for the hotel(s)

• Provides consultation to hotel digital
marketing teams in developing hotel website modules for Spa, Golf, Food &
Beverage and weddings

• Manages the pull-through and activation of key
corporate eCommerce projects (e.g., new Marriott.com Hotel Websites, new field
SEO service, and similar corporate e-services)

• Uses B2B e-tools to grow
online bookings for Group and Corporate business in cluster hotels

•
Identifies and implements efforts to drive online awareness and bookings
for hotel F&B outlets

OTAs and Meta Search Channel
Optimization

• Ensures that all hotels within their
region/cluster are participating in relevant, approved echannels

•
Regularly audits content, images, and star ratings on OTAs and Meta Search
sites, and works with hotels to make appropriate corrections

• Partners
with cluster and area marketing teams to define and execute the hotel OTA
merchandising plan(s)

• Identifies and executes hotel/cluster/area OTA
marketing and merchandising tactics as needed (e.g. Agoda newsletter, Expedia
TravelAds, etc.)

• May also co-manage soft-dollar marketing budget
for domestic OTAs with the AP eDistribution Team

• Builds strong domestic
relationships with the top 2-3 OTA partners

• Collaborates with hotel
and regional Revenue Leaders to review hotel performance on eChannels

Marketing and Communication Partnership

•
Assists in the development and execution of the cluster marketing plan (e.g.
retargeting campaign, OTA marketing, etc.)

• Develops the offer landing
page on Marriott.com for cluster offers

• Identifies and obtains
Marriott.com and OTA marketing and merchandising placements as appropriate

• Creates mini-sites for domestic segment marketing efforts where needed
(e.g. MICE or Weddings)

Opening Hotel
Support

• Collaborates with Field Marketing to develop,
recommend and execute the opening S&M plan for the hotel

• Sets up
the Marriott.com Hotel Web Site

• Activates the hotel for sale
on approved OTAs

• Shop hotel to ensure M.com and OTA rates are set up
correctly

• Work with brand marketing team to position the hotel
on digital channels

• Works with marketing and sales teams to plan
the pre-opening budget and execute the budget according to what is best for
the brand, region

• Acts as a point of contact for agencies reaching out
for information about the hotel and redirect them to the right person to speak
with

• Creates online press releases and helps with property SEO to drive
awareness to hotel

• Helps set digital sales goals for new opens
in partnership with sales and revenue management

eCommerce Communication and Training

• Uses
the eCommerce Resource guide

• Trains and educates cluster and/or
hotel-level managers on how to activate their hotel eCommerce and digital
marketing strategy

• Delivers eCommerce training, presentations,
and workshops to region, cluster and hotel-level associates and management
in partnership with cluster/regional marketing teams

• Serves
as cluster-level point-person for Marriott’s eCommerce strategy.

• Builds
solid relationships with ADSMs, GMs, cluster Marketing and Revenue Management
teams (where relevant) to raise their awareness, understanding, and motivation
to e-activate their hotels.

• Participates in regularly-scheduled global
and regional eCommerce and Marketing web conferences and calls to review
performance, share best practices, and troubleshoot issues.

• Delivers
a monthly report and newsletter, and hosts a monthly webinar, for hotels

• Develops other cluster-level eCommerce communications, as appropriate

• Stay up-to-date on and communicate industry and competitive trends, with
a focus on the domestic online travel landscape