eCommerce & Digital Strategy Manager

SCOPE
The overall scope of the position is to manage the hotel’s website and position it as the priority channel of electronic distribution, manage the hotel’s online platforms and digital media campaigns and optimise the hotel’s overall digital presence.

OVERALL OBJECTIVES
• Ensure the accuracy of property content and presentation on all digital platforms, as well as third-party portals and websites where the hotel is listed and distributes inventory.
• Report, analyse and act upon brand.com statistics and constantly come up with strategies to enhance performance and Key Performance Indicators (KPIs).
• Responsible for reaching the targeted website sales and revenue share.
• Optimise the traffic acquisition strategy and conversion rate.
• Ensure consistent brand delivery through social and digital channels in line with corporate guidelines.
• Support the implementation of the strategies and projects of the brand and its regional and corporate offices.
• Take ownership of the hotel’s presence online and its representation across all digital platforms.

Key Responsibilities

1. Brand.com
• Analyse website user behaviours, site performance, traffic, source of referrals, etc., and act accordingly.
• Ensure website content (pictures and text) is always up to date in all languages available, according to corporate standards and as per the CMS and content guidelines (on Kempinski.com and gha.com).
• Monitor and assist the Revenue Manager/Director in ensuring rate parity throughout all electronic distribution channels.
• Liaise with the regional and corporate offices for deploying website enhancements and functionality upgrades.
• Review and maintain rate and room type descriptions in correspondent systems (e.g. translations, images, etc.) in coordination with the Revenue Director/Manager.
• Support and liaise with various departments to ensure optimal content delivery (PR, F&B, Marketing, Sales).
• Create and implement promotional content for special offers and packages in coordination with the hotel’s Marketing and Revenue Managers.
• Enhance brand.com revenue share YoY.
• Drive brand.com sales, including Add-Ons, and uplift revenue YoY.
• Uplift brand.com KPIs, including but not limited to Bounce Rate, Conversion Rate, Traffic, Revenue, etc.

2. Website Analytics
• Analyse website user behaviours, site performance, traffic, source of referrals, etc., and act accordingly.
• Own and lead the website production and prepare action plans to enhance performance.
• Provide monthly reports on website KPI to the management team of the hotel and the regional and corporate offices as defined by the regional office.

3. Search Engine Optimisation (SEO)
• Review the ranking of the hotel website on search engines and update the hotel website with relevant search terms and adequate keyword frequency to ensure that it gets the best possible natural page rank in the languages available.
• Establish, develop and maintain a keyword matrix for the hotel and consider it when designing website content.
• Update and optimise meta titles, descriptions and image tags in all languages.
• Follow corporate guidelines for SEO content management and best practices.

4. Digital Paid Media Strategy
• Develop and implement digital marketing campaigns (Paid Search, Display, Paid Social Media, Meta Search, etc.) for the hotel in key feeder markets.
• Implement and manage the hotel’s annual advertising plan for all digital channels.
• Ensure that brand and marketing messages on electronic channels are consistent with overall marketing activities (e.g. special promotions/offers, etc.).
• Liaise with the Marketing/PR team and the creatives of media campaigns.
• Ensure proper management of the hotel’s annual online advertising budget so it is aligned with the budget guidelines.
• Own digital campaign performance and ensure profitability.
• Establish a good relationship with the media and other stakeholders.
• Report digital campaign data to senior managers and identify improvement opportunities.
• Review and monitor the hotel’s primary competition set on a regular basis online and ensure/maintain competitiveness and ‘web appeal’.
• Monitor, report and act upon brand-name hijacking that dilutes direct web revenues.
• Stay up to date with recent media technicalities and identify business opportunities.

5. Online Travel Agents
• Review and maintain the hotel representation on OTAs including content, images and review score.
• Maintain a good relationship with the OTAs Account Managers and meet along with the Revenue Director at regular intervals to discuss performance and opportunities.
• Manage the relevant OTA’s media investment such as sponsor listings etc.

6. Social Media
• Update and manage the hotel’s technical representation in relevant social media channels as per corporate policies and guidelines.
• Copywriting and visuals should be provided by the Marketing & PR team.
• Assist the Marketing/PR department in planning the content strategy and calendar of posts for the hotel’s relevant social media accounts.
• Ensure the content well represents the hotel and is in line with corporate guidelines.
• Stay up to date with social media trends and functionalities and liaise with the Marketing team accordingly.
• Monitor the hotel’s social media representation and use the online reputation management tool, maintaining a consistent representation of the brand.
• Ensure KPIs are within benchmark and as set by the regional and corporate offices.

7. eMail Marketing/Newsletters
• Formulate a newsletter strategy together with the other hotel teams (Marketing, PR, F&B, Spa, etc.).
• Prepare and send with regular frequency (minimum once a month) email newsletters to all qualified guests/individuals who have subscribed to receive the hotel’s e-newsletter.
• Ensure emails are in line with the strategy and corporate guidelines (e.g. Corporate Identity, preferred vendors and systems).
• Actively develop the hotel’s newsletter database while ensuring GDPR compliance.
• Analyse email productivity and profile segmentation.

8. Photo Optimisation
• Ensure the pictures loaded on all brand and third-party websites and social media are in accordance with corporate identity guidelines.
• Identify signature shots representing both the hotel and the brand and liaise accordingly with the marketing team.

9. Training/Education
• Participate in mandatory corporate and regional web-related trainings and brief the respective heads of departments when necessary.
• Participate in the monthly Revenue & eCommerce corporate calls.
• Stay up to date with new market trends and digital technologies.

Skills, Knowledge and Expertise

Three (3) years in a similar position within Web & Electronic Distribution or Digital Marketing.

LANGUAGE:

• Local language – excellent oral and written skills.
• English – excellent oral and written skills.
• Additional language - beneficial.
• Ability to work and communicate in a multinational environment.