The scope of this job is to ensure we are competitively represented on our brand and product on all Digital channels, Online or Digital media. This role will serve the needs of the business, our guests and our colleagues by developing and implementing key distribution and eCommerce strategies to optimize all the distribution channel and advertising digital channels.
To serve the growing needs of the business and individual hotels by:
- Assist Minors Hotels long-term Digital Strategy in line with corporate initiatives.
- Ensuring optimal content of Minor Hotels and or properties as designated in all relevant electronic distribution channels.
- Assisting in establishing best practices to manage Online Travel Agents.
- Coordinating partner agencies, the execution of all eCommerce activities and assist with regional marketing strategies.
- Developing and optimizing the online content to maximise ranking/visibility of the property on various search engines and channels and on Minor.com.
- To conduct feasibility study, ROI and to suggest ways of improving ranking and revenue generation over e-channels.
- Measuring, analyzing and reporting eCommerce performances and suggesting tactics improvements and new activities.
- At Minor Hotel Group, we are proud to represent our hotel and our country to guests from all over the world. We treat our guests and our colleagues with respect, and work hard together to deliver the highest quality of service to all.
Scope and General Purpose of Job:
- Manager eCommerce & Distribution is responsible for defining the strategy and execution of digital media and ecommerce activity for the property.
- This position will support the hotel commercial strategy by developing digital marketing and Ecommerce programs. Digital marketing efforts will include: Search Engine Marketing (including PPC and SEO), Mobile Marketing, Display Advertising, Email Marketing, Social Media Advertising.
- This position will also oversee Ecommerce activity including the management of the hotelās web sites and mini-sites in line with corporate guidelines together with marketing
Key Duties and Responsibilities
Please note that this is not an exhaustive list of everything that needs to be done. Minor Hotel employees always find new ways to look after the business, their guests, and their colleagues. Within this, the key responsibilities for this position are:
Electronic Distribution
- To implement Minor Hotel long-term Electronic Distribution Strategy working in line with corporate/regional guidelines.
- To implement the global and regional strategy for online travel agents to represent hotels and to implement SOPs for various International & Regional Online Travel Agents covering commercial terms, top source and guest geography markets, content management procedures, billing & payment information, etc plus tracking procedures and connectivity issues.
- To monitor and report on the hotelsā effective use of electronic distribution tools and procedures in areas of business intelligence to maximize the competitive advantage in the marketplace.
- Manage the channel manager and interfacing of new channels in conjunction with the revenue and reservations team.
E-Commerce
- Coordinate the development of e-Commerce tactics for the property in line with corporate guidelines, including SEO, SEM campaign preparation and analysis. Advise hotel and measure and report on results.
- Implement best practice rules to optimize content (images, content, links, and accurate translations) relevancy, accuracy and performance on brand.com website and work with the Marketing & Communications team on corrective actions.
- Support the website functionality for the development and sending of consumer and trade emailing or RFP and make sure all functionalities are working properly and test the response.
- Develop measure and optimize ROI on new traffic generating channels.
E-Commerce - Hotel website management, mini-site development management, etc.
- Develop Ecommerce strategies and best practices for the hotel web site such as content management, traffic driving tactics and strategies
- Work closely with Marketing Communication team to maintain relevant and search oriented key words and is up to date and optimized
Digital Marketing Responsibilities (PPC, SEO, Social Media, Email, Mobile, etc.):
- Exhibit knowledge of CPA, CPC, CPM, e-mail buys, paid search, mobile and other conventional and unconventional internet advertising/acquisition models
- Work with and manage agency to ensure PPC and SEO plans strategically and efficiently fit each individual hotelās goals and objectives
- Drive email marketing initiatives for responsible hotels along with Marketing Communication managers. Responsible for setting up accounts with approved vendors, drive quarterly/annual activity calendar, generating quarterly performance reports and conducting regular database audits.
- Develop measure and assist in executing social media activity, which will include assisting Marketing Communication managers put together creative strategies to generate Fan Base, working with agency on tagging and monitoring social media performance using approved tools. Also be responsible to drive/evaluate business case documents put together by hotels for use of Facebook or other social media channel requests.
Total Digital Strategy (Diving all F&B, Spa, MICE and B2B Digital functions)
- To assist in the implementation of additional digital channels for F&B, Spa MICE including booking engine.
- Develop a digital advertisement strategy for F&B, Spa, MICE and digital B2B according to the global roadmap.
- Drive property level campaign for each of the outlets that have high retail value
- Ensue that F&B outlets work with the respective food aggregator of their region or developpe their own delivery methodology where possible.
- Review the conversion of RFP in website and implement strategies to help sales to be improve responsiveness.
Revenue Management and Pricing
- To assist the revenue team at each property in maximizing revenue and yield through business trend analysis, highlighting areas of opportunity in digital and distribution strategies on an ongoing basis.
- To monitor and control that the distribution through all channels is in line with Minor Hotelsā Distribution strategy and closely monitor business shifts between channels (Channel Management).
- To monitor and control that the Dynamic Pricing Strategies is adhered to and promoted with global and local distribution partners.
Project and Third Party Agency Management:
- Meet with digital and Ecommerce industry representatives (i.e. vendors, agencies, media partners to gain insight to best practices.
- Work closely with Marketing communications team for all Sales and Marketing activities over Digital and Online medium.
Technical
To be familiar with the technical set-up of all relevant distribution channels or switches