The Director of eCommerce & Distribution will lead the online commercial and distribution strategy for a defined destination within the Minor Hotels Asia region. This role is responsible for driving direct digital share, optimizing online revenue performance, and strengthening distribution partnerships across all hotels within the assigned destination. Acting as a strategic partner to hotel teams, Commercial Leaders, and Corporate stakeholders, the Director ensures that eCommerce and distribution strategies are effectively executed to maximize profitability, online visibility, and channel efficiency.
Commercial & Strategic Leadership
- Develop and execute destination-level eCommerce and distribution strategies to maximize online revenue and profitability.
- Monitor and analyze digital performance metrics (website, OTA, metasearch, etc.) to identify opportunities for growth and improvement.
- Partner with Commercial and Marketing teams to ensure alignment with brand positioning, pricing, and promotional strategies.
- Drive initiatives that enhance direct booking share and optimize channel mix for long-term sustainable growth.
Distribution Management
- Oversee all online distribution channels, ensuring rate parity, content accuracy, and optimal visibility across OTAs, GDS, and metasearch platforms.
- Connect, manage, and maintain strong relationships with OTAs and key distribution partners at both property and destination level to strengthen collaboration and performance.
- Work closely with Revenue Management team and Distribution teams to ensure efficient system connectivity, setup, and troubleshooting.
- Evaluate and lead negotiations for key OTA partnerships to ensure balanced contribution and profitability.
Digital Performance & Optimization
- Collaborate with the Corporate Digital team to execute SEO, SEM, display, and metasearch campaigns that strengthen destination visibility and drive direct digital share.
- Manage and maintain relationships with media agencies to ensure effective execution, performance tracking, and ROI optimization for paid media activities.
- Review and optimize performance of brand.com and third-party platforms to improve conversion and the overall online user experience.
- Support the rollout and adoption of new digital tools, booking engines, and eCommerce technologies to drive efficiency and conversion.
Stakeholder & Team Engagement
- Provide guidance and training to eCommerce teams.
- Collaborate closely with Regional Commercial teams to align eCommerce initiatives with overall business goals.
- Represent the destination in regional and corporate meetings, sharing best practices, results, and innovation opportunities.
Reporting & Analysis
- Deliver monthly and quarterly performance reports highlighting digital revenue, direct share growth, ROI, and key insights.
- Maintain strong oversight of rate parity, distribution costs, and conversion metrics to support data-driven commercial decisions.
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KPI Performance Measurement & Optimization:
- Define and track KPIs to measure the success of destination and hotel-level digital campaigns, with a strong focus on increasing direct digital share.
- Leverage data analytics to refine media and distribution strategies, enhance customer experience, and drive continuous revenue growth.
- Ensure all campaigns meet or exceed established targets, adjusting tactics as necessary to optimize results.
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Team Guidance & Cross-Functional Collaboration:
- Lead collaboration across Sales, Marketing, Product, and Operations to ensure unified commercial execution.
- Foster a culture of innovation, agility, and accountability across teams.
- Work closely with destination leadership teams to align eCommerce strategies with broader business objectives.
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Budget & Forecasting:
- Develop and manage the eCommerce and distribution budget for the destination, ensuring efficient resource allocation across digital marketing, media partnerships, and technology.
- Oversee media agency partnerships to ensure cost efficiency, accountability, and alignment with commercial objectives.
- Lead forecasting of eCommerce and digital revenue performance to support financial and growth targets.
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Operational Excellence & Ecommerce Optimization:
- Continuously enhance eCommerce platforms to improve conversion rates, engagement, and booking efficiency.
- Monitor and address website performance, content accuracy, and booking flow optimization.
- Recommend innovative tools, platforms, and technologies to improve operational efficiency and customer experience.