Drive and implement key strategies as developed by ATDMC for each specific hotel in the assigned portfolio, ensuring the adoption of best practices to maximize online revenue.
Support website content updates as needed to ensure hotels align with brand standards, follow best practices, and maintain accurate online information.
Ensure the hotel microsite meets brand standards and is presented accordingly, with updates made
Direct hotel teams on ongoing relevant content for business needs and user trends
Review content as communicated by the hotel to ensure it is set up correctly and meets best practices to drive bookings/leads
Monthly UX Audit on both mobile and desktop versions to ensure all pages are set correctly, and correct any issues / address 401/404/405 errors impacting site use and searchability penalties
Direct / oversee with the hotel team to manage AH.com / Brand.com / Accor App to ensure hotel content is best presented to meet Accor Audit Standards.
Review and analyse end-of-month reporting for all hotels in their portfolio, make recommendations and give feedback on performance and trends, as well as complete an end-of-month synopsis for reporting. Reporting analysis to include but not limited to:
Visitation Summary
Channel Reporting
Country of Origin
Trending Pages Analysis
Rooms Revenue Generated from D-Edge Website
Monthly SEO Overview Report and key action recommendations
Execute SEO strategies to optimize cluster websites in the required languages, following the SEO Manager's direction and the hotel's contracted scope of work.
Collaborate with the SEO Manager to develop and implement a targeted keyword strategy aimed at driving qualified traffic to the hotel microsite, aligned with the hotel's priorities.
First priority on brand name to protect against OLTA’s
Secondary priority on generic search related to hotel (ex. “Khao Lak Weddings”)
Ensure content delivered by either the hotel or ATDMC meets a Flesch reading score of 65 and above.
Communicate key strategies/updates to hotels in the portfolio based on the SEO Manager’s direction and feedback.
Guide and give feedback on the quality of onsite content including written content, images and videos, in order to driver higher engagement and conversion rates.
Review all social media content for the assigned portfolio prior to posting, providing direction and guidance on the hotel's social media strategy to maximize impressions and click-through rates to the website. Manage social media content as specified in the contract, where applicable.
Guide and mentor hotel teams to create content aligned with best practices and platform-specific 'rules of engagement,' ensuring maximum impressions and click-through rates to the sites.
Review all social media plans 2 weeks ahead to ensure posts are in line with standards and do not work against related social media algorithms, causing penalties on page including clickbait, engagement bate, share bait, monetization bait, comment bait
Assist ATDMC General Manager as needed in any crisis management on social media
Guide and give feedback on hotels paid marketing strategy based on hotels objectives (ie rooms nights/restaurant bookings/lead conversion) with the target focus on maximising performance and revenue conversion. Account Managers are to review with the Senior Digital Marketing Managers performance and identify opportunities for improvement in campaign performance on an ongoing basis. Account Managers are to ensure all advertising meets brand standards and appropriate images/video content are used. This includes:
Selection of key ad types that match the offer/objective
Review of content/recommendations to drive performance based on objective
Review performance, adapt and drive CTR to hotel microsite
Conduct A/B testing as needed/reviewing with the Senior Digital Marketing Manager
Review all ad content to ensure it is fully brand compliant (flag all non-compliant content requests with ATDMC General Manager for final approval and recommendations)
Monthly reporting on the performance to the hotel, based on the key metrics of Impressions & Reach, CPM, CTR, CPC.
Ensure monthly invoices are sent to the hotels for advertising spend by the required deadline.
To present monthly to every account in the portfolio a minimum of 3 ATDMC-qualified influencers/bloggers based on key focus areas of the hotel
To ensure hotel chatbots are updated with correct content and fully functional, managing updates with the Digital Marketing Executive responsible for chatbots. Updates to be made and live within 72 hours of hotel update requests.
To ensure each hotel in the Account Manager’s portfolio receives a minimum of three 15-second videos per month based on the hotel’s needs/targets/advertising from existing footage to comply with contract obligations.
To develop a cohesive working relationship with hotels in the portfolio and be seen as the key digital specialist for the property, influencing property direction based on best practices and driving online performance
Deliver performance analyses of website and social media key KPIs during hotel meetings, providing actionable recommendations to drive year-over-year growth. Meetings will be conducted online or in person based on the hotel's preference and will take place systematically every two weeks.
To communicate in a timely manner to hotels in the Account Manager’s portfolio and ensure the designated group chat is used, along with Teamwork.com, to ensure clear and transparent communication with all parties.
To communicate to Senior Digital Manager and General Manager in a timely manner any issues or concerns regarding actions or performance that could impact hotel’s performance.
To follow all Accor digital policy and direction.
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