Job Purpose
The Cluster E-Commerce Manager is responsible for developing, implementing and optimizing the e-commerce and digital marketing strategies for the assigned hotel portfolio. The position focuses on maximizing online revenue, increasing direct bookings, improving website conversion, strengthening digital visibility and enhancing the overall online customer journey across all hotels within the cluster. The role works closely with Revenue Management, Sales, Marketing, Reservations and hotel leadership teams to ensure that digital initiatives support the hotel’s commercial objectives, brand positioning and profitability. The Cluster E-Commerce Manager ensures that all e-commerce activities comply with the applicable brand standards, corporate digital guidelines, and approved commercial strategies.
Key Responsibilities
eCommerce and Direct Booking Performance
- Support the growth of direct bookings by reviewing brand website and microsite performance, identifying conversion opportunities and implementing agreed improvements.
- Maintain accurate and engaging hotel content, including room descriptions, imagery, amenities, offers and booking information, in collaboration with Marketing and the relevant brand teams.
- Conduct regular reviews of mobile and desktop booking journeys, identifying broken links, outdated information, technical errors and other issues affecting the guest experience.
- Coordinate website and landing page updates, ensuring promotional content is accurate, timely and consistent with the offer available through the booking engine.
- Review website traffic, conversion, source markets and booking behaviour to recommend practical actions that improve direct contribution.
- Coordinate SEO recommendations and website improvements with brand teams and approved partners, within the applicable scope and brand framework.
Electronic Distribution and Channel Management
- Manage daily distribution activities across central reservation systems, channel managers, OTA extranets and other connected platforms.
- Review rate plans, room mapping, inventory availability and channel configurations, working with Revenue and Reservations to identify and resolve discrepancies.
- Coordinate approved partner connections, rate plan implementation and distribution updates, maintaining accurate implementation records and following up through to completion.
- Monitor connectivity and booking delivery, investigating technical issues and coordinating resolutions with hotels, brand support teams and technology providers.
- Ensure distribution activities follow brand standards, approved commercial arrangements and property revenue strategies.
Rate Integrity and Distribution Compliance
- Monitor pricing across brand websites, OTAs and metasearch platforms, identifying disparities and taking appropriate corrective action.
- Investigate potential revenue leakage, unauthorised distribution and inconsistent rate availability, including structured test bookings where required.
- Work closely with Revenue, Reservations and relevant partners to address the source of recurring parity issues.
- Monitor rate parity scores and maintain a clear record of outstanding cases, actions taken and resolutions.
- Escalate significant distribution risks to the Cluster Director of eCommerce & Distribution with supporting evidence and recommended next steps.
OTA Performance and Partner Management
- Monitor OTA production, visibility, content quality and conversion, identifying opportunities to improve performance across the portfolio.
- Maintain accurate hotel information, photographs, room details and amenities across partner platforms, supporting strong content scores.
- Implement approved promotions, seasonal campaigns and paid visibility activities aligned with hotel priorities, source markets and business need periods.
- Review the commercial value of partner programmes and promotional opportunities, considering production, acquisition costs and channel profitability.
- Conduct regular performance reviews with OTA and distribution account managers, agreeing on practical actions and following up on delivery.
Digital Campaigns and Investment Performance
- Support the implementation of approved direct and OTA advertising campaigns in coordination with the Cluster Director, Marketing, brand teams and appointed agencies.
- Review campaign content, offers, landing pages and booking paths to ensure accuracy, brand compliance and consistency throughout the guest journey.
- Monitor advertising spend, attributed revenue, conversion, return on advertising spend and cost of acquisition, highlighting opportunities for improvement.
- Coordinate campaign tracking requirements, including tracking links and reporting inputs, with the relevant teams.
- Maintain accurate campaign and expenditure records, support invoice coordination and flag discrepancies promptly.
Performance Analysis and Commercial Action
- Prepare regular eCommerce and distribution reports covering direct and OTA revenue, room nights, ADR, channel contribution, website traffic, conversion, booking windows and source markets.
- Review month-on-month and year-on-year performance to identify the factors driving growth, declines or changes in channel mix.
- Investigate underperforming hotels, channels and campaigns, presenting clear findings and commercially relevant recommendations.
- Work with Revenue, Sales and Marketing to validate findings, agree priorities and implement action plans.
- Track the results of completed actions and recommend further adjustments where performance remains below expectations.
- Provide the Cluster Director of eCommerce & Distribution with timely updates on performance, risks, opportunities and outstanding actions.
Collaboration and Wider Commercial Support
- Build effective working relationships with hotel teams, regional teams, distribution partners and technology providers.
- Support digital initiatives for food and beverage, meetings and events, and ancillary revenue, including accurate online offers and effective booking or enquiry journeys.
- Coordinate with Marketing on content requirements, ensuring digital assets support commercial priorities and platform requirements.
- Maintain clear timelines and follow-up records for projects, campaigns and technical issues across the portfolio.
- Stay informed about developments in hotel distribution, digital commerce and emerging technology, recommending relevant improvements to processes and performance.