Executive, Field Digital Services

Job Description

• Digital (eCommerce) is the fastest-growing line of our business at Marriott International.
• For Asia-Pacific (APAC) markets in particular, our online growth is outpacing all other regions.
• With this growth, greater focus and accountability is needed to drive stronger alignment and activation of the company s digital strategy across all online channels.
• The ultimate success of Marriott s digital strategy in APAC is now critically dependent upon successful digital activation at the Area and Hotel level to drive more revenue via direct channels at lower cost.
• The Executive, Field Digital Services, supports digital activation efforts for managed & franchised hotels in the Area in line with the company s digital goals and direction.
• The Executive, Field Digital Services sits at the intersection between Marriott International s eCommerce, marketing, and global distribution strategies.
• This role helps a group of properties in a region (or cluster) effectively pull through the digital, sales, marketing, and customer engagement activities that help drive awareness and profitability at the property level.
• This role is a supporting role and will assist Managers, Senior Managers and Director of Field Digital Services to pull-through tactical digital work across Marriott.com, multi-lingual global sites, OTAs, meta search sites, search engines, and other eMarketing vehicles.
• This role will work on behalf of properties to increase revenue, grow market share and create a compelling experience that steers customers towards booking on our direct online channels.
• This position reports to either the Manager or Senior Manager, Field Digital Services.

CANDIDATE PROFILE Education and Experience

• 4-year degree from an accredited university in Digital/eCommerce, Marketing, Economics, PR/Communications, Business Administration, Hospitality Management, or related major
• 2+ years experience (digital marketing / eCommerce experience preferred)
• Digital agency work experience preferred; primarily in a client services/account services role
• Hotel property experience, hotel digital marketing experience, or related preferred
• Passion to learn the digital or hospitality industry
• Written and verbal fluency in English plus AREA SPECIFIC LANGUAGE mandatory

CORE WORK ACTIVITIES Digital Execution

• Assists Managers and Senior Managers to:
  • Advise hotels on appropriate on-strategy eCommerce priorities and tactics.
  • Review hotel progress against established goals periodically, provides reporting and analysis, and troubleshoots performance issues.
  • Develop annual & quarterly game plans for Area or Cluster hotels identifying key focus for the coming months.
  • Collaborate closely with Directors of Field Marketing (DFMs), and cluster Marketing and Communication teams to execute online Brand Marketing strategies and plans for the cluster.

Digital Acquisition Marketing

• Assists Managers and Senior Managers to:
  • Coordinate execution of online marketing efforts through approved agencies/vendors and Marriott Digital Services team.
  • Manage Search Engine Optimization (SEO) efforts for hotels by leveraging the Marriott Digital Services team (MDS) or external Agencies.
  • Assist hotels in optimizing Paid Search performance; engages external Agencies for supplemental Paid Search efforts if needed.
  • Execute online marketing activities in partnership with hotel and cluster Marketing leaders (e.g., loading Marriott.com Hotel Website deals, Group Deals, Group Value Dates, email marketing and affiliate marketing).
  • Assure that hotel websites on Marriott.com and global sites are fully optimized to maximize traffic from search engines.
  • Identify hotel-specific online digital activation needs (e.g., local channels to focus marketing efforts through).

Hotel Web Site Content Optimization

• Is responsible for driving Room Nights via the Hotel Web Site of participating hotels.
• Conducts regular audits of Marriott.com and individual Hotel Websites to ensure each hotel is optimized for high quality custom images, content, links, and accurate translations; works with hotels on corrective action where necessary.
• Assists as the EPIC/Vignette administrator for the hotel(s).
• Provides consultation to hotel digital marketing teams in developing hotel website modules for Spa, Golf, Food & Beverage and weddings.
• Assists with pull-through and activation of key corporate eCommerce projects (e.g., new Marriott.com Hotel Websites, new field SEO service, and similar corporate e-services).
• Identifies and implements efforts to drive online awareness and bookings for hotel F&B outlets.

OTAs and Meta Search Channel Optimization

• Assists Managers and Senior Managers to:
  • Optimize OTA performance of participating hotels.
  • Ensure that all hotels within their region/cluster are participating in relevant, approved eChannels.
  • Audit content, images, and star ratings on OTAs and Meta Search sites, and works with hotels to make appropriate corrections.
  • Audit hotel rankings on top OTAs, and takes action to address areas of opportunity.
  • Identify and executes hotel/cluster/area OTA marketing & merchandising tactics as needed (e.g. Agoda newsletter, Expedia TravelAds, etc.).

Marketing and Communication Partnership

• Assists in the development and execution of the cluster marketing plan (e.g. retargeting campaign, OTA marketing, etc.).
  • Develops the offer landing page on Marriott.com for cluster offers.
  • Identifies and obtains Marriott.com and OTA marketing and merchandising placements as appropriate.
• Assists in creation of mini-sites for domestic segment marketing efforts where needed (e.g. MICE or Weddings).New Hotel Opening Support

• Shops hotel to ensure M.com and OTA rates are set up correctly.
• Works with brand marketing team to position the hotel on digital channels.
• Creates online press releases and helps with property SEO to drive awareness to hotel.eCommerce Communication and Training

• Uses the eCommerce Resource guide.
• Trains and educates cluster and/or hotel-level managers on how to activate their hotel eCommerce and digital marketing strategy.
• Participates in regularly-scheduled global and regional eCommerce and Marketing web conferences and calls to review performance, share best practices, and troubleshoot issues.
• Delivers a monthly report and newsletter, and participates in a monthly webinar, for hotels.
• Develops other cluster-level eCommerce communications, as appropriate.

• Stays up-to-date on and communicate industry and competitive trends, with a focus on the domestic online travel landscape.

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Keyskills :
coreadministrationmarketingqualityaccountabilitycareeroperationsenglishindustryeconomicsactionsalesseoervicebrandcustomerofficeaffiliate