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Manager, Field Digital Services

2.00 to 4.00 Years   Mumbai City   27 Mar, 2019
Job LocationMumbai City
EducationNot Mentioned
SalaryNot Disclosed
Industryotel / Restaurant
Functional AreaInternet Marketing
EmploymentTypeFull-time

Job Description

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
  • 4+ years experience (at least 2 years of digital marketing / eCommerce experience preferred)
  • Digital agency work experience strongly preferred; primarily in a client services/account services role
  • Solid working knowledge of and experience in digital marketing fundamentals, search engine optimization (SEO) tactics and ROI-driving digital campaigns in particular
  • Ability to analyze data and identify relevant digital insights
  • Demonstrated ability to manage the interests and demands of multiple stakeholders
  • Hotel property experience, hotel digital marketing experience, or related preferred
  • Written and verbal fluency in English plus AREA SPECIFIC LANGUAGE mandatory
CORE WORK ACTIVITIES Digital Strategy, Execution & Team Management
  • Advises hotels on appropriate on-strategy digital/eCommerce priorities and tactics.
  • Coordinates with the Director, Field Digital Services and Area Director of Sales & Distribution to set digital/ecommerce goals for their cluster/hotels
  • Reviews hotel progress against established goals periodically, provides reporting and analysis, and troubleshoots performance issues.
  • Manages budgets for the cluster/hotels for eCommerce activities.
  • Develops annual & quarterly game plans for Area or Cluster hotels identifying key focus for the coming months.
  • Collaborates closely with Brand Marketing, Directors of Field Marketing (DFMs), and cluster Marketing and Communication teams to execute digital Brand Marketing strategies and plans for the cluster; serves as a key digital strategist and tacitician for these audiences
  • In some Areas, may have a team of Executives. If so, develops and coaches associates to ensure career pathing and growth opportunities are clear; Builds a strong sense of community and belonging on this team to ensure connectivity, engagement, clarity and overall job satisfaction
    • Assesses additional needs in recruiting/hiring/developing digital talent as needed
    • Ensures that associates complete all required digital training and on-boarding
Digital Acquisition Marketing
  • Coordinates execution of online marketing efforts through approved agencies/vendors and Marriott Digital Services team.
  • Manages Search Engine Optimization (SEO) efforts for hotels by leveraging the Marriott Digital Services team (MDS) or external Agencies.
  • Assists hotels in optimizing Paid Search performance; engages external Agencies for supplemental Paid Search efforts if needed.
  • Manages the PLUS Platform for participating hotels in the area/cluster.
  • Executes 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).
  • Assures that hotel websites on Marriott.com and global sites are fully optimized to maximize traffic from search engines.
  • Identifies 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.
  • Serves 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.
  • Manages the 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).
  • Uses B2B e-tools to grow online bookings for Group and Corporate business in cluster hotels.
  • Identifies and implements efforts to drive online awareness and bookings for hotel F&B outlets.
OTAs and Meta Search Channel Optimization
  • Is responsible for optimizing OTA performance of participating hotels.
  • Ensures that all hotels within their region/cluster are participating in relevant, approved eChannels.
  • Regularly audits content, images, and star ratings on OTAs and Meta Search sites, and works with hotels to make appropriate corrections.
  • Regularly and proactively audits hotel rankings on top OTAs, and takes action to address areas of opportunity.
  • Partners with cluster and area marketing teams to define and execute the hotel OTA merchandising plan(s).
  • Identifies and executes hotel/cluster/area OTA marketing & merchandising tactics as needed (e.g. Agoda newsletter, Expedia TravelAds, etc.).
  • May also co-manage soft-dollar marketing budget for domestic OTAs with the AP eDistribution Team.
  • Builds strong domestic relationships with the top 2-3 OTA partners.
  • May also manage the day-to-day relationship with domestic OTAs.
  • Collaborates with hotel and regional Revenue Leaders to review hotel performance on eChannels.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.
  • Creates mini-sites for domestic segment marketing efforts where needed (e.g. MICE or Weddings).New Hotel Opening Support
  • Collaborates with Field Marketing to develop, recommend and execute the opening S&M plan for the hotel.
  • Sets up the Marriott.com Hotel Web Site.
  • Activates the hotel for sale on approved OTAs.
  • 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.
  • Works with marketing and sales teams to plan the pre-opening budget and execute the budget according to what is best for the brand, region.
  • Acts as a point of contact for agencies reaching out for information about the hotel and redirect them to the right person to speak with.
  • Creates online press releases and helps with property SEO to drive awareness to hotel.
  • Helps set digital sales goals for new opens in partnership with sales and revenue management.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.
  • Delivers eCommerce training, presentations, and workshops to region, cluster and hotel-level associates and management in partnership with cluster/regional marketing teams.
  • Serves as cluster-level point-person for Marriott s digital/eCommerce strategy.
  • Builds solid relationships with ADSD, GMs, DOSMs, cluster Marketing and Revenue Management teams (where relevant) to raise their awareness, understanding, and motivation to e-activate their hotels.
  • Participates in regularly-scheduled global and regional digital/eCommerce and Marketing web conferences and calls to review performance, share best practices, and troubleshoot issues.
  • Delivers a monthly report and newsletter, and hosts 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 :
managementactionsaleseconomicscareeroperationsaccountabilityindustrymarketingerviceaffiliateregionalbusinesscustomerbranddevelopment

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