OVERVIEW: The Corporate E Commerce Manager (EM) is responsible for the digital communications for Wincome USA’s portfolio of hotels. The EM helps each property effectively pull through the sales, marketing, and customer engagement activities that drive awareness and profitability. This role will also manage overall activation of their property strategies in owned and third-party electronic channels (hotel website, multi-lingual global sites, OTAs, meta search sites, search engines, and other eMarketing vehicles). This role will work to increase revenue, grow market share and create a compelling experience that steers customers towards booking on each hotel’s direct online property channels. The EM serves as a thought leader to their hotel’s marketing, sales, and revenue management teams, providing local area and country-wide insight to enhance the digital experience. To this end, he/she will be in touch with their property teams on a regular basis to make sure the hotels are fully activated and optimized on their hotel websites and appropriate in-language global sites. The EM partners hand in hand with their colleagues on the property marketing team to engage current and would-be customers with targeted messaging that’s relevant, on-brand, and genuinely engaging. This role also provides eCommerce communication, training, education, reporting and analysis to marketing and sales teams on property.
The Ecommerce Manager is specifically responsible for developing communications content and input from various channels, to include but not limited to: website, email marketing, social channels, and digital advertising. This includes developing website content, on-property e-brochures, mobile app specific content, push messages to guests, on-property offers and other hotel/destination content featured in the mobile applications. This also includes creating and executing innovative social media content and programs that will increase revenue and awareness, creating a positive perception of the hotels, its restaurants, and services.
The ideal candidate will be excited to take on a multitude of projects from start to finish.
The Ecommerce Manager also participates in total hotel management as a member of the marketing team, reporting to, and in partnership with the Corporate Director of Marketing.
Conducting Daily Ecommerce Activities that Achieve Company and Hotel Goals
Develop annual Ecommerce plan(s) in tandem with Director of Marketing; executing and managing ecommerce plan for the company and advising properties throughout year with their ecommerce plans, which should address the distribution of rate offers, packages and programs designed to drive rate and build occupancy; specifically tracking actual versus planned budgets and providing input and recommendations as needed regarding reallocation of funding.
Create and execute innovative ecommerce campaigns that will increase revenue and awareness including search engine marketing, search engine optimization, paid search, online digital advertising, management of online travel agencies and third-party online listings for the company and properties; projecting a positive perception of the company, its hotels, restaurant(s), services, and employees.
Ensure all media, partners and programs address specific needs as outlined in the marketing plan and capitalize on unexpected opportunities as they arise.
Maintain consistency in messaging of all company and property communications and promotions; prioritizing pull-through of company/property positioning, including all guest touch points and reflecting the highest level of professionalism in content and presentation.
Solicit and respond to new online media outlets and travel media individuals; selecting the best opportunities for the company and properties based on market conditions and properties’ needs; using creative selling abilities to obtain maximum exposure through online travel journalists and media outlets; increasing awareness within the online travel media community as well as coordinating events to gain exposure and grow revenue for the hotels, restaurant(s) and services.
Coordinate online offers and information for all online publications and publishers.
Develop any needed online brochure and online collateral materials.
Conducts regular audits of hotel websites and hotel’s presence on OTAs and Meta Search sites to verify each hotel is optimized for high quality custom images, content, links, and accurate translations; works with hotels on corrective action where necessary.
Uses and maximizes B2B etools to grow online bookings for Group and Corporate businesses for the hotels.
Identifies and implements efforts to drive online awareness and bookings for hotel F&B outlets.
Maintain, update, and manage all content on Corporate web sites (e.g. 888 property, Wincome USA, etc.) and hotel’s restaurant websites.
Using Knowledge of Market Trends and Target Customer Information to Maximize Revenue
Analyzes monthly reports and data pertaining to company and properties digital performance.
Evaluate new digital marketing opportunities for the company and its properties.
Ensure the company and its properties are represented on all quality internet sites that have the potential of providing business.
Work closely with respective Convention Bureaus and Chambers of Tourism.
Use and interpret all reporting necessary for sound marketing recommendations, including but not limited to DMA source market reports, past guest lists (utilizing leisure rate codes) and tracking.
Provide regular tracking/ROI and analysis of emarketing initiatives, social media, digital advertising, promotions and website/email campaigns, using industry averages for ROI calculation, and use this knowledge in future planning.
Building Successful Relationships that Generate Sales & Marketing Opportunities
Build and strengthen relationships with existing and new online media to ensure future exposure; conducting site inspections with visiting bloggers and handling calls, entertainment, FAM trips, trade shows, etc.
Develop relationships within community to strengthen and expand customer base for sales opportunities and additional revenues.
Identify and communicate with distribution channels that can sell distressed inventory to drive property occupancy.
Act on behalf of property with all vendors; exacting a balance between quality work and price; requesting estimates and approving all materials as needed.
ADDITIONAL DUTIES AND RESPONSIBILITIES
Assist the General Manager with all Crisis Communications as it pertains to social media and external/internal guest during any hotel emergency or safety situation.
Report all suspicious persons or activities and hazardous or unsafe conditions to the Security Department.
Provide instruction and/or guidance for guest and employee safety in fire or other emergency situations.
Respond to guest questions. Provide guest assistance, direction and information as requested when working in public areas.
Act as an advisor to management by tracking online public attitudes and making Executives aware of the possible consequences of prospective decisions.
Keep detailed files and records on all matters relative to company’s online materials (photo usage rights, vendor contracts, etc.).
Ensure that properties are following all corporate marketing guidelines.
Represent the company at various functions and trade shows.
Participate and network through key organizations.
Available to work at various days and times, as required. Includes, weekends, Holidays and evenings.
Demonstrate an awareness of personal strengths and areas for professional improvement; willing to learn from others; acting independently to improve and increase skills and knowledge.
Share learnings, innovations, and best practices with others.
Establish and maintain effective relationships with peers and superiors.
Conduct/attend, weekly strategic sales meetings, management meetings and other meetings as required/ requested.
Perform any other reasonable duties as required by the Corporate Director of Marketing.
KEY TALENTS AND EXPERIENCE / EDUCATION REQUIREMENTS
Travel, hospitality or luxury goods background preferred
4-year degree from an accredited university in Marketing, Business Administration, or related major.
4-years’ experience in Ecommerce, communications, sales, advertising or related professional area.
Demonstrated proficiency and accuracy in using MS Office products such as Word, Excel, and Outlook to include graphs, tables and other spreadsheet functions.
Results-driven accountability for all communications efforts, which are tracked and evaluated.
Knowledge of search engine marketing, search engine optimization, paid search and online travel agencies.
Portfolio of quality online work, projects, campaigns, etc.
Discreet, able to maintain confidentiality and handle difficult inquiries with finesse.
Detail-oriented and able to work in a fast-paced environment, manage multiple tasks and have high levels of patience and organization.
Strong organizer with the ability to maintain comprehensive and cohesive records.
Effective communicator with all levels of management, staff, business community, press, VIPs.
Efficient user of standard office equipment such as a telephone, computer, facsimile and copy machine.
Excellent media, community and business contacts.
Exceptional personal and business references.
Must maintain a neat, clean and well-groomed appearance as outlined in the employee handbook.
Ability to work varying shifts and maintain attendance in accordance with the hotel’s attendance policy.
Ability to comply with hotel rules and regulations including policies regarding safety and grooming standards.
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