JOB SUMMARY
The Director of Digital & Ecommerce sits at the intersection between Marriott International’s eCommerce, marketing, and global distribution strategies. This role helps their 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 Echannels (Marriott.com, 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 our direct online property channels. Director of Digital & Ecommerce serves as a thought leader to their hotel’s marketing, sales, and revenue management teams, providing local area and country- wide insight to enhance their digital experience. To this end, he/she will be in touch with Digital & Ecommerce team on a regular basis to make sure they are fully activated and optimized on Marriott.com. The role partners hand in hand with their colleagues in the cluster marketing team to engage current and would- be customers with targeted messaging that’s relevant, on- brand, and genuinely engaging. From time to time this role also provides eCommerce communication, training, education, reporting and analysis to digital, marketing, and sales teams with cluster properties.
CORE WORK ACTIVITIES
Hotel Marketing Strategy Development to Maximize Revenue
• Partners with property Revenue Management to verify correct offer loading, verifying advertisement targeting is correctly directed at relevant consumer groups.
• Maintains frequent, active engagement with Cluster eCommerce team to verify alignment, pull- through, and 2- way communication about the status, performance evaluation, opportunities, and issues related to online programs and initiatives.
• Develop and execute Digital Marketing initiatives on owned channels as well as applicable third- party channels. These include website and outlet sites management, Social Media marketing, SEO management, retargeting, organic and paid campaigns management and assist on OTA content optimization.
• Verifies all advertising for the hotel in digital channels is in alignment with brand voice.
• Provide the digital strategy consultant and recommendation with key stakeholders to run retail segmentation.
• Develop and implement a cohesive digital marketing strategy for the cluster hotels, aligning it with the overall marketing objectives and business goals. Identify target audiences and create tailored campaigns to engage and convert potential customers.
Digital Marketing Activities
• Engages in proactive online reputation management by surfacing relevant guest comments (positive or negative) in social media channels.
• Identifies hotel- specific online digital activation needs (e.g., local channels to focus marketing efforts through).
• Drive the room campaign via social media advertisement (in collaboration with Marcom team) to increase the hotels’ social media engagement, drive direct traffic from social media channel.
• Drive performance of hotel website from content optimizing (in collaboration with Marcom team) and paid traffic ads in key sources markets.
• Oversight and monitor PLUS advertising platform closely with the team to ensure the target GRE per direct channels and other channels.
• Oversight all digital marketing activities to drive Direct of cluster hotels. Coordinates execution of online marketing efforts through approved agencies/vendors and Marriott Digital Services team.
• Pull through digital marketing advertising through Google SEM, Display, Naver etc as per hotel’s budget.
• Oversight the HWS’s frequency update on HWS content, Offers and MBOP translation/drive traffic request , HWS audit.
• Develop and execute room campaign via Direct channels to drive retail business as per the hotels’ goals.
Third- Party Channels Marketing Activities
• Analyze with data insights and provide the strategical consultant/ recommendation to key stake holders.
• Verifies that all hotels within their region/cluster are participating in relevant, approved echannels.
• Builds strong relationships with the top 2- 3 OTA partners.
• Up- to- date the market trend, market demand on third- party platforms , set up frequent meeting with Market Manager.
• Closely collaborates with hotel and Revenue Leaders to review hotel performance on eChannels.
• Regularly audits content, images, and star ratings on OTAs and Meta Search sites, and works with hotels to make appropriate corrections.
• Identifies and executes hotel/cluster/area OTA marketing and merchandising tactics as needed
Digital & eCommerce Communication and Training
• Develops other cluster- level eCommerce communications, as appropriate.
• Delivers eCommerce training, presentations, and workshops to region, cluster and hotel- level associates and management in partnership with cluster/regional marketing teams.
• Stay up- to- date on and communicate industry and competitive trends, with a focus on the domestic online travel landscape.
• Delivers a monthly report and newsletter, and hosts a monthly webinar, for hotels.
• Uses the eCommerce Resource guide.
• Serves as cluster- level point- person for Marriott’s Digital & eCommerce strategy.
• 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.
• Builds solid relationships with GMs, cluster Marketing and Revenue Management teams (where relevant) to raise their awareness, understanding, and motivation to e- activate their hotels.
Opening Hotel Support
• Sets up the Marriott.com Hotel Web Site.
• 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.
• 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.
• Shop hotel to verify M.com and OTA rates are set up correctly.
• Activates the hotel for sale on approved OTAs.
• Work with brand marketing team to position the hotel on digital channels.
• Collaborates with Field Marketing to develop, recommend and execute the opening S&M plan for the hotel.
MANAGEMENT COMPETENCIES
Leadership
• Professional Demeanor- Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
• Communication- Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
• Adaptability- Maintains performance level under pressure or when experiencing changes or challenges in the workplace.
• Problem Solving and Decision Making- Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
Managing Execution
• Building and Contributing to Teams- Participates as a member of a team to move toward the completion of common goals while fostering cohesion and collaboration among team members.
• Planning and Organizing- Gathers information and resources required to set a plan of action for self and/or others; prioritizes and arranges work requirements to accomplish goals and verify work is completed.
• Driving for Results- Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
Building Relationships
• Customer Relationships- Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company’s service standards.
• Global Mindset- Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and verifies employees are given the opportunity to contribute to their full potential.
• Coworker Relationships- Interacts with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting relationships.
Generating Talent and Organizational Capability
• Talent Management- Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.
• Organizational Capability- Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.
Learning and Applying Professional Expertise
• Technical Acumen- Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function- specific work challenges.
• Business Acumen- Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
• Basic Competencies- Fundamental competencies required for accomplishing basic work activities.
• Applied Learning- Seeks and makes the most of learning opportunities to improve performance of self and/or others.
- Writing- Communicates effectively in writing as appropriate for the needs of the audience.
- Basic Computer Skills- Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
- Oral Comprehension- Listens to and understands information and ideas presented through spoken words and sentences.
- Mathematical Reasoning- Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work- related issues.
- Reading Comprehension- Understands written sentences and paragraphs in work related documents.
