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DIGITAL MARKETING MANAGER - HOTELS

DIGITAL MARKETING MANAGER - HOTELS

Job ID 
2018-3653
# of Openings 
1
Job Locations 
US-FL-HOLLYWOOD
Department 
Marketing/Sales

More information about this job

Overview

The Digital Marketing Manager - Hotels is responsible for the development and execution of an effective digital marketing strategy at the brand and individual property level. The Digital Marketing Manager will work cross-functionally to develop, implement, and execute comprehensive guest lifecycle marketing strategies with full-funnel, data-driven, omnichannel marketing plans / campaigns across paid, earned, and owned media channels. He/She will work to optimize every touchpoint along the guest journey to conversion (acquisition marketing), loyalty (retention marketing), and advocacy (influencer marketing) via direct distribution channels to increase awareness, engagement, and profitable revenue for the brand and portfolio properties.

 

The qualified candidate will leverage CRM data, business intelligence, artificial intelligence, predictive analytics, guest profile scoring models, web analytics, and multi-touch attribution to inform full guest lifecycle marketing strategies, customer journey mapping, audience segmentation and targeting for integrated deployment across paid, earned, and owned media channels /campaigns via supporting technology platforms – booking engine (CRS), marketing automation (CRM), programmatic advertising (DSP), and website personalization / testing (CMS).

Responsibilities

  • Manage, analyze, and optimize website performance and digital marketing campaign performance across all paid, earned, and owned media channels/assets at the brand and property level.
  • Design, implement, manage, test, and optimize integrated, full-funnel, omnichannel marketing strategies and performance-based media plans (objectives spanning branding, awareness, and direct response) and campaigns throughout the complete guest journey / lifecycle to conversion (acquisition), loyalty (retention), and advocacy (influencer) by balancing efforts across owned, earned, and paid media channels / assets.
  • Independently analyze website and digital marketing channel / campaign performance via web analytics platform to determine areas of opportunity at the brand and property level.
  • Implement best practices to increase website traffic and maximize content consumption.
  • Monitor and review traffic using web analytics platform to make recommendations on content and how to direct people to the site.
  • Manage the relationship with the digital marketing agency of record and liaise with the hotel and revenue management teams.
  • Update and manage brand and property websites using the content management system of record.
  • Provide analysis and timely reporting on website usage, performance, and marketing campaign effectiveness to the hotel leaders and owners.
  • Benchmark digital activities against those of our peers in the industry; improve digital marketing strategy and tactics to ensure hotels under management outperform the competitive set.
  • Daily content management of brand / hotel websites and mobile apps.
  • Support email marketing activities for the hotels.
  • Produce value-added content as needed by working closely with internal stakeholders, customers, partners and agencies.
  • Manage lead nurturing programs by working closely with Marketing, Sales, Revenue Management, Distribution, and Operations teams.
  • Maintain digital media best practices, trends and tools.
  • Develop & manage relationships with outside designers, developers and vendors directly involved in web-based and interactive strategies.
  • Develop and execute customer acquisition and retention strategies.
  • Analyze and evaluate marketing results to ensure objectives are met.
  • Quality assurance testing of landing pages and other website development projects
  • Create, promote, and organize web events.

Qualifications

  • Bachelor’s degree, preferably in communications, advertising, marketing, journalism or related field.
  • Relevant experience in digital marketing including website, content and campaign development.
  • Excellent interpersonal and written communications skills.
  • Highly motivated with exceptional organizational skills, including the ability to effectively and competently handle multiple projects simultaneously and the flexibility and ability to quickly adapt to changes in work objectives, promotions, and available technologies.
  • Working knowledge of all owned, earned, and paid media channels – Organic Search (SEO); Organic Social Media; Paid Search (PPC/SEM/RLSA); Programmatic Display Advertising & Retargeting; Programmatic Social Media Advertising & Retargeting; Meta Search Advertising; Video Advertising; Native Advertising; Affiliate Marketing; Content Marketing; Blog Management; Website & Mobile App Content Management (features & functionality); CRS/Booking Engine Content Management (features & functionality); CRM/Database Marketing; and Email marketing.
  • Working knowledge of CRM, Marketing Automation, and Email Service Provider platforms (Cendyn CRM is a plus).
  • Working knowledge of Adobe Analytics, Google Analytics, or comparable web analytics platforms.
  • Working knowledge of Google Tag Manager, Adobe Dynamic Tag Management, or comparable tag management platforms.
  • Working knowledge of Demand Side Platforms (DSP) and programmatic advertising platforms.
  • Working knowledge of Website and Mobile App Content Management Systems (CMS).
  • Working knowledge of hotel Central Reservation Systems (CRS) and Booking Engines (SynXis CRS is a plus).
  • Working knowledge of data modeling, audience segmentation, list building, audience targeting, business intelligence, artificial intelligence, machine learning, predictive analytics, guest profile scoring models, web analytics, and multi-touch attribution.
  • Ability to work autonomously in a decision-making capacity on behalf of the corporate marketing team and property level stakeholders.
  • Proficiency in Microsoft Excel.
  • Prior hotel digital marketing or revenue management experience a plus.