市场传媒副总监/数字营销经理

工作概述：
•执行市场营销活动，推动收入流(包括客房、餐饮、宴会和婚礼、会议和活动)、当地知名度(酒店品牌在城市的声誉和理解)和关系(酒店客人、媒体公司、当地社区和供应商)。
•按照洲际酒店集团的标准操作流程管理酒店的营销传播职责，包括营销策划、宣传品和广告制作、内容管理、公共关系、促销和活动以及社交媒体。
•与合作伙伴团队(包括餐饮，会议和活动，销售，收益管理/预订)合作进行市场推广。
岗位职责：
•根据洲际酒店营销传播标准操作程序，管理酒店的主要营销传播流程，包括营销策划、宣传品和广告制作、内容管理、公共关系、促销和活动以及社交媒体。
•为所有酒店活动、公共和媒体关系提供并执行年度营销计划;忠诚度和渠道营销等营销活动。
•将营销传播活动与酒店的关键业务部门相结合，以确保在活动投入的时间和预算上获得明确的投资回报率
•与媒体发展联系，管理媒体关系，组织媒体活动，以促进良好的宣传和提高酒店的知名度。
•通过向媒体、行业出版物和当地社区提供新的酒店故事和促销或活动的新闻稿，建立持续的酒店知名度。
•管理酒店活动，包括预算、宾客名单、议程/节目、媒体参与、摄影/视频和礼品。
•根据品牌标准制定酒店和市场宣传资料。
•管理洲际酒店内容管理系统，更新文本和图片，优化内容质量，最好地代表品牌标准。
•将负责以下渠道:IHG AIO、Web、IHG
APP、微信Mini、抖音、携程、美团、大众点评(房源)、ZKT(房源)。数字经理将主动维护与上述渠道所有BD联系人的业务关系。负责推动酒店数字产品的发展，与DOSM和Revenue合作开发新产品。
•完成启动产品的整个工作流程，与收入部门合作定价和代码，与外部业务合作伙伴合作资源，与内部合作伙伴合作预订流程，起草备忘录，上传产品等。数字性能分析和业务重点聚焦。·跨职能协作·内容策划和策划。
•与市场销售部和收益部一起负责产品。
•与收益部门就新产品的定价定位进行咨询，收益部门将协助制定费率和预订部分。
•不负责酒店OTA业绩和业务关系，但是负责酒店套餐收入绩效。
job overview
• Execute marketing activities to drive revenue streams (including Rooms,
Food & Beverage, Banquets & Weddings, Meetings & Events), local
awareness (reputation and understanding of hotel brand in the city) and
relationships (hotel guests, media companies, local community, and vendors)
• Manage the hotel’s marketing communications responsibilities according
to IHG standard operating procedures including Marketing Planning, Collateral
and Advertising Production, Content Management, Public Relations, Promotion and
Events, and Social Media.
• Collaborate with partner teams (including Food & Beverage, Meetings
and Events, Sales, Revenue Management/Reservations) on marketing promotions.
Duties and Responsibilities
• Manage the key Marketing Communication processes at hotel including
Marketing Planning, Collateral and Advertising Production, Content Management,
Public Relations, Promotion and Events and Social Media according to IHG
Marketing Communications standard operating procedures
• Deliver and execute an annual Marketing Plan for all hotel events, public
and media relations, loyalty and channel marketing and other marketing
activities
• Align marketing communication activities to hotel’s key business segments
to ensure clear return-on-investment (ROI) for time and budget invested in the
activity
• Develop media contacts, manage media relations, and organize media
activities to promote good publicity and drive hotel awareness.
• Build continued hotel awareness by delivering new hotel stories and press
releases of promotion or event to media, trade publications and local
community
• Manage hotel events including budgeting, guest list, agenda/programme,
media participation, photography/video and gifts
• Develop hotel and marketing collaterals according to Brand standards for
promotions
Manage IHG Hotel Content Manager system to update text
and images that optimizes the content quality and best represents the Brand
standards
• Will be responsible for the following channels :IHG AIO, Web, IHG APP, wechat Mini, Douyin, Ctrip, Meituan, Dianping (listings), ZKT(listings). The Digital Manager will proactively maintain business relationships with all BD contacts in the above channels. Responsible for driving the development of the hotel's digital products, working with DOSM and Revenue to develop new products.
• Will be in charge of channels as below:
IHG AIO, Web, IHG APP, Wechat Mini, Douyin, Trip.com, Meituan, Dianping (Room product), ZKT (Room product).
• Will take the initiative on maintaining business relationships with all BD contacts from above channels.
• Will take the responsibility of driving hotel digital product, working with DOSM and Revenue for developing new products.
• Complete the full working process of initiating the products, work with revenue for pricing and code, work with outside business partner for resources, working with internal partner for booking processes, drafting memo, uploading products, etc.
• Build up digital landscape and conduct channel & platform level practices.
• Digital performance analysis and business priorities focusing.
• Cross functional collaborations
• Content planning and curation.
• Digital manager will drive initiative.
• This role will go through products with SM and Revenue.
• This role will consult with revenue for pricing positioning of new product and revenue will assist with rate code and reservation part.
• All counter Parties except Director of MarCom are taking responsible for hotel package revenue performance.
• This role will not be responsible for hotel OTA performance and business relationships and this part remains to revenue role.