eCommerce & Digital Strategy Manager 电子商务经理

1.Brand.com
●Analyse website user
behaviours, site performance, traffic, source of referrals, etc., and act
accordingly.
●Ensure website content
(pictures and text) is always up to date in all languages available, according
to corporate standards and as per the CMS and content guidelines (on
Kempinski.com and gha.com).
●Monitor and assist the Revenue
Manager/Director in ensuring rate parity throughout all electronic distribution
channels.
●Liaise with the regional and
corporate offices for deploying website enhancements and functionality
upgrades.
●Review and maintain rate and
room type descriptions in correspondent systems (e.g. translations, images,
etc.) in coordination with the Revenue Director/Manager.
●Support and liaise with various
departments to ensure optimal content delivery (PR, F&B, Marketing, Sales).
●Create and implement
promotional content for special offers and packages in coordination with the
hotel’s Marketing and Revenue Managers.
●Enhance brand.com revenue share
YoY.
●Drive brand.com sales,
including Add-Ons, and uplift revenue YoY.
●Uplift brand.com KPIs,
including but not limited to Bounce Rate, Conversion Rate, Traffic, Revenue,
etc.
2.Website Analytics ●Analyse website user behaviours, site performance, traffic,
source of referrals, etc., and act accordingly.●Own and lead the website production and prepare action plans
to enhance performance.●Provide monthly reports on website KPI to the management
team of the hotel and the regional and corporate offices as defined by the
regional office.3.Search
Engine Optimisation (SEO)
●Review the ranking of the hotel
website on search engines and update the hotel website with relevant search
terms and adequate keyword frequency to ensure that it gets the best possible
natural page rank in the languages available.
●Establish, develop and maintain
a keyword matrix for the hotel and consider it when designing website content.
●Update and optimise meta
titles, descriptions and image tags in all languages.
●Follow corporate guidelines for
SEO content management and best practices.
4.Digital Paid Media
Strategy
●Develop and implement digital
marketing campaigns (Paid Search, Display, Paid Social Media, Meta Search,
etc.) for the hotel in key feeder markets.
●Implement and manage the
hotel’s annual advertising plan for all digital channels.
●Ensure that brand and marketing
messages on electronic channels are consistent with overall marketing
activities (e.g. special promotions/offers, etc.).
●Liaise with the Marketing/PR
team and the creatives of media campaigns.
●Ensure proper management of the
hotel’s annual online advertising budget so it is aligned with the budget
guidelines.
●Own digital campaign
performance and ensure profitability.
●Establish a good relationship
with the media and other stakeholders.
●Report digital campaign data to
senior managers and identify improvement opportunities.
●Review and monitor the hotel’s
primary competition set on a regular basis online and ensure/maintain
competitiveness and ‘web appeal’.
●Monitor, report and act upon
brand-name hijacking that dilutes direct web revenues.
●Stay up to date with recent
media technicalities and identify business opportunities.
5.Online Travel Agents
●Review and maintain the hotel
representation on OTAs including content, images and review score.
●Maintain a good relationship
with the OTAs Account Managers and meet along with the Revenue Director at
regular intervals to discuss performance and opportunities.
●Manage the relevant OTA’s media
investment such as sponsor listings etc…
6.Social Media
●Update and manage the hotel’s
technical representation in relevant social media channels as per corporate
policies and guidelines.
●Copywriting and visuals should
be provided by the Marketing & PR team.
●Assist the Marketing/PR
department in planning the content strategy and calendar of posts for the
hotel’s relevant social media accounts.
●Ensure the content well
represents the hotel and is in line with corporate guidelines.
●Stay up to date with social
media trends and functionalities and liaise with the Marketing team
accordingly.
●Monitor the hotel’s social
media representation and use the online reputation management tool, maintaining
a consistent representation of the brand.
●Ensure KPIs are within
benchmark and as set by the regional and corporate offices.
7.eMail
Marketing/Newsletters
●Formulate a newsletter strategy
together with the other hotel teams (Marketing, PR, F&B, Spa, etc.).
●Prepare and send with regular
frequency (minimum once a month) email newsletters to all qualified
guests/individuals who have subscribed to receive the hotel’s e-newsletter.
●Ensure emails are in line with
the strategy and corporate guidelines (e.g. Corporate Identity, preferred
vendors and systems).
●Actively develop the hotel’s
newsletter database while ensuring GDPR compliance.
●Analyse email productivity and
profile segmentation.
8.Photo Optimisation
●Ensure the pictures loaded on
all brand and third-party websites and social media are in accordance with
corporate identity guidelines.
●Identify signature shots
representing both the hotel and the brand and liaise accordingly with the
marketing team.
9.Training/Education
●Participate in mandatory
corporate and regional web-related trainings and brief the respective heads of
departments when necessary.
●Participate in the monthly
Revenue & eCommerce corporate calls.
●Stay up to date with new market
trends and digital technologies.