电子商务经理

SCOPE 范围
 Manage all online marketing initiatives for a hotel or designated set of hotels. Plan and
execute marketing campaigns at a property level, enabling more customized and need
based online marketing for hotels.
为酒店管理网络市场推广。计划并实施酒店的在线销售及市场活动，在网络销售基础上更客户导向。
 Core role is to optimize the website marketing, manage the use of the LHG CRM tool,
online content management tools for third parties &/or Langham brand websites,
manage and execute online advertising plan and be the primary owner of all relevant
online reporting.
核心角色是将网络行销最佳化，客户沟通工具的使用及管理，管理第三方网站的在线工具和∕或者朗廷
的集团网站，处理而且运行在线广告计划而且是所有有关的在线报告的主要执行者。
 Key responsibility is to drive marketing solutions that will improve performance for the
various online channels and together with Revenue Management team and Director of
Communications to support property’s overall Revenue and drive RevPar and other key
customer metrics according to brand.
主要职责通过各种不同的在线行销方案改善不同渠道的收益，连同收益管理经理和传媒总监共同提升酒
店收入和 RevPar。
PRINCIPAL RESPONSIBILITIES 主要职责
 Create individual marketing plans for the hotel to drive revenue across all online
customers segments, and work with Director of Sales & Marketing and Revenue Manager
to ensure a smooth execution.
为每酒店建立个别的市场推广计划来提高在线客户市场的收益，并且与市场销售总监，和收益管理经合
作确保顺利的实行。
 Support regional E-business team to provide monthly and quarterly analysis including
performance of campaigns and channels, along with return on investment statistics.
Maximize and optimize the performance of all online marketing channels based on these
results.
支持集团网络商务团队提供逐月和年季度的分析，包括各个市场渠道的表现，投资回报分析结果，最终
提高在各个市场渠道的效率。
 Own the results for the hotel through tracking and analysis, using our proprietary
performance measurement tool and other tracking systems.
通过业绩和其他方面的衡量措施提高酒店的积效。
 Work with regional E-business Manager to ensure property content/offers are up to date
and consistent with brand strategies. Develop and submit offers on the hotel’s Special
Offer Page. Develop landing pages for hotel and destination if applicable as directed.
与区域网络商务经理合作，确保酒店特别促销价格和内容能及时更新并符合其品牌战略。制定在酒店特
别促销网页及目的地网站上提交促销报价。发展酒店网站链接的登录界面。
 Supervise online marketing campaigns with approved online agencyJob Description 工作职责
监督并授权网络媒介进行的市场推广活动。
 Ensure brand consistency and reinforcement in all marketing copy, photography,
communications and programs.
确保所有用于市场推广的印刷品，照片，通信及项目中强化品牌一致性。
 Work with Director of Communications to draft /proof-read copy and creative for all
promotional offers.
和传媒总监共同起草／校对所有促销计划。
 Research and develop promotions/partnerships with local attractions to further hotel’s
web presence and online revenue, and negotiate on behalf of the hotels in the region for
new online marketing initiatives.
通过与当地景点合作，开发促销计划，伙伴以增强酒店网页的内容及在线收益，并代表酒店在本地洽谈
新的在线市场推广。
 Work with Director of Communications to draft copy, prepare photos work with creative
for the specific opportunities.
和传媒总监紧密合作为特定活动撰写内文、准备照片及其它创意工作。
 Locate and add our hotel to new partner marketing linking opportunities.
把握适当时机向新合作伙伴推广并准确定位。
 Act as the primary point person for all local and regional third party accounts.
作为酒店主要负责人联系本地及区域的第三方网站客户。
 Plan and execute tactical marketing plan through strategic third party channels according
to brand strategies.
依据品牌战略，通过第三方渠道，制定并执行具体的市场推广计划。
 Maintain ongoing communication with key local and regional third party accounts.
维持与现有本地区域内关键客户的沟通。
 Participate in weekly Revenue Meeting to address key soft spot period and need.
参加每周收益管理会议，提出时段内需重点提升的建议。
 Propose a quarterly plan for relevant third party account accordingly.
向第三方网站客户提出相应的季度推广计划。
 Support regional E-business team on monthly reporting from third party partners.
每月提交第三方合作伙伴产量报告至区域网络商务团队。
 Manage the development, execution and tracking of offers on the LHG CRM marketing
tool.
在集团沟通工具方面的管理，执行并记录所有特别促销。
 Design marketing strategies to drive stay-related revenue, as well as offers that will
generate repeat business for participating hotel.
设计市场推广战略以增加入住的收益，并为参加该活动的酒店产生持续的收益。
 Own the development and implementation of promotional offers to ensure timelines to
market.
发展和运用促销计划以确保市场推广中的时效性。
 Liaise with hotel operations teams on implementation of offers. Ensure offers are
properly tagged and are being tracked.
在具体促销计划上与酒店运作部门协调。确保所有促销价格被正确标记和追踪。
 Track, measure and provide analysis on success rate and “Return on Investment” to
ensure we optimize on all future offers.
追踪，衡量并针对投资报酬率提供分析，以确保酒店未来的定价最优化。
 Create and maintain matrix for hotel operations and reservations team on all promotions
for the region to ensure consistency in offers and assurance that no overlap promotion
exists.
为酒店预订团队及运作部门创建并维护良好促销系统，以确保促销价格的一致性和交叉的促销价格间的
过渡。
 Owen rolling online promotional marketing plans and schedules for the hotel.
负责制定酒店网络市场推广计划及时间表。
 Analyze user behavior on Special Offer Pages and Destination Sites to help optimize on
initiatives going forward.
通过特别促销网页及目的地网站分析用户行为，并协助使其优化效应最大化。
 Perform any duties assigned by the Management deemed necessary.
执行任何管理层委托的工作。
Required Job Knowledge / Skill／专业知识技能：
 Knowledge of basic marketing objectives, tactics and strategies required; (preferred
experience with online marketing and advertising planning and management).
了解基本的市场推广目标，技术及战略。（拥有在市场，广告筹划经验者优先）
 Strong communication skills, both verbal and written.
优秀的沟通能力，包括口头和书面表达。
 Solid understanding of working with dynamic websites and utilizing a content
management system.
深刻理解动态网站工作原理并运用网站内容管理系统
 Intellectual and analytical curiosity-initiative to dig into the “why” of various results.
优秀的分析能力 –主动对各种结果去挖掘“为什么”
 Advanced computer skills and detailed knowledge of various computer programs,
including a strong proficiency of MS Excel and Access. Adobe Photoshop and rudimentary
HTML knowledge is a plus.
出众的计算机技巧及对各种电脑程序的深入了解，包括熟练掌握微软EXCEL及ACCESS软件。了解
ADOBE PHOTOSHOP 及HTML网页知识更佳。
Qualifications 学历
 Preferred degree in Marketing, Advertising and/or Communication.
拥有市场推广，广告或市场传讯方面的学位尤佳。
Experience 经验
 Minimum 2-3 year experience in similar capacity with international chain hotels.
具备在5星级国际品牌酒店2-3年相关的工作经验。
4、 具有市场调查和预测能力，能及是掌握市场动态，并能综合分析，及时地提出相应的措施和合理的建议。
5、 有较强的语言表达能力，能撰写市场调研报告，具有起草工作计划、总结及业务汇报的能力。