Multi Property Digital Marketing Strategist and Analytics

JOB SUMMARY

The Manager of eCommerce and Digital sits at the intersection between Marriott Internationals eCommerce marketing and global distribution strategies. This role helps a group of properties in a region (or cluster) effectively pull through the sales marketing and customer engagement activities that help drive awareness and profitability at the property level. This role will also manage overall activation of their property strategies in owned and third party electronic channels ( multi-lingual global sites OTAs meta search sites search engines and other eMarketing vehicles). This role will work on behalf of properties to increase revenue grow market share and create a compelling experience that steers customers towards booking on our direct online channels. The Manager of eCommerce and Digital serves as a thought leader to their group of hotels providing local area and country-wide insight to enhance their digital experience. To this end he/she will be in touch with their properties on a regular basis to make sure they are fully activated and optimized on and appropriate in-language global sites. The role partners hand in hand with their colleagues in the cluster marketing team to engage current and would-be customers with targeted messaging thats relevant on-brand and genuinely engaging. From time to time this role also provides eCommerce communication training education reporting and analysis to digital and marketing teams on property.

CANDIDATE PROFILE

Education and Experience

Required:

2-year degree from an accredited university in eCommerce Marketing Business Administration or related major and 4 years experience in the sales marketing digital eCommerce or related professional area; hospitality marketing or agency experience preferred

OR

4-year bachelors degree in eCommerce Marketing Business Administration or related major; 2 years experience in the sales marketing digital eCommerce or related professional area; hospitality marketing or agency experience preferred.

CORE WORK ACTIVITIES

Area Digital and eDistribution Strategy Execution

Advises hotels on appropriate on-strategy eCommerce priorities and tactics

Coordinates with the Area Director of Sales and Marketing and the AP Director of eCommerce and Digital Services to set ecommerce goals for their cluster/hotels

Reviews hotel progress against established goals periodically provides reporting and analysis and troubleshoots performance issues

Manages budgets for the cluster/hotels for eCommerce activities

Develops quarterly game plans for Area or Cluster hotels identifying key focus for the coming months

Collaborates closely with Vice President of Brand Marketing Directors of Field Marketing (DFMs) and cluster Marketing and Communication teams to execute online Brand Marketing strategies and plans for the cluster

Digital Acquisition Marketing

Coordinates execution of online marketing efforts through approved agencies/vendors and Marriott Digital Services team

Manages Search Engine Optimization (SEO) efforts for hotels by leveraging the Marriott Digital Services team (MDS) or external Agencies

Assists hotels in optimizing Paid Search performance; engages external Agencies for supplemental Paid Search efforts if needed

Manages the PLUS Platform for participating hotels in the area/cluster

Executes online marketing activities in partnership with hotel and cluster Marketing leaders (e.g. loading Hotel Website deals Group Deals Group Value Dates email marketing and affiliate marketing)

Assures that hotel websites on and global sites are fully optimized to maximize traffic from search engines

Identifies hotel-specific online digital activation needs (e.g. local channels to focus marketing efforts through)

Hotel Web Site Content Optimization

Conducts regular audits of and individual Hotel Websites to ensure each hotel is optimized for high quality custom images content links and accurate translations; works with hotels on corrective action where necessary

Serves as the EPIC/Vignette administrator for the hotel(s)

Provides consultation to hotel digital marketing teams in developing hotel website modules for Spa Golf Food & Beverage and weddings

Manages the pull-through and activation of key corporate eCommerce projects (e.g. new Hotel Websites new field SEO service and similar corporate e-services)

Uses B2B e-tools to grow online bookings for Group and Corporate business in cluster hotels

Identifies and implements efforts to drive online awareness and bookings for hotel F&B outlets

OTAs and Meta Search Channel Optimization

Ensures that all hotels within their region/cluster are participating in relevant approved echannels

Regularly audits content images and star ratings on OTAs and Meta Search sites and works with hotels to make appropriate corrections

Partners with cluster and area marketing teams to define and execute the hotel OTA merchandising plan(s)

Identifies and executes hotel/cluster/area OTA marketing and merchandising tactics as needed (e.g. Agoda newsletter Expedia TravelAds etc.)

May also co-manage soft-dollar marketing budget for domestic OTAs with the AP eDistribution Team

Builds strong domestic relationships with the top 2-3 OTA partners

Collaborates with hotel and regional Revenue Leaders to review hotel performance on eChannels

Marketing and Communication Partnership

Assists in the development and execution of the cluster marketing plan (e.g. retargeting campaign OTA marketing etc.)

Develops the offer landing page on for cluster offers

Identifies and obtains and OTA marketing and merchandising placements as appropriate

Creates mini-sites for domestic segment marketing efforts where needed (e.g. MICE or Weddings)

Opening Hotel Support

Collaborates with Field Marketing to develop recommend and execute the opening S&M plan for the hotel

Sets up the Hotel Web Site

Activates the hotel for sale on approved OTAs

Shop hotel to ensure and OTA rates are set up correctly

Work with brand marketing team to position the hotel on digital channels

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

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

eCommerce Communication and Training

Uses the eCommerce Resource guide

Trains and educates cluster and/or hotel-level managers on how to activate their hotel eCommerce and digital marketing strategy

Delivers eCommerce training presentations and workshops to region cluster and hotel-level associates and management in partnership with cluster/regional marketing teams

Serves as cluster-level point-person for Marriotts eCommerce strategy.

Builds solid relationships with ADSMs GMs cluster Marketing and Revenue Management teams (where relevant) to raise their awareness understanding and motivation to e-activate their hotels.

Participates in regularly-scheduled global and regional eCommerce and Marketing web conferences and calls to review performance share best practices and troubleshoot issues.

Delivers a monthly report and newsletter and hosts a monthly webinar for hotels

Develops other cluster-level eCommerce communications as appropriate

Stay up-to-date on and communicate industry and competitive trends with a focus on the domestic online travel landscape