eCommerce & Digital Strategy Manager 电子商务经理

1.Brand.com
●Analyse website userbehaviours, site performance, traffic, source of referrals, etc., and actaccordingly.
●Ensure website content(pictures and text) is always up to date in all languages available, accordingto corporate standards and as per the CMS and content guidelines (onKempinski.com and gha.com).
●Monitor and assist the RevenueManager/Director in ensuring rate parity throughout all electronic distributionchannels.
●Liaise with the regional andcorporate offices for deploying website enhancements and functionalityupgrades.
●Review and maintain rate androom type descriptions in correspondent systems (e.g. translations, images,etc.) in coordination with the Revenue Director/Manager.
●Support and liaise with variousdepartments to ensure optimal content delivery (PR, F&B, Marketing, Sales).
●Create and implementpromotional content for special offers and packages in coordination with thehotel’s Marketing and Revenue Managers.
●Enhance brand.com revenue shareYoY.
●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 plansto enhance performance.●Provide monthly reports on website KPI to the managementteam of the hotel and the regional and corporate offices as defined by theregional office.3.SearchEngine Optimisation (SEO)
●Review the ranking of the hotelwebsite on search engines and update the hotel website with relevant searchterms and adequate keyword frequency to ensure that it gets the best possiblenatural page rank in the languages available.
●Establish, develop and maintaina keyword matrix for the hotel and consider it when designing website content.
●Update and optimise metatitles, descriptions and image tags in all languages.
●Follow corporate guidelines forSEO content management and best practices.
4.Digital Paid MediaStrategy
●Develop and implement digitalmarketing campaigns (Paid Search, Display, Paid Social Media, Meta Search,etc.) for the hotel in key feeder markets.
●Implement and manage thehotel’s annual advertising plan for all digital channels.
●Ensure that brand and marketingmessages on electronic channels are consistent with overall marketingactivities (e.g. special promotions/offers, etc.).
●Liaise with the Marketing/PRteam and the creatives of media campaigns.
●Ensure proper management of thehotel’s annual online advertising budget so it is aligned with the budgetguidelines.
●Own digital campaignperformance and ensure profitability.
●Establish a good relationshipwith the media and other stakeholders.
●Report digital campaign data tosenior managers and identify improvement opportunities.
●Review and monitor the hotel’sprimary competition set on a regular basis online and ensure/maintaincompetitiveness and ‘web appeal’.
●Monitor, report and act uponbrand-name hijacking that dilutes direct web revenues.
●Stay up to date with recentmedia technicalities and identify business opportunities.
5.Online Travel Agents
●Review and maintain the hotelrepresentation on OTAs including content, images and review score.
●Maintain a good relationshipwith the OTAs Account Managers and meet along with the Revenue Director atregular intervals to discuss performance and opportunities.
●Manage the relevant OTA’s mediainvestment such as sponsor listings etc…
6.Social Media
●Update and manage the hotel’stechnical representation in relevant social media channels as per corporatepolicies and guidelines.
●Copywriting and visuals shouldbe provided by the Marketing & PR team.
●Assist the Marketing/PRdepartment in planning the content strategy and calendar of posts for thehotel’s relevant social media accounts.
●Ensure the content wellrepresents the hotel and is in line with corporate guidelines.
●Stay up to date with socialmedia trends and functionalities and liaise with the Marketing teamaccordingly.
●Monitor the hotel’s socialmedia representation and use the online reputation management tool, maintaininga consistent representation of the brand.
●Ensure KPIs are withinbenchmark and as set by the regional and corporate offices.
7.eMailMarketing/Newsletters
●Formulate a newsletter strategytogether with the other hotel teams (Marketing, PR, F&B, Spa, etc.).
●Prepare and send with regularfrequency (minimum once a month) email newsletters to all qualifiedguests/individuals who have subscribed to receive the hotel’s e-newsletter.
●Ensure emails are in line withthe strategy and corporate guidelines (e.g. Corporate Identity, preferredvendors and systems).
●Actively develop the hotel’snewsletter database while ensuring GDPR compliance.
●Analyse email productivity andprofile segmentation.
8.Photo Optimisation
●Ensure the pictures loaded onall brand and third-party websites and social media are in accordance withcorporate identity guidelines.
●Identify signature shotsrepresenting both the hotel and the brand and liaise accordingly with themarketing team.
9.Training/Education
●Participate in mandatorycorporate and regional web-related trainings and brief the respective heads ofdepartments when necessary.
●Participate in the monthlyRevenue & eCommerce corporate calls.
●Stay up to date with new markettrends and digital technologies.