Executive, Field Digital Service, Central & West China

[{{ $ctrl._job.status.name | translate}}] Executive, Field Digital Service, Central & West China
Shanghai Area Office

Posted

Job description

Marriott International is the world’s largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed.  We believe a great career is a journey of discovery and exploration.  So, we ask, where will your journey take you?
 

JOB SUMMARY

 

Digital (eCommerce) is the fastest-growing line of our business at Marriott International. For Asia-Pacific (APAC) markets in particular, our online growth is outpacing all other regions. With this growth, greater focus and accountability is needed to drive stronger alignment and activation of the company’s digital strategy across all online channels.  The ultimate success of Marriott’s digital strategy in APAC is now critically dependent upon successful digital activation at the Area and Hotel level to drive more revenue via direct channels at lower cost.  The Executive, Field Digital Services, supports digital activation efforts for managed & franchised hotels in the Area in line with the company’s digital goals and direction.

The Executive, Field Digital Services sits at the intersection between Marriott International’s eCommerce, marketing, and global distribution strategies. This role helps a group of properties in a region (or cluster) effectively pull through the digital, sales, marketing, and customer engagement activities that help drive awareness and profitability at the property level. This role is a supporting role and will assist Managers, Senior Managers and Director of Field Digital Services to pull-through tactical digital work across Marriott.com, 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. This position reports to either the Manager or Senior Manager, Field Digital Services.

 

CANDIDATE PROFILE

 

Education and Experience

·       4-year degree from an accredited university in Digital/eCommerce, Marketing, Economics, PR/Communications, Business Administration, Hospitality Management, or related major

·       2+ years experience (digital marketing / eCommerce experience preferred)

·       Digital agency work experience preferred; primarily in a client services/account services role

·       Hotel property experience, hotel digital marketing experience, or related preferred

·       Passion to learn the digital or hospitality industry

·       Written and verbal fluency in English plus AREA SPECIFIC LANGUAGE mandatory

CORE WORK ACTIVITIES

 

Digital Execution

·       Assists Managers and Senior Managers to:

·       Advise hotels on appropriate on-strategy eCommerce priorities and tactics.

·       Coordinate with the Area Director of Sales and Marketing and the APAC Director of Digital Services to set ecommerce goals for their cluster/ hotels.

·       Review hotel progress against established goals periodically, provides reporting and analysis, and troubleshoots performance issues.

·       Manage budgets for the cluster/hotels for eCommerce activities.

·       Develop annual & quarterly game plans for Area or Cluster hotels identifying key focus for the coming months.

·       Collaborate closely with 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

·       Assists Managers and Senior Managers to:

·       Coordinate execution of online marketing efforts through approved agencies/vendors and Marriott Digital Services team.

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

·       Assist hotels in optimizing Paid Search performance; engages external Agencies for supplemental Paid Search efforts if needed.

·       Manage the PLUS Platform for participating hotels in the area/cluster.

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

·       Assure that hotel websites on Marriott.com and global sites are fully optimized to maximize traffic from search engines.

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

 

 

Hotel Web Site Content Optimization

·       Is responsible for driving Room Nights via the Hotel Web Site of participating hotels.

·       Conducts regular audits of Marriott.com 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.

·       Assists 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.

·       Assists with pull-through and activation of key corporate eCommerce projects (e.g., new Marriott.com 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

·       Assists Managers and Senior Managers to:

·       Optimize OTA performance of participating hotels.

·       Ensure that all hotels within their region/cluster are participating in relevant, approved eChannels.

·       Audit content, images, and star ratings on OTAs and Meta Search sites, and works with hotels to make appropriate corrections.

·       Audit hotel rankings on top OTAs, and takes action to address areas of opportunity.

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

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

·       Build domestic relationships with the top 2-3 OTA partners.

·       Collaborate 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.).

o   Develops the offer landing page on Marriott.com for cluster offers.

o   Identifies and obtains Marriott.com and OTA marketing and merchandising placements as appropriate.

·       Assists in creation of mini-sites for domestic segment marketing efforts where needed (e.g. MICE or Weddings).

 

New Hotel Opening Support

·       Assists in creation of opening S&M plan for the hotel with a focus on digital tactics

·       Sets up the Marriott.com Hotel Web Site.

·       Activates the hotel for sale on approved OTAs.

·       Shops hotel to ensure M.com and OTA rates are set up correctly

·       Works with brand marketing team to position the hotel on digital channels.

·       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.

 

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.

·       Builds solid relationships with ADSD, 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 participates in a monthly webinar, for hotels.

·       Develops other cluster-level eCommerce communications, as appropriate.

·       Stays up-to-date on and communicate industry and competitive trends, with a focus on the domestic online travel landscape.


Job Summary
 
     Promote awareness of brand image internally and externally. Use sales techniques that maximize revenue while maintaining existing guest loyalty to Marriott. Recognize opportunities to up-sell the customer and sell enhancements to create a better Marriott experience or event. Encourage guests or callers to purchase or schedule preview package sales/tours. Explain details and requirements related to attending a sales presentation to potential owners. Verify that individuals meet eligibility requirements for preview package sales/tours prior to scheduling a tour for a Marriott vacation club property. Determine and give complimentaries to guests as gifts for their patronage (e.g., rewards points, show tickets). Answer guest questions about property facilities/services. Receive, record, and relay messages accurately, completely, and legibly.
 
     Follow all company policies and procedures; ensure uniform and personal appearance are clean and professional; maintain confidentiality of proprietary information; protect company assets. Welcome and acknowledge all guests according to company standards; anticipate and address guests' service needs; thank guests with genuine appreciation. Speak with others using clear and professional language; prepare and review written documents accurately and completely; answer telephones using appropriate etiquette. Develop and maintain positive working relationships with others; support team to reach common goals; listen and respond appropriately to the concerns of other employees. Comply with quality assurance expectations and standards. Stand, sit, or walk for an extended period of time. Move, lift, carry, push, pull, and place objects weighing less than or equal to 10 pounds without assistance. Perform other reasonable job duties as requested by Supervisors.
 
 
Marriott International is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. Marriott International does not discriminate on the basis of disability, veteran status or any other basis protected under federal, state or local laws.

Requirements

See description

Job type
Full-time
Location
Shanghai, China
Department
Sales & Marketing
Starting in
As soon as possible

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