eCommerce and Digital Strategy Manager

Kempinski Hotel; Dubai; On-site; AED 120,000 - 200,000; Full time

Job summary

A luxury hotel chain in Dubai is seeking an experienced Digital Marketing Manager to enhance its online presence. Responsibilities include managing the hotel's website, implementing digital campaigns, and optimizing SEO strategies. The ideal candidate must have relevant web experience, excellent English skills, and the ability to work in a multinational environment. Competitive compensation is offered.

Qualifications

• Relevant experience in web-related work; hotel operations and revenue management experience are a plus.
• High analytical and reporting skills.
• Ability to investigate system malfunctions or user-input errors.

Responsibilities

• Manage the hotel’s website to enhance its presence.
• Analyze website user behaviors and performance.
• Develop and implement digital marketing campaigns.
• Review and maintain hotel representation on OTAs.
• Update and manage social media channels.

Skills

Web-related work experience

Excellent oral and written English

Ability to communicate in a multinational environment

Digital strategy formulation

Knowledge of SEO best practices

Team collaboration

Analytical skills

Tools

Microsoft Office

Google Suite

Content Management System

Web Analytics Tools

Job description

The overall scope of the position is to manage the hotel’s website and position it as the priority channel of electronic distribution, manage the hotel’s online platforms and digital media campaigns and optimise the hotel’s overall digital presence.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Additional responsibilities and tasks can be added at any time according to the needs of the business and of the hotel.

Skills

• Relevant experience in web‑related work; hotel operations and revenue management experience are a plus
• English – excellent oral and written skills
• Ability to work and communicate in a multinational environment
• Being able to formulate a strong digital strategy and convince key stakeholders
• Knowledge of industry‑specified measurements and best practices regarding Paid Media, SEO, Social Media, Conversion Rate Optimisation, etc.
• Ability to adapt to a frequently changing market environment
• Be proactive and able to ‘think outside of the box’
• Team player with strong interpersonal skills
• Ability to investigate system malfunctions or user‑input errors
• High analytical and reporting skills
• Proven working knowledge of Microsoft Office and Google Suite
• Content Management System (open source)
• Web Analytics Tools