Cluster Senior Director of Digital Strategy

Four Seasons Hotels and Resorts; Ciudad de México; Presencial; MXN 1,442,000 - 1,984,000; Jornada completa

Descripción de la vacante

A luxury hotel chain in Mexico City seeks a Senior Director of Digital Strategy to oversee digital marketing efforts across multiple properties. This role entails driving digital awareness, managing paid media and SEO strategies, and ensuring brand consistency across platforms. Ideal candidates will have 5-7 years of multi-property marketing leadership experience. The position requires strong analytical abilities and excellent communication skills, with a college education necessary. Competitive compensation based on the hotel's success.

Formación

• 5-7 years of experience in a multi-property marketing leadership capacity.
• Experience with Four Seasons or a comparable organization.

Responsabilidades

• Oversee all Mexican Collection digital platforms for hotel marketing.
• Manage investments in Paid Media and SEO, aligning with digital strategy.
• Advise on social media strategy to ensure optimal performance.
• Drive hotel awareness and acquisition of new guests through digital channels.

Conocimientos

Strong writing and oral presentation skills

Thorough understanding of Analytics

Understand Channel Distribution

Ability to use data to formulate strategies

Educación

College education

Descripción del empleo

About Four Seasons

Four Seasons is powered by our people. We are a collective of individuals who crave to become better, to push ourselves to new heights and to treat each other as we wish to be treated in return. Our team members around the world create amazing experiences for our guests, residents, and partners through a commitment to luxury with genuine heart. We know that the best way to enable our people to deliver these exceptional guest experiences is through a world‑class employee experience and company culture.
At Four Seasons, we believe in recognizing a familiar face, welcoming a new one and treating everyone we meet the way we would want to be treated ourselves. Whether you work with us, stay with us, live with us or discover with us, we believe our purpose is to create impressions that will stay with you for a lifetime. It comes from our belief that life is richer when we truly connect to the people and the world around us.

About the location

An urban oasis in the heart of the city. Set around a verdant inner courtyard, our hacienda‑style Hotel puts the hectic urban hustle of Mexico’s vibrant capital city seemingly on pause, but only for as long as you’d like. Step outside our doors, and you’ll find yourself on the grand boulevard of Paseo de la Reforma, just a short stroll away from Bosque de Chapultepec and the trendy neighbourhoods of Condesa and Polanco. Want to know what makes Mexico City tick? Join us at Fifty Mils, one of the 50 Best Bars of the world, and taste the cocktails that are captivating Mexico City.

The Senior Director of Digital Strategy (SDDS) is a pivotal shared services role, supporting a collection of Four Seasons properties in Mexico with a shared goal of increasing both new to brand and new to property guests. This encompasses the Four Seasons Hotel Mexico City, Four Seasons Resort Cabo Del Sol, Four Seasons Resort Costa Palmas at Los Cabos, Four Seasons Resort Naviva, Four Seasons Resort Punta Mita, and Four Seasons Resort Tamarindo. This position carries profit and loss responsibility and is compensated by the six hotels.

The SDDS role is critical in enhancing the digital presence and performance of the Four Seasons Mexico Cluster properties, requiring a blend of strategic oversight and hands‑on management. The Senior Director of Digital Strategy reports directly to the designated Senior Commercial Directors within the Mexico Cluster with a dotted line to each of the other 5 properties’ Commercial Directors. Collaboration and alignment on digital prospecting initiatives across all properties are essential to the role's success and the value it should deliver via efficiencies.

Key Responsibilities

• Digital Platform Management: Oversee all Mexican Collection digital platforms used for hotel marketing, ensuring consistent brand messaging and alignment across properties.
• Media Strategy: Manage Mexican Collection investments in Paid Media and SEO, set strategies for Owned Media, and provide strategic direction for Earned Media placements in collaboration with the CD, PRD, DMM and Commercial team.
• Social Media Strategy: Advise on and align the Mexican Collection collaborative social media strategy with the broader digital strategy to ensure optimal performance and brand reinforcement.
• Digital Content Creative: Collaborate with SCD/CD, PRD, and DMM on content creation for Mexico Collection, including video and photo shoots, to ensure digital content meets brand guidelines and supports marketing objectives.
• Channel Ownership: Take ownership of key Mexican Collection digital channels, including the Four Seasons website (fs.com), the mobile app, and other revenue‑generating digital platforms.
• Brand Growth: Drive Mexican Collection hotel awareness and acquisition of new guests through digital channels while retaining and engaging loyal Four Seasons brand guests.

Agreed Upon Time Allocation

75% of time on collective Mexican Collection Digital Efforts outlined above.

• May include aligning on common need period messaging/offers and new initiatives

25% of time to be divided evenly between the properties, with general scope as follows:

• Attend and contribute to individual property agency calls (30 mins/month X 6 properties)
• Analyze and provide feedback on individual campaigns (2.5 hours/month x 6 properties)
• Mentor property DMMs/team members (2.5 hours/month x 6 properties)
• Expectation is up to 2 visits to each property annually, travel budgets permitting

Essential Functions

Collaborate with CD on setting and executing Mexican Collection Paid Media and SEO budgets and strategies. Work cross functionally with PRD, APRD, and DMM. Partner with the SCD/CD and DORM to identify revenue opportunities through analytics and data‑mining to align on strategy by segment, channel, and geo source. Collaborate with SCD/CD, Manage hotels’ Digital Investment and SEO. Liaison with Four Seasons Commercial Media and Digital Performance Teams for guidance and to ensure best practices; vet and monitor additional digital partnerships for collection upon request (Conde Nast). Manage SEO content health and growth of natural channel performance. Collaborate and consult on strategies for Owned Media which includes:

• Set Strategy for FS.com Website Content
• Manage Direct Mail (CRM) Strategies
• Direct on Social Media Strategy and Content

Partner with property PRD, APRD, and DMM and provide guidance on the use and integration of key search words and terms in all digital related content creation. Support SCD/CD and PRD as needed with partnerships opportunities for the hotel/brand to generate New-To-Brand Guests. Oversee Mexican Collection Paid Media related, Website, Advertising, Photography, and Promotion lines in Marketing Budget. Support property Promotional events as needed to drive and increased awareness.

1. Ensure that all hotel promotions, advertising, direct mail pieces, and collateral support digital strategy and performance.
2. Articulate and communicate measurable ROI for all investments. Be adept at using and running reports from all data resources available (i.e. C360, Adobe Analytics, Medallia, Agency reporting, Power BI).
3. Comply with Four Seasons standards for sales and marketing, while working harmoniously and professionally with co-workers and planning committee
4. Comply with Four Seasons Category One and Two Work Rules and Standards of Conduct as set forth in EmPact.

Non-Essential Functions

Perform other tasks or projects as assigned by the Sr./Commercial Director

Knowledge and Skills

Education: College education required

Experience: 5-7 years’ experience in a multi-property marketing leadership capacity with Four Seasons or a key competitor or comparable organization.

Skills and Abilities:

• Thorough understanding of Analytics
• Understand Channel Distribution
• Ability to use data to formulates strategies
• Strong writing and oral presentation skills
  • Knowledge of production methods in graphic arts and collateral
  • Knowledge of Media & Social Media practices and broadcast production methods