E-Commerce and Digital Marketing Manager

Marriott International (Kanagawa, 日本) フォロー 2日前

JOB SUMMARY

Must have Japanese citizenship or Eligible work in Japan permit holder

The Manager of eCommerce and Digital 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 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 (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. 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 Marriott.com 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 that’s 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.

eコマースおよびデジタル部門のマネージャーは、マリオット・インターナショナルのeコマース、マーケティング、グローバル流通戦略の交差点に位置しています。この役割は、地域内のホテルグループ(またはクラスター)が、販売、マーケティング、顧客エンゲージメント活動を効果的に実施し、ホテルレベルでの認知度と収益性を向上させることを支援します。また、所有および第三者の電子チャネル(Marriott.com、多言語のグローバルサイト、OTA、メタ検索サイト、検索エンジン、その他のeマーケティング媒体)におけるホテル戦略の全体的な活性化も管理します。この役割は、収益の増加、市場シェアの拡大、および顧客を当社のオンライン予約チャネルに誘導する魅力的な体験の創出を目的として、ホテルに代わって業務を行います。eコマースおよびデジタル担当マネージャーは、担当ホテルグループのオピニオンリーダーとして、地域、エリア、全国レベルの洞察を提供し、デジタル体験の向上に努めます。この目的を達成するために、担当ホテルと定期的に連絡を取り、Marriott.comおよび適切な言語のグローバルサイトで十分に活性化され最適化されていることを確認します。この役割は、クラスターマーケティングチームの同僚と協力し、現在および潜在的な顧客に対して、関連性が高く、ブランドにふさわしく、魅力的なターゲットを絞ったメッセージを発信します。また、この役割は、必要に応じて、ホテルのデジタルおよびマーケティングチームに、eコマースに関するコミュニケーション、トレーニング、教育、レポート、分析を提供します。

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

· 4-year bachelor's 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 Marriott.com Hotel Website deals, Group Deals, Group Value Dates, email marketing and affiliate marketing)

· Assures that hotel websites on Marriott.com 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 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

· 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 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

· 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 Marriott.com for cluster offers

· Identifies and obtains Marriott.com 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 Marriott.com Hotel Web Site

· Activates the hotel for sale on approved OTAs

· Shop hotel to ensure M.com 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 Marriott’s 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

MANAGEMENT COMPETENCIES

Leadership

· Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace.

· Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.

· Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares

information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and

chooses a course of action.

· Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good

first impression and represents the company in alignment with its values.

Managing Execution

· Building and Contributing to Teams - Participates as a member of a team to move toward the completion of common goals

while fostering cohesion and collaboration among team members.

· Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.

· Planning and Organizing - Gathers information and resources required to set a plan of action for self and/or others; prioritizes

and arranges work requirements to accomplish goals and ensure work is completed.

Building Relationships

· Coworker Relationships - Interacts with others in a way that builds openness, trust, and confidence in the pursuit of

organizational goals and lasting relationships.

· Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and

actions consistent with the company’s service standards.

· Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural

perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are

given the opportunity to contribute to their full potential.

Generating Talent and Organizational Capability

· Talent Management - Provides support and feedback to help individuals develop and strengthen skills and abilities needed to

accomplish work objectives.

Learning and Applying Professional Expertise

· Applied Learning - Seeks and makes the most of learning opportunities to improve performance of self and/or others.

· Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative

solutions to approach business and administrative challenges.

· Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and

manage everyday business operations and generate innovative solutions to approach function-specific work challenges.

· Basic Competencies - Fundamental competencies required for accomplishing basic work activities.

o Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing

software, Internet browsers, etc.).

o Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to

solve work-related issues.

o Oral Comprehension - Listens to and understands information and ideas presented through spoken words and

sentences.

o Reading Comprehension – Understands written sentences and paragraphs in work related documents.

o Writing - Communicates effectively in writing as appropriate for the needs of the audience.

Marriott International is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non-discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law.

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