Cluster Digital Marketing Manager

Job description

Company Description

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Job Description

What you will be doing:

As a member of the Marketing Communications team under the Sales and Marketing Department, the Cluster Digital Marketing Manager oversees the management of the digital portfolio of Pullman Maldives Maamutaa and Mercure Maldives Kooddoo. This position is responsible for the optimization and management of both resorts’ online presence through social media activations, content creation, and the integrity of information on owned platforms (brand.com’s and microsites, OTAs, etc).

Reporting directly to the Cluster Director of Marketing Communications, the Cluster Digital Marketing Manager is responsible for the development and implementation of digital marketing strategies to increase online visibility, generate direct online bookings, and build brand equity to support the goals of the Sales and Marketing department, and of the entire company as a whole.

 

Responsibilities include but are not limited to:

·  Digital Strategy Development: Creating and implementing a comprehensive digital marketing strategy to achieve the hotel or resort's business goals, including increasing occupancy rates and revenue, and protecting and repositioning the resorts’ online reputation and visibility.
·  Drive Direct Bookings and Revenue: Develop and implement targeted digital campaigns to increase direct bookings and revenue, collaborating with sales and marketing teams to create promotional offers and packages.
·  Website Management: Overseeing each resorts’ microsites and brand.com pages, ensuring the digital platform’s architecture and customer journey is user-friendly, visually appealing, and up-to-date with accurate information.
·  Search Engine Optimization (SEO): Optimizing the website's content to improve its search engine rankings and increase organic traffic. This includes keyword research, on-page optimization, and link building.
·  Pay-Per-Click (PPC) Advertising: Managing and optimizing paid advertising campaigns on platforms like Google Ads and social media to drive targeted traffic and bookings.
·  Social Media Management: Developing and executing a social media strategy across various platforms (e.g., Facebook, Instagram, Twitter) to engage with the audience, highlight each property’s features, promote special offers, and promote the brands.
·  Email Marketing: Create and execute a robust email marketing plan, sending email campaigns to past guests and potential customers to encourage bookings, share updates, and build brand loyalty.
·  Community Management: Monitoring and responding to messages and comments on social media platforms to build up an engaged community of followers.
·  Content Marketing: Creating high-quality and engaging content such as blog posts, videos, and photos to attract and inform potential guests about the properties, the destinations, the brands. Ensure that our content on partner sites such as OTAs, consortia sites, online brochures are accurate and up-to-date.
·  Digital Advertising Budget Management: Allocating and managing the digital marketing budget effectively, tracking expenses, and measuring ROI for various campaigns.
·  Analytics and Reporting: Using tools like Google Analytics to track website traffic, conversion rates, and other key performance indicators (KPIs) to make data-driven decisions and continually optimize digital marketing efforts.
·  Collaboration with Partners: Vetting and liaising with content creators, bloggers, influencers and online KOLs for hostings, social activations, and campaigns. Set the parameters for social media collaborations and partnerships, as well as ensuring all parties have delivered as promised and utilizing the content created and data generated.
·  Competitor Analysis: Monitoring competitors' digital marketing efforts and staying updated on industry trends to identify opportunities and stay ahead of the competition.
·  Mobile Optimization: Ensuring that the website and marketing materials are optimized for mobile devices, as many travelers now use smartphones for booking and researching accommodations.
·  Loyalty Programs: Developing and promoting loyalty programs to encourage repeat bookings and guest retention.
·  Local SEO: Optimizing online profiles and listings on platforms like Google My Business, OTAs (Booking.com, Agoda.com, Expedia, etc.) to improve visibility in local search results.
·  User Experience (UX) Enhancement: Continually improving the user experience on the microsite and other digital touchpoints to make the booking process seamless and enjoyable.
·  Crisis Management: Being prepared to respond to digital crises, such as negative viral reviews or social media incidents, with a clear communication strategy.
·  Compliance: Ensuring compliance with data protection regulations (e.g., GDPR) and industry standards in all digital marketing activities.
·  Communications and PR: Work closely with the Marketing Communications team and other departments to develop and drive off-line and on-line projects and activations for on-brand guest experiences that will enhance brand equity and awareness.
·  Relationship Management: Maintains good working relationships with contracted agencies, corporate relays, and partners and collaborators.
·  Administration and Leadership: Assumes Officer-in-Charge duties of the Marketing Communications department in the absence of the Cluster Director of Marketing Communications, taking on additional duties as necessary, such as representing the department in meetings and functions where the presence of Marketing Communications is required, such as being included in the Manager on Duty rotation, liaising with guests, etc. Supports the department’s daily operations.

 

Qualifications

Qualifications:

· 
·  At least 2 years experience working as a digital marketing lead, with specialization in social media marketing, SEO and PPC. Experience within the hospitality or luxury travel industry is an advantage.
·  Ability to develop and execute a comprehensive digital marketing strategy that encompasses SEO and PPC, email marketing, influencer marketing, social media management, and content creation.
·  Data-driven with strong analytical skills to identify trends, assess performance, and able to deliver comprehensive reports. Strong Excel or data analysis skills to extract insights from data and adjust strategies accordingly. Google Analytics certified and proficient in using analytics tools to track website performance, conversion rates, and user behavior.
·  Is highly creative, and innovative, and has an eye for detail, with a passion for creating content. Able to adapt the aesthetics of various branding guidelines.
·  Proficiency in on-page and off-page SEO techniques to improve website visibility. Knowledge of keyword research, competitive analysis, and SEO tools.
·  Experience in managing PPC campaigns, such as Google Ads and social media advertising, with a focus on optimizing ad spend for maximum ROI.
·  Strong written and verbal English communication skills to convey ideas and strategies effectively to the team and management. Knowledge and proficiency in other languages is an advantage.
·  Must have skills in copywriting and editing for blogs, website content, and social media. Has significant skills in mobile photography and video. Has the ability to adapt to the aesthetic of different brands and can develop engaging and informative content that resonates with the resort's target audience.
·  Can identify emerging trends in social media and digital marketing, and adapt strategies and tactics to utilize these trends to advance the company’s business goals.
·  Knowledge of email marketing best practices, including segmentation, automation, and A/B testing.
·  Skilled in creating compelling email campaigns that drive engagement and bookings.
·  Familiarity with marketing technology and software tools, including marketing automation platforms, CRM systems, and email marketing software, and is an early adopter.
·  Innovative thinking and the ability to come up with creative marketing campaigns and strategies that set us apart from our competitors.
·  Effective project management skills to oversee multiple digital marketing initiatives simultaneously and meet deadlines.

Additional Information

What is in it for you:

·  Employee benefit card offering discounted rates in Accor Hotels Worldwide
·  Develop your talent through learning programs by Academy Accor
·  Opportunity to grow within your property and across the world!
·  Ability to contribute to local community and make a difference through our Corporate Social Responsibility activities.

Do what you love, care for the world, dare to challenge the status quo! #BELIMITLESS

Note: Customization may be included for any specific local or legislative requirements, such as work permits

Our commitment to Diversity & Inclusion:
We are an inclusive company, and our ambition is to attract, recruit