Hotel E- Commerce Manager Job Description

Job description

SCOPE:The overall scope of the position is to maintain the hotel website, actively update content, in accordance with Hotel Corporate manuals and policies.  take care of Search Engine Optimization (SEO), manage online marketing activities for the hotel through development and monitor the representation of the hotel in social media.

MAIN RESPONSIBILITIES:

• Approve Website content for hotels on weekly basis.
• Host monthly regional call to ensure that website performance meets revenue goals.
• Initiation, development and implementation of new properties within the region in conjunction with corporate office and suppliers.
• Establish business relationship with local supplier and manage the everyday relation and communication.
• Monitor and manage hotel websites through audits and propose actions to increase revenue and the profitability of the brand channel, as well as the guest experience and overall web performance (KPIs).
• Assist in implementing corporate initiatives throughout the region.
• Manage and take ownership of projects given by Corporate Office.
• Create and analyze regional performance reporting, as well as propose solutions for improvement.
• Implement a coherent Web and e-Commerce approach in the market in relation to the brand and its competitors.

1.      Website Content Management

• Ensure website content is always up to date in all languages available, updated according to the CMS corporate guidelines.
• Liaise with the corporate office for any website enhancements.
• Review and maintain rate and room type descriptions in OWS (e.g. translations, images, etc.) in coordination with the relevant stakeholders.
• Establish, develop and maintain a keyword matrix for the hotel and consider when designing website content.
• Ensure all content (pictures and text) is according to corporate standards.
• Create and implement promotional content for special offers and packages, in coordination with the hotel’s Marketing and Revenue Managers.
• Review and amend hotel information available on Kempinski.com.
• Flexibility to assist corporate office on website related tasks.

2.      Search Engine Optimization (SEO)

• Ensure all efficient use of keywords in website content.
• 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 the hotel website gets the best possible page rank.
• Review and monitor both the content and search engine ranking of competitors’ websites and react appropriately to maintain the competitiveness of the Kempinski hotel website.
• Update and optimize meta descriptions and tags.
• Liaise with the website agency and corporate office for any website enhancements.

3.      eMail Marketing

• Actively develop and maintain a database of corporate and hotel email newsletter subscribers through both online and offline solicitation.
• Prepare and send, with regular frequency, a corporate Email Newsletter to all guests/individuals that have subscribed to receive the hotel e-newsletter.
• Ensure emailers are in line with the strategy and corporate guidelines (i.e. Corporate Identity).

4.      Social Media

• Update and manage the corporate representation and social media channels as per corporate policies and guidelines.
• Ensure the monitoring and active respond of the corporate social media and review site tool. Ensuring consistent representation of the brand.

5.      eMarketing Strategy

• Develop and implement emarketing initiatives for the hotel key feeder markets to increase the number of qualified visitors to the hotel website thus increasing revenues and conversion.
• Identify and develop joint e-commerce initiatives with qualified local, regional and/or national partners/sites.
• Establish and implement the hotel’s annual advertising plan for electronic channels assist on matters related to creative and media planning for PPC.
• Ensure brand and marketing message on electronic channels is consistent with overall marketing activities i.e. special promotions/offers etc.
• Research and Benchmark electronic media adverts and articles to ensure that the hotel remains a market leader in coordination with public relations department.
• Review and monitor your hotel’s primary competition set on a regular basis and ensure/maintain competitiveness throughout the markets.

6.      Photo Optimization

• Ensure the picture quality loaded on the web pages are according to the corporate identity guidelines.
• Avoid picture duplication on the website.
• Identify signature shots representing both, the hotel and the brand.

7.      Website Analytics

• Analyze the website user behavior, site performance, source of referrals, etc; and act accordingly
• Analyze the website production (bookings) reports available from on the website statistical package and/or from the hotel’s Opera property management system.
• Provide monthly reports on website KPI to the management team of the hotel and the regional and corporate offices.

8.      Support

• Monitor and assist in ensuring Rate parity together with the Revenue Director/Manager throughout all electronic distribution channels.
• Support and liaise with Corporate Office in all initiatives and in which hotel feedback/corporation is necessary.

9.      Training/Education

• Take mandatory corporate training offered and relate this to the respective heads of department.

Desired Skills and Experience

COMPETENCIES:

• Be proactive in achieving web traffic & revenue goals.
• Relevant experience in web hotel operations and revenue management experience are a plus.
• Detail orientated and hands on.
• Team player with strong interpersonal skills
• Demonstrate self-confidence, energy, enthusiasm and be a motivator.
• Ability to investigate systems malfunctions or user-input errors.
• Ability to analyze data, make meaningful conclusions and base sound decisions and strategies on these.
• Knowledge of industry-specify terminology such as PPC, SEO, SEM etc.
• Ability to adapt to a frequently changing market environment. Be proactive and able to “think outside of the box”.