Digital Marketing Manager

**Hotel Audit and Reporting**:

- Regularly audit the hotel’s Digital Marketing strategy
- Manage hotels’ KPI and analyze hotels online production
- Set up action plan to optimize hotel’s online performance
- Provide ongoing campaign performance reports including ROI analysis and detailed measurement of any digital marketing campaign/action implemented.
- Create and share detailed hotels’ monthly report on overall web results
- Review new technologies and keep the hotel at the forefront of developments in digital marketing.
- Evaluating market conditions and competitor data online.
- **Content Management and Commercial Animation**
- Direct websites:

- Indirect websites/OTA:
Review hotel’s exposure on indirect website (text, jpeg, ranking) and make sure hotel is sell at its best.
- IWS
- Audit and review micro-website
- Ensure content is updated regularly and implement actions to maximize SEO
- Analyzing reports
- Traffic:
Implement and monitor strategies to drive online traffic to the hotel factsheet on Accor direct websites and hotel’s micro-website.
- **Acquisition Marketing**
- PPC campaigns:

- Review the Accor Regional PPC campaign monthly report.
- Provide recommendations to maximize PPC campaign performance at hotel level.
- Display campaign:
Manage and execute Display advertising campaigns, including retargeting in order to raise hotel’s awareness and promote hotel’s offer.
- Define budget and brief media agency for creative and media plan
- Optimize and analyze campaign ROI
- Social Media and online reputation:

- Social Media:

- Supervise Social Media Executive/Coordinator on strategy in line with the key Marketing objectives: Establish a hotel presence on selected platforms in line with the marketing strategy and compliant to the brand DNA.
- Online reputation:

- Implement SOPs to encourage guests to write reviews on key review websites.
- Monitor reviews written by guests on review websites (Number and quality) through the IHG online Reputation Management tool.
- Manage the hotel presence on review websites and the relationship with key partners like TripAdvisor.
- Monitor Trip Advisor Business Listing
- Link Online Reputation results to Revenue results in order to fine tune the pricing strategy.
- **Tactical Campaigns**
- Global and Regional offers:

- Discuss with GM, Revenue Management and Sales teams the hotel’s participation.
- Set up action plan to market and give maximum exposure to key emitting markets
- Co-operative / Individual Hotels’ offers

Objective: Increase incremental revenue over need periods and prioritizing direct channels.
- Individual hotel offer:

- Work closely with Hotels’ Digital Marketing Manager, Revenue Manager and GM to set up hotel individual package (added value offers distributed on direct channel only)
- Provide text and images in all targeted languages
- Liaise with Distribution team for Tars loading
- Set up action plan to market and give maximum exposure to key emitting markets
- Actively coordinate with Regional Marketing department to ensure the offer will get maximum exposure across media channels (direct websites, Regional E-newsletters, Social Media)
- Co-operative offers:

- Liaise with Regional Marketing department and sister hotels for implementation of co-operative online campaigns.
- Monitor hotel’s database and make sure it is clean and well segmented
- In charge of hotels’ E-newsletter content and loading (via external agency)
- Analytics of reports