E-Commerce and Digital Marketing Manager

Position Overview

The E-Commerce & Digital Marketing Manager will primarily be responsible for the planning and execution of strategies to maximise revenue contribution for the Hotel with the support of an appointed agency. As the main lead for digital initiatives that support the e-Commerce business, job responsibilities include but are not limited to Search Marketing, PPC, SEO, Display Media Campaigns and Paid Media. The individual should display a strong understanding of rate strategies and channel performance of the Hotel and apply them effectively, manage and coordinate between Corporate Office and property teams to ensure the timely execution of digital initiatives, being the key driver in shaping digital transformation within the organisation, while maintaining consistency of digital initiatives according to brand guidelines.

The Role

Brand Equity

• Develop digital communication plans in accordance to business objectives

• Develop market research parameters to identify market awareness and brand association

• Develop digital strategies to enhance brand reputation and achieve positive brand equity

• Manage actions to mitigate reputation risk exposure based on business impact analysis

• Manage the design and performance of the hotel websites as well as digital and social media platforms to ensure brand consistency

Marketing Strategies, Campaigns and Event

• Maximise revenue from PPC, SEO and other performance marketing activities based on hotel business priorities, seasonality and marketing plans

• Work closely with marketing and revenue directors for the hotel and support in the development of suitable packages to generate demand for the hotel

• Responsible for the Digital Marketing and Social Media strategy plans including owned, paid and earned media. Strengthen customer relationships through engagement, content, as well as monitoring the hotel's, its dining establishments, and competitors' presence on social media for performance enhancement

• Develop, implement, and evaluate the annual/monthly digital communications plan including social media content calendars.

• Create online content that engages audience segments and leads to measurable actions

• Develop market research plans and review research findings to support the development of digital marketing strategies and plans

• Review potential target markets for market segmentation

• Management of Capella Singapore's websites, booking engine, affiliated sites and OTAs to ensure that content is accurate, up to date and in line with brand standards

• Plan, manage and execute digital marketing activities for the hotel to drive demand and direct bookings for the hotel and its dining establishments

• Stay abreast of digital marketing trends updates and propose new strategies to increase market share against the hotel's competitor set

• Conceptualise digital marketing collaterals and devise email marketing campaigns according to marketing themes and review editorial content, design layout and printing specifications for deployment

• Develop design concepts and ideas for marketing campaigns across digital and social media platforms that are aligned with brand marketing strategies

• Develop measures to enhance customer experience across digital and social media platforms and customer touch points

• Put forth recommendations to improve future digital marketing campaigns based on identified areas of improvement

• Responsible for monthly reporting on social media statistics and analytics

• Report and review monthly brand website performance and digital marketing campaigns

• Evaluate new technology applications to spur innovation in customer engagement and experience

• Manage financial budgets in accordance with departmental work plans

• Review marketing reports to monitor and report digital marketing achievements

Talent Profile:

• Degree in marketing, advertising, communications or related field

• Minimum 3 years of e-Commerce experience in the hospitality industry

• Extensive hands-on experience and capability in e-Commerce marketing (SEM/SEO management, email marketing)

• Familiarity with the reading and interpretation of website analytics data (Google Analytics or similar)