Cluster Director of Digital

2 months ago


Thành phố Hồ Chí Minh, Vietnam Marriott International, Inc Full time

**Additional Information**
**Job Number**24153169
**Job Category**Sales & Marketing
**Location**Vinpearl Landmark 81 Autograph Collection, 720A Dien Bien Phu, Binh Thanh district, Ho Chi Minh City, Viet Nam, Viet Nam, 700000
**Schedule**Full Time
**Located Remotely?**N
**Position Type** Management

**CORE WORK ACTIVITIES**
**Hotel Marketing Strategy Development to Maximize Revenue**
- Develop and implement a cohesive digital marketing strategy for the cluster hotels, aligning it with the overall marketing objectives and business goals. Identify target audiences and create tailored campaigns to engage and convert potential customers.
- Provide the digital strategy consultant and recommendation with key stakeholders to run retail segmentation.
- Develop and execute Digital Marketing initiatives on owned channels as well as applicable third-party channels. These include website and outlet sites management, Social Media marketing, SEO management, retargeting, organic and paid campaigns management and assist on OTA content optimization.
- Partners with property Revenue Management to verify correct offer loading, verifying advertisement targeting is correctly directed at relevant consumer groups.
- Maintains frequent, active engagement with Cluster eCommerce team to verify alignment, pull-through, and 2-way communication about the status, performance evaluation, opportunities, and issues related to online programs and initiatives.
- Verifies all advertising for the hotel in digital channels is in alignment with brand voice.

**Digital Marketing Activities**
- Oversight all digital marketing activities to drive Direct of cluster hotels. Coordinates execution of online marketing efforts through approved agencies/vendors and Marriott Digital Services team.
- Develop and execute room campaign via Direct channels to drive retail business as per the hotels’ goals.
- Drive performance of hotel website from content optimizing (in collaboration with Marcom team) and paid traffic ads in key sources markets.
- Oversight and monitor PLUS advertising platform closely with the team to ensure the target GRE per direct channels and other channels.
- Drive the room campaign via social media advertisement (in collaboration with Marcom team) to increase the hotels’ social media engagement, drive direct traffic from social media channel.
- Engages in proactive online reputation management by surfacing relevant guest comments (positive or negative) in social media channels.
- Oversight the HWS’s frequency update on HWS content, Offers and MBOP translation/drive traffic request, HWS audit.
- Pull through digital marketing advertising through Google SEM, Display, Naver etc as per hotel’s budget.
- Identifies hotel-specific online digital activation needs (e.g., local channels to focus marketing efforts through).

**Third-Party Channels Marketing Activities**
- Up-to-date the market trend, market demand on third-party platforms, set up frequent meeting with Market Manager.
- Analyze with data insights and provide the strategical consultant/ recommendation to key stake holders.
- Verifies that all hotels within their region/cluster are participating in relevant, approved echannels.
- Identifies and executes hotel/cluster/area OTA marketing and merchandising tactics as needed
- Builds strong relationships with the top 2-3 OTA partners.
- Closely collaborates with hotel and Revenue Leaders to review hotel performance on eChannels.
- Regularly audits content, images, and star ratings on OTAs and Meta Search sites, and works with hotels to make appropriate corrections.

**Digital & 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 Digital & eCommerce strategy.
- Builds solid relationships with 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.

**Opening Hotel Support**
- Collaborates with Field Marketing to develop, recommend and execute the opening S&M plan for the hotel.
- Activates the hotel for sale on approved OTAs.
- Work with brand marketing team to position the hotel on digital channels.
- Wor



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