Director of Ecommerce and Digital Marketing SOFITEL

Overview:

Reporting to the Commercial Director, the Director of E-commerce and Digital Marketing is accountable for the ecommerce & digital performance of the hotel. He / She will be determining strategic goals and tactical efforts, which drive revenue to the hotel on all streams: Rooms, F&B, MICE, Spa & other ancillaries.

Working hand in hand with the Commercial Director and Director of Revenue to ensure a cohesive across all business channels and with revenue goals. This role involves managing the hotel websites, OTAs, CRM, digital marketing and social media campaigns to ensure consistent and effective online engagement with potential and existing guests.

Key responsibilities, among others:

Strategic planning:

• Define yearly revenue target on ecommerce for both direct & indirect channels.
• Play an active role in the Strategic Planning, Marketing Plan and budgeting processes, and be able to challenge the strategy.
• Build Digital yearly plan and budget covering all digital channels and levers (Direct and Indirect).

Website Management:

• Oversee the design, functionality, and content of the hotel website (All.com / Brand.com / Standalone).
• Ensure the websites is optimized for SEO and user experience.
• Regularly update the site with current promotions, events, and relevant content to push Rooms, F&B outlets and MICE.

OTAs

• Manage relationships with Online Travel Agencies (OTAs) such as Booking.com, Expedia, etc.
• Coordinate OTA strategy together with the Director of Revenue.
• Optimize listings and manage content on all third-party websites.
• Monitor and analyze performance metrics to enhance visibility and conversions.
• Activate and manage digital tools on OTAs platforms (Booking.com Sponsored Ads, Expedia Travel Ads, Packages, Visibility Boosters, etc.)

Digital Marketing

• Develop and implement comprehensive digital marketing strategies, including SEO, content and email marketing with focus on Rooms, F&B outlets and MICE.
• Coordinate with the marketing team to ensure brand consistency across all digital platforms (images, videos, descriptions, offers, etc.)
• Handle the email Marketing with the third-party tool for Rooms, F&B and other outlets in line with the strategy and corporate guidelines.
• Manage hotel s online reputation to identify areas for improvement in guest experience.
• Work with the guest relations team to address any online guest complaints or issues promptly.

Social Media Management

• Develop and execute social media strategies together with a marketing team to enhance brand awareness and engagement.
• Create and curate content for platforms such as Facebook and Instagram.
• Monitor social media channels coverage and performance.

Data Analysis and Reporting

• Analyze data from various digital platforms to track performance and identify opportunities for improvement.
• Measure and report the performance of all digital marketing campaigns and assess against goals.
• Prepare regular reports on key metrics, such as website traffic, conversion rates, and revenue generated from digital channels.
• Monitor third party intelligence sources to identify revenue opportunities (OTA, GDS, market studies, web tools and levers).