The Market Manager leads the digital field marketing team activities within a specific market for the legacy Starwood portfolio within the Middle East & Africa continent. He/she is responsible for market-level initiatives, including multi-lingual tactical marketing campaigns, destination campaigns, program/content activations and reporting, as well as for a portfolio of hotels that concentrate on (but are not exclusively in) the assigned markets. The Market Manager may supervise one or more Specialists that support him/her, and/or collaborates with the Managers in the broader team that work on hotels in the same focus markets, with the common goal of driving market share and share of voice to hotels.
CORE WORK ACTIVITIES
Hotel Portfolio Support
Handle a market portfolio of 5-7 hotels per associate in the market pod, lead their digital strategies and work closely with hotel Marketing leads to maximize market share and share of voice
Support hotel Marketing leads with their tasks and priorities on a daily basis
Ensure hotels are compliant with global/divisional/regional requirements
Leverage identified market-level trends and insights, such as source/niche markets and consumer habits, to maximize exploitation of hotel gaps
Drive Market Share
Manage content on Brand.com property pages and third-party sites, including OTA merchandising opportunities
Maximize web presence through independent platforms according to key hotel priorities/strategies, including segmental sites for meetings, weddings and spa
Manage content on independent/segmental sites and optimize for natural search performance to optimize conversion of visitors
Merchandise offers and products through stay-related guest communication
Build and curate landing pages and special offer pages to support hotel-level offers and USPs as well as segmental, tactical or paid campaigns
Enroll hotels in all eligible and suitable global/divisional/regional tactical campaigns and ensure best-possible activation
Coordinate bespoke search, social and OTA advertising efforts and with hotel Marketing and Revenue Management leads
Lead conversation with agencies/vendors or run campaign in-house with continuous assessments together with Director
Implement loyalty campaigns and revenue-focused local partnership campaigns
Set up and curate web presence for hotel restaurant, including standalone restaurant sites and online booking tool
Assist hotel Marketing leads in the promotion of special offers and events, build landing pages and special offer pages to support tactical campaigns
Maximize exploitation of gaps identified from market-level food and beverage trends, such as consumer habits
Drive Share of Voice
Support hotel Marketing and Social Media leads in driving a storytelling strategy on key social channels, including but not limited to Facebook, Instagram and Twitter
Support hotel Marketing and Social Media leads in successfully handling online reputation on key channels, including but not limited to SPG, TripAdvisor, and assessing guest sentiment
Conduct regular and consistent search engine optimization to deliver solid SERP rankings for all internal web channels, including map listings
Deliver monthly digital reporting on performance and audits, provide recommendations to hotel Marketing and Revenue Management leads to optimize conversion through digital channels and highlight value contribution of DFM
Assist hotel Marketing, Sales and PR leads in the conception of yearly marketing plans and budgets, ensuring all required and optional costs for digital platforms and activities are included
Adopt market-focus strategy to gain SWOT insights and holistic 360-degree overview of assigned markets within the region and deliver regular market-level reports and insights including soft data
Benchmark hotels amongst each other as well as against competitors digital channels in terms of market share and share of voice and use as benchmark for own hotels
Understand market and consumer trends, identify strengths and weaknesses of own hotels in the market and exploit identified gaps
Assess and provide feedback to hotel leads on food and beverage distribution gaps and opportunities, foster maximum exploitation
Lead a market cluster of Specialists with regular team meetings to drive forward strategy and ensure timely clearance of tactics/actions
Hold regular personal meetings to discuss performance, point of improvement and issues with individual team members
Collaborate on recruitment for new talents and replacements with Director and lend initial support as well as onboarding in terms of knowledge sharing and tool usage
Conduct and organize continuous training and coaching of existing pod members, ensure development material is kept up to date
Coordinate work amongst Specialists within the cluster and himself/herself to achieve maximum performance, minimum turnaround times and constant drive of strategy at both market and property level
Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace.
Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
Building and Contributing to Teams - Participates as a member of a team to move toward the completion of common goals while fostering cohesion and collaboration among team members.
Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
Planning and Organizing - Gathers information and resources required to set a plan of action for self and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed..
Industry Type :
Hotels / Hospitality
Functional Area :
Marketing / Brand Management / Marketing Research / Digital Marketing
Desired Candidate Profile
Education and Experience
4-year degree from an accredited university in Business Administration, Hospitality, Tourism, Marketing, or related major
3 years of experience in a similar role with a key focus on strategic digital marketing (agency experience preferred)
Strong understanding of the digital environment as a distribution, marketing and engagement channel and experience with direct-response campaigns with external web agencies
Good understanding of and capability to lead conversion rate optimization, content marketing and website merchandising efforts
Previous team leadership experience preferred
Driven by numbers and analytics, research-oriented with strong report creation skills; prior experience using website content management systems a plus
Organized, detail-oriented and deadline-sensitive; takes initiative and anticipates needs
Excellent communication skills, demonstrated poise, tact and diplomacy
Experience managing external vendors and agencies (e.g. media, creative)