Digital and e-Commerce Manager

Job Description

Reporting into the Director of Commercial, the Digital and e-Commerce Manager will work closely with Sales, Marketing and Revenue Management teams to maximize e-commerce revenue and support the development of on-property and corporate digital marketing activities and programs.

• Develop and manage the e-commerce strategy covering all online marketing efforts of the hotels including traffic and revenue generation programs via SEO, SEM, affiliate marketing, email, display and other online mechanisms. These programs will cover both acquiring new customers and encouraging repeat visits by existing customers.
• Measure key performance metrics in Google Analytics and other available tools to identify trends and areas of growth opportunity by way of customer persona and geo data
• Provide the Executive Team and key stakeholders with monthly reporting summaries using GA4, vendor reports and property reporting systems
• Develop and nurture the relationship with Performics agency, closely managing the digital spend and analytics and managing media campaigns
• Manage online advertising efforts including display advertising, ad networks and paid directory inclusions
• Advise on compelling ad imagery, copy and promotions in consultation with property and corporate e-commerce and Marketing teams
• Assist in developing annual marketing plans and budgets by providing strategy and recommendations based on market analysis, current performance metrics and best practices
• Participate in Corporate and Regional digital marketing calls to discuss new initiatives and share best practices
• Manage email campaigns, work with Responsys/Revinate email tool, build and load lists
• Oversee retention strategies using email, newsletters, social online media etc. to increase customer frequency
• Focus on increasing web direct share and Brand.com contribution
• Optimize the user experience on all devices, keeping up to date on the latest online and UX data
• Utilize e-commerce platforms to engage in ads and offers with ALL Members, to increase property's loyalty share 
• Manage content and imagery on all digital channels including Fairmont.com, hotel and California microsites, Accorhotels.com and Online Travel Agent sites such as Expedia, Booking.com, TripAdvisor, etc. to ensure a consistent web presence
• Review content, itineraries and offers on new California landing page, destination pages and event calendars and implement revisions to drive engaged sessions, conversion and e-Commerce revenues
• Increase visibility through effective distribution of interactive video content
• Contribute to online social media strategies, including paid social, and reputation management best practices
• Lead Influencer Campaign platform strategy for Later Influencer, owning campaign setup, execution and reporting
• Champion SKChase Gift Card platform, supporting cross-departmental leads to successfully execute redemption
• Assist with concepts, proofing and copywriting tasks for digital campaigns
• Establish, maintain, and continually improve processes and workflows as they relate to website and CRM
• Investigate new technology and enhancements to increase revenue, brand awareness and customer experience
• Drive AI roadmap and voice search strategy, while staying ahead of new trends in the digital space
• Partner with Sales, Marketing, Food & Beverage, Public Relations and Revenue Management to promote the hotel’s offerings, providing recommendations for digital strategy to drive targeted market strategies (e.g. Group, Weddings, Penthouse Suite)
• Participate in greater hotel initiatives and key meetings, including monthly Commercial Team meetings on-site

Qualifications

• Extensive digital marketing experience of at least 5-7 years in a direct-to-consumer environment
• Expertise with Google Analytics, including GA4 certification, and other web analytics tools and metrics required
• Certified Digital Marketer or comparable digital marketing training preferred
• Post-secondary Bachelor’s Degree from an accredited 4-year institution preffered
• Past experience purchasing online display advertising and coordination online campaigns
• Strong communication, problem solving and presentational skills
• Fast learner, can learn new programs and tasks quickly and effectively
• Comfortable working with various software applications and content management systems
• Experience in the travel or hospitality sector an asset
• Ability to multi-task and prioritize with the ability to follow through on objectives
• Ability to work independently as well as collaborate and work cohesively in a team