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Senior Marketing Manager

3 weeks ago

Singapore IBIS SINGAPORE ON BENCOOLEN Full time

The Marketing & Communication Manager handles the hotel online reputation on all online platforms. The position is responsible for achieving the Trust Score objective of the hotel. Responsible for Online reputation KPIs (Trust Score, number of reviews, % of reviews answered).
- The Marketing & Communication Manager defines & executes the social media, online and offline Marketing strategy of the hotel.
- Responsible for the support and operations of the Marketing Department which includes web CMS, SEM and SEO implementation, analysis and sustainability, public relations, copy writing, display advertising campaigns as well as print advertising, e-partnerships, affiliation, loyalty programs and sponsorships are also part of the job scope in order to enhance brand exposure for the Hotel (rooms).
- Implement SOPs to encourage guests to write reviews on key review websites.
- Monitor reviews written by guests on review websites (Number and quality) through the ACCOR online Reputation Management tool.
- Implement corrective actions to improve touch points with low scores, in coordination with the Guestbook champion and all departments involved.
- Ensure reviews are answered by the team in a timely and appropriate manner (refer to the guidelines).
- Manage the hotel presence on review websites and the relationship with key partners like Tripadvisor.
- Issue monthly reports about the hotel online reputation through the Online Reputation management tool. Main KPIs are: Trust Score, Performance, Popularity, number of reviews, % of answer, Score vs. Comp set.
- Link Online Reputation results to Revenue results in order to fine tune the pricing strategy.
- Monitor publications and hotel mentions on Social Networks (mainly Facebook, Twitter, Weibo, Foursquare, Instagram, Blogs & Forums) through the ACCOR online Reputation Management tool. Identify threats and opportunities in user generated content surrounding the Hotel.
- Define the channel management techniques, posting reply pace and frequency and guest engagement needs for the department.
- Define hotels external Marketing strategy, ensuring all new tasks have an objective, target audience and measurement.
- Train and monitor the Marketing and Design Coordinator in order for them to be able to effectively execute all hotel strategies.
- Analyse all past data in order to plan new hotel activites.
- Regularly analyse new actions to avoid repeat mistakes and to increase effectiveness of successful actions.
- Determine hotel best practice.
- Stay up to date with market trends and Marketing and Social Media developments.
- Define the Social Media strategy in line with the key Marketing objectives: Value proposition, Targets, Channels, Activities, Partnerships, resources & revenue. Key objectives should buzz, business and loyalty.
- Establish a hotel presence on selected platforms in line with the marketing strategy and compliant to the brand DNA.
- Develop monthly strategy for all internal and external marketing campaigns and promotions.
- Develop monthly content strategy for all social media activities - liaising with the relevant departments within the hotel. Coordinate with the country page.
- Manage the community of each platform: Create engaging & relevant content (Text & visuals) in line with the brand DNA; Take part in conversations and answer comments/complains.
- Plan, implement & execute all social media and digital related promotions to build continuous growth. Manage a fully integrated communications calendar for the Hotel around events, food and beverage, public holidays, need periods. Translate worldwide and regional tactical campaigns into social media activities. Review content performance on a weekly basis and review future content accordingly.
- Manage the Social Media Agency if any and drive results.
- Liaise with Corporate Social Media Team to craft specific promotions via social media.
- Regularly audit the quality of the hotel presence on both Social media, online and offline platforms.
- Maintain and build close relationships with leading industry related bloggers & web editors in local city & overseas & to maintain regular conversations.
- Report monthly on Social Media activities. Main KPIs are:

- Number of followers/fans - speed of growth vs. competitors
- Reach
- Engagement / PTAT - Share - % sharer vs. fan base
- Like - average # fans and likes by post
- Revenue generated
- Coordinate all projects in relationship with Country Social media team.
- Ensure the Crisis Management Plan through Social Media is in place.
- Ensure the Social media policy is implemente for all employees at the hotel.
- Follow up on all Marketing projects
- Follow up on all existing projects to ensure effectiveness