Job Title: eCommerce Manager
Job Overview:
The eCommerce Manager is responsible for driving the hotel's online sales strategy, enhancing digital marketing efforts, and optimizing the guest online experience to maximize direct bookings and revenue. This role involves managing the hotel's website, online distribution channels, and digital marketing initiatives while leveraging data analytics to inform decision-making.
Key Responsibilities:
Strategic Development:
Create and implement comprehensive eCommerce strategies to enhance online visibility, drive traffic, and increase direct bookings through the hotel's website and other digital platforms.
Website Management:
Oversee the design, functionality, and content of the hotel's website, ensuring it is optimized for user experience, mobile responsiveness, and conversion rates.
Channel Optimization:
Manage relationships with online travel agencies (OTAs), global distribution systems (GDS), and channel managers to ensure competitive rate parity and effective inventory distribution.
Revenue Management:
Collaborate with the revenue management team to establish pricing strategies, manage inventory, and forecast demand using property management systems.
Digital Marketing Initiatives:
Develop and execute digital marketing campaigns, including pay-per-click (PPC), search engine optimization (SEO), email marketing, and social media advertising to enhance brand awareness and engagement.
Performance Analysis:
Monitor and analyze key performance indicators (KPIs) such as website traffic, conversion rates, and booking trends to assess the effectiveness of eCommerce strategies and make data-driven improvements.
Customer Experience Enhancement:
Optimize the online guest journey, ensuring a seamless and user-friendly booking process across all platforms.
Market Research:
Stay informed about industry trends, competitor strategies, and emerging technologies to identify opportunities for growth and innovation in the hotel's eCommerce approach.
Collaboration:
Work closely with sales, marketing, and operations teams to align eCommerce strategies with overall business objectives and promotional activities.
Content Creation and Management:
Generate engaging content for the hotel's website, social media, and marketing materials, including photography, videos, and blog posts that reflect the hotel's brand and values.
Social Media Strategy:
Develop and manage the hotel's social media presence, engaging with followers and promoting offerings to enhance online visibility.
Key Performance Indicators (KPIs):
Direct Booking Percentage:
Measure the proportion of bookings made directly through the hotel's website compared to OTAs.
Conversion Rate:
Track the percentage of website visitors who complete a booking.
Return on Advertising Spend (ROAS):
Assess the effectiveness of digital marketing campaigns in generating revenue.
Email Engagement Rates:
Monitor open rates, click-through rates, and conversion rates from email marketing efforts.
Occupancy Rates:
Analyze occupancy levels in relation to pricing strategies and promotional campaigns.