DIGITAL SALES & MARKETING MANAGER (eCommerce Manager)


Sales & Marketing
New York, New York

DIGITAL SALES & MARKETING MANAGER 

(eCommerce Manager)


REPORTS TO: Director of Revenue

DEPARTMENT: Revenue Management

COMPANY PROFILE:Founded in 1956 in Palma de Mallorca, Spain, Meliá Hotels International is one of the largest hotel companies in the world and the largest hotel chain in Spain in both resort and city hotels. The company currently operates more than 350 hotels in 35 countries and 4 continents under its brands: Meliá, Gran Meliá, ME by Meliá, Paradisus by Melia, Innside by Meliá, TRYP by Wyndham, Sol by Melia and Club Meliá.

POSITION SUMMARY: The Digital Sales & Marketing Manager ensures that the hotel(s) achieve total online budget, including direct sales through melia.com and the Call Center, MeliaRewards and OTAs. Plan, execute and follow-up on the online strategy for the corresponding hotel(s), closely coordinated with the Revenue and sales teams, following the defined pricing strategy and hotel needs.


RESPONSIBILITIES (include but are not limited to):

  • Coordinate pricing strategies, campaigns and promotions to be developed with Revenue Management and Sales, on the different online channels, based on opportunities identified by the different partners.
    • Ensure pricing strategy is applied by online partners.                                                       
    • Proactively plan and apply actions in order to achieve given transient objectives, following the directions set by Global Distribution and e-commerce.                    
    • Benchmark and comp. set analysis to find new opportunities on online channels.  
    • Detect strengths, weakness and opportunities into the online channels to optimize the hotels' performance.
    • Coordinate with Revenue Management on proactive pricing strategies to optimize demand and sales on transient and dynamic transient objectives.
    • Detect opportunities to increase positioning and conversion for the hotels.
    • Key Account Management. Be the hotel contact person for the MHI Direct Sales team (melia.com, call center, loyalty, campaigns development), as well as for OTA’s Market Managers and any other online Distributor (Flash Sales, etc...).
      • Manage relationship with Market Managers and Digital Sales & Marketing Director The Americas.                                                           
      • Find and evaluate new OTAs in order to reach inbound and outbound objectives.              
      • Contract OTAs physically located in the region and with at least 70% of their business to be produced in hotels of the region.                                                            
      • Quarterly business review for inbound and outbound with OTAs in the region.                   
      • Maintain beneficial working relationships with OTA decision makers in the region.
    • Monetarize rate and inventory parity on Melia.com and contracted OTAs, coordinating with Revenue Management and invoicing follow-up.
      • Ensure parity through all channels in coordination with Revenue Management.
      • Check rate and inventory parity situations, finding those who are not respecting it.
      • Follow up on outstanding commission payment invoices and support payment resolution efforts.
    • Report on and follow up on the online performance of the hotels in the region.
      • Online performance evaluation through proper reports (daily, weekly and monthly reporting for all online channels).
      • Complete reports of MHI systems with information provided by the OTAs.
      • Monthly follow up on digital marketing plans for hotels within area of responsibility.
      • Reports by origin of the business, top accounts, and business model.
    • Find and evaluate new online opportunities, new business models, and new developments on the current partners.
      • Find and evaluate new online opportunities, new business models and new developments on the current partners.
      • Plan and execute participation in promotions and actions sponsored by the online channels. Proactively suggest to partners participation or creating of particular promotions/actions for our hotel.
      • Promote the hotel via online channels, including Melia.com, to maximize sales opportunities.
    • Execute content improvements.
      • Run content checklist to evaluate content.
      • Check and update content on the different online channels.
      • Ensure right positioning and content at Melia.com.
      • Improve rank positioning on the OTAs through best content.
      • Notify OTAs of hotel’s needs in terms of content.
    • Develop action plans…
      • Marketing Actions & Online Reputation:
        • Plan, create and place marketing and communication actions to promote the hotels in accordance with Sales team, Distribution and/or Global Ecommerce.
        • Coordinate with Digital Sales & Marketing Director The Americas the digital marketing actions, providing them with market information to optimize the Marketing Strategy.
        • Check customer reviews to find customer needs and  create new competitive advantages based on the opportunities found.
        • Customer strategy plan development. Influence loyalty programs supported by MHI, focusing on MeliaRewards.
        • Support CRM Actions in owned and third channels.
      • CRM Actions & Campaigns Planning:
        • Following sales objectives, work with CRM & Campaigns  to identify, design and launch campaigns and offers, following the new CRM contact strategy, based on customer insight for local, frequent and potential clients.
        • Working with Regional Digital Sales & Marketing Director, identify opportunities for client data acquisition, internal and external, following CRM principles.
        • Push identification process and follow customer contact strategy.
    • Contract regional OTAs, ensuring to reach objectives in hotels inside and outside the region. Visit local OTA teams in hotel destinations along with visiting hotels in main destinations.
    • Run and develop a variety of reports, sales strategy documents and 15-day forecast.
    • Monitor all distribution channels to ensure effective inventory management and pricing strategies.
    • Continually monitor all pertinent travel related websites to ensure competitiveness, accurate content, and rate parity with the ability correct underlying issues with urgency.
    • Responsible to ensuring accuracy of content on brand.com. 
    • Assist with loading rate schedules and configuring packages.
    • Perform month-end revenue management procedures.
    • Comply by the various checklists that are used in this role. Market share analysis as needed.
    • Serve as backup/support to on-property Director of Revenue.
    • Support the hotel’s yield efforts via analysis of booking pace and trends by segment and distribution channel.
    • Provide analytical research documents and reports in supporting the hotel’s strategic ideation process.
    • Partner with the sales team and front desk providing analysis and training as needed.
    • Prepare and analyze all standard reports, including market intelligence reports including but not limited to: Hotelligence, STR, etc. Accurately produces all daily, weekly, and monthly reports on a timely basis.
    • Prepare weekly yield meeting reports and draft follow up meeting minutes to ensure follow through.
    • Work with Director of Revenue to propose, design, sell, develop, implement, maintain, measure and manage solutions including process methodology, systems, and strategies.
    • Understand rate elasticity, demand and pace.
    • Maintain historical statistical data.
    • Provide critical analysis of strategies, rooms statistics and demand factors.
    • Foster interdepartmental teamwork.
    • Perform other duties as assigned by management. 

      

    QUALIFICATIONS (to do this kind of work, you must possess/be able to):

    • Bachelor’s Degree in Tourism, Hospitality, and/or Business Administration required.
    • Must possess a minimum of 1-3 years’ prior experience as an e-commerce manager, yield manager, revenue role and/or sales role.  
    • Relevant experience in hotels, revenue management, online marketing and social media required.
    • Must possess strong computer skills including but not limited to: Microsoft Excel, PowerPoint, Microsoft Word, Opera, SAP, Epiphany, OTA Extranets, Google Analytics, and AdWords.
    • Must be legally authorized to work in the United States.
    • Be able to work well under pressure and meet deadlines.
    • Detail oriented and hands-on. Team player. Strong interpersonal skills.
    • Requires excellent communication skills, both verbal and written.
    • Ability to develop and deliver effective presentations.
    • Ability to read and interpret business records and statistical reports.
    • Ability to use mathematical skills to interpret financial information and prepare budgets.

    (Please note: management reserves the right to change, modify, and/or alter any of the duties listed above to meet business demands.)

    Melia Hotels International is an Equal Opportunity Employer.

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