Marketing & eCommerce Manager - Hilton San Francisco & Parc 55
Hilton Hotels & Resorts
San Francisco, CA
The Hilton San Francisco Union Square & Parc 55 is looking for a dynamic Marketing & eCommerce Manager to join their team.
The Hotel Marketing & eCommerceManager collaborates extensively with the hotel's commercial leaders, and isresponsible for the reporting, analysis and tactical activation of digitalmarketing that promotes revenue growth among key customer segments and supportthe hotel's brand positioning and image. The position also act as a liaisonbetween the hotel and Hilton marketing support, outside agencies and contractedvendors/service providers as determined by the hotel, and practices overallproject management to ensure the implementation of comprehensive marketingprograms. In working with the hotel commercial team to set strategy, themanager executes and tracks performance focused on online content, reputationmanagement, social media, and driving digital demand. The manager engages withcorporate resources on SEO and SEM, and prepares monthly analysis for internaland external stakeholders on hotel-level performance across paid, owned, socialand earned digital media.
20%Strategy & Analysis: Develops hotel positioning withcommercial leaders and guides cohesive digital strategy with short- and longterm objectives. Serves as the hotel leader in reporting and analysis of thekey performance indicators such as quality online content, conversion andincreasing digital demand. Has strong command of SEO and SEM, and providesanalysis to hotel general manager, revenue management and sales to ensurestrategy and tactics are aligned to achieve hotel needs. Provides monthlybusiness review to key internal and external stakeholders with qualitative andquantitative data to drive a continual improvement. Refines strategy based on analysis,market share, and changing business environment. Has strong knowledge ofmulti-channel marketing, target audiences, and attribution models.
20%Online Content: Maintains and enhancesall online content, photography and video on Brand and third party transientand group sites to drive measurable performance. Ensures the hotel'spositioning is reflected online and that content meets or exceeds brandstandards. Identifies and develops new digital content that drives engagementand conversion.
20% Reputation Management & Social Media: Collaborates with anon-property reputation management champion or agency to ensure timely responseto third party reviews. Identifies trends in customer sentiment andopportunities for property improvement. Ensures content in hotel social mediaaccounts such as Facebook and Instagram remains active, meets Hilton socialmedia standards, supports the hotel strategy and drives positive engagementgrowth YOY. Ideates new, creative waysto engage customers.
15%Paid Media, Budget & Activation: Develops and manageshotel digital marketing budget and activation calendar. Ensures budget supportsthe hotel strategy and prioritizes spend based on targeted goals andobjectives. Has strong command of paid media investments, Hilton's core media andtop-up programs, email marketing, and additional media tactics. Utilizes dataon feeder market, target audiences, competitive approach and market behavior tomaximize performance. Measures and reports on ROI and appropriate benchmarks.
10% Earned Media: In collaboration withregional corporate communications, ensures the hotel's multi-channel marketingstrategy includes opportunity for publicity gained by hotel, regional, brand and/oragency media pitching resulting in non-paid coverage in digital and traditionalmedia, bloggers and influencers. Reviews content used in media pitching for onlineoptimization. Monitors effectiveness of earned media efforts and providesstrategic direction. Proactivelyidentifies opportunities to increase awareness on digital platforms that have apositive impact on organic search, and supports with reporting and analysis.
10% Digital Asset Management: WorksHilton resources, marketing toolkits, preferred agencies and vendors to producecreative assets. Knowledge of brand identity guidelines, fonts, colors,positioning, voice, and brand templates and toolkits. Reviews hotel creativeassets and ensures materials are provided to publishers in a timely manner andwithin brand guidelines
What are we looking for?
Since being founded in 1919, Hilton has been a leader in the hospitality industry. Today, Hilton remains a beacon of innovation, quality, and success. This continued leadership is the result of our Team Members staying true to our Vision, Mission, and Values. Specifically, we look for demonstration of these Values:
- Hospitality - We're passionate about delivering exceptional guest experiences.
- Integrity - We do the right thing, all the time.
- Leadership - We're leaders in our industry and in our communities.
- Teamwork - We're team players in everything we do.
- Ownership - We're the owners of our actions and decisions.
- Now - We operate with a sense of urgency and discipline
In addition, we look for the demonstration of the following key attributes:
- Customer Focus
Hilton is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Our vision to fill the earth with the light and warmth of hospitality unites us as a team to create remarkable hospitality experiences around the world every day. And, our amazing Team Members are at the heart of it all!
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