Director Digital Marketing

Raffles Boston is a state of mind—an iconic legacy in motion, reimagined for a new era. Since the Raffles Brand founding in Singapore in 1887, Raffles has set the standard for gracious hospitality, cultural curiosity, and legendary service. In Boston, that legacy comes to life as the brand’s North American flagship, blending timeless elegance with contemporary hotel craft in the heart of one of the world’s most storied cities. 

At Raffles Boston, our people are the soul of everything we do. We are custodians of culture, champions of community, and passionate stewards of meaningful guest experiences. Guided by respect, integrity, belonging, and excellence, we create an environment where every interaction is thoughtful and every moment leaves a lasting impression. Here, guests arrive as visitors, leave as friends, and return as family.

• Development and updating of content/packages to brand sites including Raffles and restaurant for hotel including new pages landing for events, attractions and activities that bring visitors to the destinations
• Conduct property tours for influencers, content creators, and media, showcasing the hotel's unique offerings, key brand pillars and other storytelling opportunities
• Design and develop marketing collateral to support hotel operations, sales initiatives, guest communications, events, and brand campaigns while ensuring adherence to brand standards
• Author creative messaging and/or copywriting for online communications and partner websites, newsletters, package offerings, etc.
• Editing/proofreading/content management of online presence
• Involved in SEM and SEO strategic calls/meetings and follow up action items
• Implement optimization keywords - including Title tags, Alt tags, Image tags and meta descriptions - that have been provided by the hotels’ search agency
• Analyze and measure brand and vanity website functionality, independently identify areas of friction and obstacles for website visitors and present results and plans and actions to RDOSM
• Measure key performance metrics in Google Analytics and other available tools (abandonment, conversion, etc.) and identify important performance trends and areas of opportunity to grow the business
• Work closely with appropriate teams to develop and lead new guest offers, identify and implement timely actions that improve website conversions and average booking values, and provide reports on the improvement plan, execution, and results. Working autonomously on project necessary.
• Negotiate and manage vendor relationships with applicable technology and marketing partners and escalate and document opportunities and/or service problems with recommended solutions
• Execute corporate e-commerce campaigns to support the hotel strategic marketing plans working within the established budgets
• Participation in photo and video shoots and strategies surrounding image needs and utilization, including VR and the latest technology
• Manage content and imagery on the OTA sites through the Market Manager contacts and the Content Team at GRC (Expedia, Travelocity, Orbitz, Kiwi, etc.)
• Manage presence on listing sites and acquire inbound links from local/regional sites
• Manage the properties online advertising efforts including; display advertising, ad networks, paid directory inclusions etc. in consultation with the corporate internet marketing team and/or the hotel search agencies and RDOSM. Negotiate with key partners as necessary.
• Provide the RDOSM and other appropriate stakeholders with monthly reporting summaries using Google Analytics, vendor reports and property reporting systems and consumer online reviews.

• Liaise with digital media outlets, influencers and bloggers to maximize exposure. Negotiating partnerships that deliver maximum ROI.
• Support public relations department with the online communication component of crisis and issues management
• Support affiliate marketing initiatives through editorial and content management of Key Websites

Skills and Experience 

• Familiarity with Microsoft Content Management tool or other content management platforms.
• Basic html knowledge an asset
• Familiarity with Google Analytics or other web analytics tools and metrics
• Past experience purchasing online display advertising and coordination online campaigns
• Strong written communications skills
• Knowledge of search engine optimization practices also an asset
• Fast learner; can learn new programs and tasks quickly and effectively
• Comfortable working with various Microsoft Office applications; Word, Excel, PowerPoint
• Bachelors’ degree in communications or related field

Physical Requirements

• Flexible and long hours sometimes required.
• Light work - Exerting up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently or constantly to lift, carry, push, pull or otherwise move object.

What We Offer

• Salary Range: $90,000-$95,000
• Employee benefit card offering discounted rates in Accor worldwide for you and your family.
• Excellent Company benefits including medical, dental, vision and life insurance.
• Personalized development opportunities across Accor's extensive brand portfolio.  
• Ability to make a difference through our Corporate Social Responsibility activities