Director of Digital & Marketing Communication Strategies

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Scope and Objectives 

The Director of Digital & Marcom Strategies needs to ensures that campaigns and projects are in line with the Raffles & Fairmont brand standard and also the primary point of contact for Accor’s global and regional brand, marketing and corporate communications departments.  Ensures efficient management of external agencies including public relations, creative and media buy for the hotel as well as manage strategic partnerships to ensure continued awareness and publicity for hotel.  Sets strategies for all online activities in relation to e-commerce including traffic acquisition, sales and conversion, testing and reporting.

Observes and adheres to the Values of Accor, i.e. Guest Passion, Respect, Innovation, Trust, Sustainable Performance and Spirit of Conquest.

Primary Responsibilities

Digital Marketing and E-commerce

Leads the strategy development of digital marketing campaigns to various audiences across multiple digital channels.

Develop and execute annual E-Marketing plan including:

Online distribution management

Database Acquisition and e-mail campaigns

• Search engines’ optimization / marketing activities
• Social media (Organic and paid)
• Online advertising
• Mobile marketing
• Tracking, analysis and control

Manage various e-tools. For example: eCRM (Customer Relationship Management), websites' CMSs (Content Management System), Social Media Management Platform, etc.

Oversees strategic alliances with online travel agencies.
Set Strategies for all online activities in relation to traffic acquisition, sales and conversion, testing, and reporting.

Public Relations

• Ensures good relations with global, regional and local media.
• strategies publicity outreach program to support sales and events teams.
• Conceptualizes, manages and executes publicity plan for hotel, arcade, Food and Beverage venues and spa, including seasonal promotions, key launches and media engagement activities.
• Plans media familiarization trips with overseas agencies and / or departments under the Accor global network.
• Reviews media hosting opportunities for hotel to drive continued awareness.
• Develops and oversees influencer marketing program.
• Maintains hotel’s press materials including news releases, executive biographies and photography.
• Ensures effective media coverage for hotel’s programs in key markets.
• Serves as hotel spokesperson, when appointed by General Manager, to make all official statements for hotel to media, especially during crisis situations.

Advertising

• Develops media plan in accordance with the hotel’s goals and objectives.
• Develops creative artworks and text copy, ensuring adherence to brand guidelines.

Community

• Initiates, identifies and reviews partnership and sponsorship opportunities in line with hotel goals.
• Supports hotel’s Corporate Social Responsibility programs to ensure awareness.
• Identifies community engagement opportunities.
• Supports the hotel’s loyalty programs for effective use as a promotional and awareness channel.

Collaterals

• Be the brand custodian, ensuring guidelines adherence for all hotel collaterals.
• Develops and oversees photography for hotel, event spaces, dining venues, spa and Arcade, to ensure brand guidelines are met.
• Manages an archival system for hotel’s history while maintaining an updated PR library for hotel.
• Oversees and develops hotel collaterals to support Sales and Event teams as well as operational departments including Rooms and Food and Beverage.

Employee Communications / Relations

• Supports Talent and Culture team to achieve their goals through internal communications and external outreach including media interviews, maintaining digital media awareness and award submissions.

Knowledge and Experience

• Bachelor Degree in Marketing / Communications or equivalent.
• Minimum of 8 years in Marketing Communications / Public Relations. Relevant experience in hospitality industry an advantage.
• Strong working knowledge of Microsoft Outlook and Microsoft Office.
• Oral and written fluency in English. Ability to speak other language and basic understanding of local languages an advantage.

Competencies

• Good interpersonal skills with ability to communicate with all levels of employees.
• Service oriented with an eye for details.
• Ability to work effectively and contribute in a team.
• Good presentation and influencing skills.
• Multicultural awareness and able to work with people from diverse cultures.
• Flexible and able to embrace and respond to change effectively.
• Ability to work independently and has good initiative under dynamic environment.
• Self-motivated and energetic.