Director of Digital Marketing

HOTEL OVERVIEW

Strategically located in the heart of Singapore’s shopping, dining and entertainment districts and with the City Hall and Esplanade Mass Rapid Transit (MRT) train stations and other major transportation nodes at its doorstep, Fairmont Singapore and Swissôtel The Stamford are the gateway to explore Singapore’s landscapes at your convenience. With a total of 2,030 well-appointed guestrooms, both hotels also offer a distinct collection of 12 lifestyle and dining choices including Michelin-starred fine dining restaurant JAAN by Kirk Westaway, cutting-edge meeting space at Raffles City Convention Centre with 34 meeting rooms and one of Asia’s largest spas, Willow Stream Spa.

ABOUT OUR COMPANY

At Fairmont Singapore and Swissôtel The Stamford, we design career plans and unveil new professional perspectives through our various development programs. We shine when YOU shine. Come and be part of our dynamic team and experience immerse growth and career opportunities with us.

Channels:

• Ensure content on all applicable websites is up-to-date, thorough, optimized, and adheres to brand standards.
• Lead improvements for applicable websites, incorporating relevant technologies, languages, features, and optimization tools.
• Oversee Search Engine Optimization (SEO) activities with agencies to drive organic performance.
• Develop and manage an email marketing calendar, ensuring timely communications to the most updated and relevant databases.
• Collaborate with various departments to maximize online sales and marketing opportunities.
• Coordinate all online marketing activities, including promotions, third-party website promotions, and GDS, in conjunction with the Senior Director of Marketing.

Indirect Channels:

• Work with the Revenue Team to ensure optimal content, imagery, and marketing strategies on OTA/distribution sites through quarterly catch-ups with market managers.
• Oversee content updates on all applicable third-party digital platforms.
• Launch push tactical offers to in-house guests on applicable platforms.
• Paid Channels:
• Develop and monitor paid search/display campaigns to ensure constant enhancement.
• Analyze campaign returns and performance, recommending and activating budget or campaign changes as needed.
• Ensure campaigns feature relevant and updated content.

Social Media:

• Enhance the hotel's presence on owned social media accounts and select social media sites in line with corporate guidelines.
• Create and manage a social media calendar.
• Oversee social media paid campaigns, consistently driving performance metrics such as fan base engagement and leads.
• Coordinate with Quality & F&B Teams to manage guest feedback for response and/or recovery.
• Strategic Planning & Analysis:
• Develop and implement digital marketing strategies through the use of data and analytics via systems such as Google Analytics, Accor/partner platforms to achieve performance goals and align with overall business objectives.
• Collaboration with senior leadership to ensure digital strategies support overall revenue goals. Cross-departmental collaboration, especially with the revenue management, F&B, and convention teams, to ensure all digital efforts are cohesive and aligned
• Staying abreast of industry trends and emerging technologies, ensuring the hotel's digital presence remains competitive and cutting-edge.
• Conduct market research and competitive analysis to inform strategic planning.
• Utilize data and analytics to measure performance and inform decision-making.

Team Leadership & Development:

• Lead and mentor the digital marketing team, fostering a collaborative and innovative work environment.
• Provide ongoing training and development opportunities to team members.
• Set clear performance goals and conduct regular evaluations.
• Budgeting & Financial Management:
• Monitor and maintain the budget for all digital marketing campaigns, ensuring forecast accuracy.
• Gather scope and costs for budgeted items related to digital marketing.
• Plan and prepare for annual budget submission and presentation.
• Compliance & Continuous Improvement:
• Ensure compliance with hotel and department policies and procedures at all times.
• Identify and implement continuous improvement opportunities to enhance digital marketing effectiveness.
• Integrate sustainable digital practices (e.g., reducing digital carbon footprint) and accessibility standards into the digital marketing strategy.

Other Responsibilities:

• Support Quality team in digital reputation management, including handling social media crises, or any digital PR incidents.
• Assist with any other Sales & Marketing projects as requested.
• Perform other duties as assigned by the Management of the Hotel.

• A minimum of 7 years’ experience in performance/digital marketing.
• Experience in the hospitality industry, particularly in hotels or resorts, is an advantage
• Proven track record in activating and coordinating online campaigns.
• Experience with HTML, PPC campaigns, search engine optimization, CRM systems, content management systems (CMS), and marketing automation platforms.
• Advanced knowledge of performance marketing systems, platforms, and hotel and F&B distribution technologies.
• Certifications in Google Ads, Meta Blueprint, and other relevant performance marketing platforms.
• Ability to inspire and lead a team, along with strong interpersonal skills for working across departments and with external partners.
• Stay current with digital marketing trends through continuous learning, which could involve attending industry conferences, earning certifications, or participating in relevant training
• Strong analytical and project management skills.