eCommerce Manager, Aimbridge Hospitality

This role is located in our Plano, Texas offices

BIG PICTURE:

The overall purpose of the eCommerce Manager is to facilitate practices that result in increased market share and the achievement of each assigned hotel’s top line budget through a focus on E-Distribution and other online marketing tactics.

The eCommerce Manager will seek out online marketing opportunities and will develop direct and semi-direct online channels to observe and enhance the Internet footprint of Aimbridge’s properties.

In revenue management operations the incumbent will serve in a hands-on capacity to develop customized strategies for revenue optimization by analyzing market mix, demand drivers, market conditions and other factors impacting each property’s competitive landscape. They will provide leadership, guidance and direction in the areas of pricing, distribution, e-marketing and the processing of guest reservations.

Under the direction of the Vice President of Operations and with a dotted line responsibility to the Aimbridge Vice President of Sales, the eCommerce Manager will team with General Managers, Regional General Managers and other key staff in the field to maximize RevPAR through effective management of room inventory and pricing strategies.

CORE ACCOUNTABILITIES:

• Serve as the lead advisor on eCommerce and online marketing disciplines for assigned hotels; Provide communication, training and education to Regional General Managers , GMs, and Sales staff to raise their awareness, understanding, and motivation toward E-Marketing
• Analyze hotel-specific needs and create strategies and tactics for increasing revenue, to include SEO/SEM, display, pay-per-click, email marketing and paid search
• Monitor and track through and manage relationships with online travel agencies (OTAs), Global Distribution Systems (GDS) and brand websites
• Serve as the point-person for reputation management for assigned properties; Review social media pages and respond to Trip Advisor reviews, Google Plus reviews and reviews on other sites
• Regularly audit each hotel’s online presence to ensure proper imagery and content, and that all links work appropriately
• Develop and implement location-specific strategies to meet and exceed goals in the areas of revenue generation and market share performance
• Oversee and maintain inventory controls and address booking volume generated from third party internet companies, online travel agencies and central reservation offices
• Develop and maintain electronic distribution strategies to include online content and positioning, market manager relationships, OTA’s and GDS distribution
• Review and implement rooms inventory and rate controls in central reservation systems
• Ensure that sites featuring Aimbridge’s hotels are fully optimized to maximize traffic from search engines; Partner with web vendor to coordinate and execute Search Engine Optimization (SEO) tactics
• Champion efforts grow online bookings for group, meeting and catering business for assigned properties
• Support brand direct booking strategies in an effort shift OTA bookings; Identify best practices and opportunities for increasing new visitors, increasing conversion, and surpassing consumer expectations for their online experience
• Generate and communicate analytic reports; Assist in formulating action plans based on data
• Conduct weekly Revenue Management meetings for assigned properties; Discuss trends and sales strategy, review results from the prior month and determine upcoming events and action plans for occupancy and RevPAR maximization for future dates
• Develop seasonal transient and extended stay pricing, and ensure consistency across all distribution channels
• Complete weekly booking pace reports, review month end rooms statistics and other relevant reports; Provide critical analysis on performance vs. forecasts and results of implemented strategies
• Conduct business displacement analysis as needed to determine impact to RevPAR
• Travel to assigned hotels and/or corporate support offices periodically for training, meetings and other business activities, as needed
• Perform other tasks, duties and projects as assigned by management

ACCOUNTABILITIES:

• Marketing degree and/or appropriate combination of education and experience to support on-the-job effectiveness
• 4 to 8 years of online marketing and revenue management experience specific to the hotel industry; previous experience with major hospitality brands (Marriott, Hilton, Choice, Starwood, IHG etc.) is a major plus
• Strong understanding of traditional and online marketing mediums, with experience with distributed marketing functions, a passion for business development and a proven track record for eCommerce success
• Background in search engine optimization, pay-per-click advertising, display advertising and email marketing
• Exceptional computer literacy, with ability to easily navigate database, browser, email, document and spreadsheet applications and related programs
• Previous experience with Property Management Systems and Computer Reservations Systems; experience with IQ Ware a plus
• Exceptional service orientation, with keen ability to focus and deliver on guest needs
• Reliable and responsible character, with exceptional follow up and attention to detail
• Proven leadership skills in supporting employees to consistently attain personal, departmental and organizational performance goals
• Ability to work effectively as an independent contributor, and as a part of a collaborative team
• Ability to multi-task and effectively manage numerous priorities within a fast-paced environment
• Ability to travel periodically on behalf of the company, for both short and prolonged periods of time