Manager, Field Digital Services - Japan
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Job Number 190004Q0
Job Category Sales and Marketing
Location Japan Office & SW CCC, Tokyo, Tokyo-To VIEW ON MAP
Position Type Management
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Digital (eCommerce) is the fastest-growing line of our business at Marriott International. For Asia-Pacific (APAC) markets in particular, our online growth is outpacing all other regions. With this growth, greater focus and accountability is needed to drive stronger alignment and activation of the company’s digital strategy across all online channels. The ultimate success of Marriott’s digital strategy in APAC is now critically dependent upon successful digital activation at the Area and Hotel level to drive more revenue via direct channels at lower cost. The Manager, Field Digital Services, drives digital activation efforts for managed & franchised hotels in the Area in line with the company’s digital goals and direction.
The Manager, Field Digital Services sits at the intersection between Marriott International’s eCommerce, marketing, and global distribution strategies. This role helps a group of properties in a region (or cluster) effectively pull through the sales, marketing, and customer engagement activities that help drive awareness and profitability at the property level. This role will also manage overall activation of their property strategies in owned and third party electronic channels (Marriott.com, multi-lingual global sites, OTAs, meta search sites, search engines, and other eMarketing vehicles). This role will work on behalf of properties to increase revenue, grow market share and create a compelling experience that steers customers towards booking on our direct online channels. The Manager, Field Digital Services serves as a thought leader to their Area group of hotels, providing local, area, and country-wide insight to enhance their digital experience. To this end, he/she will be in touch with their properties on a regular basis to make sure they are fully activated and optimized on Marriott.com and appropriate in-language global sites. The role partners hand in hand with their colleagues in the cluster marketing team to engage current and would-be customers with targeted messaging that’s relevant, on-brand, and genuinely engaging. From time to time this role also provides eCommerce communication, training, education, reporting and analysis to digital and marketing teams on property. This position reports to either the Senior Manager or Director, Field Digital Services.
Education and Experience
4-year degree from an accredited university in Digital/eCommerce, Marketing, Economics, PR/Communications, Business Administration, Hospitality Management, or related major
4+ years experience (at least 2 years of digital marketing / eCommerce experience preferred)
Digital agency work experience strongly preferred; primarily in a client services/account services role
Solid working knowledge of and experience in digital marketing fundamentals, search engine optimization (SEO) tactics and ROI-driving digital campaigns in particular
Ability to analyze data and identify relevant digital insights
Demonstrated ability to manage the interests and demands of multiple stakeholders
Hotel property experience, hotel digital marketing experience, or related preferred
Written and verbal fluency in English plus Japanese mandatory
Digital Strategy, Execution & Team Management
Advises hotels on appropriate on-strategy digital/eCommerce priorities and tactics.
Coordinates with the Director, Field Digital Services and Area Director of Sales & Distribution to set digital/ecommerce goals for their cluster/hotels
Reviews hotel progress against established goals periodically, provides reporting and analysis, and troubleshoots performance issues.
Manages budgets for the cluster/hotels for eCommerce activities.
Develops annual & quarterly game plans for Area or Cluster hotels identifying key focus for the coming months.
Collaborates closely with Brand Marketing, Directors of Field Marketing (DFMs), and cluster Marketing and Communication teams to execute digital Brand Marketing strategies and plans for the cluster; serves as a key digital strategist and tacitician for these audiences
In some Areas, may have a team of Executives. If so, develops and coaches associates to ensure career pathing and growth opportunities are clear; Builds a strong sense of community and belonging on this team to ensure connectivity, engagement, clarity and overall job satisfaction
Assesses additional needs in recruiting/hiring/developing digital talent as needed
Ensures that associates complete all required digital training and on-boarding
Digital Acquisition Marketing
Coordinates execution of online marketing efforts through approved agencies/vendors and Marriott Digital Services team.
Manages Search Engine Optimization (SEO) efforts for hotels by leveraging the Marriott Digital Services team (MDS) or external Agencies.
Assists hotels in optimizing Paid Search performance; engages external Agencies for supplemental Paid Search efforts if needed.
Manages the PLUS Platform for participating hotels in the area/cluster.
Executes online marketing activities in partnership with hotel and cluster Marketing leaders (e.g., loading Marriott.com Hotel Website deals, Group Deals, Group Value Dates, email marketing and affiliate marketing).
Assures that hotel websites on Marriott.com and global sites are fully optimized to maximize traffic from search engines.
Identifies hotel-specific online digital activation needs (e.g., local channels to focus marketing efforts through).
Hotel Web Site Content Optimization
Is responsible for driving Room Nights via the Hotel Web Site of participating hotels.
Conducts regular audits of Marriott.com and individual Hotel Websites to ensure each hotel is optimized for high quality custom images, content, links, and accurate translations; works with hotels on corrective action where necessary.
Serves as the EPIC/Vignette administrator for the hotel(s).
Provides consultation to hotel digital marketing teams in developing hotel website modules for Spa, Golf, Food & Beverage and weddings.
Manages the pull-through and activation of key corporate eCommerce projects (e.g., new Marriott.com Hotel Websites, new field SEO service, and similar corporate e-services).
Uses B2B e-tools to grow online bookings for Group and Corporate business in cluster hotels.
Identifies and implements efforts to drive online awareness and bookings for hotel F&B outlets.
OTAs and Meta Search Channel Optimization
Is responsible for optimizing OTA performance of participating hotels.
Ensures that all hotels within their region/cluster are participating in relevant, approved eChannels.
Regularly audits content, images, and star ratings on OTAs and Meta Search sites, and works with hotels to make appropriate corrections.
Regularly and proactively audits hotel rankings on top OTAs, and takes action to address areas of opportunity.
Partners with cluster and area marketing teams to define and execute the hotel OTA merchandising plan(s).
Identifies and executes hotel/cluster/area OTA marketing & merchandising tactics as needed (e.g. Agoda newsletter, Expedia TravelAds, etc.).
May also co-manage soft-dollar marketing budget for domestic OTAs with the AP eDistribution Team.
Builds strong domestic relationships with the top 2-3 OTA partners.
May also manage the day-to-day relationship with domestic OTAs.
Collaborates with hotel and regional Revenue Leaders to review hotel performance on eChannels.
Marketing and Communication Partnership
Assists in the development and execution of the cluster marketing plan (e.g. retargeting campaign, OTA marketing, etc.).
Develops the offer landing page on Marriott.com for cluster offers.
Identifies and obtains Marriott.com and OTA marketing and merchandising placements as appropriate.
Creates mini-sites for domestic segment marketing efforts where needed (e.g. MICE or Weddings).
New Hotel Opening Support
Collaborates with Field Marketing to develop, recommend and execute the opening S&M plan for the hotel.
Sets up the Marriott.com Hotel Web Site.
Activates the hotel for sale on approved OTAs.
Shops hotel to ensure M.com and OTA rates are set up correctly
Works with brand marketing team to position the hotel on digital channels.
Works with marketing and sales teams to plan the pre-opening budget and execute the budget according to what is best for the brand, region.
Acts as a point of contact for agencies reaching out for information about the hotel and redirect them to the right person to speak with.
Creates online press releases and helps with property SEO to drive awareness to hotel.
Helps set digital sales goals for new opens in partnership with sales and revenue management.
eCommerce Communication and Training
- Uses the eCommerce Resource guide.
Trains and educates cluster and/or hotel-level managers on how to activate their hotel eCommerce and digital marketing strategy.
Delivers eCommerce training, presentations, and workshops to region, cluster and hotel-level associates and management in partnership with cluster/regional marketing teams.
Serves as cluster-level point-person for Marriott’s digital/eCommerce strategy.
Builds solid relationships with ADSD, GMs, DOSMs, cluster Marketing and Revenue Management teams (where relevant) to raise their awareness, understanding, and motivation to e-activate their hotels.
Participates in regularly-scheduled global and regional digital/eCommerce and Marketing web conferences and calls to review performance, share best practices, and troubleshoot issues.
Delivers a monthly report and newsletter, and hosts a monthly webinar, for hotels.
Develops other cluster-level eCommerce communications, as appropriate.
Stays up-to-date on and communicate industry and competitive trends, with a focus on the domestic online travel landscape.
Marriott International is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. Marriott International does not discriminate on the basis of disability, veteran status or any other basis protected under federal, state or local laws.