Assistant Manager, Regional Digital Marketing

Shangri-La International Hotel Management Pte Ltd

At the Shangri-La Group, we are a heart-warming family. We share something powerful – our genuine care and respect for others. Our strength lies beyond our harmonious surroundings and hideaway locations. It lies in our core values that guide us to treat each and everyone with honour, as kin, as family. We strive to be the preferred employer by providing great benefits, tranquil and sincere working environment, work-life balance, and effort recognitions.

This is an integral performance marketing specialist role within the Digital Marketing function which serves to drive revenue for the SEAA region via the conceptualisation and execution of online always-on and remarketing strategies via paid and owned channels.

The Assistant Manager, Regional Digital Marketing, will be the go-to person for campaign planning, execution, application of best practices, optimization and measurement for hotels under his/her remit. He/she is an essential member of the go-to-market team and will need to work closely with the respective hotel teams to meet commercial objectives.

As an Assistant Manager, Regional Digital Marketing, We Rely on You To

Campaign development and execution

• Ensure understanding of the commercial and strategic landscape and translate business requirements into tactical campaigns that support commercial objectives
• Manage campaign-related communications where directed, to hotels in the region
• Own, drive and implement the always-on prospecting and remarketing strategies to domestic and key feeder markets via paid ads (display and social campaigns) and owned channels
• For relevant campaigns, deliver the tactical campaign marketing plan, including (but not limited to) campaign strategy, messaging strategy, targeting, budget, dates, deliverables and stakeholders
• Execute the campaign management process across owned media channels to ensure content and assets are created, uploaded and tagged appropriately
• Maintain and continually enhance the retargeting/remarketing user journeys to maximize conversions and revenue
• Work closely with internal and external partners such as our media agency to develop and customize ad creatives, ad messages, audience targeting, campaign activation, design of A/B tests for optimization and application of other best practices
• Regular analysis of campaign data and utilization of insights to provide recommendations that optimize performance, drive bookings and return on ad spend (ROAS)
• Own the strategy’s goals/KPIs, management of ad budgets, regular management reporting of campaign results as well as presentation updates to all relevant stakeholders, inclusive of local offices
• Provide regular training sessions for hotel teams to bring them up to speed on latest performance marketing trends, learnings etc
• Work closely with the regional team to drive business synergy for regional tactical campaigns

Data & Analysis

• Execute a clear methodology of A/B and Multi-Variant testing across owned media platforms to optimize performance of assets, messaging and targeting
• Drive regular reviews with all hotels in the region to drive the E-Direct/Retail roadmap
• Participate in feeder market analysis and insight, using external and internal data sources

Strategic Relationships

• Participate in regular reviews with hotels to drive the campaign management roadmap
• Support external relationships with strategic partners to increase the effectiveness and maturity of our campaign management activities
• Manage working relationships with external parties, inclusive of programmatic, social and ad partners (where necessary)
• Steer and guide other local, regional or global teams to execute local prospecting and remarketing campaigns targeted at specific feeder markets

We Are Looking for Someone With

• Minimum 5 years of performance or digital marketing experience
• Hospitality experience is a plus, but not mandatory
• Proven experience in digital/performance marketing, programmatic display and social campaigns, retargeting/remarketing, tag management is required
• Experience or familiarity with Chinese digital advertising platforms (e.g., WeChat, Douyin, Xiao Hong Shu) is a plus
• Good analytical skills and proficiency in data analysis tools (eg. Tableau, Google/Adobe Analytics, Excel)
• Data-driven, Commercially and performance oriented
• Creative mindset with the ability to generate innovative marketing ideas
• Possess good interpersonal skills for working across departments and with external partners
• Adaptable, and possess the capacity to thrive in a fast-paced, dynamic environment

Local package will be offered to successful candidate.

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