Director of Marketing Communications

Company Description

About SO/ Bangkok

Located in the vibrant capital of exotic Thailand, SO/ Bangkok combines modern dynamism with classic wonder in a true meeting of East and West. With 237 rooms and suites, the urban luxury design hotel offers themed accommodations created around the Five Elements - Water, Earth, Wood, Metal, and Fire. Inspired and innovative, SO/ Bangkok is an iconic landmark of design and a masterpiece of collaboration by Thailand’s top five designers and world renowned fashion designer Monsieur Christian Lacroix.  

An exciting selection of innovative restaurants and bars showcase the very best in refined dining in a variety of relaxing ambiences. SO/ Bangkok commands a prime central location where anything is possible, from contemporary high-rises to traditional Buddhist temples, from bustling street markets to ritzy upscale shopping complexes, from notorious nightlife to a gourmet’s choice of dining.

Job Description

The position is responsible for implementing an effective web marketing and communication strategy at hotel level in order to drive online traffic and maximize online distribution channel through online marketing channels include SEO, PPC, display advertising, social media and email marketing.

Hotel Audit and Reporting:

• Regularly audit the hotel’s Digital Marketing strategy
• Manage hotels’ KPI and analyze hotels online production
• Set up action plan to optimize hotel’s online performance, from 6/10 upon start of duty to reach 9/10 within probationary period
• Provide ongoing campaign performance reports including ROI analysis and detailed measurement of any digital marketing campaign/action implemented
• Create and share detailed hotels’ monthly report on overall web results
• Review new technologies and keep the hotel at the forefront of developments in digital marketing
• Evaluating market conditions and competitor data online
• Call a separate weekly meeting with HODS from Revenue, Business Development, Wine & Dine, Marketing Communications, SO WELL, Rooms and Hotel Manager.
• Attend weekly REVMAX, Wine & Dine meetings and other ad hoc meetings as required.

Content Management and Commercial Animation

Direct websites:

• Hotel Factsheet on AH.com and Brand.com:  Review on a regular basis hotel’s description, pictures and video to improve SEO performance and make sure content optimized.

Indirect websites:

• Review hotel’s exposure on indirect website (text, jpeg, ranking) and make sure content is optimized.

Hotels Micro-website

• Audit and review micro-website
• Ensure content is updated regularly and implement actions to maximize SEO
• Analyzing reports

Traffic:

• Implement and monitor strategies to drive online traffic to the hotel factsheet on Accor direct websites and hotel’s micro-website.

Acquisition Marketing

PPC campaigns:

• Review the Accor Regional PPC campaign monthly report.
• Provide recommendations to maximize PPC campaign performance at hotel level.

Display campaign:

• Manage and execute display advertising campaigns, including retargeting in order to raise hotel’s awareness and promote hotel’s offer.

• Define budget and brief media agency for creative and media plan
• Optimize and analyze campaign ROI 

Social Media and online reputation:

• Social Media:

• Define the Social Media strategy in line with the key marketing objectives: Establish a hotel presence on selected platforms in line with the marketing strategy and compliant to the brand DNA.
• Create engaging & relevant content (Text & visuals) in line with the brand DNA; Take part in conversations and answer comments/complains.
• Manage the Social Media Agency if any and drive results.
• Maintain and build close relationships with leading industry related bloggers & web editors in local city & overseas & to maintain regular conversations
• Ensure the Social media policy is implemented for all employees at the hotel.

• Online reputation:

• Implement SOPs to encourage guests to write reviews on key review websites.
• Monitor reviews written by guests on review websites (Number and quality) through the ACCOR online Reputation Management tool.
• Manage the hotel presence on review websites and the relationship with key partners like TripAdvisor.
• Monitor Trip Advisor Business Listing
• Link Online Reputation results to Revenue results in order to fine tune the pricing strategy.

Tactical Campaigns

• Global and Regional offers:

• Discuss with GM, Revenue Management and Sales teams the hotel’s participation.
• Set up action plan to market and give maximum exposure to key emitting markets
• Co-operative / Individual Hotels’ offers
• Objective: Increase incremental revenue over need periods and prioritizing direct channels.
• Individual hotel offer:
• Work closely with Hotels’ Revenue Manager and GM to set up hotel individual package (added value offers distributed on direct channel only)
• Provide text and images in all targeted languages
• Liaise with Distribution team for Tars loading
• Set up action plan to market and give maximum exposure to key emitting markets
• Actively coordinate with Regional Marketing department to ensure the offer will get maximum exposure across media channels (direct websites, Regional Enewsletters, Social Media)

• Co-operative offers:

• Liaise with Regional Marketing department and sister hotels for implementation of co-operative online campaigns.

Emailing

In charge of hotel’s emailing strategy

• Monitor hotel’s database and make sure it is clean and well segmented
• In charge of hotels’ Enewsletter content and loading (via external agency)
• Grow email database by setting up specific actions
• Analytics of reports

Qualifications

• A Bachelor's degree in communications, marketing, or a related field is required.
• Minimum of 7 years of experience in communications, marketing, or related field is required, with at least 2 years in a management position.
• Excellent communication skills, both verbal and written.
• Excellent interpersonal skills, including the ability to work well with others and build relationships with key stakeholders.
• Strong strategic thinking skills, including the ability to develop and implement effective communication strategies.
• Strong leadership skills, including the ability to lead and manage a team effectively.

Additional Information

Benefits:

• Life & Health insurance
• SSO
• Duty Meals
• Provident fund
• Heartist Card