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崗位職責/職位描述

工作職責：Manage Direct Digital Channels 管理直銷渠道Implement and monitor strategies to drive online traffic to your hotel via direct digital Channels.實施并監控策略以通過直銷渠道為酒店帶來流量。IHG.com, IHG App－ HCM Performance Audit & Refresh. Review on a regular basis hotel’s description, pictures, and video to improve SEO performance and make sure hotel is sell at its best.IHG 網站及 App、 HCM 內容平臺的表現審計和內容刷新。定期審閱酒店在HCM 內容平臺的介紹、圖片以及視頻等信息，以確保最大化自然搜索相關性及預定流內的轉化。IHG’s M&E WeChat Mini Program – Ensure Content is updatedIHG 會議微信小程序 – 確保相關內容始終為最新的。IHG’s Corporate Travel Mini Program – Increase its awareness among hotel associates. Working together with Sales team, to ensure. relevant clients are using this tool for best scalability. Ensuring the best content accuracy based on hotel‘s actual statusIHG尚悅會微信小程序–提升尚悅會小程序在酒店相關部門的認知度。確保相關客戶及銷售人員最大化使用此工具。確保信息的完整和準確。IHG’s WeChat Mall IHG 微信商城： Offer Submission－ Work closely with Hotels’ related functions （e.g. Revenue management & R&B） to set up hotel individual package產品提交 – 與收益管理、餐飲等相關部門通力合作設計產品確保競爭力和并符合酒店定價體系。Product on & Off shelf 產品上架與下架。Booking Management / Redemption 訂單管理、核銷管理。Owned Traffic Operation （WeChat groups） 私域流量（酒店粉絲群等）運營Performance Review 業績分析與回顧。Follow the IHG GC yearly Campaign Calendar （including loyalty Brand & destination） across the year. 遵循IHG支持中心年度的營銷日歷（包括會員相關、品牌相關、及目的地相關）。Participate ‘Ignite’ performance MKT program, and work with Support Center Performance marketing team & subregional commercial teams to optimize keywords selection. 參與 ‘Ignite’ 數字營銷項目，定期與支持中心的商務及營銷團隊共同優化酒店相關關鍵詞。Hotel Funded Paid Media toward direct channels: Manage and execute Display advertising campaigns, including prospecting & retargeting to raise hotel’s awareness and promote hotel’s offer.根據酒店的需求參與‘boost’數字化營銷項目，針對直銷渠道進行進一步引流。 Liaise with Regional Marketing department and sister hotels for implementation of co－operative online campaigns. 與區域營銷團隊和兄弟酒店通力合作，提升跨酒店線上營銷。Manage 3rd Party Digital Channels.管理第三方渠道Implement and monitor strategies to drive online traffic to your hotel via 3rd Party Digital Channels. 實施并監控策略以通過第三方渠道為酒店帶來流量。 Work with connected OTAs （Ctrip, Meituan, Fliggy, Booking.com, Agoda, Expedia） to focus on, although may to different extend based on hotels’ business mix, including but not limited to:基于酒店的實際也位于組成，與包括攜程、美團、飛豬、Booking.com、Agoda、Expedia等渠道緊密合作。包括打但不限于以下工作：Hold Regular Business Reviews with Channels’ marketing managers, with a focus on the quality score of each channel, and drive action plans enhancing the score. 與渠道的市場經理進行定期的市場回顧，特別關注酒店在不同渠道的質量評分，并通過對應的行動提升分值。Regular Content update via HCM or OTAs’ extranet to ensure all information are updated and content are attractive for our audiences. 定期對HCM 或者OTA后臺內容進行審核，確保內容更新并對受眾具有吸引力。Review Management. Regularly Implement a cross team review management process, from encouraging reviews to online review feedbacks. 內容評分管理，定期進行跨團隊的內容討論，發現評論中體現的跨不同部門的問題并加以整改提升。Rate Parity Optimizations. Ensuring rate parity guild lines from Support Center is strictly followed. 價格一致性。確保支持中心所確認的價格一致性政策得以貫徹。Connectivity – regularly check the connectivity with hotels, and ensure connected content & rates are smoothly pushed. 直連。定期確認酒店的直連準確性，將直連中出現的問題與支持中心相關團隊進行溝通與協調。Livestream and Rich Content Media Platforms （Douyin, Red, etc.,） Content Curation & ‘KOX’ management: 直播、內容平臺（抖音及小紅書等），及‘KOX’合作 Clearly convey hotel’s unique selling points, across product verticals to vendors or KOXs; 對平臺、KOX 及供應商準確傳遞酒店不同品類產品的賣點。Own product development, with cooperation with hotel revenue & Ops functions. 與相關部門，如收益管理、運營等部門協同，負責產品生成。Own best conversion path for content’s landing, considering not just one time GMV, but also hotel’s overarching strategy across various channels. 設計酒店跨渠道的轉化漏斗設計，不僅限于一次性收益，同時也注重長期的跨平臺的效應。Curate content, together with vendors or KOXs, including but not limited to articles, livestreams, or short videos etc., toward the product conversation paths as designed. 與KOX及供應商協調內容生產，包括但不限于文章、直播、短視頻等，與上述轉化漏斗設計相協同。Point of Interest （POI） Channels （Dianping etc.,） Content Curation, F&B related Offers uploading. Review Management.本地生活渠道（如點評）的內容生成、餐飲相關產品的上傳。線上評價管理。Insights & Data Analysis 商務洞察與數據分析Provide monthly and quarterly performance reports, projections, and reviews on all key performance metrics. 每月及每季度提供跨渠道的數據分析、下一周期預測以及對關鍵數據進行生意回顧。Regular Competitor research to ensure we hold the competitive edge vs hotels’ comp set 定期的競品分析以確保在競爭群中保持競爭優勢。Introduce industry best practices, standards, and innovation. Identifies and capitalizes on opportunities.引入最佳實踐，標準以及創新。識別并利用新機遇。任職資格：計算機能力：良好語言要求：英語（良好）國際聯號工作經歷：優先