Assistant Director, Digital Marketing & E-commerce

You take ownership of the paid media and performance marketing strategies for our portfolio of hotels and serviced residences in Singapore, Japan and Malaysia. You will manage a team to not only drive direct bookings, but also maximize online revenue performance through Search Engine Marketing, Metasearch, social media advertising, Online Travel Agent (OTA) advertising and OTA partnerships.

Responsibilities:

• Lead global paid media investments, campaigns and optimization strategies across Search Engine Marketing, Metasearch, social media advertising on Google/Meta/TikTok/WeChat, Online Travel Agent (OTA) advertising
• Plan, launch and optimise always-on and seasonal campaigns, by market, brand and property. This may also include running regular testing programmes to improve and optimize performance
• Management of OTA channel health including rate parity, OTA rankings, promotions and paid placements
• Own group and property-level paid media budgets, investment allocation, spends/revenue forecasting and measure incrementality wherever possible
• Lead agency relationships with marketing vendors and OTAs, including regular performance reviews and commercial negotiations for new or existing partnerships
• Develop and maintain marketing analytics, performance reporting and attribution using platforms such as GA4, Google Tag Manager, Looker Studio and Power BI
• Identify and test new marketing technology and AI tools that can improve performance and productivity
• Foster strong collaboration across functions and properties, from organizing group-wide online campaigns with the marketing and loyalty teams, to working with cluster revenue managers on promotions and channel mix optimization
• Set standards and playbooks for paid media and e-commerce across our brands and destinations.

Requirements:

• Minimum 8-10 years of digital marketing and e-commerce experience, with at least 2-4 years leading a team
• A proven record of growing revenue through paid media and e-commerce strategies
• Strong platform knowledge and hands-on experience of Google Analytics, Search Ads 360 and Google Ads, Metasearch/ Google Hotel Ads, Meta Ads Manager and Looker Studio
• Strong with data: can explain what drove results and what to do next
• Effective communicator who can work well with senior leaders, internal stakeholders and agency partners
• Experience in hotel or travel e-commerce across Asia Pacific markets will be preferred