Digital Marketing Manager - The Sukhothai Shanghai

Published on 2020-10-23

Job Purpose: The Digital Marketing Manager manages the day-to-day activities for the digital social media platform.

Establish long-range objectives and specify the strategies and actions to achieve them.  Establish a positive online presence for the hotel(s) by integrating property-specific and brand messaging in a compelling and valuable way for participants. Provide measurement of the impact of online presence to the hotel’s overall business.

Social Media

1.       Manage day-to-day activities of select social media channels and distribute content across all social media platforms. 
2.       Research and image sourcing of Social Media creative content.
3.       Optimize tags across multiple distribution channels.
4.       Monitor community feedback in real-time and assist with fan engagement.
5.       Manage active and engaged communities around a defined topic or topics by managing long-lead editorial calendars, monitoring online conversations.
6.       Provide day-to-day analysis of data from the communities or fans feedback. 
7.       Create and manage reporting, profile moderation, outreach activities, etc. 
8.       Develop relationships with clients and working closely with them to learn their business and communication needs.
9.       Interact with strategic partners / alliances and other operation departments on any digital opportunities. 
10.    Research social media opportunities for all market segments: business transient, leisure, group meeting, catering and food and beverage.
11.    Assist with development and pull-through of social media brand strategy reports.
12.    Analyze information and evaluate results to choose the best solution and solve problems. 

Digital Marketing

1.       Maintain and update all web site content including marketing, messaging, imagery, captions, links, PDFs, Hotel alerts etc. 
2.       Conduct regular audits on Hotel’s website and other social sites to ensure that hotel is optimized for high quality images, contents with accurate translations. 
3.       Guide hotel in developing any website modules (i.e. micro-site) for Food & Beverage, Weddings etc. 
4.       Develops landing pages and jump pages as needed for promotions. 
5.       Coordinate execution of digital marketing efforts through approved agencies / vendors. 
6.       Use Search engine optimization, paid search, email marketing and other online marketing tactics to increase penetration with the targeted customers.
7.       Management of search engine marketing campaigns to drive online exposure to hotel website.
8.       Monitors the hotel’s online presence in major search engines to ensure optimal results through search.
9.       Monitors the hotel’s website traffic analytics to identify trends and opportunities to grow online business
10.    Keeps abreast of current and future competitors’ digital marketing activities
11.    Ensures that hotel presence in all approved online distribution websites are up to date and in line with the hotel branding
12.    Explores new online business opportunities with third party sites, for rooms, F&B and spa.
13.    In coordination with the Hotel’s Communications team, ensure that the hotel’s key communication messages are optimally distributed on the internet for maximum exposure. 
14.    Monitors and manages the hotel’s online brand sentiment using the reputation monitoring tool to identify operational challenges that affect ratings and report them to senior management for action.
15.    In conjunction with the Assistant Marketing Communications Manager manages the hotel’s e-DM marketing efforts to ensure that all electronic marketing messages aligned. 

Digital Marketing Planning

1.       Develops and implements digital marketing strategies in line with the hotel’s overall goal on online business.
2.       In conjunction with the Director of Marketing Communications to execute and monitor all online advertising campaigns for optimal results.
3.       Sits in and actively participates in the regular revenue strategy meetings, F&B marketing meetings and spa marketing meetings, and implement actions relevant to the strategies set.
4.       Coordinate Search Engine Optimization (SEO) tactics and manage the pay-per-click keyword strategy.
5.       Participate in the yearly budget or monthly forecasting of digital advertising spent.

Analysing and Reporting Marketing data

1.       Provide tracking, analysis and reporting on the effectiveness of all e-programs: promotions, e-mailing listing, links, banners etc. 
2.       Set-up trackable ROI for the digital campaigns. 


1.       Builds positive working relationships with all departments of the Hotel. 
2.       Maintains active communication and builds team work amongst communications team and the other sales & marketing departments i.e. Catering and Events, sales, reservations, so as to achieve commitment to the overall objectives of the hotel.
3.       Interact with department and Hotels staff in a professional and positive manner to foster good rapport, promote team spirit and ensure effective two way communication.
4.       Maintains positive communication and builds close rapport with appointed agencies, sister hotel etc. 
5.       Develops open communication with Director of Marketing Communications and Director of Sales & Marketing. 
6.       Foster and strengthen relationship with key partners / vendors and agencies


1.        Good understanding in managing social media platforms 
2.        Proficiency in spoken and written Mandarin and English 
3.        Strong team player 
4.        Technical acumen with excellent knowledge of the digital trends 
5.        Planning and organising skill set 
6.        Currently working in media, advertising, marketing or hotel industry.  Other industry is welcomed if the candidate is managing the marketing or digital platforms 

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