E-Commerce Manager
Key Skills for This Role
Full Job Posting
Key Responsibilities
- Manage and continually optimize the hotel’s primary website (Brand.com) and direct booking engine to maximize Conversion Rate (CVR) and Average Order Value (AOV).
- Execute A/B testing, user experience (UX) enhancements, and landing page strategies aligned with current revenue tactics (e.g., packages, seasonal promotions, upsells).
- Audit site functionality, page load speeds, and mobile responsiveness to ensure a friction-free booking journey.
2. Revenue-Driven Digital Marketing Execution
Work with the Director of Revenue Management to allocate digital ad spend based on real-time booking pace, low-occupancy periods, and geographic target markets.
Manage paid search (PPC/SEM), search engine optimization (SEO), metasearch campaigns (Google Hotel Ads, TripAdvisor, Trivago), and retargeting ads.
Coordinate email marketing automation (CRM) for direct guest targeting, pre-arrival upselling, and post-stay retention campaigns.
3. OTA Merchandising & Third-Party Distribution
Audit and optimize the hotel’s profile listings across major Online Travel Agencies (Expedia, Booking.com, Agoda, etc.) and Metasearch sites.
Collaborate with Revenue Management to verify content accuracy, room type display, imagery, rate parity compliance, and promotional participation on OTAs.
Leverage OTA merchandising tools (e.g., preferred partner status, sponsored listings, visibility boosters) intentionally during low-demand periods.
4. Analytics, Tracking & Reporting
Measure and report monthly digital performance, return on ad spend (ROAS), acquisition cost per booking, web traffic, and channel share metrics using Google Analytics 4 (GA4) and revenue systems.
Track shift in booking channel distribution (Direct vs. OTA share) to monitor cost-of-acquisition savings.
Present actionable insights during weekly strategy/commercial meetings with Revenue Management and Sales/Marketing teams
Skills, Knowledge and Expertise
- Web analytics platforms (Google Analytics 4, Tag Manager).
- Central Reservation Systems (CRS), Property Management Systems (PMS), and Channel Managers.
- Meta-search platforms and Google Ads dashboard management.
- Content Management Systems (CMS) and OTA extranets (Expedia Partner Central, Booking.com Partner Hub).
About Kempinski Hotels
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