Download eCommerce Marketing Manager

eCommerce Marketing Manager
Background
The role of the eCommerce team has expanded from a relatively narrow focus on web sales of
accommodation to one of leading all communications and sales campaigns and providing expertise
across the business, most notably in working with IT and Operations. The expectations, volume of
work and expertise have now outgrown the current team.
New Job Outline
The role of the eCommerce Marketing Manager is to drive our digital marketing strategies, web
development and ecommerce within the business and to manage the implementation of the resultant
plans and the Online Marketing team.
Primarily, the focus will be around achieving our sales and profitability targets as cost-effectively as
possible - accommodation and ‘on-village’ sales (including Spa). These will be achieved by driving
traffic to our three websites and improving conversion and average transactional value, which
inevitably requires the ongoing review of website design, content, functionality and usability. It is
also important that there is close liaison with the Pricing and Yield Management team and the
Operations Capacity Management team, the Aqua Sana team, the Call Centre and IT department, to
ensure effective planning, coordination and sharing of information, research and data. .
The eCommerce Marketing Manager will continue to strive to improve the return on investment via
the digital and online channels, utilising cross-media attribution of revenue and indeed supporting the
ongoing improvements in Call Centre efficiency, using web analytics tools and our specialist agency
staff to analyse the online user journey both on our own websites and more broadly on the web,
especially when guests interact with our marketing activity eg. Display advertising, PPC, SEO, email.
The role also needs to include input and leadership on digital sales and marketing strategies across the
business, as inevitably the next 2-3 years will see increased consumer usage of mobile web
technology and social networking. Expectations of access to mobile technology and decision support
amongst guests will rise, both pre-arrival and during the short break itself.
The eCommerce Marketing Manager will report directly to the Sales & Marketing Director and work
closely with all the other managers within the Sales & Marketing Department – Call Centre Manager,
CRM Manager, Marketing Manager, Yield and Pricing Manager and PR Manager, as well as other
key Senior Managers throughout the business eg. IT, Operations, Guest Services – to ensure
consistency, integration of marketing campaigns, robust development plans and implementation and
sharing of best practice and expertise.
Leadership and teamwork are critical.
Person Brief
Experience and Qualifications
 Minimum of degree level education
 4-5 years experience leading and managing teams of people and plans in a sales
and/or marketing environment, with at least three years management experience
focused in the online/digital space
 Strong online technical web development experience
 Ability to use data and web analytics tools in order to support strategy and planning
 Experience leading online creative marketing campaigns
 Preferably, experience within a leisure or travel environment
 Evidence of managing a budget of at least £2m
 Evidence of responsibility in terms of managing and leading Online/Digital marketing
strategy, projects, campaigns and promotions.
Personal Qualities
 Strong leadership qualities and team player with evidence of influencing teams across
departments
 Strong negotiation skills with ability to negotiate and influence at senior level
 Confident speaker/presenter
 Self-motivated, self-starter, able to work on one’s own initiative but also play a
valuable team role.
 Passionate about online/digital and new technology opportunities
 Strong attention to detail and evidence of thorough approach to planning, analysis and
implementation
Job Details
 Develop, manage and implement the Digital Marketing Strategy (including Mobile and
Social) and associated plans, to agreed budgets and achieving overall online sales targets and
other KPIs
 Manage PPC activity and natural Search Engine Optimisation to improve cost effectiveness
and booking conversion, working with various web analytics tools and specialist agency
resource
 Manage the Display advertising creative and media strategy to optimise spend and
effectiveness
 Develop and optimise cross-media management utilising appropriate analytical tools and
specialist agency support
 Manage the Social networking strategy, monitoring and analysis on an ongoing basis in order
to support and develop the management of communications with guests and workload across
the business
 In line with regular Usability testing and web analytics, work with relevant colleagues and
agencies to ensure the website is user-friendly, DDA compliant and keeps pace with
technology and customer behaviour/trends
 Responsible for website development strategy and managing web development projects and
the deployment of agreed website improvements and innovations.
 Focus on the eCommerce opportunities on the website on an ongoing basis, by reviewing site
navigation, cross-sell and upsell opportunities, plus links and joint marketing with third party
sites, as appropriate
 Create and manage web content across all Center Parcs sites via the Web Content Editor and
in conjunction with external agencies as required
 Inform the business of opportunities and champion new initiatives related to other digital
channel opportunities
 KPIs will include: increasing UV’s, L2B and S2B ratios, ResClicks, response levels and
sales, ATV, online share of total bookings.
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Work with the CRM Manager to ensure the email contact strategy incorporates learnings
from web analytics, synergies across online channels and the capture of relevant data in the
guests database
Manage the Online marketing team