Role Overview
This role is an exciting opportunity to manage the day-to-day operations of the global Performance Marketing program, with a focus on search engine marketing/paid search. This hands-on role involves sizable marketing budgets with a high level of accountability. The candidate will manage the paid search accounts to drive direct rooms revenue into IHG's portfolio of hotels, and continuously optimize the media effectiveness.
Day-to-Day Responsibilities
- Take ownership of the day-to-day account management across local and global search engine partners (Google, Yahoo and Bing)
- Lead the search agency to manage the local search account optimization and drive efficiency
- Ensure timely and high-quality delivery of tasks including targeted keyword research, creation of relevant and compelling ad copy, as well as implementation of A/B tests and bidding optimization
- Analyze and optimize the account performance to maximize the media buy effectiveness
- Provide reporting and optimization tactics regularly to the immediate team and wider Brand and Marketing stakeholders
- Stay current with new advances in Search Engine Marketing, competitive landscape and keyword research
- Test out related placements to find out optimal ways to drive incremental revenue and innovation
- Effectively share insights/best practices to the Digital & Voice team and stakeholders
- Keep effective communication with Global Performance Marketing team and other regional counterparts to promote China hotels in overseas paid media as to drive inbound traffic and improve conversion
- Work with analytics and Marketing product teams to ensure network transactions are tracked and reported accurately
- Identify and communicate trends and milestones of program performance to key stakeholders
Required Qualifications
- Bachelor's or master's degree in marketing, business management, or relevant field of work -OR- an equivalent combination of education and work-related experience
- 3+ years of practical experience in digital marketing in the travel industry, or consumer brand marketing in a recognized multi-national company
- At least 2 years of hands-on experience in managing paid search marketing on major search engines like Baidu, Google, Sogou, Yahoo, etc.
- Profound knowledge of the local and global paid search landscape
- Hands-on experience with search management and analytical tools, such as Google AdWords Editor, Baidu Phoenix Editor, Google Analytics and Omniture
- Knowledge of Kenshoo is strongly preferred
- Demonstrated proficiency in Excel, Word and PowerPoint required
- Demonstrated strong presentation skills in good command of English and Mandarin
