• Manage Direct Digital Channels, implement and monitor strategies to drive online traffic to hotel.
管理直销渠道, 实施并确保既定策略通过直销渠道为酒店带来流量。
IHG.com, IHG App - HCM Performance Audit & Refresh. Review on a regular basis hotel’s description, pictures, and video to improve SEO performance and make sure hotel is sell at its best.
IHG 网站及 App：HCM 内容平台的表现审计和内容刷新。定期审阅酒店在HCM 内容平台的文字描述、图片、以及视频等信息，以确保最大化自然搜索相关性及预定流内的转化。
IHG’s WeChat Mall - Offer Submission- Work closely with Hotels’ related functions (e.g. Revenue management & R&B) to set up hotel individual package; Product on & off shelf; Booking Management / Redemption; Owned Traffic Operation (WeChat groups); Performance Review.
IHG 微信商城：产品提交，与收益管理、餐饮等相关部门通力合作设计产品以确保竞争力且符合酒店定价体系；产品上架与下架；订单管理、核销管理；私域流量（酒店粉丝群等）运营；业绩分析与回顾。
Follow the IHG GC yearly Campaign Calendar (including brand loyalty & destination) across the year.
参与IHG大中华区支持中心的年度营销日历（包括会员、品牌及目的地等相关）。
Participate ‘Ignite’ performance MKT program, and work with Support Center Performance marketing team & subregional commercial teams to optimize keywords selection.
参与 ‘Ignite’ 数字营销项目，定期与支持中心的商务及营销团队共同优化酒店相关关键词。
Hotel Funded Paid Media toward direct channels: Manage and execute Display advertising campaigns, including prospecting & retargeting to raise hotel’s awareness and promote hotel’s offer.
根据酒店的需求参与“boost”数字化营销项目，针对直销渠道进行进一步引流。
• Manage 3rd party Digital Channels, implement and monitor strategies to drive online traffic to hotel.
管理第三方渠道，实施并确保策略通过第三方渠道为酒店带来流量。
Work with connected OTAs (Ctrip, Meituan, Fliggy, Booking.com, Agoda, Expedia, etc.) to focus on, although may to different extend based on hotels’ business mix, including but not limited to:
与包括携程、美团、飞猪、Booking.com、Agoda,、Expedia等直连渠道紧密合作,包括但不限于以下工作：
1） Hold Regular Business Reviews with Channels’ marketing managers, with a focus on the quality score of each channel, and drive action plans enhancing the score;
与渠道的市场经理进行定期的市场回顾，特别关注酒店在不同渠道的质量评分，并通过对应的行动提升分值；
2） Regular Content update via HCM or OTAs’ extranet to ensure all information are updated and content are attractive for our audiences;
定期对HCM或者OTA后台内容进行审核，确保内容及时更新并对受众具有吸引力；
3） Review Management. Regularly Implement a cross team review management process, from encouraging reviews to online review feedbacks;
内容评估管理，定期进行跨团队的内容讨论，发现评论中体现的跨不同部门的问题并加以整改提升；
4） Rate Parity Optimizations. Ensuring rate parity guild lines from Support Center is strictly followed;
价格一致性，确保支持中心所确认的价格一致性政策得以贯彻；
5） Connectivity – regularly check the connectivity with hotels, and ensure connected content & rates are smoothly pushed. Escalate cases in a good way.
直连 - 定期确认酒店的直连准确性，将直连中出现的问题与支持中心相关团队进行沟通与协调。
Livestream and Rich Content Media Platforms (Douyin, Red, etc.,) Content Curation & ‘KOX’ management:
直播、内容平台（抖音及小红书等）， 及“KOX”合作：
1） Clearly convey hotel’s unique selling points, across product verticals to vendors or KOXs;
对平台、KOX 及供应商准确传递酒店不同品类产品的卖点；
2） Own product development, with cooperation with hotel revenue, & Ops functions;
与相关部门，如收益管理、运营等部门协同，负责产品生成；
3） Own best conversion path for content’s landing, considering not just one-time GMV, but also hotel’s overarching strategy across various channels;
设计酒店跨渠道的转化漏斗设计，不仅限于一次性收益，同时也注重长期的跨平台的效应；
4） Curate content, together with vendors or KOXs, including but not limited to articles, livestreams, or short videos etc., toward the product conversation paths as designed.
与KOX及供应商协调内容生产，包括但不限于内容、直播、短视频等，与上述转化漏斗设计相协同。
• Point of Interest (POI) Channels (Dianping etc.,) Content Curation, F&B related offers uploading. Review Management.
本地生活渠道（如点评）的内容生成、餐饮相关产品的上架、及线上评价管理。
• Provide monthly and quarterly performance reports, projections, and reviews on all key performance metrics.
每月及每季度提供渠道的数据复盘分析、下一周期预测以及对关键数据进行生意回顾。
• Monthly Competitor research to ensure we hold the competitive edge vs hotels’ comp set.
每月定期的竞品分析以确保在竞争群中保持竞争优势。
• Manages and monitors hotel social platform daily comments and ranking.
管理和监控酒店社交平台评论和排名。
• Assists Director of MarCom to plan, and to execute and monitor all online advertising campaigns for optimal results.
协助市场传讯总监规划、执行和监控所有线上广告活动，以获得最佳表现。
• Keeps abreast of current and future competitors’ digital marketing activities.
了解当前和未来竞争对手的数字营销动向。
• 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.
使用监控软件监控和管理酒店线上品牌声誉度，识别影响评价的运营问题，并将其报告给酒店管理层以采取进一步行动。
• Sits in and actively participates in the regular revenue strategy meetings, F&B marketing meetings and other marketing meetings, and implements actions relevant to the strategies set.
积极参加营收管理会议、餐饮推广会议和其他营销会议，参与策略制定并执行相关行动。
• Effectively completes other works arranged by supervisor management.
有效完成上级管理层安排的其他工作。
