Regional Digital Marketing Manager
Starwood Hotels & Resorts
Total years of experience :14 years, 8 Months
Managing digital marketing for 8 major hotels in the Middle East region, focusing on conversion, brand and loyalty marketing. As digital manager priorities involve optimising conversions, website performance, driving revenue to internal channels, consulting on best practices and industry trends, satisfying demand from emerging markets through language marketing, and deployment of tactical campaigns in line with regional/division/global demands. Strong emphasis on driving loyalty through the Starwood loyalty program, adding value to the guest, remaining at the forefront of their mind during the booking process and generating ‘loyalty beyond reason’. Use of tactical segmentation based on guest behaviour, loyalty member status, seasonal events and USPs of property, with the aim of increased revenue, database capture, and member enrollment. Working with multiple properties on a regional level requires clear, concise communication, time management and understanding of local cultures. Generation of custom reports on a monthly basis to each hotels focusing on KPIs, highlighting future opportunities specific to property and in complement to
regional goals.
Joined during pre-opening as sole marketing asset. Entirely responsible for budget planning and execution, direction of PR agency, design agency, media buying agency and digital agency to ensure all deliverables were inline with brand standards and in dual language (English/Arabic). Extensive work with rich media agencies to maximize allocated production time, achieving outstanding results. Produced innovative content and activities on social media platforms generation of over $55, 000 in quantified revenue from Facebook alone (ROI 149:1). Partnerships with Abu Dhabi Golf Club, IMG, HSBC and TCA Abu Dhabi during the Abu Dhabi Golf Championship, the Starwood Preferred Guest team during the 2012 SPG Moments Formula 1 event, Abu Dhabi Golf Club on numerous member events and Haddins Fitness during the TriYas Triathlon activating the Westin brand touch point, wellbeing.
Handled all on and offline marketing initiatives. Responsible for preparation of hotel marketing plan and budget, monitoring monthly advertising spend, event planning and promotion, public relations, social media, design and creation of all creative assets, and liaising with digital marketing team to optimise digital channels. Major focus on leveraging social media channels to launch the first Aloft hotel in the region and to drive significant revenues through a succession of popular events. Attained sponsorship from local companies resulted in over $10, 000 in CSR donations per year, and managed partnerships with a local radio station to launch an ongoing event leveraging over $50, 000 per event in revenue.