JOB SUMMARY

Responsible for managing the day-to-day activities for social media channels such as Instagram, Twitter, Tripadvisor, Yelp, FourSquare, etc, while helping to pull-through overarching strategy and implementing tactics within those aforementioned social media channels. Work with Hotel Operations to understand key satisfaction drivers, help address problem experience and contribute to solutions that will enhance the hotel’s reputation in social media channels. Manage active and engaged communities around a defined topic or topics by creating and executing long-lead editorial calendars, monitoring online conversations and participating in those conversations to build brand visibility, customer satisfaction, engagement and advocacy. The goal is to establish a positive online presence for the hotel(s) by integrating property-specific and brand messaging in a compelling way for participants as well as provide measurement of the impact to the hotel’s overall business.

CANDIDATE PROFILE

Education and Experience

2-year degree from an accredited university in public relations, communications, marketing, journalism or a related professional area; 4 years' experience in Marketing Communications and Social Media.

OR

4-year Bachelor’s degree in public relations, communications, marketing, journalism or a related professional area; 2 years’ experience in Digital Marketing Communications and Social Media.

CORE WORK ACTIVITIES

Managing Social Media

• Controls day-to-day activities of select social media channels; manage and update all social presences of the hotel or outlets.
• Monitors overall social media listening; creates alerts through guest Voice, and other social tools (Google, Facebook, HootSuite,).
• Manages active and engaged communities around a defined topics; performs social media canvasing and lead generation.
• Meets with GM and Dept. heads for appropriate messaging needs/ responses to Guest Reviews (TripAdvisor, OTAs).
• Monitors community feedback in real-time, drives daily engagement with public interaction for the hotel’s official social presences (FB, Twitter, etc).
• Create and maintain long-lead editorial content calendars (supporting the Brand’s Social Playbook guidelines), for the hotel and applicable outlets.
• Develops unique hotel and destination content (posts, photos, videos, infographics, etc); sources and leverages quality User Generated Content in social amplification efforts and ensure usage rights for all materials.
• Verifies Brand positioning and voice is fully adhered and activated at the property level.
• Maintain current knowledge of all Marriott Social Media Policies and Procedures to ensure compliance.
• Produces written communication with internal and external customers requiring a high level of professionalism and attention to detail.

Building and Maintaining Relationships

• Identifies local social influencers (bloggers, columnists, etc) and submits hotel content for consideration.
• Create and implement contest, sweepstakes, and other user engagement tactics.
• Partner with Hotel Dept. heads, Marketing and eCommerce Managers to proactively review, define and align social marketing pull-thru for next 60-90 days.
• Supervise and coach associates who have been nominated as social media champions for their departments.

Developing Social Media Strategy

• Establishes long-range objectives for hotel’s online presence and specifies the strategies and actions necessary to achieve them.
• Incorporates Social Strategy into the property marketing plans in support of the hotel’s sales strategy.
• Ensure corporate, cluster and/or regional marketing programs are pulled through at the property level.
• Proactively coordinates social amplification efforts submitting content to Corporate and Regional pages when applicable (with local CVBs, local partnerships, promotional opportunities, etc).
• Manages and coordinates paid social media marketing campaigns, and partners with external agencies to execute media campaigns.
• Monitors industry trends, tools and applications to stay current.
• Produce and distribute monthly analytics report, share key drivers of positive or negative trends, and track progress on KPIs.

• Manage the day-to-day activities for social media channels such as Instagram, Twitter, Tripadvisor, Yelp, FourSquare, etc.
• Help pull-through overarching strategy and implement tactics within social media channels.
• Work with Hotel Operations to understand key satisfaction drivers, help address problem experiences, and contribute to solutions that enhance the hotel’s reputation in social media channels.
• Manage active and engaged communities around defined topics.
• Create and execute long-lead editorial calendars.
• Monitor online conversations and participate in them to build brand visibility, customer satisfaction, engagement, and advocacy.
• Establish a positive online presence for the hotel(s) by integrating property-specific and brand messaging.
• Provide measurement of the impact to the hotel’s overall business.
• Control day-to-day activities of select social media channels.
• Manage and update all social presences of the hotel or outlets.
• Monitor overall social media listening.
• Create alerts through guestVoice and other social tools (Google, Facebook, HootSuite,).
• Perform social media canvassing and lead generation.
• Meet with GM and Dept. heads for appropriate messaging needs/responses to Guest Reviews (TripAdvisor, OTAs).
• Monitor community feedback in real-time.
• Drive daily engagement with public interaction for the hotel’s official social presences (FB, Twitter, etc).
• Create and maintain long-lead editorial content calendars (supporting the Brand’s Social Playbook guidelines) for the hotel and applicable outlets.
• Develop unique hotel and destination content (posts, photos, videos, infographics, etc).
• Source and leverage quality User Generated Content in social amplification efforts.
• Ensure usage rights for all materials.
• Verify Brand positioning and voice is fully adhered and activated at the property level.
• Maintain current knowledge of all Marriott Social Media Policies and Procedures to ensure compliance.
• Produce written communication with internal and external customers requiring a high level of professionalism and attention to detail.
• Identify local social influencers (bloggers, columnists, etc) and submit hotel content for consideration.
• Create and implement contest, sweepstakes, and other user engagement tactics.
• Partner with Hotel Dept. heads, Marketing and eCommerce Managers to proactively review, define and align social marketing pull-thru for next 60-90 days.
• Supervise and coach associates who have been nominated as social media champions for their departments.
• Establish long-range objectives for hotel’s online presence and specify the strategies and actions necessary to achieve them.
• Incorporate Social Strategy into the property marketing plans in support of the hotel’s sales strategy.
• Ensure corporate, cluster and/or regional marketing programs are pulled through at the property level.
• Proactively coordinate social amplification efforts submitting content to Corporate and Regional pages when applicable (with local CVBs, local partnerships, promotional opportunities, etc).
• Manage and coordinate paid social media marketing campaigns.
• Partner with external agencies to execute media campaigns.
• Monitor industry trends, tools and applications to stay current.
• Produce and distribute monthly analytics report.
• Share key drivers of positive or negative trends.
• Track progress on KPIs.

• Social Media Management
• Content Creation
• Community Management
• Digital Marketing
• Marketing Communications
• Editorial Calendar Planning
• Social Media Listening
• Data Analysis
• Professional Communication
• Relationship Building
• Strategic Planning
• Paid Social Media Campaigns

• 2-year degree from an accredited university in public relations, communications, marketing, journalism or a related professional area; OR 4-year Bachelor’s degree in public relations, communications, marketing, journalism or a related professional area.
• 4 years' experience in Marketing Communications and Social Media; OR 2 years’ experience in Digital Marketing Communications and Social Media.
• Knowledge of social media channels (Instagram, Twitter, Tripadvisor, Yelp, FourSquare, etc.).
• Familiarity with social media tools (Google, Facebook, HootSuite, guestVoice).
• Understanding of brand positioning and voice.
• Knowledge of Marriott Social Media Policies and Procedures.
• High level of professionalism and attention to detail in written communication.