Head - Marketing - North Asia - Expedia - Tokyo


Job description
Head of Marketing - North Asia
Job Mission:

To manage the Marketing brand objectives, strategies, plans, campaigns and budget for Hotels.com in the Asia Pacific region. This role must champion the needs of the north Asian customer internally, ensuring that these needs are met and hence the opportunity presented by these markets is maximised. The roles key goal would be develop and optimize both online and offline marketing campaigns to drive the growth of the Hotels.com brand and business in the Asia Pacific region.

Key Areas Of Responsibility:

- Manage all aspects of development, implementation and evaluation of Marketing Communications, strategy and plans including both online and offline channels.

- Actively manage the online acquisition channel mix elements to ensure best overall return.

- Devise, launch and manage marketing campaigns to drive business growth for the Hotels.com brand and be responsible for top line and bottom line growth of the business through these campaigns.

- Manage all aspects of the creative development process to deliver best in class communications working with internal global teams and external agencys as necessary.

- Work closely with the CRM, Search, Product and Analytics team - Be the voice of the customer internally ensuring that the website(s) are delivering on our commitment to customer focus.

- Develop and manage new channels of customer acquisition such as Affiliate Programs & Email marketing programs to cost-effectively increase revenue

- Continually evaluate new media and advertising opportunities and refine plans as needed.

- Develop, implement and evaluate quarterly marketing plans.

- Manage internal and external (agency) resources to motivate, direct and inspire performance towards the Hotels.com business goals.

- Represent the company at key industry conferences and maintain regular contact with key elements of the Press

- Ensure wherever possible that Hotels.com and Expedia marketing objectives and strategies are managed in synergy for best overall return and that any economy of scale opportunities are capitalised upon

Success Criteria:

- Minimum of 7 years experience of full mix (online and offline) marketing

- Must demonstrate particularly strong and detailed knowledge of the core online marketing disciplines, especially search, affiliates partnerships and email marketing.

- Fluency in one or more of the following Asian languages -Japanese/Korean as well as English is required. All 3 would be an highly preferred.

- Strong technical skills, comfortable using multiple interfaces to gather and manipulate data - numerically driven. Must be comfortable with Excel!

- Experience working with large e-commerce brands would be beneficial.

- Experience managing large budgets.

Critical Competencies:

- Customer Focus: Passionately meets or exceeds customer expectations. Enters the customers world through listening and understanding. Nurtures relationships by recognizing and delivering on customer needs and opinions.

- Relationship building: Builds effective relationships through positive communication that motivates and influences others. Is an honest, trustworthy, valued team member and actively involved in achieving team objectives.

- People Management: Ensures has the right skills and people in the right place at the right time. This applies more to the management of agency staff for now, but likely in-house employees in the future as well depending upon success in the role. Effectively manages people to achieve the best results for Hotels.com. Ensures that people receive accurate and timely feedback, feel valued, motivated and get the most out of working with Hotels.com.

- Strategy / Planning: Understands the needs and direction of the business, anticipating and developing business priorities to meet these. Embraces change and drives to improve current working practices / products/ technologies to grow the business.

Applicable Competencies:

- Personal Effectiveness: Produces outstanding results both professionally and personally by being proactive and committed. Continually focuses on achieving positive results contributing to Hotels.coms business success.

- Managing Complexity: Is able to work effectively in a highly complex, diverse, changing environment. Adapts well to and is energized by change whilst maintaining focus on key business goals and personal objectives.

- Innovation: Embraces creativity, innovation and is open to new ideas. Innovates to improve current working practices / products / technologies to provide business opportunities and results.

- Goal setting / short term planning: Achieves results by setting goals using quality planning, analysis and decision making. Adapts and copes successfully with changing circumstances.

- Business Management: Produces outstanding results both professionally and personally by effective management of business processes. Effectively plans, budgets, tracks and evaluates performance of his/her business area.

- Leadership: Creates a shared vision and passion for his/her group or business area and motivates others to work towards it. Embodies Expedia values and beliefs and shares these with others.

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