This position is responsible for Content Operations program and tactic execution for hotels enrolled in Digital Services by (DS), across Websites (HWS), Online Travel Agents (OTA), Global Distribution (GDS) and new/emerging digital channels. The Digital Analyst, Content Operations will assist in the execution of content operations tactics that support the objectives outlined in a hotel’s annual Digital Business Plan.
The Digital Analyst, Content Operations will assist Client Services Managers, executing digital marketing strategies that support the management of hotel content and images within the Digital ecosystem, driving natural search room night growth goals and optimal positioning of Websites (HWS) within search engines. All tactics are designed to be economically viable, efficient, repeatable, KPI-driven, and scalable.
The Digital Analyst, Content Operations is tasked with implementing new techniques and tactics made available to hotels through DS program activation. This position will work cross-functionally with various Digital teams to advance the value of content and photography management at the hotel level. This role includes collaboration with Strategists, Managers, Sr. Analyst(s), vendors, aiding in the implementation of tactics across programs and for special projects. This position reports to the Manager, Content Operations.
The Digital Analyst, Content Operations position lives within Digital Services (DS), comprehensive in-house digital services program for hotels. This centralized in-house team provides individual hotels with a range of digital services, and functions as an agency-like model within the Digital Services organization.
Education and Experience
BS/BA degree in marketing, communications, public relations, journalism or related field.
1-2 years of relevant work experience (SEO, digital marketing, OTA operations, content management, etc.).
Agency internship or work experience preferred; tactical execution responsibilities a plus.
Managing Work, Projects, and Policies
Manages content on behalf of hotels across multiple digital channels, utilizing internal, external partner and DS tools and platforms.
Manages execution of content tactics that support the overarching Digital strategies and goals.
Assists in the cross-functional training of Program Management and Client Services team members on Content Operations tactics and processes.
Assists in prioritizing, organizing, and accomplishing work within Content Operations Center of Excellence (COE).
Easily adapts to the ever-changing digital landscape to implement new processes and execute on new tactics.
Manages execution of the following tactics (always evolving, and not limited to):
HWS content and photography management and updates
OTA content and photography management and updates
Photography upload and processing
OTA content score opportunities
Third-party website photography distribution
Comprehensive digital content auditing
Photo gallery optimization
Content Management and Execution
Implements updates to HWS and global sites approved Meta-Search sites and OTAs, such as Expedia, Booking.com, etc.
Reviews content for quality guidelines and standards; manages updates as necessary.
Complies with editorial guides and standards to ensure quality, consistency and brand voice.
Reviews photography requirements and usage rights to comply with HWS standards.
Cross-trained on tactics regularly executed by Digital Analyst, Content Marketing Operations (for support when necessary).
Works cross-functionally with Digital Services Program Development team, as well as corporate, brand and support teams to advance content opportunities at the hotel level.
Manages the flow of questions and directs inquiries to the appropriate party – vendor, agency, Client Service Manager, manager, etc.
Works with team to execute sustainable work processes that support the Content Operations Center of Excellence.
Employs laser focus on tactic quality and efficiency, working to ensure deliverables are completed to Digital Services standards and timelines.
Employs the project management system and other resources in place to track tactical work for DS programs.
Utilizes internal content management systems, as well as outside vendor dashboards and tools.
Establishes and maintains documentation to track progress and completion for content related tactics.
Tools and Vendors
Maintains strong working knowledge of all internal platforms and systems, including Enterprise Property Information Center (EPIC), Digital Asset Management (MDAM), Hotel Websites (HWS), Product Marketing Modules (PMM), etc.
Assists in training on tactical processes and best practices to fellow Analysts and Client Services team members.
Provides training and support on internal content systems and tools.
Attends and participates in all relevant meetings.
Maintains positive working relations with internal partner teams, vendors, internal Client Service and Operations teams.
Manages time effectively and conducts activities in an organized manner.
Performs other reasonable duties as assigned by manager.
Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace.
Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
Building and Contributing to Teams - Participates as a member of a team to move toward the completion of common goals while fostering cohesion and collaboration among team members.
Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
Planning and Organizing - Gathers information and resources required to set a plan of action for self and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed.
Coworker Relationships - Interacts with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting relationships.
Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company’s service standards.
Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.
Generating Talent and Organizational Capability
Talent Management - Provides support and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.
Learning and Applying Professional Expertise
Applied Learning - Seeks and makes the most of learning opportunities to improve performance of self and/or others.
Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges.
Digital marketing experience preferred
Ability to multitask in a fast paced environment
Editorial experience a plus
Strong writing and creativity skills
Detail-oriented, takes initiative
Able to effectively work independently, or at times as part of a team
Strong working knowledge of Microsoft Office, specifically Word, Excel and PowerPoint
Basic Competencies - Fundamental competencies required for accomplishing basic work activities.
Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work-related issues.
Oral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
Reading Comprehension – Understands written sentences and paragraphs in work related documents.
Writing - Communicates effectively in writing as appropriate for the needs of the audience.