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The Senior Director of Digital Strategy (SDDS) is a pivotal shared services role, supporting a collection of Four Seasons properties in Mexico with a shared goal of increasing both new to brand and new to property guests. This encompasses the Four Seasons Hotel Mexico City, Four Seasons Resort Cabo Del Sol, Four Seasons Resort Costa Palmas at Los Cabos, Four Seasons Resort Naviva, Four Seasons Resort Punta Mita, and Four Seasons Resort Tamarindo. This position carries profit and loss responsibility and is compensated by the six hotels. The SDDS role is critical in enhancing the digital presence and performance of the Four Seasons Mexico Cluster properties, requiring a blend of strategic oversight and hands-on management.
Job Responsibility:
Digital Platform Management: Oversee all Mexican Collection digital platforms used for hotel marketing, ensuring consistent brand messaging and alignment across properties
Media Strategy: Manage Mexican Collection investments in Paid Media and SEO, set strategies for Owned Media, and provide strategic direction for Earned Media placements in collaboration with the CD, PRD, DMM and Commercial team
Social Media Strategy: Advise on and align the Mexican Collection collaborative social media strategy with the broader digital strategy to ensure optimal performance and brand reinforcement
Digital Content Creative: Collaborate with SCD/CD, PRD, and DMM on content creation for Mexico Collection, including video and photo shoots, to ensure digital content meets brand guidelines and supports marketing objectives
Channel Ownership: Take ownership of key Mexican Collection digital channels, including the Four Seasons website (fs.com), the mobile app, and other revenue-generating digital platforms
Brand Growth: Drive Mexican Collection hotel awareness and acquisition of new guests through digital channels while retaining and engaging loyal Four Seasons brand guests
Collaborate with CD on setting and executing Mexican Collection Paid Media and SEO budgets and strategies
Partner with the SCD/CD and DORM to identify revenue opportunities through analytics and data-mining to align on strategy by segment, channel, and geo source
Manage hotels’ Digital Investment and SEO
Liaison with Four Seasons Commercial Media and Digital Performance Teams for guidance and to ensure best practices
Manage SEO content health and growth of natural channel performance
Set Strategy for FS.com Website Content
Manage Direct Mail (CRM) Strategies
Direct on Social Media Strategy and Content
Partner with property PRD, APRD, and DMM and provide guidance on the use and integration of key search words and terms in all digital related content creation
Support SCD/CD and PRD as needed with partnerships opportunities for the hotel/brand to generate New-To-Brand Guests
Oversee Mexican Collection Paid Media related, Website, Advertising, Photography, and Promotion lines in Marketing Budget
Support property Promotional events as needed to drive and increased awareness
Ensure that all hotel promotions, advertising, direct mail pieces, and collateral support digital strategy and performance
Articulate and communicate measurable ROI for all investments
Be adept at using and running reports from all data resources available (i.e. C360, Adobe Analytics, Medallia, Agency reporting, Power BI)
Comply with Four Seasons standards for sales and marketing, while working harmoniously and professionally with co-workers and planning committee
Comply with Four Seasons Category One and Two Work Rules and Standards of Conduct as set forth in EmPact
Requirements:
College education required
5-7 years’ experience in a multi-property marketing leadership capacity with Four Seasons or a key competitor or comparable organization
Thorough understanding of Analytics
Understand Channel Distribution
Ability to use data to formulates strategies
Strong writing and oral presentation skills
Knowledge of production methods in graphic arts and collateral
Knowledge of Media & Social Media practices and broadcast production methods