Digital Marketing Senior Specialist - Digital Channels

Booking

This role is part of the Digital Channels team within Digital Partner Experience (DPE) who focuses on scaling the management of our supply partners and ultimately empowering these partners to discover commercial growth opportunities. Our target audience includes a diverse range of accommodations globally, who are currently in partnership or in the process of partnering with Booking.com.

As email marketing as a foundational go-to-market messaging channel you will manage and distribute digital communications and marketing projects towards partners around the globe via a complex digital channel framework (including banner ads, opportunity centers, notifications, etc.)  in order to digitally manage partner relationships. 

You are responsible for improving the different digital channels within your scope to improve our partner reach and engagement looking at the quality of our communication towards our Partners to strengthen our partnership and build trust to secure future business.  You will need to innovate and optimize the digital channel team’s processes and interaction with key stakeholders such as project managers within the accommodation business unit to  ensure collaboration is optimized for effectiveness and efficiency.

You will generate new complex projects and initiatives based on your specific digital marketing knowledge and experience, and be responsible for role modeling campaign design, execution, optimization of channel performance and innovation for the different digital messaging channels. You need to support other team members and bring them on board on initiatives that are added to the digital channel backlog in order to enhance the performance of the different messaging channels.

Responsibilities:

Channel Performance

• Ensure the day to day delivery of campaigns, tasks, and/or continuous activities, while also working on projects that enhance the performance of the digital channel. 

• Monitor reach and engagement within their channel and provide reports, insights and feedback to stakeholders

• Define KPIs, set improvement targets and right reporting to ensure the health of the digital channel and set personal success metrics and objectives. 

• Use depth and breadth of expertise to balance exploration with execution. Able to pragmatically maintain agreed standards while continuing to explore ways to take on and solve new challenges enhancing personal and business development.

• Role models the use of hypothesis, test and iteration approach to reaching goals and optimising key metrics.

Campaign design and execution

• Be a consultant for stakeholders on how to deliver a message across the intended audience 

• Contribute to multi-channel marketing plans with the most optimal sub-plan for their channel, in alignment with the approach for other channels.

• Analyse the partners problem behind campaign requests from stakeholders to design and execute  a possible communication solution to drive intended action.

• Create the complete message program in the backend tool (eg. Marketo, Facebook, WeChat, Linkedin, etc.) and prepare the different digital touchpoints thinking on automation and scalable solutions where possible.

• Coordinate with all necessary stakeholders (eg. copywriters, translators, analyst, creative team, technology team)  to have the message ready for execution on time.

Innovation

• Work on complex projects/activities/campaigns  that enhance the performance of the digital channel that they are specialized in. 

• Contribute with optimizations that are  added to the channel/program backlog items.

• Drive the long-term vision through generating new team topics that contribute to the delivery of team success metrics: reach and engagement of digital channels. Bring all team members on board of their innovation/improvement ideas.

• Through craftsmanship, innovate towards achieving ambitions and set up working relationships and positively manage these inputs to deliver against standards and objectives.

• Investigate, test and develop new opportunities that contribute to their digital channel

• Drive efficiency within the team by consistently innovating processes and approaches to further create value 

• Always looks at automation for scalable solutions to create value by improving partner experience and become more agile when operating.

Business impact

• Have a clear understanding of, and influence on, the business impact of team projects.

• Actively support others to find clarity on business initiatives and be widely accepted in the business as a key driver of value creation towards business ambitions.

• Be able to create consistent reporting to showcase results and business impact on different projects.

Stakeholder Management

• Use expertise and interpersonal skills to manage stakeholders and innovate towards achieving ambitions together  and create high performing working relationships .

• Be seen as a digital channel expert and key driver/iterator of stakeholders’ goals ultimately driving additional value to the business.

Requirements:

• 3+ years of experience implementing email marketing campaigns on a global level.

• Thorough understanding of digital marketing elements related to digital messaging.

• Experience with Marketing Automation tools from 3rd party vendors (Marketo experience is a plus).

• Have excellent analytical skills and apply logical thinking to create automated flows and journeys.

• A/B testing skills (accurate planning, understanding email metrics and basic statistics)  

• A basic knowledge of HTML is a plus.

• Experience in multi-channel (digital) marketing campaigns.

• Experience in Business-to-business marketing, working in a commercial setting of a global, multichannel e-commerce company.

• Experience with digital marketing data analysis and reporting (able to work with queries is a plus)

• Being able to solve problems creatively, starting small, failing fast, and applying their learnings.

• Innovation skills (creativity, critical thinking, strategic thinking, and problem solving)

• Excellent project management skills. 

• Great social and stakeholder management skills. 

• Excellent oral and written English communication skills.

• Excellent organizational skills, ability to prioritize tasks, and manage time efficiently. High performer with the ability to manage parallel tracks and expectations for project scope changes, seeing intersection points, and mitigating risks.

• Ability to work in a fast paced environment that changes rapidly