Four Seasons Hotels and Resorts is a global, luxury hotel management company. We manage over 120 hotels and resorts and 50 private residences in 47 countries around the world and growing.
Central to Four Seasons employee experience and social impact programming is the company’s commitment to supporting cancer research, and the advancement of diversity, inclusion, equality and belonging at Four Seasons corporate offices and properties worldwide. At Four Seasons, we are powered by people and our culture enables everything we do.
Working in the dynamic environment of Four Seasons global headquarters, the Manager, Media (APAC) will be an integral member of the world-class team that drives the strategic media vision for the growing Four Seasons Hotel and Resort business. Reporting to the Senior Director, Global Media, the Manager, Media (APAC) will be part of a team that leads the development and implementation of the Asia Pacific property media plans, innovation, and optimizations across Hotels and Resorts.
A successful candidate will be responsible for executing, managing, and organizing media operations and strategy across the digital landscape within the Four Seasons digital online business, focused on China and Asia specific areas. As part of this role, he / she will manage internal and external stakeholders such as but not limited to digital media agencies, creative agency, brand marketing, analytics and legal. Channels to be managed include but not limited to, search, social, display and video – executing a multi-channel integrated strategy and analysis. He / she will oversee media brand guidelines, education, yielding consistency across investment prioritization. He/she will demonstrate deep subject matter expertise for hospitality industry media nuances with a preferred knowledge of air lift, travel patterns, market data, tech, and platform capabilities. He / she must have knowledge of Weibo, WeChat, Douyin, Sina Weibo.
Job Descriptions:
1) Cross-Channel Media Execution
· Define digital marketing priorities, investment strategy, measurement requirements, and go to market approach with an emphasis on channels across all Asia Pacific markets.
· Develop channel prioritization to create media recommendations to drive innovation for the Hotel and Resort business, focused on high-net-worth consumer and media objectives.
· Support development of media approach and experience design by delivering channel ideas and providing the link to reality of historical performance and in-market opportunities.
· Manage communication between owned & earned team to integrate ideas and channel activations across communication vehicles.
2) Paid Media Strategy
· Develop and maintain media planning roadmap and testing plans for domestic and international geo source markets.
· Create niche marketing strategies to focus on high-net-worth audiences.
· Define and develop strategies for activations in line with creative, designed to drive optimal KPI’s.
· Manage testing strategy based on best-in-class performance with goal of driving awareness and preference for the Hotel and Resort business in parallel to drive profitable revenue.
3) Audience Strategy & Management
· Work with key platform partners to focus on audience strategies across 1stparty CRM and 2nd party partner data.
· Innovate 1st, 2nd, and 3rd party strategies to build into the Four Seasons paid media strategies.
· Consult with Guest Insights on segmentation to create, actively manage, and optimize across media partners.
· Experience analyzing multiple sources of revenue data across Adobe Analytics, Double Click Manager (DCM) and Google Floodlights, social Pixels.
4) Media Platform Operations & Controls
· Lead invoice and actualization management with agencies, analytics, and partners.
· Responsible for campaign trafficking in line with agencies and creative production.
· Integrate and manage the paid digital and social instances to set up campaign deployment.
· Manage & update contractual obligations across partners with legal.
· Develop media plan governance and change management across all internal and external touchpoints.
5) Analytics & Reporting
· Partner with data analytics team to track and measure results and provide analysis on the efficiency of campaigns.
· Work with Four Seasons analytics to determine ROI / ROAS goals based on short / long term performance and lifetime value.
· Analyze and interpret trends to ensure adherence to legal, compliance, privacy regulations and policies related to media marketing.
· Manage APAC KPI & measurement framework tied to Four Seasons Global paid media strategy.
· Develop and work with agencies and analytics to integrate into reporting to understand performance against goals and critical learnings.
· Partner in developing plans for centralizing media reporting.
Professional Qualifications:
· Expertise with digital media strategy and activation; connecting these to brand, media, consumer and performance goals.
· Strong analytical thinking with the ability to clearly communicate findings and solutions.
· A deep passion and understanding of the advertising technology, innovations, and data / performance measurement trends.
· A proven track record of creating and executing media plans that answer KPIs.
· Ability to work in a fast-paced environment managing multiple stakeholders and priorities, balancing short and long term needs and implications.
· Lead key media operations including budget management, stewardship of media buys, proof of performance and budget actualization.
· Must have strong knowledge of the vast platforms used across the APAC region inclusive of China.
Education:
· College or University degree, preferably in a business or marketing / media communications program.
· MBA an asset.
Experience:
· A minimum of 5-7 years of progressive experience in an agency or client setting.
· Preferable experience in bid management, campaign management / optimization or digital media operations within search, publisher, display and social media. Experience within the luxury and / or hospitality industry.
Travel: As required.
Key Behavioural Competencies:
· Exceptional communication (written and verbal) and interpersonal skills required to support a diverse team of employees, consultants, and agencies.
· Ability to deliver key results in an environment with multiple tasks and time constraints.
· Excellent project management skills - able to conceive and implement projects from start to finish, stay on budget, manage processes and expectations, and stay committed to deadlines.
· Passion for media innovation and new ideas.
· Insight to action through analytics, focused on Hospitality / flight patterns.
· Ability to think critically and evaluate best possible solutions and procedures.
· Able to work independently, solve problems, take initiative, and use good judgment.
· Well-organized, able to set priorities and be detail oriented.
Key functional Competencies:
· Outstanding resource and budget management skills.
· Experience in a client service role or in a marketing communications function.
· Strong leadership skills with the ability to lead, manage and train others.
· Experience managing the strategy and articulation of media across internal & external stakeholders.
Technical Skills and Knowledge:
· Strong computer skills in a PC and Mac environment including:
· MS Office (Word, PowerPoint, Excel), Microsoft Excel Pivot tables / VLookups.
· Adept at learning new applications.
· Highly results oriented with experience increasing top line revenue and driving ROI.
· Strong project management skills, able to conceive and implement projects on time and on budget.
· Media agency experience.
· Experience with Adobe Analytics, Google Ads Manager, Google Analytics (GA / GA4), Meta Business Manager, SA360, DV360.
· Douyin, Weibo, WeChat, Naver, Sina Weibo.