Senior Manager, Own Channel Marketing
Hotel Brand: IHG Corporate
Location: China, Shanghai, Shanghai
Hotel: 上海市, Shanghai, Shanghai, China
Job number: A561203821
We are seeking a strategic and results-driven Own Channel Senior Manager to lead the development and execution of comer campaigns and loyalty marketing initiatives across our proprietary direct channels, including IHG APP, Mini-program, and other direct channels. In this role, you will be responsible for driving consumer engagement, loyalty contribution, and revenue growth through optimized channel strategies that enhance the customer experience.
Your day to day
This position is responsible for leading and managing key areas of work that are under the Greater China marketing shared service team:
• Omni-Channel Strategy Development: Lead and implement channel-specific strategies to drive user engagement, acquisition, and retention. Utilize a data-driven approach to tailor campaigns that align with customer behavior and brand objectives.
• Email Marketing Strategy: Design and optimize segmented email campaigns to boost engagement and conversions. Leverage email marketing for lead nurturing and loyalty programs.
• Campaign Management: Manage end-to-end planning, execution, and analysis of campaigns. Leverage business trends and CRM data to inform strategic decisions, deliver reports and actionable recommendations to drive direct channel growth and increase member contributions.
• Loyalty Marketing & Optimization: Design and execute member-centric loyalty campaigns by developing strategically tailored offers with a strong understanding of revenue management principles and inventory-backed promotion logic. Partner closely with stakeholders to structure commercially viable mechanics that balance member engagement with profitability targets, while continuously optimizing campaign ROI through data-driven analysis of member behavior and offer performance.
• B2B marketing: Support director to create B2B demand generation, a deep understanding of the hotel/travel industry, and expertise in marketing automation tools.
• Global Collaboration for Localization: Work closely with global teams to adapt and localize global commercial and loyalty campaigns for the local market. Spearhead the execution of global loyalty campaigns in local market, ensuring alignment with market-specific needs while providing strategic feedback to global teams
• Innovation & Trend Monitoring: Stay updated on industry trends, new technologies, and competitive activities. Bring fresh ideas and innovative approaches to digital and loyalty marketing to ensure a leading position in the hospitality industry.
What we need from you
• Bachelor’s degree in Marketing, Business, Hospitality, or a related field. Master’s degree is a plus
• 5-7 years’ experience in consumer facing marketing campaigns planning, development, management, and execution.
• Strong experience in agency relationships and management skills
• Strong experience in budget management
• Direct experience in loyalty program database mgt and operating systems
• Experience in the Customer Relationship Marketing (CRM) discipline, with a working knowledge of the technology ecosystem required to build competitive advantage.
• Excellent communication skills with both internal and external stakeholders. Must demonstrate strong cross-functional and global collaboration capabilities
• Effective problem solving, negotiation, and analytical skills
• Product management skills including business requirements gathering, customer research and documentation and established product management methodology
• Demonstrated project management skills in organizing, planning, and execution mid to large size projects from conception to end
• Customer service mentally with the ability to manage multiple projects, stakeholder expectations, deliverables, and deadlines.
• Fluent in English and Mandarin-Chinese
• Excellent oral and written communication skills in both languages
• Commercial acumen and culturally aware and sensitive
• Understanding of Hotel Industry, particularly the reservations, loyalty program, and guest relations processes and lifecycle and basic revenue management principles
At IHG Hotels & Resorts, we work together to deliver True Hospitality for Good on a global scale. With corporate offices and over 6,000 hotel destinations worldwide, a career at IHG is the perfect way to broaden your horizons. You’ll experience our unique culture and brilliant colleagues who will support and inspire you. With a host of corporate opportunities to choose from, wherever you are on your career journey, and whatever you want to achieve there’s Room for You at IHG.
Over recent years, we’ve transformed our company. We have bold ambitions to drive performance and maintain our relentless focus on growth in order to be the hotel company of choice that guests & owners love.
We are a hospitality business at our core and value connections and being together helps us foster a unique sense of belonging that also supports productivity. That’s why here at IHG, we give our colleagues flexibility and balance – working in a hybrid way, blending office and remote working collectively. We recognise that every role is different, that’s why leaders work with teams to determine how and when they collaborate.
We provide a wide range of benefits designed to help you live your best work life. These include impressive room discounts across our many properties, recharge days and volunteering days throughout the year. Through our myWellbeing framework, we are committed to supporting wellbeing in your health, lifestyle, and workplace. We offer a unique and inclusive culture, where there is always Room for You to belong, grow and make a difference.
Our mission is to welcome everyone and create inclusive teams where we celebrate difference and encourage colleagues to bring their whole selves to work. IHG Hotels & Resorts provides equal employment opportunities to applicants and employees without regards to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, or any other category protected by applicable laws. We promote a culture of trust, support, and acceptance. Always welcoming different backgrounds, experiences, and perspectives.
Don't quite meet every single requirement, but still believe you'd be a great fit for the job? We'll never know unless you hit the 'Apply' button. Start your journey with us today.
