Rixos Hotels, Cluster Manager - Digital Marketing & E-Commerce (Regional Role)

In-Charge of Regional Digital Marketing, E-Commerce and advising marketing, PR and partnerships, reporting to the Regional General Manager & Regional Director of Digital Marketing. Responsible for 4 Signature Properties - Rixos Premium Dubai JBR, Rixos The Palm, Rixos Saadiyat Island Abu Dhabi & Rixos Bab Al Bahr Ras Al Khaimah. Totalling 1000+ Keys.

-Responsible for the direct revenue of the brand website + responsible for the distribution and content on indirect channels and creating the deamand for indir

-Responsible for advising and overlooking the in-property marketing managers on content, new ideas, partnerships, online PR, collaborations and identifying the materials needed for hotels as the marketing teams report to the Regional Digital Team.

-Manage the graphic designers on their schedule and help churning out better content to be updated with industry advertising standards.

Key Highlights:

- Handling a Million Dollar budget on Digital for the region.

- Launched a regional brand awareness campaign "Think Direct. Book Direct" by Rixos Hotels UAE from scratch with content and video conceptualization to digital & pr activations.

- Started the Digital journey of Rixos JBR and Rixos Saadiyat Island from scratch.

- Increased the share of web direct from 0% to 4% in Rixos JBR, 2% to 7% in Rixos Palm, 0% to 4% in Rixos Saadiyat Island, 1% to 6% in Rixos Bab Al Bahr.

- Overall increase of Individual Direct (Calls + Web) averages 15-19% across properties, and indirect online averages 35-50% across properties.

- Set up the booking engine + digital strategies for awareness and performance for Rixos Saadiyat. Reached AED 800K on booked revenue on the direct web channel in January'19.

- Increased the Call reservations through call performance digital marketing to 75% growth YoY in Rixos JBR and 100% growth in Rixos Palm.

- Historical & Analytical data based digital marketing plans which is performance driven.

- Metasearch Marketing on CPA basis using a Metasearch connectivity software.

- Revisiting ROI Analysis from previous campaigns to optimize the Bids.

- Implementing Attribution Model based Campaign to understand the conversion metrics from various platforms.

- Implemented DV 360 & Search 360.

- Implemented website upselling tools based on user inputs and AI to power user behavior based sales on the website.

- Implemented data layer tracking with cross domain to understand campaign performances and to invest properly on the channels and attribution behaviours that produce.

- Build robust reports with Data Studio connecting the advertising platforms and e-commerce tracking to monitor the metrics, behavior and revenue in real-time.

- Rooms are the major source of digital planning, with F&B, Spa & Entertainment as auxillary campaigns.

- Email campaigns and Social Media Campaigns in assistance with the Marketing Team.

- Social media re-targeting campaigns for the drop off users with tracking, which resulted in 10% share in conversions.

DAMAC Maison Hotels & Resorts, Cluster E-Commerce Executive

DUBAI, UAE. May 2017 - March 2018

In-Charge of Digital Marketing, E-Commerce & Distribution for 6 Hotel Properties with a total of 800+ Keys. 

Website: Content, SEO/SEM, Direct Channel Digital Campaigns, Programmatic Advertising

Indirect Channels: Distribution Strategy and Management of OTAs, Pricing, Promotions, 

Key Highlights:

- Implemented a new Digital Strategy through GDN, Affiliate, Email and Programmatic Marketing for the Brand Website and converted the highest ever Revenue through brand website for the months of November'17, December'17 and January'18.

- Advised the Agency to shift to Bid Multipliers for Hotel Ads which had a conversion of 1:10 for the direct channel, and advised on Data for the bids on Demand Based Study.

- Acheived a minimum 20% increase in Revenue every month compared to the previous year for the direct channel.

- Created Promotion Strategies for the Website to be running year around. 

- Created and Implemented a Digital transformation path, which slowly moved all the transformation to mobile based booking engine promotions, increasing the mobile only bookings from 15% to 70%. 

Grand Hotel Sharjah, E-Commerce / Marketing / Revenue Administrator

Sharjah, UAE 01 Mar 2016 - May 2017

Handled E-Commerce for Grand Hotel which is a Beach Resort with 220 Keys.

Key Highlights:

- Developed their Website from scratch as a first step for better user experience for Direct Conversions.

- SEO and SEM implementation for the first time in their website. 

- Increased overall Online Share to 30% from 5%. 

- Increased Direct conversion through website through the new website and seamless booking engine connectivity to 5% of online. 

- Set the digital and social media campaigns for Direct Booking Privileges through Google Ads and Facebook ads to create better brand awareness.

- Set up an Email Marketing journey for the guests with the Data collected through PMS, and had an open rate of 65%. 

Zoho Corporation, Content & Marketing, May'14 - Oct'15

Chennai, India

Amazon.com, Content, Feb'13 - May'14

Chennai, India

Vestas Wind System R&D, Content, Nov'11 - Jan'13 

Chennai, India