Choice Hotels International is seeking a talented individual to play a key role on our rapidly expanding team Analyst, Digital Acquisition. The person in this role will directly support the growth and development of key digital marketing channels to drive customers to more than 6,800 hotels around the world. The Analyst will help grow visibility and performance from digital marketing channels such as Paid Search and Metasearch, to grow ChoiceHotels.com revenue contribution. This position requires both an analytical and technical skillset, a high degree of curiosity for continuous learning and an ability to thrive in a fast-paced environment.
PRIMARY DUTIES AND RESPONSIBILITIES
Support Manager of Digital Acquisition in strengthening customer acquisition efforts, specifically managing the success of Choice Hotels Paid and Metasearch channels.
Conduct campaign analysis from key search metrics, including keyword/search query analysis, creative excellence, landing page optimization and overall CRO standards.
Collaborate with agency to ensure best practice and innovation in all search activities, supporting knowledge sharing across teams.
Work directly with search engines to maximize partnership.
Supports forecasting and budgeting exercises to ensure optimal level of investment. Assist in tracking daily, weekly and monthly pace against forecasted results.
Become subject matter expert on various tools such as Omniture, Google 360 and Koddi.
Involvement in enhancing Choice’s proprietary bid strategy.
Identify new tools and reports to be built to enhance understanding around performance indicators.
Play key role in project management efforts, taking point on new and important tactics, beta’s or initiatives that require internal leadership.
Supporting role in brand keyword protection efforts to ensure Choice Hotels maintains strong share of voice on branded searches.
Work closely with internal stakeholders including but not limited to SEO, Content Marketing and Digital Performance to nurture cohesive marketing approach.
Continuously provide opportunities to expand Digital Marketing programs by staying up to date on company, tech and industry trends.
SKILLS, EDUCATIONAL BACKGROUND AND EXPERIENCE
Bachelor’s degree (BA, BS) in relevant field such as marketing, business or communications strategy.
Work experience in SEM (Paid and Organic Search), Metasearch, Display or Social Media.
Hands-on experience with professional analytics tools and analysis methodologies.
Excellent oral, written and listening communication skills.
Proficient in Microsoft Excel and Power Point.
Strong organizational and time management skills.
Able to solve complex problems in time-sensitive environment.
Able to work both independently as well as collaboratively achieving results within established time frames.
Ability to manage multiple projects with intertwining deadlines while staying focused on the details.
General knowledge of hotel/travel industry preferred.
Must be able to uphold Choice's Values & Performance Principles of accountability, collaboration, performance excellence, sense of urgency, innovation, inclusion & diversity, integrity & trust, customer focus, and respect.