Overview
CLUSTER DIGITAL MARKETING MANAGER- Dorp & Boschendal Jobs in Stellenbosch, Western Cape, South Africa at Boschendal Farm
Title: CLUSTER DIGITAL MARKETING MANAGER- Dorp & Boschendal
Company: Boschendal Farm
Location: Stellenbosch, Western Cape, South Africa
Work Amidst Nature in the Heart of the Winelands
Imagine starting your day with the sunrise over lush vineyards and the tranquillity of farm life. At Boschendal, the surroundings are not just a backdrop; they’re integral to our work and our inspiration. Nestled in the heart of South Africa’s golden triangle of wine country, our farm offers a unique escape from the hustle of city life. A Typical Day at Boschendal: Experience a different pace and setting of work life. Whether it’s walking among the vineyards, engaging with guests, or collaborating on a new project, every day here is a blend of meaningful work and the beauty of the natural landscape.
OUR PURPOSE: Regenerating our Future
At Boschendal, our purpose is clear: to nurture the land, inspire our people, and strengthen our community. Guided by core values, we strive to offer something truly meaningful, from our regenerative practices to our dedication to artisanal craftsmanship.
CLUSTER DIGITAL MARKETING MANAGER
The Cluster Digital Marketing Manager is responsible for ensuring the Dorp & Boschendal is correctly positioned from a digital marketing perspective across the respective B2C and B2B channels. This role is responsible for managing all digital and e-commerce opportunities at Dorp & Boschendal in collaboration with the Marketing team and supporting digital agency, ensuring information and content is displayed correctly and effectively on the website/s, social media & third-party sites with the best opportunities for driving reach and conversion. In addition, this role oversees all digital marketing budget and supporting tactics including paid media – social, display, PPC and SEO which form part of an integrated plan that is coordinated with the marketing team and supporting digital agency. In addition, this role is responsible for developing and driving a CRM strategy for both Dorp & Boschendal in order to grow and enrich customer data in order to leverage it from a marketing capability perspective.
This role supports and provides assistance on all Marketing efforts aligned to the overall Marketing, PR and communications strategy and reports directly to the Head of Marketing.
KEY DUTIES AND RESPONSIBILITIES INCLUDES BUT ARE NOT LIMITED TO:
Managing Work, Projects, and Policies
- Delivers against all aspects of the Cluster Digital Marketing strategy and associated tactics for hospitality, F&B, retail and ecommerce .
- Support Digital agency by ensuring property information is displayed correctly and effectively on website and third-party sites, including Online Travel Agents (Booking.com/Expedia) merchandising opportunities
- Maximize web presence through independent platforms according to key hotel priorities/strategies
- Work with agency to ensure optimization of SEO, SEM & SMO strategies, including activities through Paid search, affiliates, local meta search, partners, display, etc. in order to drive traffic & conversion
- Develop strong relationships with vendors that support our digital marketing strategy, digital media, e-commerce platforms, and distribution channels to ensure quality, cost effective creative executions. Coordinate with other business functions relating to their digital needs i.e. retail.
- Support the development of campaign landing pages as needed for promotions with the different market segments to aid in one-click bookings for marketing campaigns.
- Coordinate and manage digital opportunities including individual property e-mails, social, promotional landing pages. Coordinate with other business functions relating to their digital needs i.e. retail.
- Extend existing hotel promotions through targeted e-channels.
- Research digital opportunities for all market segments: business transient, leisure, group catering and food and beverage.
- Collaborate with Operations to ensure monthly reviews is kept up to date and responded in-line with benchmarks
- Maintain, update, and manage Dorp.co.za and Boschendal.com and associated listings.
- Review all marketing reports and publications regularly to keep abreast of local/regional/national marketing trends, local/regional marketing audience.
- Support Tactical marketing campaigns with all relevant teams (F&B, Events, Rooms)
CRM
- Establish direct e-marketing strategies to drive customer acquisition and retention through implementation of CRM (Customer Relationship Management) activities
- Leverage CRM data to support e-commerce personalization, lifecycle marketing, abandoned cart recovery, cross-sell and upsell initiatives.
- Develop segmented customer journeys linked directly to online purchasing behavior.
Social Media
- Oversee the management of Social Media channels by Content Marketing team and or digital agency.
- Develop in coordination with Content Marketing a yearly Social Media Marketing Strategy supporting overall marketing strategy with a multi-levelled approach, leveraging awareness over complex activities & campaigns, customer relationship management/community building & revenue generation.
- Manage paid content marketing from a spend, targeting and reporting perspective
- Oversee the development and execution of departmental specific Social Media Marketing strategies (F&B, Activities, Accommodation etc…) and establish yearly measurable goals.
- Proactively initiate or pilot new activities to ensure constant community engagement & support of ongoing activities
- Monitor complex online reputation & ensure constant engagement of different operational teams to ensure positive brand reputation meets the benchmark.
- Ensure all stakeholders are engaged and aware of social media activities & efforts and track results via proactive communication, reporting and training
Analysis
- Mine all available CRM data sources and look for opportunities to improve tracking capabilities to monitor customer lifecycle.
- Booking trends, use consumer data to determine booking trends and identify opportunities for growth
- Analyze e-commerce performance metrics including conversion rates, funnel drop-off, revenue by channel, customer lifetime value, and campaign ROI.
- Track, measure and report on campaign specific productivity and evaluate marketing activities to establish ROI, brand impact and effectiveness
- Attends and participates in all relevant internal and external meetings
- Informs, updates, and provides information to managers and co-workers in a timely manner
- Presents ideas, expectations, and information in a concise, organized manner
- Uses problem solving methodology for decision making and follow up
- Maintains positive working relations with internal teams and department managers
- Manages time effectively and conducts activities in an organized manner
- Performs other reasonable duties as assigned by the manager
Competencies required:
- Maintains performance level under pressure or when experiencing changes or challenges in the workplace
- Conveys information and ideas to others in a convincing and engaging manner through a variety of method
- Ability to resolve conflict calmly and professionally, manage multiple projects, and meet deadlines.
- Actively participates as a member of a team to move the team toward the completion of goals
- Sets high standards of performance for self and/or others.
- Organized, detail-oriented and deadline-sensitive; takes initiative and anticipates needs
- Develops and sustains relationships based on an understanding of customer needs and actions consistent with the company’s service standards
Experience and Qualification:
- Diploma in marketing or related field or equivalent certification from higher education advantageous
- Digital marketing experience
- Experience in customer service and sales, with knowledge of best practices and procedures for lodging and events operations.
- Technology savvy with good knowledge of Microsoft Word, Excel, Outlook, and the Internet.
- Experience in Brand Management
- Experience in social media, Website design and management
- Brand and Marketing / Activation & Eventing Projects experience
- Systems / Analytics/ CRM
- Omnichannel / ecommerce
- Driver’s License