HEAD OF ONLINE

Who are we?
Generator is on a journey. Appropriate, given that we're a hostel accommodation brand. The journey began in London, swung through a heap of European capitals on its way to dominating the world. No biggie. Fast Company named us one of the top 50 most innovative global companies. We, of course, agree. And now this top 50 most innovative global company (did we mention that?) wants a pretty awesome Head of Online based at our Generator Head Office in Central London by Piccadilly Circus.

Our spaces are safe and seriously social, in the proudest part of the beating heart of the cities we love. Cultural action, creative pulse and an outstanding way to waste some of the finite time the universe has given you - that's what Generator offers. Holds true for staff and visitors equally, and while chic design is always the backdrop, every Generator in every destination reflects the unique beat of that city's heart.
BEING YOURSELF is the key to bringing the Generator story and brand to life.

What’s the job?
NUTS AND BOLTS OF THE JOB


COMMERCIAL RESPONSIBILITIES
  • Responsible for the development and coordination of the strategic planning and budgetary control of all online marketing
  • Implement online and traffic acquisition strategy globally, covering CRM, App, SEO, PPC, affiliate and social media
  • Driving the digital presence forward by creating and managing the digital road map
  • Regularly analyse ROI and optimise budget to ensure revenue and traffic targets are being met
  • To manage and improve the usability, design, content and conversion of the Generator website and content platforms
  • Use of A/B and multivariate testing tools and techniques
  • Continuous review and development of all online channels to maximise sales and customer experience
  • Work with design team to constantly come up with creative ways to engage with our customers
  • Responsible for the trading effectiveness of all visual content and digital marketing
  • Develop and seed branding/name exposure in line with the overall business communication strategy alongside setting an ongoing social media and community management strategy
  • Leading the new properties opening critical path for web, online advertising and digital activities, including external F&B microsites, translations, photography collection, copy creation and information curation

ADMIN RESPONSIBILITIES
  • Reporting to the CMO, you will lead and execute the eCommerce platform and CRM on an international scale
  • Overseeing all customer data warehousing and data policies
  • Managing 3rd party technology and service providers
  • Regular performance reporting and identification of conversion opportunities
  • Delivery of insight & analytics to drive ecommerce development

CRM SPECIFIC RESPONSIBILITIES
  • Plan, map and conduct strategy meetings with agency to discuss CRM and app analytics and strategic app roadmap
  • Planning, executing, delivering and optimising CRM strategies across Generator encouraging customer retention and loyalty
  • Playing a pivotal role on the CRM platform architecture while ensuring its seamless function across the organisation to capture all required information at key points in the customer life cycle
  • Review and implement the e-mail strategy, create and distribute the monthly Newsletter as well as additional promotional e-mails and lead the pre-arrival & post-stay emails
  • Overseeing customer communications as well as monitor and maximise customer lifetime value strategies while guaranteeing maximum profitability
  • Analyse customer app data to determine and propose best CRM strategy to increase app retention & conversion. Brief agency when needed
  • Creating the programmatic flow for the eCRM journeys for customers through the ESP, with tailored email flows, nurture and lead programs, basket abandonment and behavioural marketing
  • Set up all offers, complete thorough testing cycles, launch and evaluate with actionable learning reports
  • Ensuring the effective segmentation of the database for targeted marketing activities
  • Developing testing strategies and providing measurements and reports to prove their effectiveness and inform future strategy for the business
  • Set-up and optimise app marketing plan to increase number of downloads. Brief agency when needed
  • Customer Journey Mapping analysing touch points with the organisation and maximising commercial opportunities
  • Working closely with all departments to ensure the CRM works effectively for all aspects of the company
  • Delivery of insight & analytics to drive further development
  • Regular performance reporting and identification of conversion and brand awareness opportunities
Naturally this is not intended as an exhaustive list of duties. Other duties as may be reasonably required will form part of this job description.

WHAT’S IN YOUR DNA - COMPETENCIES AND SKILLS REQUIRED
  • Laser-sharp attention to detail, great communication skills and organised and methodical approach
  • Ability to manage a busy workload and to multitask various administrative skills
  • Strong background in customer acquisition, re-engagement and retention strategies
  • Interested in digital innovation, latest CRM and digital trends, and technical improvements
  • Ability to work independently on projects while being a productive team member
  • In-depth knowledge of analytics and ability to communicate findings in actionable reporting formats
 
YOUR ROCK STAR EXPERIENCE
  • Demonstrable experience of project management as well as direct and digital marketing, ideally in a similar industry
  • Demonstrable experience with managing the workflow of multiple agencies
  • Preferable experience with SIHOT, Emarsys and Kentico
  • Demonstrable experience with CMS (including but not limited to marketing automation, CRM, web, eCom and ESPs)
  • A proven track record in building and leading CRM for a fast-growing business with exceptional performance results across different regions or/and countries
  • Proven experience on synthesised use of all CRM channels; email, social, app, SMS, direct mail
 
Our Key Benefits Include:
  • Birthday holiday in addition to your yearly holiday allocation
  • Employee Bounty Program providing opportunities to earn up to €1,000 for new hire referrals with no cap on number of referrals made 
  • Company contribution towards gym membership fees for all eligible employees 
  • 2 free nights’ accommodation across any hostels (subject to availability)
  • Reduced room rates for staff as well as friends and family members
  • Social events and celebrations calendar
  • Various employee recognition schemes
SO YOU THINK THIS MIGHT BE YOU?
That's cool. Send us your application in English, preferably via email. If you’ve got questions call us, or check www.generatorhostels.com or www.facebook.com/GENERATORhostels/ where you may well find the answers to life, the universe and everything, including why there are no penguins at the North Pole. We look forward to hearing from you.

Join Us and help us achieve our Vision!