Assistant Manager, Content Optimization(Global)
Shangri-La International Hotel Management Pte Ltd, Singapore

Shangri-La International Hotel Management Ltd.

Shangri-La Hotels and Resorts is a global leader in luxury hospitality with unique Asian heritage.

Headquartered in Hong Kong, we have over 100 hotels and resorts under four brands nested in key cities and beautiful beachfront locations globally.

We are expanding rapidly with a strong development pipeline throughout Asia, the Middle East, Europe and Africa.

Regarded as one of the world’s finest hotel ownership and management companies, Shangri-La is dedicated to delight guests around the world with legendary service, finely tuned from over 45 years of hospitality from the heart.

We have an affinity with Asian travelers and we offer them a gateway to the rest of the world, positioning us a leading brand in luxury hospitality.

As an enviable employer with industry leading levels of colleague engagement, our people are our priority. Our success is only made possible through the efforts and abilities of over 42,000 colleagues worldwide.

In accordance with this belief, the focused investment we make in the learning and development of our colleagues is unparalleled in the global hospitality industry.

From welcoming new colleagues, to best in class leadership development, you can be sure that potential is identified and nurtured throughout your career.


Based in Singapore and reporting to the Assistant Vice President Performance Marketing (Content) the Assistant Manager, Content Optimization is a part of the Global Digital Customer Experience team.

The purpose of the Digital Customer Experience (DCE) team is to drive bookings and revenue via our direct channels. The team leads the strategy and the implementation of digital platforms, tools and processes to drive direct business.

The content team is responsible for the content management, conversion optimization, SEO, set-up of content workflows to support content publishing, translation, multivariate testing as well as the reporting of overall content performance.

The team leads the direction on content management and provides actionable insights for content optimization to drive traffic and conversion.

Specifically, for this role, the candidate is responsible for the global content optimization and reporting framework.


Manage the implementation of content optimization guidelines for global, regional, and local stakeholders and showcase global business impact.

Manage the set-up and maintenance of workflows across content platforms includes but not limited to Sitecore, translation tools, DAM and other digital platforms.

Run quarterly content audit reports & analysis for global, regional and hotel level. Guide regional teams with recommendations to improve content conversion.

Support the SEO process for global, regional and hotels. Ensures implementation of SEO process across all levels.

Lead implementation of A / B test scenarios to increase website conversion.

Provide actionable insights from owned and third-party data for search engine and conversion optimization.


We are looking for an individual who

has in-depth knowledge of content management & content testing platforms such as Sitecore, Adobe Target, Optimizely.

Has knowledge of analytics platforms such as Adobe Analytics, Google Analytics, SEO Tools.

Is organized, can manage multiple workstreams running concurrently, and can manage deadlines.

Is articulate and can lead discussions with stakeholders to share findings, learnings, and actionable insights.

Is comfortable working with Excel, PowerPoint and creating presentations.

Has strong experience with search and content optimization. Travel industry experience not required.


We are an evolving corporate team that supports the digital customer experience initiatives across 103 hotels globally. This team works collaboratively together but recognizes their own and each other’s roles and responsibilities in contributing to achieving our group goals.

We are looking for an individual who is :

Positive and tackles issues with a problem-solving approach

Is purpose driven

Takes pride in their work, takes ownership, and can work independently

Is collaborative, communicates well, and can work as a part of the Global Team supporting the field teams

Embodies our core Shangri-La values Respect, Humility, Courtesy, Helpfulness and Sincerity.

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