📌 Core Information
🔹 Job Title: Specialist, Web Content
🔹 Company: IHG Hotels & Resorts
🔹 Location: Frankfurt, Germany
🔹 Job Type: Full time, Hybrid
🔹 Category: Hospitality, Marketing
🔹 Date Posted: 2025-07-28
🔹 Experience Level: 2-5 years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Creating, managing, and optimising hotel website content to drive performance and support IHG's brand promise.
- Collaborating with internal teams and external agencies to ensure content quality and consistency.
- Optimising content for search engines and localising where needed.
- Analysing results and delivering insight-led improvements to support overall project timelines.
- Supporting multiple digital marketing initiatives that reflect IHG's standards, voice, and customer-first mindset.
- Working with teams across Europe and the US as part of the wider Field Marketing Services team.
ASSUMPTION: This role requires a balance of creativity, technical skills, and project management abilities. It is ideal for someone with experience in digital marketing, content creation, and SEO who is also detail-oriented and organised.
📋 Key Responsibilities
✅ Develop and manage hotel website content in collaboration with internal teams and external agencies.
✅ Maintain quality and consistency through effective use of Content Management Systems (CMS).
✅ Optimise for performance, ensuring all content meets SEO best practices, includes relevant keywords, and is fully localised where needed.
✅ Track and analyse results, delivering insight-led improvements and supporting overall project timelines.
✅ Support multiple digital marketing initiatives that reflect IHG’s standards, voice, and customer-first mindset.
✅ Support the wider Field Marketing Services team, working with teams across Europe and the US.
ASSUMPTION: This role requires a strong understanding of localisation, SEO strategy, and digital marketing trends. It also demands excellent communication skills in both German and English (written and verbal).
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Communications, or a related field (or equivalent experience).
Experience: Proven experience in digital marketing, content creation, SEO, and CMS management (AEM experience a plus).
Required Skills:
- Excellent communication skills in both German and English (written and verbal).
- The ability to write and edit effective marketing copy, while ensuring adherence to style guidelines.
- A detail-oriented mindset with strong project management and organisational skills.
Preferred Skills:
- Experience with Adobe Experience Manager (AEM) or other enterprise-level CMS.
- Knowledge of the hospitality industry and IHG's brand portfolio.
ASSUMPTION: While not explicitly stated, a background in hospitality or familiarity with hotel brands may be beneficial but is not strictly required.
💰 Compensation & Benefits
Salary Range: €45,000 - €60,000 per year (AI estimate based on market research for similar roles in Germany).
Benefits:
- Competitive benefits package, including health insurance and pension plans.
- Discounted hotel stays and food & beverage discounts at IHG hotels worldwide.
- Opportunities for career growth and development within the global IHG organisation.
Working Hours: Full-time position with a hybrid work arrangement (2-3 days on-site per week).
ASSUMPTION: The salary range provided is an estimate based on market research for similar roles in Germany. Actual compensation may vary based on individual qualifications and experience.
📌 Applicant Insights
🔍 Company Context
Industry: Hospitality, with a focus on hotels and resorts.
Company Size: IHG Hotels & Resorts is a large organisation with over 6,300 open hotels in more than 100 countries and a development pipeline of over 2,000 properties. This means there are ample opportunities for career growth and development.
Founded: 2003 (as a public company). IHG's history dates back to the late 19th century with the founding of the first InterContinental Hotel in 1946.
Company Description:
- IHG Hotels & Resorts is a global hospitality company with a purpose to provide True Hospitality for Good.
- The company operates a family of 19 hotel brands, including luxury and lifestyle brands like Six Senses, Regent, InterContinental, and Kimpton, as well as essential and suites brands like Holiday Inn, Staybridge Suites, and Candlewood Suites.
- IHG has over 345,000 people working across its hotels and corporate offices globally.
Company Specialties:
- Hotels, resorts, and food & beverage services.
- Digital marketing, content creation, SEO, and CMS management.
- Global hospitality and customer experience.
Company Website: http://www.ihgplc.com
ASSUMPTION: IHG Hotels & Resorts is a well-established company with a strong global presence and a reputation for quality and innovation in the hospitality industry.
📊 Role Analysis
Career Level: Mid-level, with opportunities for growth and development within the global IHG organisation.
Reporting Structure: This role reports directly to the Field Marketing Services team and works collaboratively with internal teams and external agencies.
Work Arrangement: Hybrid, with 2-3 days on-site per week. This allows for a balance between independent work and collaborative team environments.
Growth Opportunities:
- Progression within the Field Marketing Services team or other departments within IHG.
- Expanding skills and expertise in digital marketing, content creation, SEO, and CMS management.
- Potential to work on global projects and gain international experience.
ASSUMPTION: This role offers a unique opportunity to gain experience in a global hospitality company while developing skills in digital marketing and content creation.
🌍 Location & Work Environment
Office Type: Modern, collaborative workspaces with state-of-the-art technology and amenities.
Office Location(s): Frankfurt, Germany. IHG's global headquarters are located in Windsor, Berkshire, UK.
Geographic Context:
- Frankfurt is a major financial hub and the fifth-largest city in Germany, offering a vibrant cultural scene and excellent connectivity by air, rail, and road.
- The city is home to numerous multinational corporations and has a diverse, multicultural population.
- Frankfurt offers a high quality of life, with a wide range of housing options, excellent education, and healthcare facilities.
Work Schedule: Full-time, with a hybrid work arrangement (2-3 days on-site per week).
ASSUMPTION: Frankfurt provides an ideal base for this role, with its central location, international connectivity, and diverse cultural scene.
💼 Interview & Application Insights
Typical Process:
- Online application submission through the IHG careers portal.
- Phone or video screening to assess communication skills and cultural fit.
- In-depth interview with the hiring manager and/or team members to discuss the role, responsibilities, and qualifications.
- Final interview or assessment, which may include a case study or presentation to evaluate problem-solving skills and creativity.
Key Assessment Areas:
- Communication skills in both German and English (written and verbal).
- Understanding of digital marketing, content creation, SEO, and CMS management.
- Project management and organisational skills.
- Cultural fit and alignment with IHG's values and brand promise.
Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role.
- Demonstrate your understanding of IHG's brand portfolio and digital marketing strategies.
- Prepare examples of your content creation and SEO work to showcase during the interview process.
ATS Keywords: Digital marketing, content creation, SEO, CMS management, localisation, project management, organisational skills, communication skills, hospitality industry, hotel brands, IHG.
ASSUMPTION: IHG's application process is designed to assess both technical skills and cultural fit. Applicants should be prepared to demonstrate their understanding of the hospitality industry and IHG's brand portfolio.
🛠️ Tools & Technologies
- Adobe Experience Manager (AEM) or other enterprise-level CMS.
- Search engine optimisation (SEO) tools, such as Google Search Console, SEMrush, or Ahrefs.
- Content management systems (CMS) for hotel websites, such as Sitecore, Adobe Experience Manager, or other proprietary systems.
- Project management tools, such as Asana, Trello, or Microsoft Project.
ASSUMPTION: Familiarity with Adobe Experience Manager (AEM) or other enterprise-level CMS is preferred but not strictly required. Applicants should be willing to learn and adapt to new tools and technologies as needed.
👔 Cultural Fit Considerations
Company Values:
- True Hospitality: We put our guests and colleagues at the heart of everything we do.
- One Team: We're united by our shared passion for hospitality and our commitment to working together.
- Responsible Business: We act responsibly and strive to make a positive impact on society and the environment.
Work Style:
- Collaborative: This role requires working closely with internal teams and external agencies to deliver high-quality content.
- Adaptable: The digital landscape is constantly evolving, and this role requires a willingness to adapt and learn new tools and technologies as needed.
- Results-driven: This role demands a focus on delivering results and supporting overall project timelines.
Self-Assessment Questions:
- Do I have strong communication skills in both German and English (written and verbal)?
- Am I comfortable working in a collaborative, team-based environment?
- Do I have a detail-oriented mindset and strong project management skills?
ASSUMPTION: IHG values diversity and inclusion, and applicants from all backgrounds are encouraged to apply. However, a strong cultural fit with the company's values and work style is essential for success in this role.
⚠️ Potential Challenges
- Managing multiple projects and deadlines simultaneously may require strong organisational skills and time management.
- Working with external agencies and internal teams may present communication challenges, requiring excellent interpersonal skills and cultural sensitivity.
- The digital landscape is constantly evolving, and this role may require continuous learning and adaptation to new tools and technologies.
- Working in a global organisation may involve collaborating with teams across different time zones and cultures, which can present unique challenges and opportunities.
ASSUMPTION: These challenges can be overcome with strong communication skills, cultural sensitivity, and a willingness to learn and adapt.
📈 Similar Roles Comparison
- This role is similar to other digital marketing or content creation positions in the hospitality industry but may offer unique opportunities to work with a global brand portfolio and gain international experience.
- Compared to other industries, the hospitality industry places a strong emphasis on customer experience and brand consistency, which may impact the content creation process.
- Career paths in the hospitality industry may differ from those in other sectors, with opportunities for growth and development within the global IHG organisation.
ASSUMPTION: Applicants should research similar roles in the hospitality industry and consider how their skills and experiences may translate to this unique opportunity.
📝 Sample Projects
- Developing and implementing a content strategy for a new hotel launch, including SEO optimisation and localisation.
- Managing a website redesign project for an existing hotel, ensuring brand consistency and improved user experience.
- Creating and optimising content for a hotel's digital channels, including the website, social media, and email marketing campaigns.
ASSUMPTION: These sample projects demonstrate the range of responsibilities and opportunities available in this role, from strategic planning to tactical execution.
❓ Key Questions to Ask During Interview
- Can you describe the typical workflow for content creation and approval in this role?
- How does this role collaborate with other departments and external agencies to deliver high-quality content?
- What opportunities are there for professional development and growth within the Field Marketing Services team or other departments within IHG?
- How does IHG support work-life balance for employees in hybrid work arrangements?
- Can you provide examples of successful content strategies or campaigns implemented by the Field Marketing Services team?
ASSUMPTION: These questions are designed to assess the role's responsibilities, team dynamics, and opportunities for professional growth and development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the IHG careers portal.
- Tailor your resume and cover letter to highlight your relevant skills and experiences for this role.
- Prepare examples of your content creation and SEO work to showcase during the interview process.
- Follow up with the hiring manager or HR representative within one week of submitting your application to confirm receipt and express your interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
