Digital Marketing Manager, Hosptiality

ESSENTIAL DUTIES AND RESPONSIBILITIES

The essential functions include, but are not limited to the following:

• Plan, build, execute, and optimize digital campaigns across the Hospitality portfolio, including:
• Paid search and display (Google Ads, programmatic display)
• Paid social (Instagram, Tik Tok, Facebook, Linked In)
• Metasearch and OTA-adjacent channels (Google Hotel Ads, Tripadvisor, Trivago, Kayak)
• SEO / SEM initiatives across hotel and restaurant websites
• Build campaign launch plans that align to property and portfolio strategy, ensuring proper targeting, budget allocation, and creative development; track performance metrics and make data-driven adjustments to maximize return.
• Support demand generation for need periods, seasonal offers, packages, restaurant promotions, and new property or outlet openings.
• Execute in-house campaigns across paid social for ad-hoc property and F&B projects.

• Act as a day-to-day custodian of each property’s brand online, ensuring digital creative, messaging, and imagery reflect the design standard, tone, and guest experience of a luxury and lifestyle portfolio.
• Manage organic social media channels for properties and restaurants, including developing and executing channel strategies, creating and overseeing content calendars, and analyzing performance metrics to optimize content.
• Translate the on-property experience — rooms, restaurants, bars, spa, events, and neighbourhood — into digital content and campaign messaging that converts interest into bookings and covers.
• Conduct ongoing review of project creative and liaise with the marketing team on updates that align with platform and industry best practices.
• Ensure messaging across platforms and lines of outward communication is accurate, considered, and relevant to each brand and market.

• Manage the digital storefront for each property, including Google Business Profile listings, reservation platform profiles, imagery, menus, hours, and listing accuracy across hotel and restaurant channels, including building new listings and managing the associated approval processes.
• Support website performance, booking engine merchandising, and conversion rate optimization, ensuring the digital path to purchase feels as considered as the arrival experience.
• Conduct website audits and project manage the execution of recommendations.
• Monitor guest review and reputation presence across digital platforms in partnership with Operations, recognizing its direct impact on conversion.

• Define digital and Google Analytics KPIs, configure goals, audience segments, and tracking events, and build regular reporting on website and campaign performance.
• Install and QA all site tagging to support measurement and campaign performance.
• Implement measurement solutions for tracking true impact on bookings and revenue, and manage any necessary ongoing troubleshooting.
• Use data to identify real-world goals, trends, and paths forward, and to set realistic MOM/YOY growth targets by property and project.
• Define and document target audience segments by property, brand, and market.

• Work closely with property teams, including General Managers, F&B leaders, Revenue Management, and Sales, to align digital activity with commercial priorities.
• Manage external partners (agencies, consultants, freelancers) to execute and optimize campaigns.
• Scope all contractor work, negotiate rates, and brief in project requirements and strategy.
• Develop purchase orders for all vendor partners and contractors.
• Liaise with and troubleshoot issues alongside internal and external partners (billing, account setup, platform connectivity, and…