Job Summary
The Digital Marketing Manager is responsible for developing and optimizing the company's digital ecosystem to maximize online visibility, qualified traffic, lead generation, and revenue. This role owns the technical and performance aspects of digital marketing, including website management, SEO, SEM, paid media, CRM, marketing automation, digital analytics, conversion rate optimization (CRO), and digital technology integration.
Working closely with the Social Marketing Manager, this role transforms audience engagement into measurable business outcomes through data-driven marketing strategies
Key Responsibilities:
1. Digital Strategy
- Develop and execute the overall digital marketing strategy aligned with business objectives.
- Build annual and quarterly digital marketing roadmaps, budgets, and performance plans.
- Identify new digital opportunities, emerging technologies, and consumer trends to improve business performance.
- Drive digital innovation and continuous optimization across all digital touchpoints.
2. Website & Conversion Optimization
- Own the company's website strategy, user experience, and digital customer journey.
- Collaborate with web developers and agencies to enhance website functionality, usability, and performance.
- Optimize landing pages and booking journeys to maximize conversion rates.
- Ensure website content, SEO structure, and user experience remain up to date.
- Lead Conversion Rate Optimization (CRO) initiatives through A/B testing and behavioral analysis.
3. Search Engine Marketing
- Develop and manage SEO strategies to improve organic visibility and search rankings.
- Conduct keyword research, technical SEO audits, backlink optimization, and content recommendations.
- Plan and optimize paid search campaigns (Google Ads, Bing Ads, Google Hotel Ads, Meta Search).
- Monitor search performance and continuously improve ROI.
4. Performance Marketing
- Plan, execute, and optimize paid media campaigns across Google, Display, Programmatic, Meta, TikTok, OTA media, affiliate marketing, and other digital platforms.
- Manage media budgets and allocate investments based on business priorities.
- Optimize campaign performance using KPIs including CPA, ROAS, CPC, CTR, Revenue, and Conversion Rate.
- Work closely with the Social Marketing Manager to amplify high-performing content through paid media.
5. CRM & Marketing Automation
- Develop customer lifecycle marketing strategies across acquisition, retention, and loyalty.
- Manage email marketing, SMS marketing, push notifications, and automation workflows.
- Segment customer databases and personalize digital communications.
- Collaborate with Loyalty, Revenue, and Sales teams to maximize customer lifetime value.
6. Digital Analytics & Business Intelligence
- Own digital analytics across all marketing channels.
- Develop dashboards to monitor website performance, booking funnel, campaign effectiveness, customer acquisition costs, and ROI.
- Analyze customer behavior using GA4, Tag Manager, Looker Studio, Hotjar, and other analytics platforms.
- Deliver actionable insights to improve marketing efficiency.
7. Digital Technology & Martech
- Manage marketing technology platforms and digital tools.
- Oversee website CMS, CRM systems, analytics platforms, tracking implementation, and third-party integrations.
- Ensure accurate campaign tracking through UTM governance and conversion measurement.
- Recommend and implement new marketing technologies to improve efficiency and automation.
8. Cross-functional Collaboration
- Partner with the Social Marketing Manager to maximize campaign performance from awareness to conversion.
- Support PR, Brand Marketing, Sales, Revenue Management, and E-commerce initiatives through digital activation.
- Coordinate with external agencies and technology partners to ensure successful project delivery.
