HEAD OF DIGITAL MARKETING

The Head of Digital Marketing is responsible for managing and optimizing digital marketing campaigns to drive traffic, engagement, and conversions. This role involves developing data-driven strategies, managing performance metrics, and ensuring the effectiveness of digital marketing initiatives.

KEY RESPONSIBILITIES:

• Develop and implement comprehensive digital advertising strategies aligned with the company’s marketing goals.
• Conduct market research and competitive analysis to identify opportunities and trends in the hospitality industry.
• Define target audiences and develop audience personas to tailor ad campaigns effectively.
• Cooperate with the Digital marketing, engineering, and data analytics agency through set up, management, and optimization of PPC campaigns on platforms such as Google Ads, Bing Ads, and others.
• Cooperate with the Digital marketing, engineering, and data analytics agency through creation and management of social media advertising campaigns on platforms like Facebook, Instagram, LinkedIn, and Twitter.
• Collaborate with the creative team to develop compelling ad creatives, including graphics, videos, and ad copy.
• Ensure all ads are consistent with brand guidelines and marketing objectives.
• Use analytics tools to track and analyse campaign performance, including Google Analytics, Facebook Insights, and other relevant platforms.
• Cooperate with the Digital Marketing Agency in generating detailed performance reports with insights and recommendations for continuous improvement.
• Provide regular updates to the marketing team and stakeholders on campaign progress and results.
• Work closely with the WEB / SEO specialist to ensure alignment between paid and organic search strategies.
• Cooperate with the Digital Marketing Agency to optimize ad campaigns for search engine marketing (SEM) and ensure effective keyword targeting.
• Manage and allocate the digital advertising budget efficiently across various platforms and campaigns.
• Track spending and ensure campaigns are delivered within budget.
• Stay updated with the latest trends, tools, and best practices in digital advertising and the hospitality industry.
• Participate in relevant training and certification programs to enhance skills and knowledge.
• Work with the marketing team to set clear, measurable goals for digital advertising campaigns, such as increasing website traffic, generating leads, boosting bookings, or raising brand awareness.
• Conduct thorough research to understand market trends, customer behaviour, and the competitive landscape in the hospitality industry.
• Identify and segment target audiences based on demographics, interests, behaviours, and previous interactions with the brand.
• Write compelling ad copy that attracts clicks and drives conversions.
• Utilize various ad formats such as carousel ads, video ads, lead ads, and sponsored posts.
• Cooperate with the Digital Marketing Agency in using programmatic advertising platforms (e.g., DV360, The Trade Desk) to automate the buying of ad space.
• Work with web developers and designers to create and optimize landing pages that convert visitors into customers.
• Produce detailed reports that summarize campaign performance, identify trends, and provide actionable insights.
• Continuously analyse campaign data to identify areas for improvement and implement changes to optimize performance.
• Allocate the digital advertising budget across various platforms and campaigns based on performance and strategic priorities.
• Work closely with other marketing team members, including content creators, designers, and social media managers, to ensure cohesive campaign execution.
• Provide regular updates to the Group Marketing Director and other stakeholders on campaign performance and progress.
• Stay informed about the latest digital marketing trends, tools, and technologies.
• Participate in relevant training programs, webinars, and conferences to continuously enhance skills and knowledge.

CANDIDATE REQUIREMENTS:

  Education:

• Bachelor’s degree in marketing, Advertising, Business, or a related field. A master’s degree is a plus.

  Experience:

• Minimum of 3-5 years of experience in digital advertising, preferably within the hospitality or travel industry.
• Proven track record of managing successful PPC, social media, and display advertising campaigns.
• Experience with programmatic advertising and retargeting strategies.

  Skills & Knowledge:

• Proficiency in using digital advertising platforms such as Google Ads, Facebook Ads Manager, LinkedIn Campaign Manager, and other relevant tools.
• Strong knowledge of web analytics tools like Google Analytics, SEMrush, and Adobe Analytics.
• Familiarity with programmatic advertising platforms (e.g., DV360, The Trade Desk).
• Strong analytical and problem-solving skills with the ability to interpret data and make data-driven decisions.
• Ability to generate insights from complex data sets and present findings clearly to stakeholders.
• Ability to develop compelling ad copy and creative concepts that drive engagement and conversions.
• Ability to manage multiple campaigns simultaneously and meet deadlines.
• Strong verbal and written communication skills.
• Ability to work collaboratively with cross-functional teams, including marketing, design, and web development.
• Experience presenting campaign strategies and performance reports to stakeholders.
• In-depth understanding of the hospitality industry, including trends, customer behaviour, and competitive landscape.
• Knowledge of various digital advertising channels and their role in the marketing funnel.
• Strong understanding of digital marketing principles and best practices.
• Familiarity with content marketing, social media marketing, and email marketing.
• Knowledge of SEO and SEM principles and their integration with paid advertising strategies.
• Experience with influencer marketing and affiliate marketing.
• Knowledge of CRM systems and marketing automation tools.

  Tools and Technologies:

• Digital Advertising Platforms: Google Ads, Bing Ads, Facebook Ads Manager, LinkedIn Campaign Manager, Twitter Ads.
• Analytics Tools: Google Analytics, Adobe Analytics,
• Creative Tools: Adobe Creative Suite (Photoshop, Illustrator), Canva.
• Project Management Tools: Asana, Trello, Slack.

  Personal Attributes:

• Highly motivated and results oriented.
• Adaptable and able to thrive in a fast-paced, dynamic environment.
• Creative thinker with a passion for digital marketing and advertising.
• Strong ethical standards and integrity.
• Excellent organizational and time-management skills.
• Strong attention to detail and commitment to quality.