The Digital Marketing Manager will lead the execution of comprehensive digital marketing strategies to promote the Criterion hospitality brand, drive traffic, generate bookings, and enhance the overall guest experience. This role involves overseeing all digital channels, including social media, email marketing, SEO, paid campaigns, and website optimization. The Digital Marketing Manager must stay current with industry trends, customer behaviours, and emerging technologies to ensure the brand remains competitive in a fast-evolving digital landscape.

REQUIRED SKILLS & QUALIFICATIONS:

• Educational Background: Bachelor’s degree in Marketing, Digital Marketing, Business, or related fields (Master’s preferred).
• Experience: 5-7 years of digital marketing experience, with at least 2 years in a managerial role, ideally in the hospitality, travel, or tourism industries.
• Technical Skills:
• Expertise in Google Analytics, Google Ads, Facebook Ads, social media management tools, and email marketing platforms.
• Proficiency with SEO tools (e.g., SEMrush, Moz), CMS platforms (e.g., WordPress), and CRM systems.
• Strong understanding of PPC, SEM, social media advertising, and remarketing strategies.
• Analytical Skills: Strong analytical and problem-solving skills to interpret data and make strategic recommendations.
• Project Management: Proven ability to manage multiple projects simultaneously, working under tight deadlines.

Digital Marketing Strategy Development:

• Develop and implement a holistic digital marketing strategy that aligns with the business objectives, focusing on driving online visibility, engagement, and bookings.
• Define target audiences and create tailored marketing plans to increase customer acquisition, retention, and brand loyalty.
• Collaborate with other departments (sales, operations, revenue management) to ensure alignment between marketing efforts and overall business goals.

Websites & SEO Management:

• Oversee the design, functionality, and content of the websites, ensuring a user-friendly experience that drives conversions.
• Implement SEO best practices to enhance organic search rankings and improve websites traffic.
• Monitor and optimize websites performance, user experience, and booking engine integration.

Paid Advertising & PPC Campaigns:

• Manage and optimize paid advertising campaigns across Google Ads, Facebook Ads, Instagram Ads, and other platforms.
• Allocate and manage digital marketing budgets effectively, ensuring maximum ROI on paid campaigns.

Email Marketing & CRM:

• Oversee the design, execution, and optimization of email marketing campaigns, including newsletters, promotional offers, and customer journey automation.
• Implement CRM strategies to segment audiences, personalize messaging, and improve guest engagement and retention.
• Analyze email campaign metrics (open rates, click-through rates, conversions) and optimize accordingly.
• Track, report, and optimize campaign performance using key performance indicators (KPIs) such as conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS).

Performance Tracking & Analytics:

• Use tools like Google Analytics, social media insights, and CRM systems to measure, analyze, and report on the performance of digital marketing campaigns.
• Create detailed monthly and quarterly reports for senior management, highlighting successes, challenges, and recommendations for future growth.
• Continuously test, analyze, and optimize digital strategies based on data-driven insights.

Reputation Management & Online Reviews:

• Manage the online reputation of the brand across review platforms such as TripAdvisor, Google Reviews, and social media.
• Develop strategies to encourage positive reviews and respond to feedback professionally and promptly.
• Monitor brand mentions and guest sentiments, addressing any negative feedback constructively.