EVT HQ - Digital Marketing Manager

Title: Digital Marketing Manager - EVT HQ

Reports to: Head of EVT Digital Channels

Key Stakeholders: Digital Marketing Specialists, Marketing Operations Manager, Brand Managers, Marketing Executives, Social Media Managers, Social Media Executives, Cluster Revenue Managers, Hotels IT team, Distributions team, Elevate team and relevant managers from across EVT business units.

Position Overview:

In this role you will assist with managing and executing the digital strategy for a cluster of hotels across multiple brands in Australia & New Zealand.

Our Vision is being leaders in creating experiences that escape the ordinary.

Our Purpose is to make the day better for ourselves, each other, our group, our customers and communities. We do this by living our values of empowerment, possibilities and community. We achieve our Vision and Purpose by delivering on our goals and values.

Our Goals

• Growing revenue above market
• Maximise assets
• Business transformation

Our Values

• Empowerment: We make it happen
• Possibilities: We evolve and innovate
• Community: We make the connection

Key Accountabilities

1. Digital Strategy, Budget Management & Reporting

• Annual Campaign Calendar: Full ownership of Digital Marketing strategy & execution for a cluster of hotels across multiple brands in Australia & New Zealand. Annual campaign calendar development & execution for core revenue pillars including Accommodation and Conference & Events (C&E).
• Hotel Level Digital Strategy: Bespoke hotel level Digital Marketing support for both high & low seasons to ensure above market performance & strong EBITDA result.
• Budget & Target Settings: Ongoing spend management & performance tracking/delivery. Proficiency in data analytics and ability to analyse & activate data in campaign executions are essential.
• Reporting: Design, develop, and maintain dashboards, reports, and KPI analyses. Use data to identify performance improvement and optimisation opportunities.
• Profit Optimisation: Ongoing profit optimisation to grow margin & reduce commissions & fees.

2. Digital Campaigns & Operations

• Daily Operations: Work closely with the Head of EVT Digital Channels and lead the daily Digital Marketing operations for a cluster of hotels across Australia & New Zealand.
• Campaign & Project Delivery: Responsible for Digital Marketing Campaign and Project delivery, from planning, execution, tracking, pivoting to completion. Coordinate with Brand HQs, EVT Digital Marketing Field Specialists and other key stakeholders to manage timelines & dependencies and communicate progress effectively.
• Campaign Deliverables: Work in close collaboration with the relevant teams & external stakeholders to perform a thorough check of campaign deliverables to make sure that all asset requirements are met, adhering to best practices & editorial policies. Collaborate on campaign and landing page checks & optimisation to ensure user experience from ad to landing page is coherent, booking process is seamless and is set right to drive the best possible results.
• Digital Distributions: Assist with ensuring best-in-class digital distributions that align with approved rate strategies and SOPs. Conduct regular audits on Brand.com & Third Party Channels to maintain rate parity & strong price performance scores.

3. Paid Media Execution & Management

• Paid Media Management: Execute and manage Paid Media campaigns across all major digital channels including but not limited to; Paid Search (Google & Bing), Paid Social (FB, IG, LinkedIn & TikTok), and OTA (Online Travel Agents) Pay-Per-Click Advertising for a cluster of hotels.
• Spend Tracking: Manage Paid Media spend and ensure campaigns deliver against our CPM, CPC & CPA targets.
• Campaign Setup: Execute and deliver multi-channel Paid Media campaigns according to the approved media plan. Monitor campaign performance, adjust strategies, and optimise budgets to amplify performance.
• Quality Assurance: Manage QA, review & approval process of all Campaigns & Partner activities with relevant internal and external stakeholders. Develop and deploy a strong process to ensure efficiency and error-free executions. Attention to detail is very important for this role.
• Tag Management: Test, troubleshoot, maintain and enhance media & analytics tags to ensure accurate tracking, optimisation and reporting. Assist with implementing new initiatives & tactics that involve web and server-to-server conversion tracking and work closely with IT to ensure data quality & compliance where applicable.
• Digital Trends & Technologies: Stay up to date with emerging digital trends and evolving technologies that create competitive advantage. Be on top of key updates & innovations in the digital space and be able to articulate how it could be used to drive improvement, efficiency & growth.
• Data Privacy & Compliance: Ensure compliance with data privacy regulations and stay up to date with evolving laws and best practices in all digital marketing activities.
• Performance KPIs: Take a data-driven approach by leveraging audience insights for shaping personalised & results-driven paid media strategies, and for driving continuous optimisation against KPIs across all platforms. Actively engage in actions to further enhance performance of paid media activity.

4. Stakeholder & Relationship Management

• Internal & external stakeholder relationship management, including but not limited to ownership of daily communications, recurring meetings, reporting with insights/recommendations & presentations.
• Work closely with each brand HQ & relevant stakeholders to ensure brand specific guidelines & policies are strictly followed.
• Work in collaboration with each brand HQ to ensure support & synergy for the given hotel portfolio.

Skills & Experience

The successful applicant will be tertiary qualified in a relevant discipline with at least 7 years’ experience working in Digital Marketing, and have experience working with executive stakeholders. This is a highly hands-on role, requiring strategic thinking, ownership of executions & strong communication skills.

These are the skills and experience required for this role:

• 7+ years’ experience in a related role
• 3+ years of hands-on experience in a digital agency or similar environment
• 2+ years of experience working on the client side
• Advanced knowledge of Paid Search, Paid Social & Google Analytics 4
• Strong understanding of customer lifecycle management & personalisation
• Proven experience delivering successful Digital Marketing campaigns and complex technical projects
• Proven record of making a measurable impact on campaign performance
• Strong analytical & commercial skills with the ability to interpret data and to translate strategy into action
• Understanding of all relevant regulatory and legal requirements around customer data privacy, consent and security
• Ability to work both independently and with the team, ensuring campaigns perform at their best
• Ability to work collaboratively across departments to drive business goals
• Outstanding relationship builder, across the business with the ability to partner with key stakeholders
• High attention to detail & strong end to end project management skills
• Excellent verbal and written communication skills with a wide variety of stakeholders.

Preferred experiences:

• Experience in the Hotel industry
• Google Certified Professional - Search
• Google Analytics 4 Certification
• Meta Certified Professional - Media Planning, Media Buying or Marketing Science
• Experience in AI-powered marketing automation
• Experience in working with large datasets and building predictive models
• SEO/GEO experience
• CRM/CDP experience