Digital Marketing Manager
Location
Ocoee, FL | United States
Job description
About Westgate Resorts
Westgate Resorts provides a diverse range of vacation experiences. From sandy beaches on the Atlantic Ocean to snow-covered Utah mountains, families can affordably experience the country's most desirable vacation destinations. A world leader in the timeshare and hospitality industry, Westgate has resorts in Florida, Tennessee, South Carolina, Missouri, Utah, Nevada, and Arizona. Westgate meets every vacation expectation, for every family, for every budget. As we continue growing, we will continue offering the best and most-affordable vacation options out there!
Job Description
Westgate Resorts is seeking a dynamic and enthusiastic Digital Marketing Manager. Reporting to the Vice President of Specialty Marketing, this position will create and deliver on timeshare, vacation ownership, and event attendance strategies and initiatives via digital lead generation and partnership vehicles. Individuals will create engaging content, launch digital campaigns for email, social media, and paid advertising, and work with key partners to deliver projects and assets that enable the overall lead generation strategy and goals of the company through all channels.
The successful candidate will also create and execute digital, social, email, event marketing, and job advertising strategies to attract qualified leads that convert into the purchase of vacation packages, and vacation ownership (timeshare) downstream. It is critical for this individual to effectively communicate and partner with key internal stakeholders including timeshare/events, Brand, Social & Digital Marketing teams to ensure alignment and connection to the Westgate brand. Individuals will enjoy contributing strategically as well as enjoy the day-to-day execution of digital marketing plans/tasks. This is a “roll up your sleeves, get your hands dirty, and do what it takes to get the job done” type of role. Teamwork, flexibility, strong communication skills, and the ability to effectively manage large and small projects with competing priorities is key to success. The Digital Marketing Manager must enjoy working in a fun, fast-paced, and supportive leadership environment.
To perform this job successfully, an individual must be able to perform each of the essential duties and responsibilities satisfactorily. Additionally, the person must possess and adhere to the following core company values:
- Integrity
- Passion
- Work Ethic
Essential Duties and Responsibilities:
Digital Marketing Management
- Lead strategy and implementation of all timeshare/event digital marketing-related digital marketing including email engagement and social media campaigns.
- Point of contact for all CMS-related items for timeshare/event digital marketing, with hands-on work/stand-up of landers (landing pages) in CMS, which may include copywriting, image selection (from brand repository), and sub-projects to support these landers.
- Develops and implements email and text-based lead generation and engagement strategy.
- Develops and implements lead generation strategies for timeshare events and vacation package sales via approved paid advertising channels, including (but not limited to) Facebook lead generation, geo-targeting event advertising solutions/platforms/campaigns, and more.
- Develops and implements a cohesive vacation package retargeting strategy to use existing traffic to hotel partner websites and retarget that high-intent traffic across all channels (display, social, email, etc.) to yield the best lead flow and qualified tour flow for timeshare marketing.
- Develops and implements a best-in-class affiliate program with existing affiliate networks/partners, and be the point of contact for those outside partners.
- Integrate vacation package marketing into both the SEO footprint of the main brand website, while mindfully keeping the intent of hotel bookers separate from vacation package marketing.
- Integrates best practices (working with the direct of brand advertising) to bring lead generation campaigns into existing Google Ad shells and META (Facebook) Ad Managers on the brand level.
- Work with email marketing channel manager and director of database marketing to build a cohesive, automated (or semi-automated) vacation package email marketing strategy.
- Works with the National Director of Marketing to integrate vacation packages into all seasonal / tentpole hotel marketing campaigns.
- Works with Division and Department leaders to operationalize brand strategies throughout the organization’s recruitment functions to align with business objectives, marketing strategies, and compliance management issues.
- Develop and maintain relationships with key internal business partners and senior management.
- Build and execute paid and organic search/social campaigns via channel managers/project launches that drive lead pipelines for key segments.
- Continuously manage our return on investment on all digital campaigns and resources to drive lead pipelining and community building.
- Other duties as assigned.
Content Creation and Curation Initiatives
- Leads/launches the development and deployment of branding content generation projects.
- Create an annual plan and content schedule to deploy throughout the team.
- Produce direct-to-prospect content, as well as develop centralized tools, templates, and content for use by marketing partners & teams in their engagement with prospective leads.
- Communicate and evangelize editorial/marketing content vision and capabilities with a larger team, at all levels.
- Partner with internal brand and marketing partners to develop storytelling strategies, briefs, and activation strategies to discover new markets for leads, prospect new leads, cultivate existing leads database, differentiate Westgate Resorts (or other sub-company entity) as a brand, amplify reach and engage prospects across digital channels.
- Work with team members and agency partners to generate fresh and engaging campaign and experience ideas to deliver on business goals, and build pipeline and brand affinity.
Measurement and ROI
- Oversee a robust measurement program and drive optimization of advertising campaigns, media choices, and digital properties.
Qualifications
Experience:
- 5-7+ years of relevant professional experience supporting a timeshare/travel/event digital marketing function/market
- 6+ years of marketing, advertising or branding experience developing and executing integrated marketing campaigns across multiple markets, with internal and external partners including creative agencies and media partners.
- Familiarity with email marketing tools/projects, and hands-on familiarity with META (Facebook) advertising as these types of campaigns will be managed hands-on.
- Demonstrates a progressive career growth and pattern of exceptional performance.
- Prior experience in travel, timeshare & hospitality is a plus.
- Experience with performance measurement analytics and tools, budget management, and implementing cost controls.
- Deep knowledge and proven experience with lead generation-focused campaigns on Google, Facebook, and other performance advertising platforms.
- Understanding of related creative tracks: user experience, copywriting, and content strategy.
- Some hands-on short-form copywriting is required.
- Experience in setting up landers (landing pages) within a CMS of some kind (e.g. – WordPress, Shopify, etc.)
- Experience managing digital communications social media and other forms of advertising.
Education & Certifications:
- BA in Communications, Marketing, or related field preferred. Associate degree (A. A.) or equivalent from a two-year college or technical school. Bachelor’s degree in marketing preferred.
Technical Skills:
- Microsoft Word, Excel, PowerPoint, and various social media platforms preferred such as Facebook, Twitter, Instagram, LinkedIn, etc.
Skills/Knowledge:
- Professional appearance and demeanor
- Must be self-motivated, organized, and detail-oriented.
- Strong creative problem-solving skills with a customer-focused mindset.
- Ability to define clear data-driven recruitment marketing outcomes.
- Proven client-facing role experience working with teams on large-scale, long-term projects.
- Excellent communicator, both verbally and in writing, good listening skills – including social communications
- Strong influencer and can effectively communicate and build relationships across all levels of the organization and in a matrix environment.
- Content Management Systems (CMS) knowledge and experience (ability to operate inside of one, if trained).
- Tactical hands-on knowledge or familiarity of hotel marketing digital (direct) channels such as email, social media, search ads, social ads, online PR, online distribution, retargeting/recapture mechanisms, and META travel ads.
- Account management experience or Client Success Management experience specifically for hotels/resorts/META sites/OTAs.
- Ability to lean into learning new skills, platforms, or SaaS marketing solutions as needed and to pivot quickly but mindfully between what “works” and what is “needed” should KPIs or focus areas change.
- Basic UX/UI/CRO skills.
- Basic copywriting, and headlining skills.
- Proficient in MS Office Suite (Word / Excel / PowerPoint etc.)
Travel Requirements:
- Limited travel is required. Approximately 15% of the time
Supervisory Responsibilities: None
Additional Information
Why Westgate?
- Comprehensive health benefits – medical, dental and vision
- Paid Time Off (PTO) – vacation, sick, and personal
- Paid Holidays
- 401K with generous company match
- Get access to your pay as you need it with our Daily Pay benefit
- Family benefits including pregnancy, and parental leave and adoption assistance
- Wellness Programs
- Flexible Spending Accounts
- Tuition Assistance
- Military Leave
- Employee Assistance Program (EAP)
- Life, Disability, Accident, Critical Illness & Hospital Insurance
- Pet Insurance
- Exclusive discounts for Team Member (i.e., hotels, cruise, resorts, restaurants, entertainment, etc.)
- Advancement & development opportunities
- Community Involvement Programs
Westgate Resorts is an Equal Employment Opportunity employer . All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status or any other protected status under federal, state or local law. If you have a disability and believe you need a reasonable accommodation in order to complete your application or any part of the recruiting process, please email [email protected] with the job title and the location of the position for which you are applying.
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