Corporate Manager - Digital Marketing Strategy & Growth at Mass Resort Jobs

Job Summary

The Corporate Manager of Digital Marketing Strategy & Growth is responsible for driving cost-effective digital acquisition, conversion, and revenue growth across all company digital efforts. This role leads all performance marketing channels—Google Ads, Meta Ads, OTT, digital radio, SEO, paid and organic search, website optimization, and retargeting campaigns—to deliver measurable business outcomes.

The position oversees the digital media budget, analytics, and vendor relationships, transforming data into insights that drive efficiency, optimize ROI, and scale digital impact. The position also supervises the Digital Marketing Coordinator, ensuring high-quality execution and performance reporting across all campaigns. 

This role’s success is measured by sustained growth in qualified digital traffic, conversion efficiency, and overall contribution to revenue across all resort properties.

Required

·         10+ years in digital or performance marketing with deep experience in Google Ads, Meta Ads, SEO, and retargeting.

·         Advanced proficiency in Google Analytics (GA4) and performance reporting (traffic, conversion, and revenue).

·         Strong data visualization experience (Google Looker Studio, Tableau, or Power BI).

·         Proven track record managing websites for conversion rate optimization.

·         Demonstrated success with performance landing pages and conversion-focused A/B testing.

·         Budget management and ROI optimization experience.

·         Excellent project management and cross-functional collaboration skills.

Preferred

·         Hospitality, resort, or travel industry experience

·         Experience with A/B testing and website conversion optimization

·         Familiarity with CRM-integrated digital campaigns for retargeting and acquisition

·         Experience with vendor selection and management for websites and digital campaigns

Typical Schedule

Days:

Monday – Friday
Hybrid role with occasional in-person at Charlottesville Office

Hours:

9:00am – 5:00pm or 8:00am - 4:00pm

Core Responsibilities

·         Lead strategy and performance management for all digital channels: Google Ads, Meta Ads, OTT, digital radio, SEO, and website optimization.

·         Drive full-funnel growth — including top-of-funnel acquisition, mid-funnel engagement, and bottom-funnel conversion and retention.

·         Oversee conversion rate optimization (CRO) across website and landing pages; identify friction points, manage A/B testing, and implement improvements to increase bookings, form completions, and other key KPIs.

·         Own Google Analytics (GA4) and attribution modeling, ensuring accurate UTMs, tagging, and reporting for all campaigns.

·         Develop and execute quarterly digital strategy plans that align with business goals and seasonal priorities.

·         Manage the digital media budget, track ROI, and optimize spend based on performance insights and revenue contribution.

·         Collaborate with creative, email, and CRM teams to align ad messaging, nurture flows, and landing page experiences for end-to-end performance.

·         Lead vendor selection and management, ensuring partners deliver measurable value.

·         Supervise and mentor the Digital Marketing Coordinator, guiding campaign builds, reporting, and optimization best practices.

·         Support digital strategy across Massanutten Resort, Wilderness Resort, Massanutten Vacations, and other special projects.

Focus

Tasks and Duties

• Build and maintain digital reporting dashboards and data visualizations for leadership
• Manage SEO strategy and monitor site traffic, keyword rankings, and content performance
• Own performance landing page creation and optimization to improve campaign conversions
• Maintain backend website knowledge to collaborate on updates and track optimization performance
• Ensure accurate UTM implementation and proper digital attribution across campaigns
• Track and report on traffic, conversions, ROAS, CPA, and new user acquisition
• Collaborate with the Experiential & Community Marketing Manager on email retargeting and acquisition strategies

Communication and Team Involvement

• Work closely with the Marketing Director for strategic alignment and brand approvals
• Partner with Content Lead, Lead Designer, and Project Manager to ensure creative asset delivery and performance reporting
• Communicate quarterly strategy plans and KPI results to senior leadership
• Collaborate across properties to align digital campaigns with broader marketing initiatives

Decision Making and Initiative

• Lead digital budget allocation and optimization based on performance insights
• Make strategic decisions on channel prioritization, landing pages, and website testing
• Select and manage vendors and technology partners for digital performance and website support
• Recommend creative adjustments and optimization strategies based on analytics

Professional Development and Mentoring

• Supervise and mentor the Digital Marketing Coordinator to build expertise in campaigns and reporting
• Support cross-training for the marketing team on digital analytics and trends
• Stay up to date on digital trends, attribution models, and emerging ad technologies
• Represent the marketing team in digital strategy and performance discussions across properties

For more information, please contact Gabriel Diaz at 540-289-3143.