Digital Marketing Manager

SCOPE OF WORK
The Digital Marketing Manager is responsible for developing and executing Hoiana Resort & Golf's digital marketing strategy, with a strong focus on performance marketing, direct-booking growth and digital campaign effectiveness.
The role will manage the full campaign lifecycle, from planning and setup to monitoring, optimisation and reporting, across key source markets. The position will also work closely with the Social Media, E-commerce, Revenue and Business Unit teams to strengthen brand awareness, increase qualified website traffic and convert demand into direct revenue.
KEY RESPONSIBILITIES AND ACCOUNTABILITIES
Performance Marketing
• Develop and execute performance marketing strategies aligned with Hoiana's commercial and brand objectives.
• Plan, set up and manage campaigns across Google Ads, Meta, TikTok and other relevant advertising platforms.
• Manage paid search, display, video, retargeting, metasearch and programmatic campaigns where applicable.
• Develop campaign structures, targeting strategies, audience segmentation and media plans for key source markets.
• Monitor campaign performance daily and optimise budgets, bidding, audiences, placements and creative assets.
• Conduct A/B testing across campaign messages, visuals, audiences and landing pages.
• Ensure accurate campaign tracking through pixels, tags, conversion events and UTM parameters.
• Manage digital advertising budgets efficiently and maximise return on investment.
Direct-Booking Growth
• Develop digital initiatives to increase direct bookings and revenue through Hoiana's official website.
• Drive qualified website traffic from key markets, including Vietnam, Korea, Greater China and Southeast Asia.
• Work closely with E-commerce, Revenue and hotel teams to develop relevant offers, packages and booking campaigns.
• Identify opportunities to reduce reliance on third-party channels and improve the direct-channel contribution.
• Manage acquisition and remarketing strategies across different stages of the customer journey.
• Recommend improvements to booking journeys, landing pages, promotional content and calls to action.
• Support strategies to increase website conversion rate, booking value and return visits.
Digital Brand Campaigns
• Work closely with the Social Media Manager to develop paid campaigns that increase brand awareness, reach and engagement.
• Translate social media content and brand campaigns into effective digital advertising formats.
• Develop audience strategies for brand awareness, consideration, engagement and conversion.
• Ensure alignment between organic content, paid media and Hoiana's overall brand positioning.
• Amplify key destination stories, events, experiences and business-unit campaigns through digital advertising.
• Support digital campaigns for Hoiana's hotels, golf, dining, entertainment, wellness, events and new developments.
Website and Conversion Optimisation
• Monitor website traffic, customer behaviour and booking performance.
• Work with relevant teams and agencies to improve website content, user experience and conversion.
• Identify high-performing and underperforming pages using web analytics and customer journey data.
• Recommend and implement landing pages for key campaigns and source markets.
• Support SEO improvements to increase Hoiana's visibility in organic search results.
• Ensure campaign landing pages are accurate, mobile-friendly, visually consistent and conversion-focused.
Data, Analytics and Reporting
• Track performance through GA4, advertising platforms, booking-engine data and other analytics tools.
• Prepare regular reports covering traffic, bookings, revenue, conversion and media efficiency.
• Analyse performance by market, channel, audience, campaign and customer journey stage.
• Translate data into practical recommendations and optimisation actions.
• Develop dashboards that provide clear visibility of digital marketing performance.
• Monitor market trends, competitors, customer behaviour and emerging digital opportunities.
• Ensure data accuracy across advertising, website analytics and booking systems.
Budget and Agency Management
• Develop and manage annual and campaign-level digital media budgets.
• Allocate budgets based on business priorities, market opportunities and campaign performance.
• Manage digital agencies, media partners and technology vendors.
• Set clear briefs, deliverables, timelines and performance expectations.
• Review agency performance and ensure transparency in media spending and reporting.
• Coordinate with internal stakeholders to ensure campaigns are delivered accurately and on time.