Overview

The Head of Digital is responsible for managing the company's digital ecosystem, website performance, CRM & loyalty programs, and digital marketing strategies. He/She will work closely with individual brand teams (Seda, El Nido, and ALH) to ensure their social media and performance marketing efforts align with broader digital and loyalty objectives.

Duties and Responsibilities

Brand Leadership & Positioning

• Define and lead the digital brand presence across all owned platforms, ensuring alignment with each brand’s unique positioning.
• Work with Seda, El Nido, and ALH brand teams to tailor digital strategies that strengthen their market positioning.
• Ensure consistent brand messaging across the website, loyalty platform, and digital campaigns.
• Enhance the brand’s digital reputation through SEO strategies, content marketing, and guest engagement initiatives.

Integrated Marketing & Content Strategy

• Oversee the website’s content strategy, ensuring all brand properties have engaging and up-to-date digital content.
• Align digital marketing strategies with loyalty programs, ensuring seamless guest interactions across platforms.
• Work with the brand marketing teams to integrate their campaigns into a cohesive digital storytelling approach.

Guest Engagement, Loyalty & Personalization

• Lead the CRM & loyalty marketing strategy, ensuring customer touchpoints are optimized for engagement.
• Work closely with the Loyalty & CRM Specialist to develop targeted campaigns, personalized offers, and retention strategies.
• Ensure social content and email marketing leverage data for more personalized guest experiences.
• Support the brand teams in guest engagement strategies, ensuring loyalty and CRM campaigns align with their initiatives.

Performance Strategy & Revenue-Driven Marketing

• Develop and execute performance-driven digital marketing initiatives (paid search, display, retargeting, social media ads, etc.).
• Support the individual brand teams (Seda, El Nido, and ALH) in their social media performance marketing efforts, ensuring campaigns are aligned with revenue goals.
• Work with the Digital Analyst to track campaign performance and optimize based on data insights.
• Ensure social media campaigns are data-driven, optimized for conversions, and aligned with loyalty and CRM goals.
• Integrate F&B marketing needs into digital strategies, ensuring restaurants and bars are also promoted effectively online

Creative Development & Campaign Execution

• Ensure all digital campaigns have strong creative alignment with marketing objectives.
• Work with designers and brand marketing teams to develop engaging email, social, and web creatives that drive guest action

Public Relations & Crisis Management

• Manage digital brand reputation, ensuring online guest reviews and feedback are monitored and addressed.
• Support PR teams in their digital needs, including:

-Digital presence for travel fairs

-Social media campaigns to support sponsorships and partnerships

-Managing digital press releases and online media placements

• Ensure crisis communication strategies include digital and social media components.

Budget Management

• Oversee the digital marketing budget, ensuring efficient spend allocation for:

-Website enhancements

-Performance marketing

-Loyalty initiatives

• Collaborate with individual brand teams to optimize their digital budgets and maximize ROI.
• Manage vendor relationships for SEO, CRM, digital advertising, and technology providers.

Team Development & Leadership

• Lead and mentor the Website Lead, Digital Analyst, and Loyalty & CRM Specialist.
• Work closely with individual brand marketing teams, ensuring they have digital marketing support and insights.
• Stay updated on digital trends, martech solutions, and loyalty innovations to enhance company-wide digital strategies.

Please refer to job description.