Paid Media Director, Global

As a Paid Media Director, Global, you will oversee the full media-buy strategy for the Belmond group to drive awareness, engagement and conversion, working closely with VP Marketing. The role will support Inbound marketing (product marketing) and Outbound marketing (focus on new audience/markets). This role needs to be highly organised, a strong communicator and collaborator, a strategic thinker, and able to juggle multiple workstreams and stakeholders at one time.

The role will be responsible for effective execution of said media strategy, managing central and local budgets to deliver top-performing campaigns and always-on media, working closely with Paid Media Manager, Global and agencies of record. Channels of responsibility include print media, OOH, paid search, display advertising, local search, metasearch, paid social advertising and partner programmes, though there is scope to add more channels into the media mix over time.

Tracking, measurement and analysis of campaigns will be a crucial component of the role, with clear reporting and ways of keeping local teams up to date with how their media spend is performing. These learnings will optimise strategy and performance moving forward. The role is also responsible for raising the level of understanding of paid media throughout the business, working closely with Paid Media Manager, Global and Divisional, Cluster Leads and Marketing Managers.

• Strategy
  • Act as strategic leader for all media strategy across all channels: Print/PPC/Meta/Display/Local Search/Paid social/OOH, working closely with VP Marketing, Paid Media Manager, Global and appointed agency to ensure a balance of brand awareness vs revenue-driving activity for every property.
  • Work closely with agencies of record to create a full-year media plan to support across all hero, cultural and commercial campaigns.
  • Support full funnel media activity across all channels, ensuring the right balance of awareness, engagement and conversion.
  • Optimise existing always-on media approach, ensuring assets are best-in-class.
  • Build a property-first media approach with cluster leads, ensuring paid media strategy will effectively target the right audiences (inbound marketing).
  • Support Outbound/source city strategy by layering in new source cities into media target audiences.
  • Develop an effective SOS model to support risk properties, working hand in hand with cluster leads, revenue team and Senior Brand Campaign Manager, Global.
  • Deepen understanding of existing and future audiences, working closely with the Digital Innovation team to further develop tangible personas that can be used for Media targeting.
  • Work closely with CRM and Web teams to ensure data and learnings are constantly taken into consideration when forming media strategy and delivery.
  • With agencies of record, select appropriate media partners that will best deliver on objectives – constantly evaluate performance vs benchmarks and ROI.
  • Spearhead “test and learn” strategy with new media channels, assets and partners.
  • Regularly evaluate new opportunities, vendors and processes to support each managed program and function.
  • Establish strong relationships and collaborations with Global publishers and Media groups across the world.
  • Communicate Paid Media strategy to the field, ensuring ongoing dialogue and relationship with Marketing Heads to ensure that local strategies support their business needs.
• Campaign execution and budget management
  • Oversee campaign delivery across all workstreams, working closely with Senior Brand Campaign Manager, Global and Paid Media Manager, Global.
  • Activate SOS campaigns effectively, providing key insights back to the business.
  • Carefully manage central and property budgets, ensuring annual budgets are spent in line with forecast.
  • Working closely with VP Marketing, Creative team and Senior Brand Campaign Manager, Global, ensure that all media assets are best in class and fit-for-format.
  • Push creative innovation and play with new partners, formats.
  • Direct the PPC agency on the management of keyword lists and ads for Belmond's businesses.
  • Ensure PPC agency continually optimises accounts by employing relevant techniques.
  • Test landing pages in conjunction with the web team.
  • Work with the web team to ensure a holistic approach is applied to SEO/PPC.
  • Manage any advertising partnerships with third parties.
  • Serve as the main contact for TripAdvisor, ensuring listings are kept up to date with offers and announcements.
• Tracking, measurement and reporting
  • Set clear Media KPI goals in line with the LVMH measurement framework.
  • Responsible for building channel-specific studies.
  • Coordinate across various areas of the department to successfully deploy various tracking codes and mechanisms on the sites.
  • Develop a deeper understanding of how data can inform campaign strategy.
  • Analyse EOC reports and feed insights and learnings back to Global and Local teams.
  • Regularly interrogate and analyse the always-on approach.
  • Ensure media reporting tools are in sync with internal Power BI tools.
  • Implement a clear media dashboard and rollout an education programme globally.
  • Run quarterly update calls with Divisional Heads, Cluster Leads and Marketing Managers.
  • Contribute to the monthly business report for VP Marketing.
• Team education/training
  • Maximise LVMH Media team training opportunities.
  • Share insights, guidelines and notes from live sessions to further educate the business.
  • Develop the Paid Media team to be strategic, strong on delivery and best-in-class.
  • Keep on top of the campaigns our direct competitors are activating.
  • Share examples of innovation and inspire teams to think beyond standard campaign process/formats.

Benefits

At Belmond, we pride ourselves on fostering a culture built on kindness, active listening, and genuine connections with our colleagues and guests. We strive to create an environment where our employees can thrive both personally and professionally. With a commitment to your ongoing development, you'll have the opportunity to learn and grow alongside some of the most talented individuals in the industry.

This is your moment. Apply today!

About Us

Belmond was born from a passion for connecting discerning travellers with the world's most remarkable properties, locations and journeys. From hotels and trains to river cruises and safari lodges, Belmond's Slow Luxury invites guests to discover a new pace of travel as they savour time, engage with local culture, and connect with nature and people around them through incomparable experiences and unforgettable stories.