Digital Marketing Manager

Company Description

Fairmont St. Andrews encapsulates luxury and this experience begins and ends with our colleagues. Fairmont St Andrews is one of Scotland's most iconic 5-star luxury hotels and resorts in the home of golf. Our 213-bedroom property is located on the outskirts of St Andrews, boasting 2 championship golf courses and an award-winning spa and leisure facility. With multiple food and beverage venues on site, including our two AA Rosette Restaurant, St Andrews Clubhouse & Grill – serving the finest Scottish steak and seafood, we are able to offer our guests a world class experience for dining and leisure activities, right here on property. Within 20 minutes from Leuchars Railway station and 35 minutes from Dundee, we are an easy commute from numerous Scottish destinations.

Job Description

The Digital Marketing Manager will be responsible for planning, implementing, and optimising digital campaigns and communications that support the hotel's commercial goals. Central to this role is the ability to translate the Fairmont St Andrews experience into compelling digital storytelling, bringing our brand promise to life through every channel and touchpoint. You will take ownership of the hotel's digital presence, including social media strategy, email marketing, CRM, digital advertising, web content, analytics, and reporting. Through thoughtful, consistent storytelling, you will ensure every interaction reflects the spirit of the destination, turning moments into meaningful connections and inspiring guests before they even arrive. Reporting to the Marketing and Communications Manager, this is a highly collaborative role, working closely with internal teams and third-party partners to ensure the digital presence of Fairmont St Andrews is cohesive, emotionally engaging, and commercially effective. This role is ideal for a data‑driven marketer with a strong grasp of digital channels, balanced by a creative mindset and a passion for crafting stories that resonate within a luxury hospitality environment.

Key Responsibilities

• Plan, launch, and optimise paid digital campaigns (social, search, metasearch, display), ensuring each campaign tells a clear and compelling story aligned to brand and audience.
• Track campaign performance and deliver insight‑led monthly reports, using data to refine both strategy and storytelling approaches.
• Stay current with digital trends, platform updates, and evolving storytelling formats across channels.
• Lead email marketing: write, build, test, schedule, and report on campaigns, with a focus on narrative‑driven content that enhances engagement and loyalty.
• Grow and segment the email database, ensuring GDPR compliance while enabling more personalised and meaningful communications.
• Support tailored guest and member communications that feel considered, relevant, and reflective of the Fairmont St Andrews experience.
• Maintain and update all digital touchpoints, including websites and in-house media screens, ensuring content is fresh, inspiring and on‑brand.
• Coordinate the marketing calendar alongside the Marketing and Communications Manager, aligning digital storytelling with key business moments and campaigns.
• Collaborate across departments to capture authentic stories, support events, and bring the wider hotel experience to life digitally.
• Ensure all Fairmont St Andrews digital activity aligns with Fairmont and Accor brand standards, while elevating the unique sense of place and personality of the resort.

Qualifications

• Bachelor's degree in Marketing or a related field (preferred).
• 3‑5 years of marketing experience, ideally within luxury hospitality.
• Excellent written and spoken English, with an articulate, engaging, and story‑led writing style.
• Strong attention to detail combined with a strategic mindset, ensuring campaigns, reporting, and brand communications are delivered to the highest standard.
• Expertise in Adobe Creative Cloud programs.
• Experience with CRM tools such as Revinate and MailChimp.
• Proven success in social media management and growth, with a strong sense of visual and narrative cohesion.
• A solid understanding of key social KPIs, with the confidence to present insights and performance to senior stakeholders.
• A natural storyteller, with the ability to translate brand, place, and experience into content that inspires and converts.

Additional Information

• Staff shuttle service to and from St Andrews
• Opportunities for career development and progression across Accor properties worldwide
• Complimentary meals in our staff canteen while on shift
• 50% discount in our Food and Beverage outlets
• Discounted spa treatments and free golf access
• Access to complimentary gym and pool facilities
• Ongoing training and development opportunities
• Regular colleague social events and team celebrations

Join a team where your development is supported, your contribution is valued, and you can enjoy fantastic benefits while working in one of Scotland's most beautiful resort destinations.