Reporting to the Head of Marketing and working alongside the Marketing Manager, you will play a key role in driving marketing performance across Firmdale Hotels eleven properties in London and New York. Using data-driven insights, you will help grow customer acquisition and engagement across our hotels and restaurants through targeted digital marketing campaigns.. . You will thrive on working with large datasets, uncovering the stories behind the numbers and transforming them into actionable insights that drive performance.. . You will collaborate with teams across the business, from General Managers to Revenue and IT, connecting data points and developing a strong understanding of both our brand and our guests..
RESPONSIBILITIES
CRM & Email Marketing
- Own the data integrity and performance of the Firmdale Hotels CRM database, implementing best practices for governance, auditing and data cleansing in partnership with the Marketing Manager.
- Drive sustainable database growth across key customer touchpoints, identifying opportunities to enhance guest understanding while maintaining brand integrity and privacy standards.
- Analyse audience and booking data to identify seasonal trends, customer behaviours and revenue opportunities, creating targeted B2B and B2C audience segments.
- Partner with operational teams to optimise our integrations with wider group booking platforms (SevenRooms, OpenTable, Opera etc.) and leverage customer insights to increase opt-ins, engagement and retention.
- Oversee third-party CRM integrations, ensuring data flows seamlessly and systems operate effectively.
- Work closely with the Data Protection Officer (DPO) to ensure GDPR compliance and continuously improve data capture, management and retention processes.
Paid Digital Marketing
- Develop customer acquisition and retention strategies with individual performance metrics, analysis and campaign optimisation.
- Support our external agencies with the planning, management and optimisation of paid media campaigns, including PPC, Google Hotel Ads, social media (Meta) and emerging AI-driven advertising platforms.
- Monitor campaign performance, provide actionable insights and collaborate with agency partners to maximise return on investment.
- Deliver analysis and reporting on all paid media activity, identifying opportunities to improve targeting, engagement and conversion.
SEO, GEO & AI
- Collaborate with our SEO agency and wider marketing team to improve organic visibility, onsite SEO performance and Generative Engine Optimisation (GEO).
- Lead evaluation of emerging AI technologies, recommending and implementing initiatives that enhance brand visibility across AI search platforms and improve marketing intelligence capabilities.
Website & Digital Experience
- Work with the Marketing Manager to support the ongoing optimisation of website structure, user experience and conversion performance.
- Work with agency partners to refine analytics implementation and measurement frameworks.
- Develop and maintain tracking standards, including UTM governance and campaign attribution.
- Oversee website-related system updates and ensure digital platforms remain fit for purpose.
Strategy, Insights & Reporting
- Spearhead digital transformation initiatives seeking out new opportunities to develop and improve the digital marketing function.
- Monitor and report on digital performance across the brand and individual hotels, analysing traffic, engagement, database growth, leads and conversions.
- Develop and maintain a robust tracking strategy for all marketing campaigns and activations to ensure that we can measure performance across multiple channels (email, social, search, PR and website).
- Work closely with the revenue team to develop data-driven tactical strategies to increase bookings across the hotels at key times of the year and at key parts of the sales funnel.
- Manage reporting dashboards and visualisation tools (GA4, TapClicks and other platforms), ensuring stakeholders have access to clear, actionable insights.
- Oversee Google Tag Manager and ensure accurate tracking across all digital touchpoints.
- Identify growth opportunities across rooms, restaurants, bars and wider hotel experiences through customer and performance analysis.
- Communicate insight-led recommendations, successes and key learnings to stakeholders, helping shape future marketing strategy.
LOCATION AND HOURS
- 9am to 6pm Monday to Friday, based at our Head Office in Soho..
- Comfortable working on-site across multiple hotel locations and maintaining a visible presence to embody and represent the brand..
REQUIREMENTS
- At least 5 years' experience in digital marketing, preferably in the luxury hospitality sector working across hotels and restaurants.
- Strong knowledge of the Google Suite including GTM and GSC.
- Comfortable working with large datasets and translating them into actionable recommendations.
- Experience working with a restaurant reservation platform, preferably SevenRooms and/or OpenTable.
- Strong understanding of Google Ads, SEO, GEO and paid search.
- A good understanding of the evolving digital landscape, including AI.
- Data-orientated and proactive.
- A genuine interest in hospitality and design.
- Highly organised with meticulous attention to detail.
- Excellent communication and presentation skills
Experience: Required
Employment: Full-time
About Firmdale Hotels PLC:
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Digital Performance & CRM Manager employer: Firmdale Hotels PLC
Firmdale Hotels is an exceptional employer, offering a vibrant and supportive work culture that prioritises employee growth and development. As a Commis Chef at the prestigious Haymarket Hotel, you will benefit from competitive pay, flexible scheduling, and a range of unique perks including access to financial wellbeing resources and ongoing training opportunities. Join our award-winning team and immerse yourself in a dynamic culinary environment where your passion for food can truly flourish.
