At a Glance
- Tasks: Drive marketing performance through data-driven insights and targeted digital campaigns.
- Company: Join a leading luxury hospitality brand with a focus on innovation.
- Benefits: Competitive salary, dynamic work environment, and opportunities for professional growth.
- Other info: Collaborative team culture with opportunities to work across iconic hotel locations.
- Why this job: Make an impact in the luxury hospitality sector while working with cutting-edge digital marketing strategies.
- Qualifications: 5+ years in digital marketing, strong analytical skills, and a passion for hospitality.
The predicted salary is between 60750 - 74250 £ per year.
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 (Seven Rooms, Open Table, 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, Tap Clicks 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 Seven Rooms and/or Open Table
- 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
Compensation: To be discussed
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Digital Performance & CRM Manager employer: Firmdale Hotels
Firmdale Hotels is an exceptional employer, renowned for its commitment to excellence and creating unforgettable experiences in the hospitality industry. Located in the prestigious Knightsbridge area, we offer our Maintenance Engineers a vibrant work culture, competitive benefits including access to financial wellbeing apps, ongoing training, and opportunities for professional development. Join us and be part of a team that values your contributions while providing a supportive environment where you can thrive and grow.
StudySmarter Expert Advice🤫
We think this is how you could land Digital Performance & CRM Manager
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Firmdale Hotels and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Firmdale Hotels are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Firmdale Hotels on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Firmdale Hotels. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Digital Performance & CRM Manager
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Firmdale Hotels. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Firmdale Hotels:Show us that you’ve done your homework! In your application, briefly mention what you admire about Firmdale Hotels’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Firmdale Hotels
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Firmdale Hotels will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Firmdale Hotels, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
