Digital Marketing & Growth Lead in London

About Madestays

Madestays is a boutique leader in luxury hospitality and property management. We curate and manage an exquisite portfolio of high-end homes for tenants seeking exceptional experiences. For property owners, we offer full-spectrum services: property management, interior design, renovation consultancy, and rental optimisation. Our mission is to elevate the standard of high-end short- and mid-term stays through a blend of hospitality excellence and smart design. We now want to bring in a marketing leader who understands both the digital side and the hospitality mindset - to drive growth in guest bookings, attract new property owners, and strengthen our brand presence online.

Role Purpose

This is a hybrid growth & brand role. The ideal candidate is as comfortable with data, ads, SEO, and funnels as they are with crafting a luxury brand narrative. They’ll be instrumental in:

• Generating new leads (for guests and owners)
• Converting interest into bookings or partnerships
• Raising Madestays’ brand awareness in target markets
• Ensuring the brand’s voice, tone, and aesthetic are consistent across all touchpoints

They will sit at the intersection of marketing, operations, and leadership, collaborating closely with the founding team, product / property operations, design, and guest experience teams.

Key Responsibilities

Strategy & Planning

• Define and own the digital growth strategy (funnel-based) across both B2C (guests) and B2B (property owners).
• Build annual and quarterly marketing plans, tie them to business goals (e.g. # of new properties onboarded, booking revenue, direct booking share vs OTA).
• Conduct market research, competitive benchmarking, and audience segmentation to refine messaging, channels, and positioning.

Content, Creative & Brand

• Produce or oversee high-quality, brand-aligned copy for the website, landing pages, emails, newsletters, promotional campaigns, pitch decks, and partner materials.
• Work with or lead a creative resource (in-house or agency) for photos, video, motion design, property visuals.
• Ensure consistency in brand messaging—tone, visuals, storytelling—across all channels.

Digital Acquisition & Paid Media

• Plan, execute, and optimise paid media campaigns (Google Ads / YouTube, Meta / Instagram / Facebook, TikTok, display, remarketing).
• Run A/B tests on creatives, copy, landing pages, and funnel flows to maximise return.
• Monitor budget, cost per lead, CAC, ROAS, and other KPIs; make data-driven adjustments weekly or monthly.

SEO, Content & Organic Growth

• Develop and execute both on‑page and off‑page SEO strategies (keyword research, site architecture, internal linking, backlinking, content clusters).
• Create a long-term SEO roadmap (e.g. blog content, guides, location pages) to drive sustainable organic traffic.
• Work with web development / operations to ensure site speed, mobile experience, schema markup, UX, technical SEO are all optimised.

Social Media & Community

• Own social media accounts across relevant platforms (Instagram, TikTok, Facebook, LinkedIn, maybe Pinterest, etc.).
• Build content calendar, schedule posts, engage with audience, manage community, respond to comments / DMs where appropriate.
• Identify and partner with influencers, content creators, industry press, or collaborators to grow reach.

Analytics, Reporting & Optimisation

• Implement and manage tracking (Google Analytics 4, Tag Manager, UTMs, conversion funnels) to measure performance.
• Build dashboards and reports; present insights, trends, and actionable recommendations to leadership.
• Regularly audit campaigns, channels, conversion rates, and user journeys to find optimization opportunities.

Cross-functional Collaboration

• Work closely with operations / property / guest services to get content, promotions, property launches, guest stories, owner case studies.
• Partner with interior design & renovations team to visually capture property transformations for marketing.
• Coordinate with sales / BD team to align lead handoffs, landing pages, pitches for property owners.
• If needed, oversee external agencies or freelancers (SEO, PPC, content, design) to ensure they deliver quality aligned with the brand.

Optional / Stretch Areas

• Email / CRM / Marketing automation (segmenting guest vs owner flows, drip campaigns).
• Affiliate / partnership marketing, strategic alliances (travel platforms, lifestyle publications).
• Offline events, experiential marketing, or PR (press outreach, guest experiences, property launch events).

Requirements & Qualifications

Must‑have:

• Proven track record (ideally 3–7+ years) in digital marketing, especially in hospitality, real estate, travel, or luxury brands.
• Deep understanding of SEO, paid media, funnels, analytics, UX, and conversion optimisation.
• Excellent copywriting, storytelling, and communication skills (web, email, ad copy).
• Solid experience running Google / YouTube ads and social media ads (Meta, TikTok).
• Experience managing multi-channel marketing (organic + paid).
• Competence with photo/video editing tools (e.g. Adobe Photoshop, Premiere / After Effects, Lightroom) or ability to brief and manage creatives.
• Familiarity with web CMS (e.g. WordPress, Webflow) and understanding of technical web / SEO constraints.
• Strong sense of branding, aesthetics, and narrative.
• Analytical mindset, data-driven, able to interpret metrics and pivot strategies.
• Excellent project management skills, able to juggle multiple initiatives and deadlines.
• High attention to detail, proactive, take-ownership attitude.

Nice-to-have:

• Experience with hospitality / bookings / property platforms (Airbnb, VRBO, Cloudbeds, etc.).
• Experience with email automation / CRMs (e.g. HubSpot, ActiveCampaign, Mailchimp).
• Experience with partnerships, influencer marketing, or PR.
• Experience working with external agencies.
• Understanding of lifecycle / retention marketing (upselling, repeat stays).
• Experience in high-end / luxury brand marketing.

Seniority & Reporting, Team Structure

This role could be hired at Senior / Lead level, reporting directly to the CEO / Co‑founder (or Head of Growth / Ops). Over time, the person may build a small team (e.g. content specialist, social media manager, performance marketer). They will interface regularly with property operations, design, guest experience, and executive leadership.

Success Metrics & KPIs

You can set performance goals in alignment with business targets. Example KPIs might include:

• Number of new properties onboarded via owner leads e.g. 10 per quarter
• Booking revenue via direct channels e.g. increase direct share from 30% → 50%
• New guest bookings / conversions from marketing campaigns e.g. X bookings / month via ads & organic
• CAC (customer acquisition cost) for guests Keep < target threshold
• ROAS (return on ad spend) ≥ target (e.g. 4× or higher)
• Organic traffic increase (SEO) e.g. +30% in 6–12 months
• Social media growth & engagement e.g. follower growth, engagement rate
• Email open / click / conversion rates Benchmarks or better
• Website conversion rate / funnel improvements incremental uplift

Ideal Candidate Persona

A growth‑oriented marketer with both creative and analytical strengths. Has ‘been there, done that’ in at least one vertical with bookings, leads, or hospitality. Has an eye for luxury — understands that high-end guests and owners pay attention to detail, aesthetics, and brand cues. A self-starter who can roll up their sleeves: hands-on with campaigns, tools, content, and optimizations. Comfortable working in a fast-moving, possibly resource-constrained environment (i.e. startup / scale-up mindset). Collaborative yet decisive—able to align cross-functional teams and push execution forward.