Key Responsibilities
Plan, build, launch and optimize paid advertising campaigns across Meta, Google, TikTok and Linkedin for all three properties.
Manage the cluster advertising budget, allocating and reallocating spend against agreed cost per acquisition and return on ad spend targets.
Run the day-to-day management and posting of all social media pages across the three properties.
Develop and maintain a content calendar planned a minimum of four weeks in advance.
Publish a consistent weekly schedule of feed posts, reels and stories for each property.
Build, curate and actively maintain Instagram highlights for each property.
Capture and edit original content on property, including short-form video, reels and photography.
Manage community engagement across comments, direct messages, mentions and tags within agreed response times.
Build and maintain audience targeting, retargeting and lookalike audiences for each property.
Maintain conversion tracking across Google Analytics 4, Google Tag Manager and the Meta Pixel, and report on enquiry and booking attribution.
Drive direct bookings and qualified enquiries across rooms, meetings and events, and food and beverage.
Support seasonal campaigns, outlet promotions and MICE lead generation with targeted paid activity.
Monitor competitor activity and benchmark performance across the respective competitive sets.
Prepare weekly performance updates and a monthly report linking advertising spend to enquiries, bookings and revenue.
Ensure all paid and organic content complies with IHG and Best Western brand standards.
Maintain the cluster digital asset library and retain administrative control of all advertising accounts and assets.
Key Requirements
The ideal candidate should have:
A minimum of four years hands-on experience in paid digital media or performance marketing.
Demonstrated personal ownership of Meta Ads Manager and Google Ads, with campaigns built, optimized and reported on directly.
A proven record of managing live advertising budgets against cost per acquisition, return on ad spend or similar commercial targets.
Working command of Google Analytics 4, Google Tag Manager, the Meta Pixel and UTM tracking
Demonstrated ability to run active social media pages, including daily publishing stories and community management.
Hands-on content production skills, including shooting and editing short-form video and photography to publishable standard.
Design capability in Canva or the Adobe suite. Strong copywriting skills for short-form social content.
The ability to manage three distinct brands simultaneously while working within brand standards.
Strong analytical skills, with the ability to interpret performance data and present clear recommendations to senior management.
Excellent organizational and time-management abilities, with the capacity to run multiple content calendars concurrently.
The ability to work independently, take initiative and make sound commercial decisions.
A relevant qualification in Marketing, Communications, Digital Media or a related field.
Hospitality, travel or multi-property marketing experience is an added advantage.
What we are looking for:
We are looking for a specialist who combines genuine paid media expertise with the discipline to run active social media pages every day.
This position brings in house a capability previously handled externally, and the successful candidate will own both the planning and the execution.
The individual should be equally comfortable building and optimizing campaigns against commercial targets and being present on the floors capturing content, posting daily and responding to guests.
The planning, the publishing and the reporting all sit with this role.
The successful candidate should be commercially minded, treating the advertising budget as the properties’ investment and able to demonstrate the return on every shilling spent.
The strongest candidates will be self- directed, comfortable being measured against clear performance indicators, and confident presenting results to General Managers.
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