Senior Digital Marketing Specialist

Massanutten Resort 1822 Resort Dr McGaheysville, VA 22840, USA
Massanutten Resort 1822 Resort Dr McGaheysville, VA 22840, USA
The Senior Digital Marketing Specialist is responsible for driving the campaign execution, optimization, and performance reporting of Great Eastern Resort Corporation’s digital marketing ecosystem across Massanutten Resort, Wilderness Resort, Massanutten Vacations, and affiliated properties. This role leads acquisition-focused digital initiatives across paid media (Search, Social, OTT), SEO, analytics, and landing page optimization to support measurable revenue growth, brand visibility, and customer acquisition.
Working closely with the Senior Manager, Digital Strategy, the Digital Marketing Lead serves as a key strategic contributor in identifying growth opportunities, improving digital performance, and ensuring marketing technology and analytics frameworks support business objectives. This position requires a highly analytical, proactive, and collaborative leader who can balance strategic thinking with hands‑on campaign management
Required
6+ years of experience in digital marketing, performance marketing, SEO, or digital strategy
Advanced hands‑on experience managing and optimizing campaigns across Google Ads, Meta Ads, Microsoft Ads, OTT, and emerging digital channels
Strong expertise in Google Analytics (GA4), attribution modeling, UTMs, and conversion tracking implementation
Strong analytical and reporting skills with the ability to translate data into actionable business insights
Strong project management, prioritization, and organizational skills in a fast‑paced environment
Experience working with Canva or other creative design tool to generate Ad content at scale
Preferred
Agency experience managing multi‑brand or multi‑property accounts. Industry experience in hospitality, resort, travel, or tourism is a plus.
Experience leading A/B testing, audience segmentation and personalization initiatives
Knowledge of CRM‑integrated campaigns, lifecycle marketing, and email retargeting strategies
Experience managing external vendors, media agencies, or platform partners
Familiarity with SEO tools such as SEMRush, Moz, Screaming Frog, Search Console, and technical SEO best practices
Experience mentoring junior marketers or leading cross‑functional digital initiatives
Typical Schedule
Days: Monday – Friday
Hours: 9:00am – 5:00pm, with flexibility for campaign deadlines and events
Core Responsibilities Lead the planning, execution, optimization, and reporting of digital acquisition campaigns across paid search, paid social, OTT, display, retargeting, and digital audio platforms
Develop and implement strategies to improve ROAS, conversion rates, customer acquisition efficiency, and overall digital marketing performance
Oversee SEO performance monitoring, keyword strategy, and content optimization initiatives across resort websites
Lead landing page strategy and conversion optimization efforts to improve digital booking and lead generation performance
Ensure accurate implementation of UTMs, conversion tracking, attribution models, and analytics frameworks across digital campaigns
Partner with internal stakeholders to align campaign strategies with seasonal initiatives, promotions, and business goals
Maintain performance dashboards and executive‑level reporting that communicate campaign effectiveness and strategic insights
Collaborate with creative and content teams to ensure digital assets are optimized for engagement and conversion performance
Manage digital marketing budgets, invoice coordination, and media pacing oversight
Identify emerging digital trends, technologies, and platform opportunities to improve marketing efficiency and effectiveness
Focus Strategy and Optimization
Analyze campaign, website, and customer behavior data to identify opportunities for paid media growth and optimization
Lead testing initiatives across creative, audience targeting, landing pages, and user journeys
Communication and Cross‑Functional Leadership Serve as a key digital marketing resource and strategic partner for internal departments
Collaborate with the Content Lead, Lead Designer, Project Manager, and Experiential & Community Marketing Manager to align digital campaigns with broader marketing initiatives
Present campaign performance insights, strategic recommendations, and optimization opportunities to leadership teams
Coordinate with external agencies, vendors, and technology partners to ensure campaign effectiveness and operational efficiency
Decision Making and Ownership Own day‑to‑day optimization decisions related to campaign performance, budget allocation, audience targeting, and conversion improvements
Proactively identify risks, tracking issues, or performance concerns and implement corrective actions
Prioritize digital initiatives based on business impact, seasonal goals, and revenue opportunities
Recommend new tools, platforms, and strategies to improve digital marketing capabilities an