Senior Digital Marketing Specialist

Massanutten Resort 1822 Resort Dr McGaheysville, VA 22840, USAMassanutten Resort 1822 Resort Dr McGaheysville, VA 22840, USAThe 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 managementRequired6+ years of experience in digital marketing, performance marketing, SEO, or digital strategyAdvanced hands‑on experience managing and optimizing campaigns across Google Ads, Meta Ads, Microsoft Ads, OTT, and emerging digital channelsStrong expertise in Google Analytics (GA4), attribution modeling, UTMs, and conversion tracking implementationStrong analytical and reporting skills with the ability to translate data into actionable business insightsStrong project management, prioritization, and organizational skills in a fast‑paced environmentExperience working with Canva or other creative design tool to generate Ad content at scalePreferredAgency 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 initiativesKnowledge of CRM‑integrated campaigns, lifecycle marketing, and email retargeting strategiesExperience managing external vendors, media agencies, or platform partnersFamiliarity with SEO tools such as SEMRush, Moz, Screaming Frog, Search Console, and technical SEO best practicesExperience mentoring junior marketers or leading cross‑functional digital initiativesTypical ScheduleDays: Monday – FridayHours: 9:00am – 5:00pm, with flexibility for campaign deadlines and eventsCore ResponsibilitiesLead the planning, execution, optimization, and reporting of digital acquisition campaigns across paid search, paid social, OTT, display, retargeting, and digital audio platformsDevelop and implement strategies to improve ROAS, conversion rates, customer acquisition efficiency, and overall digital marketing performanceOversee SEO performance monitoring, keyword strategy, and content optimization initiatives across resort websitesLead landing page strategy and conversion optimization efforts to improve digital booking and lead generation performanceEnsure accurate implementation of UTMs, conversion tracking, attribution models, and analytics frameworks across digital campaignsPartner with internal stakeholders to align campaign strategies with seasonal initiatives, promotions, and business goalsMaintain performance dashboards and executive‑level reporting that communicate campaign effectiveness and strategic insightsCollaborate with creative and content teams to ensure digital assets are optimized for engagement and conversion performanceManage digital marketing budgets, invoice coordination, and media pacing oversightIdentify emerging digital trends, technologies, and platform opportunities to improve marketing efficiency and effectivenessFocusStrategy and OptimizationAnalyze…