The Digital Marketing Manager is responsible for planning, executing, and optimizing Discovery Samal's digital presence to drive brand visibility, direct bookings, engagement, and revenue. This role oversees all digital platforms, paid media, website performance, content strategy, and analytics, ensuring alignment with the resort's positioning as a premier luxury destination in the Davao Region and key domestic markets.
Key Responsibilities
Digital Strategy & Performance Marketing
- Develop and execute a comprehensive digital marketing strategy aligned with overall brand and commercial objectives.
- Manage paid digital campaigns across Meta, Google, OTA-sponsored placements, and other performance channels to drive room, F&B, and events revenue.
- Optimize digital funnels to increase direct bookings and reduce dependency on third-party platforms.
- Manage campaign budgets, ROI tracking, and monthly performance reporting.
Website & Booking Optimization
- Oversee website content, UX, SEO, and conversion rate optimization in coordination with web developers and booking engine partners.
- Ensure timely updates of offers, landing pages, and event microsites.
- Monitor website analytics, booking behavior, and user journey insights.
Social Media & Content Oversight
- Lead content strategy across social media platforms (Meta, TikTok, YouTube, etc.), ensuring consistent brand voice and luxury positioning.
- Oversee content calendars, copywriting, photography, and video production in collaboration with internal teams and external creatives.
- Manage influencer, KOL, and creator collaborations to strengthen reach and credibility.
Brand & Campaign Management
- Support integrated marketing campaigns for room offers, F&B promotions, weddings, MICE, and seasonal festivals (e.g., Kadayawan, holiday campaigns).
- Ensure all digital materials align with brand guidelines and Discovery Hospitality standards.
- Collaborate with PR, offline marketing, and sales teams for cohesive campaign execution.
CRM, Email & Data Management
- Manage email marketing campaigns, database segmentation, and automation to support guest acquisition and retention.
- Utilize CRM and analytics tools to derive actionable insights and improve guest engagement.
- Support loyalty, remarketing, and database growth initiatives.
Reporting & Analytics
- Prepare regular performance reports covering KPIs such as traffic, engagement, conversion, CPA, ROAS, and booking revenue.
- Analyze trends and provide strategic recommendations based on data insights.
- Present reports and insights to management with clear action points.
Preferred Competencies
- Experience in resort, hotel, or destination marketing.
- Familiarity with booking engines, OTAs, and hotel CRM systems.
- Strong aesthetic sensibility aligned with luxury and lifestyle branding.
- Strategic mindset with hands-on execution capability.
Key Performance Indicators (KPIs)
- Growth in direct bookings and website conversion rates
- Paid media ROAS and CPA efficiency
- Social media engagement and audience growth
- Campaign performance vs. revenue targets
- Email marketing open rates, CTR, and conversion
