Cluster Digital Marketing Executive at Fairview Hotel

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.