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Digital Marketing Manager

3 months ago

Santa Monica, United States American Youth Hostels Full time

HI USA is a nonprofit organization founded on an enduring belief in the power of travel to foster a deeper understanding of people, places, and the world around. At HI USA, our hostel programs are crucial in building not only an enjoyable and memorable experience for guests, but in delivering on our mission by increasing cultural exchange and providing an opportunity for guests to learn more about the local community, culture, and history.

We are currently recruiting for a Digital Marketing Manager to spearhead strategic digital marketing campaigns to enhance brand awareness, attract new customers, and drive revenue growth. Overseeing paid media advertising across digital channels, the ideal candidate will possess a deep understanding of digital media, strong analytical skills, and the ability to manage multiple campaigns concurrently. This role is pivotal in crafting and executing marketing strategies aimed at acquiring, engaging, retaining customers, and contributing to the company's growth.

The position is being posted in Santa Monica, CA (LA) and Chicago, IL. The person in the role should live within a comfortable commuting distance to our Santa Monica or Chicago property and may work a hybrid schedule to include 2 days/week on-site.

Please include a cover letter with your application sharing why you are interested in working for HI USA and what you feel you will bring to this role.

Responsibilities:

Develop a promotion strategy and calendar in lock-step with content and social based on trends and data inclusive of always-on and seasonal tactics. Build and implement paid media strategies in alignment with HI USA's marketing objectives, encompassing a variety of digital channels, including, but not limited to search, PPC, metasearch, social media, display, programmatic, email and video platforms, and other emerging channels and promotional platforms as needed. Conduct extensive research and competitive analysis to identify target audiences, optimal advertising channels, and keywords. Manage and optimize campaigns, including bid management, audience targeting, creative testing and open rate to build brand awareness and drive interest in HI USA's network of hostels. Cultivate strategic alliances with internal stakeholders to drive cohesion between paid campaigns and broader marketing initiatives, fostering a culture of collaboration and partnership. Facilitate and lead on coordination between (1) the Graphic Design & Brand Manager to develop compelling ad creative and consistent branding; (2) the Social Media Manager to build out a paid social strategy that can be extended across Instagram, Facebook, TikTok, and YouTube and (3) the Content Strategy Manager to ensure consistency in messaging and synergy across channels and touchpoints. Own the email marketing strategy, including audience growth and segmentation, lifecycle and monthly promotional emails, content and design, deliverability, optimization and compliance with regulations. Continuously optimize performance marketing campaigns across multiple digital channels, leveraging data-driven insights and A/B testing to enhance effectiveness. Analyze campaign performance metrics and provide regular reports, insights, and actionable recommendations. Manage performance marketing budgets effectively, ensuring optimal allocation and ROI across channels and campaigns. Oversee relationships with external vendors, agencies, and partners involved in digital advertising, including media buying, email delivery, creative agencies, and ad tech platforms. Regularly monitor and stay current on digital marketing and travel industry trends, best practices, and emerging technologies to inform promotional strategies and contribute to audience segmentation and communication strategies. Target a variety of audiences to refine outreach strategy towards underrepresented communities, highlighting our commitment to DEIA. Skills and Qualifications

Alignment with HI USA Values and commitment to workplace culture of DEIA. 5+ years of hands-on experience directly developing, implementing, and optimizing paid media campaigns across a variety of channels. Bachelor’s degree in marketing, advertising, or related field (or equivalent work experience). Analytical mindset with the ability to interpret data and make data-driven decisions. Proficiency in digital marketing tools, such as Google Analytics, Facebook Business Manager, Google Ads, and similar platforms. A deep understanding of paid social media strategies with a focus on driving conversions. Expertise in targeting diverse audiences that deliver on HI USA’s commitment to DEIA. Strong project management skills, with the ability to prioritize tasks and meet deadlines in a fast-paced environment. Extensive experience with budget management and campaign performance tracking. Excellent written and oral communication skills, with attention to detail and a creative flair. Familiarity with using a CMS, HTML/CSS and design is a plus. Experience in the hospitality and/or non-profit business is a plus.

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