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Paid Media Manager

4 months ago

Ocoee, United States Westgate Resorts Full time
Company Description

About Westgate Resorts
Westgate Resorts provides a diverse range of vacation experiences. From sandy beaches on the Atlantic Ocean to snow-covered Utah mountains, families can affordably experience the country's most desirable vacation destinations. A world leader in the timeshare and hospitality industry, Westgate has resorts in Florida, Tennessee, South Carolina, Missouri, Utah, Nevada, and Arizona. Westgate meets every vacation expectation, for every family, for every budget. As we continue growing, we will continue offering the best and most-affordable vacation options out there

Job Description

Reporting to the VP, of Specialty Digital Marketing, the Paid Media Manager executes digital and traditional paid marketing strategies for Westgate Resorts primarily on paid search channels (Google/BING) and paid social media channels (Facebook/Instagram/META), as well as supports the marketing strategies of all departments and venues. This works closely with Resort Marketing, Revenue, Inventory, Hotel Rental, Timeshare Specialty Marketing and Groups/Marketing Departments.

To perform this job successfully, an individual must be able to perform each essential duties and responsibilities satisfactorily. Additionally, the person must possess and adhere to the following core company values:
  • Integrity
  • Passion
  • Work Ethic
Essential Duties and Responsibilities:

Collaborate with the Director of Marketing to execute the annual marketing plan and strategy in the following areas:
  • Executes the implementation of online marketing goals to ensure a share of the market and profitability of products and/or services.
  • Collaborates with the Director of Advertising to develop and execute the best Paid search/social ad strategies.
  • Assists with developing and executing a/b tests for ad copy, bid strategies, keywords, audience segments, and images.
  • Manages existing SEM / Paid Social Media advertising campaigns hands-on inside Google Ad shells and participates in new campaign launches.
  • Manages Facebook/Instagram campaigns hands-on inside Facebook Ad Manager / Facebook Business Suite
  • Provides creative recommendations for ad copy, image, and landing page assets. Writes short-form copy for headlines when needed for rush deadlines.
  • Works closely with graphic artists, writers, and web developers in the design and usability of all paid social creative assets, including ad units for display, video, discovery, and emerging ad units in Google, Facebook, Instagram, TikTok, and other media outlets.
  • Researches, analyzes, and monitors financial, technological, and demographic factors in order to capitalize on market opportunities and minimize the effects of competitive activity.
  • Communicates with outside advertising agencies on ongoing Web-based campaigns.
  • Develops and recommends to Senior Management online commerce strategies for the organization which will result in the greatest share of the market over the long run.
  • Achieves satisfactory profit/loss ratio (ROAS) and share of market performance (Impression Share) in relation to pre-set standards and to general and specific trends within the industry and the economy.
  • Keeps current on industry trends and testing opportunities.
  • Measures impact and effectiveness of campaigns by reporting on key performance indicators (conversions, conversion rate, revenue, CTR, cost per conversion, ROI, etc.).
  • Tests/experiments with Ad models (tCPA, ROAS, etc.) in order to achieve better ROI on campaigns.
  • Launches projects to support the Paid Social / Paid Advertising side of the business and follows through with brand and website teams to ensure project completion.
  • Functions as the main account management contact with Google, Facebook, Instagram, TikTok (and others) (for direct advertising products)
  • Attends online conferences and seminars.
  • Does back-end reporting as needed to merge offline conversion (phone call conversion) with online reporting data.
  • Performs other duties as assigned.
Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

Education:
  • Bachelor's degree in Marketing or similar discipline and/or combination of education, training, and experience.
Skills/Knowledge:
  • Facebook Ads Manager / Facebook Business Suite
  • Google Ads / Google MCC management platforms
  • Tactical hands-on knowledge or familiarity with hotel marketing on social media advertising channels such as Facebook, Instagram, TikTok, Pinterest, other social ads, online distribution, retargeting/recapture mechanisms on social media, and META travel ads.
  • Account management experience or Client Success Management experience specifically for hotels/resorts/META sites/OTAs
  • Basic attribution model knowledge and analytics skills to model and determine ROAS, CPAs, and other advertising return metrics.
  • Basic copywriting, and headlining skills.
  • Proficient in MS Office Suite (Word / Excel / PowerPoint etc.)
  • Advertising spend management.
  • Analysis, reporting, and forecasting of media campaigns.
  • Exceptional communication skills, both written and verbal
  • Experience with paid search and social ads (for hotels, vacation clubs, and timeshare) is a plus, particularly for vacation packages as a lead generation type campaign.
  • Experience with Facebook Dynamic Ads (for hotels) or META travel ads (Google HPA, PPA, etc.) is a plus
  • Experience managing a five to six-figure monthly ad spend budget a plus
Supervisory Responsibilities: None

Additional Information

Why Westgate?
  • Comprehensive health benefits - medical, dental and vision
  • Paid Time Off (PTO) - vacation, sick, and personal
  • Paid Holidays
  • 401K with generous company match
  • Get access to your pay as you need it with our Daily Pay benefit
  • Family benefits including pregnancy, and parental leave and adoption assistance
  • Wellness Programs
  • Flexible Spending Accounts
  • Tuition Assistance
  • Military Leave
  • Employee Assistance Program (EAP)
  • Life, Disability, Accident, Critical Illness & Hospital Insurance
  • Pet Insurance
  • Exclusive discounts for Team Member (i.e., hotels, cruise, resorts, restaurants, entertainment, etc.)
  • Advancement & development opportunities
  • Community Involvement Programs

Westgate Resorts is an Equal Employment Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status or any other protected status under federal, state or local law. If you have a disability and believe you need a reasonable accommodation in order to complete your application or any part of the recruiting process, please email WGAccommodations@wgresorts.com with the job title and the location of the position for which you are applying.