Digital Marketing Analyst

Job Description

The Digital Marketing Analyst will play a critical role in driving data-driven decision-making within the corporate marketing team. This individual will be responsible for analyzing digital marketing performance across all online channels, identifying trends, and providing actionable insights to optimize marketing strategies. The position requires a detail-oriented professional with strong analytical skills and a deep understanding of the digital marketing landscape, particularly in the hospitality industry.

Performance Analysis & Reporting

• Monitor and analyze the performance of corporate and property-level digital marketing campaigns (SEO, SEM, social media, email marketing, programmatic, display, etc.).
• Utilize web analytics tools to measure and adjust campaigns to ensure optimal performance.
• Report on the performance of all digital marketing campaigns and assess against goals (ROI and KPIs).
• Generate weekly, monthly, and quarterly performance reports that provide a clear view of campaign effectiveness.
• Prepare regular reports on key metrics, campaign performance, and ROI, presenting findings to the executive team.
• Report on budget usage, making recommendations for reallocation if needed to maximize ROI.
• Present insights and actionable recommendations to senior team members to drive strategic decisions.

Data Collection & Management

• Collaborate with internal teams (e.g., IT, Revenue Management, Sales) to ensure accurate data collection and integration from multiple sources, such as CRM, PMS, and marketing automation platforms.
• Manage and refine tagging and tracking mechanisms (Google Analytics, Google Tag Manager, etc.) to ensure comprehensive data capture.

Campaign Optimization

• Conduct keyword research, audience targeting, and budget allocation to maximize campaign impact.
• Conduct A/B testing and multivariate experiments to identify opportunities for campaign optimization.
• Provide actionable recommendations to improve digital marketing performance across all channels.
• Identify and troubleshoot underperforming campaigns and recommend adjustments to targeting, content, or budget allocation.

Competitive & Industry Analysis

• Conduct market research and competitor analysis to identify opportunities for growth and innovation.
• Perform competitive benchmarking and market analysis to understand trends and shifts in the hospitality industry.
• Monitor competitor digital marketing strategies and identify opportunities for differentiation.

Collaboration & Training

• Partner with property-level marketing teams to share insights, best practices, and actionable recommendations.
• Train marketing teams on analytical tools, data interpretation, and reporting practices.

Technology & Tools

• Stay up to date with the latest trends and best practices in digital marketing and the hospitality industry.
• Stay updated on the latest digital marketing analytics tools and platforms, and recommend adoption as needed.
• Maintain expertise in tools such as Google Analytics, Tableau, Power BI, SEMrush, Hootsuite, and other relevant platforms.

Skills

Education, Qualifications & Experiences

• Bachelor's degree in Marketing, Data Analytics, Business, or a related field.
• 3-5 years of experience in digital marketing analysis, preferably within the hospitality or travel industry.
• Strong knowledge of digital marketing channels (SEO, PPC, social media, email, etc.) and their respective performance metrics.
• Proficiency in tools such as Google Analytics, Google Tag Manager, Tableau, and Excel.
• Familiarity with hotel industry systems (e.g., CRS, PMS, RMS) is a plus.
• Certification in Google Analytics or a similar platform is preferred.

Key Skills

• Analytical Thinking - Strong ability to analyze data and translate it into meaningful insights and actions.
• Technical Proficiency - Expertise in web analytics tools (Google Analytics, GA4, etc.), data visualization platforms, and campaign tracking tools.
• Attention to Detail - Meticulous approach to data accuracy and reporting.
• Communication Skills - Ability to present complex data and insights in a clear, concise manner for various stakeholders.
• Problem Solving - Proactively identify performance issues and propose solutions.
• Collaboration - Strong interpersonal skills for working with cross-functional teams.

Knowledge & Competencies

The ideal candidate will be a young, outgoing, vibrant and innovative individual. You will be able to work independently and promote at all times the brand image and market status, as well as maintain accurate documentation and accounts records on all clients assigned, while possessing the following additional competencies:

• Understanding Hotel Operations
• Effective Communication
• Planning for Business
• Supervising People
• Understanding Differences
• Supervising Operations
• Teamwork
• Adaptability
• Customer Focus
• Drive for Results