Choice Hotel Group

This pivotal role combines strategy, creativity, and technical expertise, with responsibility for driving online bookings, enhancing digital presence, and ensuring a seamless path to purchase for our guests. You will manage multi-channel campaigns, oversee PPC and paid social performance, deliver data-driven reporting, and ensure budgets and targets are achieved. Working closely with the wider marketing team, hotel teams, and third-party partners, you’ll play a critical role in shaping and executing campaigns that elevate our brand and deliver measurable ROI.

 

1. Principle Responsibilities;

• Digital Campaign & Performance Management
  • Plan, implement, and optimise PPC, paid social, display, and other performance campaigns across multiple platforms.
  • Act as the central account manager for each property, ensuring campaigns reflect local business priorities while aligning to group strategy and revenue targets.
  • Monitor campaign budgets daily, ensuring spend is optimised and ROI is maximised across all channels.
  • Regularly test and refine campaign strategies to improve efficiency, conversion rates, and overall performance.
  • Collaborate with agency partners to deliver campaigns on time and on budget, ensuring accountability for results.
  2. Website & Customer Journey
  • Own the performance, accuracy, and usability of all property websites, ensuring content is current, engaging, and aligned with SEO best practice.
  • Conduct regular website audits to identify and resolve issues affecting functionality, user experience, or conversion.
  • Ensure the digital booking journey is seamless, frictionless, and designed to maximise direct bookings and revenue.
  • Collaborate with content creators and designers to deliver compelling visuals, videos, and conversion-focused landing pages.
  3. Performance Tracking, Reporting & Accountability
  • Lead on monthly reporting of all digital activity, consolidating insights from PPC, paid social, website, CRM, and brand campaigns.
  • Provide clear analysis of digital performance against KPIs, budgets, and revenue targets, highlighting risks and opportunities.
  • Contribute digital insights to the wider monthly financial reviews with stakeholders and senior leadership, ensuring marketing performance is transparently linked to commercial outcomes.
  • Deliver data-driven recommendations that guide strategic decisions and resource allocation.
  4. Cross-Functional Collaboration & Stakeholder Engagement
  • Work closely with the Business Analyst, Brand & Communications Manager, and content creators to ensure all digital activity is integrated, aligned, and measurable.
  • Partner with revenue teams and agency partners to ensure digital marketing activity supports pricing, promotions, and occupancy goals.
  • Act as a key point of contact for hotel-level teams, providing guidance, updates, and clear accountability on campaign performance.
  • Present findings, recommendations, and performance insights confidently to senior stakeholders.
  5. Budget Management & Revenue Focus
  • Manage and optimise digital marketing budgets across the portfolio, ensuring efficiency and measurable ROI.
  • Align all digital activity with annual budgets, commercial targets, and occupancy strategies.
  • Take accountability for ensuring digital campaigns consistently contribute to revenue growth and budget achievement.
  • Monitor competitor activity and market trends, proactively adapting strategies to maintain performance and market share.
  6. Innovation, Agility & Continuous Improvement
  • Stay up to date on the latest digital marketing trends, tools, and best practices, applying new ideas to keep campaigns competitive and effective.
  • Drive innovation in paid campaigns, testing new channels, formats, and technologies to enhance performance.
  • Foster a culture of agility and adaptability within the marketing team, ensuring digital activity remains responsive to business needs and guest behaviour.
  • Identify and implement opportunities for automation and efficiency across digital channels and reporting processes.

   

  This list is not exhaustive. As the group grows and digital marketing capabilities expand, responsibilities will continue to evolve in line with business priorities, revenue targets, and portfolio needs.

   

  Desired Skills & Competencies

   Commercial & Strategic Focus

  • Strong commercial mindset with proven ability to manage and optimise digital marketing budgets.
  • Track record of aligning digital activity with business objectives, revenue targets, and annual budgets.
  • Ability to evaluate ROI and ensure campaigns deliver measurable financial impact.

  Digital Marketing Expertise

  • Advanced knowledge of PPC, paid social, SEO, display advertising, and performance marketing.
  • Experience managing websites, ensuring usability, SEO, and conversion optimisation.
  • Skilled in performance analysis, campaign optimisation, and digital channel integration.

  Analytical & Reporting Skills

  • Confident in analysing and interpreting campaign data to produce clear, actionable insights.
  • Experience preparing performance reports that inform financial reviews and senior leadership decisions.
  • Ability to identify trends, risks, and opportunities, and adjust strategies accordingly.

  Stakeholder Management & Collaboration

  • Excellent communication skills, able to translate digital performance into clear business outcomes.
  • Strong relationship-building skills with the ability to collaborate across marketing, revenue, hotel teams, and agency partners.
  • Confidence in presenting performance updates and recommendations to senior leadership.

  Organisation & Delivery

  • Highly organised, with strong project management skills and the ability to manage multiple property accounts simultaneously.
  • Agile and adaptable in a fast-paced environment, comfortable shifting priorities when business needs change.
  • Detail-oriented with a proactive, solutions-focused approach.
• Innovation & Continuous Improvement
  • Enthusiastic about new digital trends, tools, and technologies, with the ability to apply them to drive performance.
  • Willingness to experiment, test, and adopt new approaches to keep campaigns competitive and effective.

  Experience & Qualifications

  • Bachelor’s degree in Marketing, Digital Marketing, Communications, or a related discipline.
  • 3–5 years’ experience in a digital marketing role, ideally within hospitality, leisure, travel, or consumer-facing industries.
  • Proven experience managing multi-channel digital campaigns across PPC, paid social, display, and SEO.
  • Demonstrated success in budget management and accountability for campaign ROI.
  • Experience working across a multi-property portfolio or multi-brand environment is a strong advantage.
  • Solid background in website management, UX optimisation, and content development.
  • Proficiency in digital marketing tools, analytics platforms (e.g., Google Analytics, Tag Manager, Data Studio), and campaign management platforms.
  • Strong presentation skills, with experience reporting digital performance to senior stakeholders and leadership teams.
  • Previous experience working collaboratively with revenue teams and agencies to align marketing activity with business targets.

If this sounds like it’s made for you. Please send you CV to jryan@choicehotelgroup.ie

We look forward to hearing from you.