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Form of workJob 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!
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.).
- Helps to identify trends and insights to optimize and maximize ROI.
- Aids with communication of performance and test results.
- 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.
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 the essential functions.
- Familiarity and thorough understanding of paid advertising bidding models, attribution models, campaign strategies, and concepts.
- Complete and thorough understanding of Google Ads (Search, Display, Discovery, Performance Max, etc.) Facebook Ads, Instagram Ads, TikTok Ads, Reddit Advertising, LinkedIn Advertising, YouTube video advertising, and other B2C / B2B Paid Social Media platforms, including audience development, account setup, ad creation, content network, customer match types, impression share, exclusion lists, conversion rates, goal set up, extensions setup, competitor insights, etc.
- Ability to strategically manage A/B and multivariate testing.
- Understanding of content optimization
- Complete and thorough understanding of paid social/display/video re-marketing.
- Complete and thorough understanding of Facebook Ads Manager and Social Media Marketing platforms.
- Up-to-date knowledge of best practices, strategies and latest developments in paid search
- Advertising spend management.
- Analysis, reporting, and forecasting of media campaigns.
- Strong analytical ability
- Attention to detail, especially numbers.
- Exceptional communication skills, both written and verbal
- Curiosity and desire to experiment.
- Experience with paid search and social ads (for hotels, vacation clubs, 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
- Ability to learn quickly.
- Affinity toward teamwork
- Drive to take initiative.
- Desire to help others succeed.
Education and/or Experience:
- Bachelor's degree from an accredited institution in Marketing or equivalent discipline OR appropriate combination of experience and education
- Paid media experience with implementing and managing campaigns in Google AdWords and Bing (remarketing search, display)
Skills/Knowledge:
- Facebook Ads Manager / Facebook Business Suite
- Google Ads / Google MCC management platforms
- Tactical hands-on knowledge or familiarity of 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 in order 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.)
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.
