Digital Marketing Lead: Growth & Performance

Massanutten Resort; McGaheysville (VA); On-site; USD 85,000 - 105,000; Full time

Job summary

Massanutten Resort seeks a Senior Digital Marketing Specialist to drive campaign execution, optimization, and performance reporting across our digital ecosystem for Massanutten Resort, Wilderness Resort, and related properties.

You will lead acquisition-focused initiatives across paid media, SEO, analytics, and landing page optimization to grow revenue and brand visibility. Collaboration with strategy, creative, and product teams is essential to succeed.

Qualifications

• 6+ years of experience in digital marketing, performance marketing, SEO, or digital strategy.
• Advanced hands-on experience managing and optimizing campaigns across Google Ads, Meta Ads, Microsoft Ads, OTT, and emerging digital channels.
• Strong expertise in Google Analytics (GA4), attribution modeling, UTMs, and conversion tracking implementation.
• Strong analytical and reporting skills with the ability to translate data into actionable business insights.
• Strong project management, prioritization, and organizational skills in a fast-paced environment.
• Experience working with Canva or other creative design tool to generate Ad content at scale.

Responsibilities

• Lead the planning, execution, optimization, and reporting of digital acquisition campaigns across paid search, paid social, OTT, display, retargeting, and digital audio platforms.
• Develop and implement strategies to improve ROAS, conversion rates, customer acquisition efficiency, and overall digital marketing performance.
• Oversee SEO performance monitoring, keyword strategy, and content optimization initiatives across resort websites.
• Lead landing page strategy and conversion optimization efforts to improve digital booking and lead generation performance.
• Ensure accurate implementation of UTMs, conversion tracking, attribution models, and analytics frameworks across digital campaigns.
• Partner with internal stakeholders to align campaign strategies with seasonal initiatives, promotions, and business goals.
• Maintain performance dashboards and executive-level reporting that communicate campaign effectiveness and strategic insights.
• Collaborate with creative and content teams to ensure digital assets are optimized for engagement and conversion performance.
• Manage digital marketing budgets, invoice coordination, and media pacing oversight.
• Identify emerging digital trends, technologies, and platform opportunities to improve marketing efficiency and effectiveness.

Skills

Digital marketing

Performance marketing

SEO

Data analysis

Campaign optimization

Project management

Leadership

Tools

Google Ads

Meta Ads

Microsoft Ads

OTT advertising

GA4

UTM tracking

Canva

Job description

Massanutten Resort seeks a Senior Digital Marketing Specialist to drive campaign execution, optimization, and performance reporting across our digital ecosystem for Massanutten Resort, Wilderness Resort, and related properties.

You will lead acquisition-focused initiatives across paid media, SEO, analytics, and landing page optimization to grow revenue and brand visibility. Collaboration with strategy, creative, and product teams is essential to succeed.