Senior Digital Growth & Acquisition Lead

Massanutten Resort; McGaheysville (VA); On-site; USD 90,000 - 120,000; Full time

Job summary

Massanutten Resort is seeking a Senior Digital Marketing Specialist to drive campaign execution, optimization, and performance reporting across paid search, social, OTT, and SEO. You will lead analytics, attribution, UTMs, and landing-page optimization to support revenue growth and customer acquisition.

This on-site role requires 6+ years in digital marketing and strong cross-functional collaboration with creative and content teams.

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.
• Lead testing initiatives across creative, audience targeting, landing pages, and user journeys.

Skills

Digital marketing

Campaign management

GA4 & analytics

UTMs & tracking

Data reporting

Canva design

Tools

Google Ads

Meta Ads

Microsoft Ads

OTT

Canva

Job description

Massanutten Resort is seeking a Senior Digital Marketing Specialist to drive campaign execution, optimization, and performance reporting across paid search, social, OTT, and SEO. You will lead analytics, attribution, UTMs, and landing-page optimization to support revenue growth and customer acquisition.

This on-site role requires 6+ years in digital marketing and strong cross-functional collaboration with creative and content teams.