Senior Digital Marketing Specialist

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

Job Summary

The Senior Digital Marketing Specialist is responsible for driving the campaign execution, optimization, and performance reporting of Great Eastern Resort Corporation’s digital marketing ecosystem across Massanutten Resort, Wilderness Resort, Massanutten Vacations, and affiliated properties. This role leads acquisition-focused digital initiatives across paid media (Search, Social, OTT), SEO, analytics, and landing page optimization to support measurable revenue growth, brand visibility, and customer acquisition.

Working closely with the Senior Manager, Digital Strategy, the Digital Marketing Lead serves as a key strategic contributor in identifying growth opportunities, improving digital performance, and ensuring marketing technology and analytics frameworks support business objectives. This position requires a highly analytical, proactive, and collaborative leader who can balance strategic thinking with hands‑on campaign management

Required

• 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

Preferred

• Agency experience managing multi‑brand or multi‑property accounts. Industry experience in hospitality, resort, travel, or tourism is a plus.
• Experience leading A/B testing, audience segmentation and personalization initiatives
• Knowledge of CRM‑integrated campaigns, lifecycle marketing, and email retargeting strategies
• Experience managing external vendors, media agencies, or platform partners
• Familiarity with SEO tools such as SEMRush, Moz, Screaming Frog, Search Console, and technical SEO best practices
• Experience mentoring junior marketers or leading cross‑functional digital initiatives

Typical Schedule

Days: Monday – Friday

Hours: 9:00am – 5:00pm, with flexibility for campaign deadlines and events

Core 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

Focus

Strategy and Optimization

• Analyze campaign, website, and customer behavior data to identify opportunities for paid media growth and optimization
• Lead testing initiatives across creative, audience targeting, landing pages, and user journeys

Communication and Cross‑Functional Leadership

• Serve as a key digital marketing resource and strategic partner for internal departments
• Collaborate with the Content Lead, Lead Designer, Project Manager, and Experiential & Community Marketing Manager to align digital campaigns with broader marketing initiatives
• Present campaign performance insights, strategic recommendations, and optimization opportunities to leadership teams
• Coordinate with external agencies, vendors, and technology partners to ensure campaign effectiveness and operational efficiency

Decision Making and Ownership

• Own day‑to‑day optimization decisions related to campaign performance, budget allocation, audience targeting, and conversion improvements
• Proactively identify risks, tracking issues, or performance concerns and implement corrective actions
• Prioritize digital initiatives based on business impact, seasonal goals, and revenue opportunities
• Recommend new tools, platforms, and strategies to improve digital marketing capabilities and performance

Leadership and Professional Development

• Foster a culture of innovation, testing, accountability, and continuous improvement within the marketing team
• Stay current on evolving digital marketing trends, platform updates, privacy regulations, and attribution methodologies
• Continue advancing expertise in performance marketing, analytics, SEO, CRO, and marketing technology