รายละเอียด

POSITION SUMMARY
The Digital Specialist serves as the strategic and technical lead for all digital initiatives, owning online revenue growth, digital performance, and brand visibility across Rooms, F&B, Wellness, Sales, and Events.
This role is both strategic and hands-on, responsible for setting the digital vision while actively managing execution, optimisation, data intelligence, and marketing technology. The Digital Specialist will transition digital marketing from a support function into a core commercial revenue driver, fully aligned with Revenue Management, Sales, Operations, and Wyndham brand standards.
________________________________________
KEY RESPONSIBILITIES
1. Digital Strategy & Go-To-Market Leadership
• Act as custodian of the hotel’s full digital ecosystem and long-term digital roadmap.
• Develop annual, quarterly, and monthly digital marketing strategies aligned with commercial and revenue objectives.
• Build integrated go-to-market plans for Rooms, F&B, Wellness, MICE, and seasonal campaigns.
• Translate brand positioning into clear digital narratives and conversion-focused campaigns.
• Identify emerging platforms, tools, and opportunities to maintain competitive advantage.
________________________________________
2. Paid Media & Multi-Channel Campaign Management
• Plan, execute, and optimise performance-driven campaigns across:
o Meta (Facebook, Instagram)
o Google Ads (Search, Display, YouTube)
o LinkedIn (MICE / B2B)
o OTAs and metasearch platforms
o Food aggregators, lifestyle platforms, and third-party publishers
• Own full-funnel performance including prospecting, retargeting, and conversion.
• Optimise media spend to maximise ROAS, CPA efficiency, and direct booking contribution.
• Challenge and guide agencies with strong in-house expertise and performance benchmarks.
________________________________________
3. Website, CRO & Owned Channel Optimisation
• Own website performance, UX, SEO, and booking-path optimisation.
• Lead Conversion Rate Optimisation (CRO) initiatives across:
o Website pages
o Landing pages
o Booking engine flows
• Conduct A/B testing on offers, layouts, messaging, and CTAs.
• Improve look-to-book ratio, mobile conversion, and average booking value.
• Ensure accuracy and optimisation across all owned and partner platforms, including Wyndham systems, OTAs, and microsites.
________________________________________
4. CRM, Lifecycle Marketing & Direct Engagement
• Lead CRM, email, WeChat, WhatsApp, and database-driven marketing initiatives.
• Develop segmentation, automation journeys, and personalised offers for key audiences:
o Staycation
o Wellness
o Families
o Long-stay
o MICE
• Drive repeat visitation, upselling, and cross-selling through owned channels.
• Manage third-party digital collaborations and co-branded campaigns.
________________________________________
5. Data, Attribution & Revenue Intelligence
• Own end-to-end digital attribution models from media spend to booking engine revenue.
• Partner closely with Revenue Management to align campaigns with pricing, demand periods, and inventory strategies.
• Analyse booking engine behaviour, source profitability, device performance, and drop-off points.
• Move beyond reporting to deliver actionable insights: what to scale, test, optimise, or stop.
• Ensure data accuracy, tagging, and compliance (PDPA / GDPR).
________________________________________
6. Content, Creative & Brand Governance
• Oversee digital content quality across video, graphics, banners, landing pages, and ads.
• Provide clear creative briefs and performance feedback to internal teams and agencies.
• Review and refine copywriting for clarity, conversion, and brand consistency.
• Ensure strict adherence to Wyndham brand standards and storytelling guidelines.
• Align digital storytelling with Phuket’s premium lifestyle and wellness positioning.
________________________________________
7. Online Reputation & Social Proof
• Manage online reputation across Google, TripAdvisor, OTAs, and review platforms.
• Coordinate timely, professional responses with operational teams.
• Analyse sentiment trends and integrate insights into marketing messaging and campaigns.
• Leverage positive reviews and UGC to strengthen brand credibility and conversion.
________________________________________
8. Agencies, Influencers & Partnerships
• Manage digital agencies, creative partners, influencers, and Wyndham central support teams.
• Define clear KPIs, deliverables, and performance standards.
• Lead influencer hosting programs and digital collaborations with aligned brands.
• Support online PR, SEO articles, announcements, and campaign amplification.
________________________________________
9. Marketing Technology & Digital Infrastructure
• Own and optimise the hotel’s digital marketing technology stack, including:
o CRM / CDP
o Email and messaging platforms
o Booking engine integrations
o Tracking pixels and analytics tools
• Work with IT and vendors to ensure platform stability, data integrity, and performance.
• Maintain documentation, SOPs, and digital playbooks.
________________________________________
10. Performance Tracking, Reporting & Optimisation
• Track and analyse KPIs including:
o Website traffic and conversion
o ROAS, CPA, and media efficiency
o Look-to-book ratio
o Direct booking revenue contribution
o CRM engagement and lifecycle value
• Prepare weekly and monthly performance reports with insights and action plans.
• Maintain digital KRAs and scorecards aligned with commercial objectives.
• Foster a test-and-learn culture through structured experimentation and optimisation.
________________________________________
KEY COMPETENCIES & SKILLS
• Strong strategic leadership with hands-on technical capability.
• Advanced expertise in SEO/SEM, paid media, analytics, CRM, and CRO.
• Commercial mindset with strong revenue and attribution understanding.
• Excellent data interpretation and ROI-focused decision-making.
• High creative judgement paired with performance discipline.
• Strong communication skills in English (Thai language skills an advantage).
________________________________________
RELATIONSHIPS & COLLABORATION
• Work closely with Director of Marketing on integrated marketing strategy.
• Partner with Revenue Management, Sales, Rooms, F&B, Wellness, and Events teams.
• Act as internal digital advisor and capability builder across departments.
• Maintain strong collaboration with Wyndham brand and digital support teams.
________________________________________
EDUCATION, EXPERIENCE & QUALIFICATIONS
• Bachelor’s degree in Digital Marketing, Marketing, Business, or related field.
• Minimum 5–7 years’ experience in digital marketing, preferably within hospitality, travel, or lifestyle brands.
• Proven success driving direct revenue growth and managing digital budgets.
• Strong understanding of hotel booking engines, metasearch, and attribution models.
• Experience managing agencies and cross-functional stakeholders.
• Wyndham system familiarity is an advantage.