Director, Global Digital Marketing

About the role

Reporting to the Vice President, Global Branding, Marketing & Loyalty, the incumbent will lead all aspects of digital marketing across Southeast Asia (SEA), including website management, strategy development, implementation, and optimization.

The role is responsible for driving direct bookings, enhancing brand visibility, and maximizing online revenue performance through impactful promotional initiatives and effective digital asset management. The role focuses on lead generation, web traffic growth, and brand positioning to strengthen the company's digital presence and revenue performance.

It plays a key role in managing the hotel's online presence across Brand.com, metasearch, paid media, and social media platforms, ensuring consistent messaging and maximum return on investment (ROI).

Key responsibilities

• Develop and execute the Group's global digital marketing and performance marketing strategy.
• Lead global paid media investment across Google, Meta, YouTube, TikTok, LinkedIn, programmatic, Google Hotel Ads, metasearch and affiliate channels.
• Drive direct revenue, direct bookings, Brand.com revenue and customer acquisition through data-driven digital campaigns.
• Lead programmatic advertising, audience targeting, remarketing and media optimisation.
• Establish global digital marketing standards, governance and best practices across regions.
• Manage global digital marketing budgets, investment allocation, forecasting and ROI.
• Monitor and optimise key performance metrics including ROAS, ROMI, CPA, CAC, conversion rate and cost of sale.
• Drive website, booking engine, landing page and conversion rate optimisation.
• Develop digital analytics, attribution and performance reporting using platforms such as GA4, Google Tag Manager, Looker Studio and Power BI.
• Lead global digital media agency relationships, including performance reviews, commercial negotiations and KPI governance.

Requirements

• Bachelor's degree in Marketing, Digital Marketing, Business or a related discipline.
• Minimum 10 years of digital marketing experience, with at least 5 years in a senior leadership role.
• Strong expertise in paid media, performance marketing and programmatic advertising.
• Proven track record managing significant digital media budgets and delivering measurable revenue growth.
• Strong commercial and analytical acumen with experience in ROI-driven marketing.
• Experience managing global or regional digital marketing agency partnerships.
• Advanced knowledge of platforms including Google Ads, Meta Ads Manager, Google Hotel Ads, DV360 and GA4.
• Strong understanding of SEM, SEO, conversion rate optimisation, attribution and digital analytics.
• Excellent stakeholder management, leadership and communication skills.
• Experience in hospitality, travel, eCommerce or a related consumer-facing industry is preferred.