Digital Marketing Mgr

OWA Parks & Resort•Foley, AL

About The Position

This role owns day-to-day execution and performance management across Google Ads, Meta advertising, SEO, email marketing, website performance, and digital analytics, with direct management of the Digital Marketing Coordinator. Critically, this role also serves as the strategic lead for OWA's social media efforts — providing paid social strategy, content direction guidance, and performance oversight to the existing social media team. The ideal candidate brings genuine fluency across both performance digital marketing and social media strategy, understanding how these channels work together to drive guest attendance and brand awareness. This is an opportunity to build something — to establish systems, optimize channels, and grow a digital and social function that is actively being brought in-house and scaled for the future.

Requirements

4–6 years of digital marketing experience with demonstrated hands-on execution across paid digital advertising, social media strategy, SEO, and email marketing
Proficiency with Google Ads (Search and Display) and Meta Ads Manager required; experience managing active campaigns and optimizing against performance metrics including ROAS, CPA, and conversion rate
Meaningful background in social media strategy — not just paid social execution, but a genuine understanding of platform dynamics, content strategy, community engagement, and how organic and paid social work together to drive results
Experience managing digital advertising budgets and delivering performance reporting to senior leadership
Experience with email marketing platforms (Klaviyo, Mailchimp, Constant Contact, or similar) including segmentation, automation, and performance analysis
Working knowledge of Google Analytics (GA4), Google Search Console, and SEO best practices
Experience managing or mentoring junior team members; comfortable providing strategic direction to a social media team while maintaining accountability for performance
Strong analytical mindset with the ability to translate performance data into clear, actionable reporting for non-technical stakeholders
Highly organized, self-directed, and comfortable managing multiple active campaigns simultaneously in a fast-paced, high-volume, multi-entity environment

Nice To Haves

Experience with TikTok Ads and/or TikTok content strategy a strong plus given the platform's growing importance in the tourism and amusement space
Comfortable operating as the primary executor of digital and social campaigns with strategic direction provided — this role thrives in a collaborative environment, not a vacuum
Familiarity with programmatic advertising platforms and OTA marketing programs a strong plus
Background in tourism, amusement, hospitality, or entertainment digital marketing preferred

Responsibilities

Own and execute OWA's paid digital advertising across Google Search, Google Display, Meta Ads (Facebook/Instagram), TikTok Ads, and programmatic display — managing campaign setup, audience targeting, bidding strategy, budget pacing, and ongoing optimization
Serve as the strategic lead for OWA's social media efforts, providing paid social strategy, content direction, platform guidance, and performance oversight to the social media team across Instagram, Facebook, TikTok, and emerging channels
Develop and maintain an integrated social and digital strategy that ensures paid social, organic social, and broader digital efforts are working in concert toward shared attendance and revenue goals
Manage and optimize OWA's websites for performance, user experience, and search visibility; coordinate with web vendors or developers as needed for larger technical initiatives
Lead email marketing programs including audience segmentation, campaign planning, automation workflows, template oversight, and post-send performance analysis — working closely with the Digital Marketing Coordinator on production and deployment
Build and maintain digital reporting dashboards tracking traffic, conversion, cost-per-acquisition, and ROI across all digital and social channels; deliver regular performance reporting to the Marketing Manager and Director
Oversee keyword research, on-page SEO, metadata, and technical SEO initiatives across resort websites to improve organic search visibility
Manage Google Business Profiles, TripAdvisor, Yelp, and other review and listing platforms for applicable OWA entities, in coordination with the Digital Marketing Coordinator
Manage the Digital Marketing Coordinator, providing clear direction, workflow oversight, and professional development support; leverage the coordinator’s existing email and website execution skills to maximize team output
Manage digital advertising budgets, invoice tracking, and vendor relationships; deliver pacing and performance reports on a regular cadence
Oversee OTA advertising partnerships (Expedia, TripAdvisor, etc.) and evaluate emerging digital platforms relevant to the tourism and amusement industry
Partner with the Creative Services Manager on digital-first ad creative, social content assets, email templates, and web graphics, ensuring assets meet platform specs and performance expectations
Monitor digital and social competitor activity and regional tourism marketing trends to identify opportunities and inform ongoing strategy
Collaborate cross-functionally with the Social Media, PR, and Partnerships teams to ensure all digital and social efforts are aligned with broader marketing initiative