Job Description:
ESSENTIAL DUTIES AND RESPONSIBILITIES
The essential functions include, but are not limited to the following:
Paid Media and Campaign Execution
- Plan, build, execute, and optimize digital campaigns across the Hospitality portfolio, including:
- Paid search and display (Google Ads, programmatic display)
- Paid social (Instagram, TikTok, Facebook, LinkedIn)
- Metasearch and OTA-adjacent channels (Google Hotel Ads, Tripadvisor, Trivago, Kayak)
- SEO / SEM initiatives across hotel and restaurant websites
- Build campaign launch plans that align to property and portfolio strategy, ensuring proper targeting, budget allocation, and creative development; track performance metrics and make data-driven adjustments to maximize return.
- Support demand generation for need periods, seasonal offers, packages, restaurant promotions, and new property or outlet openings.
- Execute in-house campaigns across paid social for ad-hoc property and F&B projects.
Brand and Content
- Act as a day-to-day custodian of each property’s brand online, ensuring digital creative, messaging, and imagery reflect the design standard, tone, and guest experience of a luxury and lifestyle portfolio.
- Manage organic social media channels for properties and restaurants, including developing and executing channel strategies, creating and overseeing content calendars, and analyzing performance metrics to optimize content.
- Translate the on-property experience — rooms, restaurants, bars, spa, events, and neighbourhood — into digital content and campaign messaging that converts interest into bookings and covers.
- Conduct ongoing review of project creative and liaise with the marketing team on updates that align with platform and industry best practices.
- Ensure messaging across platforms and lines of outward communication is accurate, considered, and relevant to each brand and market.
Digital Presence and Conversion
- Manage the digital storefront for each property, including Google Business Profile listings, reservation platform profiles, imagery, menus, hours, and listing accuracy across hotel and restaurant channels, including building new listings and managing the associated approval processes.
- Support website performance, booking engine merchandising, and conversion rate optimization, ensuring the digital path to purchase feels as considered as the arrival experience.
- Conduct website audits and project manage the execution of recommendations.
- Monitor guest review and reputation presence across digital platforms in partnership with Operations, recognizing its direct impact on conversion.
Analytics, Measurement and Reporting
- Define digital and Google Analytics KPIs, configure goals, audience segments, and tracking events, and build regular reporting on website and campaign performance.
- Install and QA all site tagging to support measurement and campaign performance.
- Implement measurement solutions for tracking true impact on bookings and revenue, and manage any necessary ongoing troubleshooting.
- Use data to identify real-world goals, trends, and paths forward, and to set realistic MOM/YOY growth targets by property and project.
- Define and document target audience segments by property, brand, and market.
Partners, Stakeholders and Administration
- Work closely with property teams, including General Managers, F&B leaders, Revenue Management, and Sales, to align digital activity with commercial priorities.
- Manage external partners (agencies, consultants, freelancers) to execute and optimize campaigns.
- Scope all contractor work, negotiate rates, and brief in project requirements and strategy.
- Develop purchase orders for all vendor partners and contractors.
- Liaise with and troubleshoot issues alongside internal and external partners (billing, account setup, platform connectivity, and similar).
- Develop asset requests, messaging grids, and testing approaches; provide feedback and direction for brand templates.
- Consult on email program strategy, automation, and templates, including pre-arrival and guest lifecycle communications.
- Leverage AI-powered tools (e.g., ChatGPT, Claude, or similar) to improve marketing efficiency, reporting, and campaign performance.
- Digital learning: provide industry insights, create best practice documents, and mentor other marketing team members on various aspects of digital marketing initiatives.
MINIMUM QUALIFICATIONS (KNOWLEDGE, SKILLS, AND ABILITIES)
- 2+ years of experience in digital marketing, performance marketing, or e-commerce. Hotel and/or restaurant experience is strongly preferred, whether in-house or agency-side.
- A genuine affinity for hospitality: an understanding of what makes a property feel special, and an instinct for how brand, service, and design translate into digital demand.
- Exposure to luxury, lifestyle, boutique, or independent brands, with the judgment to uphold brand standards while still delivering on performance targets
- Extensive knowledge of digital initiatives and best practices, including paid social, SEO, and Google products such as Analytics (GA4), Tag Manager, Ads, and Search Console.
- Hands-on experience building and optimizing paid media campaigns across search, social, display, and ideally metasearch.
- Familiarity with the commercial rhythms of hospitality — seasonality, need periods, length of stay, and the interplay between direct and third-party channels — or a clear appetite to learn them quickly.
- The ability to take data analysis and reporting and convert it into real-world trends, meanings, and solutions.
- Excellent project management skills, with comfort running multiple brands, properties, and stakeholders at once.
- Superior writing and editing skills, and an ability to adapt voice from one pro
- An ability to provide insight and strategic recommendations to achieve project objectives.
- An innate sense for what looks good, and how to keep initiatives on-brand.
- Strong computer skills: a high proficiency in MS Office (Word, Excel, PowerPoint, and Outlook) is essential, and a basic knowledge of Adobe Creative Suite (Illustrator, InDesign, Photoshop) is an asset.
- Experience with CRM software and website platforms like WordPress and Craft is an asset; familiarity with booking engines or reservation platforms is a strong asset.
- A post-secondary school diploma/degree (Marketing, Business, Hospitality, or E-Commerce concentrations an asset).
- Exceptionally good at prioritizing, time managing, and multi-tasking.
- Highly self-motivated and detail-oriented.
- A self-starter, looking to make an impact at a growing and diversifying company.
- Able to excel under pressure, and can handle sudden changes in plans.
- Able to meet deadlines.
- Positive and upbeat in general demeanor, with the service-minded instincts that hospitality rewards.
- An excellent communicator, with both internal stakeholders and external parties.
- Resourceful in problem-solving situations.
- Decidedly trustworthy and accountable.
- Willing to ask questions and seek out information as necessary.
- Willing to teach and share digital marketing knowledge with coworkers and junior staff.
- Willingness to travel occasionally to properties, and a real interest in spending time on site to understand the product first-hand.
Salary Range:
$70,000 - $80,000
About The Company:
Founded on more than 35 years of collective professional experience, CapWest is specialized in meeting the modern needs of the growing construction industry in North America. We provide integrated solutions for clients across diverse industries, following an efficient and cooperative approach, and always delivering project certainty. We believe it is the culmination of our passion for providing world-class construction and construction management services, while also fostering long-term relationships that yield exceptional and innovative outcomes that continue to shape the industry.
AI Use:
This role may involve the use of artificial intelligence (AI) tools to support research, analysis, content development, design, reporting, or operational efficiency. Employees are expected to use AI responsibly and in compliance with company policies, data privacy requirements, confidentiality obligations, and applicable laws.
All AI-generated or AI-assisted outputs must be reviewed for accuracy, quality, and appropriateness before use. Employees are also expected to disclose when AI tools have been used in the creation of work and must not present AI-generated content as solely their own original work.
How To Apply:
Please apply through the link on the job posting and attach your resume and any other required documents.
We thank all applicants for your interest in the CapWest. Note that only those applicants under consideration will be contacted.