Search Engine Optimization Manager

3 weeks ago

London Area, United Kingdom Criterion Capital Full time

An exceptional opportunity has arisen for a passionate, technically skilled, and results-driven Technical Digital Operations Manager to join the Criterion Hospitality marketing team.

We are a dynamic and creative company focused on bringing innovation to our real estate, hotels, and other business areas. This role involves overseeing the digital strategy and online customer journey for six London hotels, ensuring they remain competitive in a fast-paced environment. If you have a drive for innovation, a passion for making an impact, and a strong foundation in digital marketing and hotel technology, we would love to hear from you.



About the role:

  • Develop and execute a paid media strategy that aligns with the company’s goals.
  • Enhancing the guest experience with the adoption of new technology
  • Work within our hotel tech stack to provide recommendations for improvement and automation
  • Build and maintain relationships with media partners to boost brand visibility.
  • Manage the media budget, ensuring efficient use of funds to achieve optimal results.
  • Oversee SEO and SEM efforts to improve the company’s online presence and search rankings, including international SEO and local SEO.
  • Lead Google Ads, Meta Advertising, TikTok, and Snapchat Advertising efforts to drive brand visibility.
  • Utilise Google Analytics 4 (GA4) and Google Tag Manager to track bookings, conversions, and user behavior, providing actionable insights.
  • Oversee conversion rate optimisation (CRO) and ensure ongoing improvements to increase conversion rates across all channels.
  • Manage Google My Business profiles to optimize local search presence.
  • Maintain and update all portfolio websites, ensuring they meet both brand and functional standards, with WordPress and Squarespace CMS.
  • Lead email marketing campaigns, ensuring personalized and engaging content for customer acquisition and retention.
  • Analyze campaign performance and provide detailed reports to senior management, highlighting key trends and outcomes, using Google Looker Studio.
  • Work closely with the sales team to reduce customer acquisition cost (COA) and displace overreliance on OTA channels.
  • Drive online sales growth through data-driven marketing strategies and a focus on e-commerce marketing.



Capabilities:

  • Extensive experience in digital marketing channels for hotels
  • Experience of working with hotel technology and driving connectivity and automation
  • Proficient in technical SEO strategies, keyword research, and on-page optimisation.
  • Expertise in Google Ads, Google Analytics 4 (GA4), Meta Advertising, Snapchat, TikTok Advertising, and Squarespace CMS.
  • Google Ads Certified and experience with Google Tag Manager and Google My Business.
  • Proven ability to plan and execute a comprehensive digital marketing calendar that drives commercial success.
  • Project management skills to lead multiple campaigns, with a test-and-learn approach.
  • Knowledge of coding preferred (HTML, JavaScript, CSS) to work on technical aspects of the digital strategy.



Personal Attributes:

  • Strong, hands-on work ethic and a proactive self-starter.
  • Ability to challenge the norm and think outside the box, driving innovation.
  • Agile, dynamic, and adaptable in a fast-paced environment.
  • Determined and persistent, focused on achieving revenue targets and optimizing costs.
  • Ability to work in a team
  • Humble, respectful, and a strong team player.



Key Performance Indicators (KPIs):

  • Achieve direct revenue targets through optimized digital strategies and paid media campaigns.
  • Expand the CRM database and grow social media presence for each hotel brand.
  • Maintain customer acquisition cost (COA) below 8%, ensuring cost efficiency.
  • Drive OTA displacement and increase bookings through direct channels, optimizing SEO strategies and CRO techniques.
  • Track and improve conversion rates using data-driven insights and continuous optimisation.

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