Social Media Performance Manager

Company Description

Minor Hotels is an international hotel owner, operator and investor with a portfolio of more than 550 hotels in operation. Minor Hotels passionately explores new possibilities in hospitality with a diverse portfolio of properties designed intelligently to appeal to different kinds of travellers, serving new passions as well as personal needs. Through our Anantara, Avani, Oaks, Elewana, Tivoli, NH Hotel Group, Four Seasons, St. Regis, Marriott and Minor International properties, across Asia Pacific, the Middle East, Africa, the Indian Ocean, Europe and South America.

Job Description

We are seeking an experienced Social Media Performance Manager to lead our social media efforts, focusing on measurable outcomes that drive business growth. This role requires strategic oversight, data-driven decision-making, and the ability to optimize social media campaigns across platforms. The ideal candidate is passionate about social media trends, analytics, and performance-driven marketing. Additionally, this role serves as a point of contact between the corporate office and properties/partners, providing training and social media advertising support.

Within this, the key responsibilities for this position are to:

Social Media Optimisation Strategy:

• Create and implement social media strategies for Minor Hotels as well as the brands within to maximize awareness, enter new markets, drive traffic to brand.com and increase direct social media revenue.
• Lead paid social media strategies, including audience segmentation, budget allocation, and ad optimization.
• Provide regional trainings that keep up with the ever-changing trends to be ahead of the competition.
• Support all properties, especially top NOP properties, to optimize and manage social profiles within brand standards and the group strategy.
• Audit and analyze the competitors' social media presence and compare our efforts to theirs to create a Social Media Optimisation strategy aligned to the overall Commercial Department 3-year plan.
• Monitor, analyze, and report on social media performance using tools like Meta Business Suite, Meta Ads Reporting, Google Analytics, and other social media analytics platforms.
• Translate data into actionable insights to improve campaign effectiveness.
• Work the Minor Hotels multi-language social media Optimisation strategy containing desired markets, posting times and dates, content, and offers that will help increase awareness, drive traffic, and increase brand.com bookings.
• Incorporate sustainable advertising models, such as Dynamic ads, to maximize investment and increase ROI.

Innovation and Engagement:

• Manager for the implementation of new social media channels/approaches that will deliver results and will position Minor Hotels as the brand to benchmark against. (i.e. TikTok, Snapchat, etc.).
• Create, develop, and implement social media campaigns/competitions that increase audience interaction while positioning the brands and the group at the foremost of the hospitality industry.
• Submit campaigns, strategies, and results to different third-party awards (i.e., HOTELS Mag, Shorty Awards, etc.) that will reflect the group’s initiatives and their impact within the department.

E-commerce and Digital:

• Work closely with cross-functional teams, including Marketing, Revenue, E-Commerce, PR, and regional teams to ensure alignment on goals and execution.
• Drive the rebranding/opening of new properties to increase awareness and position of the brand, especially in new markets.
• Be a communication link between Minor Hotels headquarters and regional offices/properties to share an understanding on Minor’s established brands and standards within new markets.

Qualifications

• Key qualifications and experience required.
• Proven background in marketing in the hotel or leisure industry with at least 3 - 5 years’ experience is preferred.
• Ability to manage the relationship with both agency and internal stakeholders.
• Must be able to speak, read, and write English which is the primary business language.
• Requires good communication skills, both verbal and written
• Most tasks are performed in a team environment
• Possess strong computer related skills.
• Extensive knowledge of the Hotel and travel industry.
• Understands the market and its competitors both locally and internationally