Digital Marketing Specialist

Kinship is a company focused on the hospitality and restaurant industry, seeking a Digital Marketing Specialist to enhance their digital presence. The role involves managing electronic communications, optimizing online listings, and collaborating with partners to achieve marketing goals.

Responsibilities

• Cultivate career path and actively seek professional development opportunities alongside the company
• Tell us what we do not know with regular candor
• Brainstorm and innovate to improve company, job and partners
• Passion for the hospitality and restaurant industry is a must!
• Engross yourself in culture, food and travel, becoming an expert in its personalities, products and processes
• Achieve goals and KPIs associated with job responsibilities
• Maintain a nuanced understanding of digital, online and electronic strategies
• Keep up-to-date on current trends within the represented industries of the agency
• Work with colleagues to ensure resonant storytelling practices across marketing disciplines
• Develop a keen understanding of electronic communications, website management, the digital customer journey, overarching digital strategy and analytics/reporting
• Proficiency in website builders (Squarespace, Wordpress, etc.), Google Analytics, Google Ads, email clients (MailChimp, Constant Contact, etc.) a plus
• Serve partners impeccably and look for opportunities to connect and maintain their brand
• Promote learning, influence choices and foster connections vis-à-vis digital channels
• Monetize the discipline on behalf of a business’s bottom line, wherever possible
• Attend and participate in partner meetings
• Attend partner events and support partner relationships, as necessary
• Update and present partner marketing briefs
• Lead a given number of partner accounts as the primary account lead - including all account strategy
• Collaborate with Senior Leadership to determine digital initiatives and needs for upcoming initiatives on behalf of the Digital Team
• Trendspot, share updates and analyze the application of trends to partners and internal team regularly
• Conduct digital audits for partners quarterly and provide feedback regularly
• Conduct outreach to online blogs and listings to support need periods and campaigns
• Develop and own electronic communications strategy for partners
• Work with Leadership, Creative and Account Lead to determine schedule and cadence based upon past performance, profitability and best practices
• Maintain monthly calendar and plan content at least four weeks ahead of time
• Actively participate in brainstorming to assist Creative team with content creation for electronic communications
• Integrate timely trends into creative campaigns
• Maintain an understanding of audience behavior and segmentation to tailor communications appropriately
• Develop a welcome campaign and lapsed guest campaigns for all partners
• Frequent implementation, at least quarterly, of targeted campaigns per partner to target audience segments based on past performance/demographics/audience behavior
• Craft copy for all email communications, as outlined by best practices
• Implement and utilize e-blast templates to address one-off needs
• Facilitate data collection and list hygiene efforts to grow subscriber numbers, including maintenance and imports
• Conduct regular A/B testing, per partner strategies, to optimize performance—and integrate into performance reporting
• Optimize online listings and monitor partners’ online profiles, including positioning, messaging and content, to maintain a consistent image across the digital landscape
• Review website traffic, user behavior, and conversion funnel to make recommendations for improvement
• Maintain guest-facing reservation platforms
• Conduct reputation management
• Develop standard scripts for all partners to inform tone, process and structure
• Respond to guest reviews weekly, with a 48 hour response rate
• Consult and provide recommendations for responding in critical or sensitive situations
• Track reputation scores and include in monthly reporting, identifying trends and guest sentiment
• Solicit positive reviews monthly to utilize across all marketing channels
• Maintain partner websites and facilitate content updates for writing, photos, navigation and usability
• Maintain digital menus, press pages monthly, regular website pop-ups, and all event listings and happenings
• Provide ad hoc copywriting support for website content
• Implement Google Ads strategy as necessary; Strategy, planning, budget, execution
• Execute push notifications or SMS text messages as necessary to support need periods and marketing initiatives across disciplines
• Measure and report
• Own Digital Insights for all partners and include relevant reporting in all Detail Reports
• Maintain monthly electronic tracker to evaluate email performance
• Share one-off recaps of digital performance per campaign or strategic initiative, sharing results, news, insights and more
• Manage, utilize and evaluate trackable links to all online/email campaigns
• Maintain an understanding of ROI, conversion and trackability as it pertains to digital marketing and driving revenue for partners

Skills

• Passion for the hospitality and restaurant industry is a must!
• Engross yourself in culture, food and travel, becoming an expert in its personalities, products and processes
• Achieve goals and KPIs associated with job responsibilities
• Maintain a nuanced understanding of digital, online and electronic strategies
• Keep up-to-date on current trends within the represented industries of the agency
• Work with colleagues to ensure resonant storytelling practices across marketing disciplines
• Develop a keen understanding of electronic communications, website management, the digital customer journey, overarching digital strategy and analytics/reporting
• Serve partners impeccably and look for opportunities to connect and maintain their brand
• Promote learning, influence choices and foster connections vis-à-vis digital channels
• Monetize the discipline on behalf of a business's bottom line, wherever possible
• Attend and participate in partner meetings
• Attend partner events and support partner relationships, as necessary
• Update and present partner marketing briefs
• Lead a given number of partner accounts as the primary account lead - including all account strategy
• Collaborate with Senior Leadership to determine digital initiatives and needs for upcoming initiatives on behalf of the Digital Team
• Trendspot, share updates and analyze the application of trends to partners and internal team regularly
• Conduct digital audits for partners quarterly and provide feedback regularly
• Conduct outreach to online blogs and listings to support need periods and campaigns
• Develop and own electronic communications strategy for partners
• Work with Leadership, Creative and Account Lead to determine schedule and cadence based upon past performance, profitability and best practices
• Maintain monthly calendar and plan content at least four weeks ahead of time
• Actively participate in brainstorming to assist Creative team with content creation for electronic communications
• Integrate timely trends into creative campaigns
• Maintain an understanding of audience behavior and segmentation to tailor communications appropriately
• Develop a welcome campaign and lapsed guest campaigns for all partners
• Frequent implementation, at least quarterly, of targeted campaigns per partner to target audience segments based on past performance/demographics/audience behavior
• Craft copy for all email communications, as outlined by best practices
• Implement and utilize e-blast templates to address one-off needs
• Facilitate data collection and list hygiene efforts to grow subscriber numbers, including maintenance and imports
• Conduct regular A/B testing, per partner strategies, to optimize performance—and integrate into performance reporting
• Optimize online listings and monitor partners' online profiles, including positioning, messaging and content, to maintain a consistent image across the digital landscape
• Review website traffic, user behavior, and conversion funnel to make recommendations for improvement
• Maintain guest-facing reservation platforms
• Conduct reputation management
• Develop standard scripts for all partners to inform tone, process and structure
• Respond to guest reviews weekly, with a 48 hour response rate
• Consult and provide recommendations for responding in critical or sensitive situations
• Track reputation scores and include in monthly reporting, identifying trends and guest sentiment
• Solicit positive reviews monthly to utilize across all marketing channels
• Maintain partner websites and facilitate content updates for writing, photos, navigation and usability
• Maintain digital menus, press pages monthly, regular website pop-ups, and all event listings and happenings
• Provide ad hoc copywriting support for website content
• Implement Google Ads strategy as necessary; Strategy, planning, budget, execution
• Execute push notifications or SMS text messages as necessary to support need periods and marketing initiatives across disciplines
• Measure and report
• Own Digital Insights for all partners and include relevant reporting in all Detail Reports
• Maintain monthly electronic tracker to evaluate email performance
• Share one-off recaps of digital performance per campaign or strategic initiative, sharing results, news, insights and more
• Manage, utilize and evaluate trackable links to all online/email campaigns
• Maintain an understanding of ROI, conversion and trackability as it pertains to digital marketing and driving revenue for partners
• Proficiency in website builders (Squarespace, Wordpress, etc.)
• Experience with Google Analytics
• Experience with Google Ads
• Experience with email clients (MailChimp, Constant Contact, etc.)

Company Overview