Company Description

About Westgate Resorts

Westgate Resorts provides a diverse range of vacation experiences. From sandy beaches on the Atlantic Ocean to snow-covered Utah mountains, families can affordably experience the country's most desirable vacation destinations. A world leader in the timeshare and hospitality industry, Westgate has resorts in Florida, Tennessee, South Carolina, Missouri, Utah, Nevada, and Arizona. Westgate meets every vacation expectation, for every family, for every budget. As we continue growing, we will continue offering the best and most-affordable vacation options out there!

Job Description

Reporting to the Director of Digital Advertising, the Paid Social Media Advertising Specialist executes digital and traditional paid marketing strategies for Westgate Resorts primarily on social media channels, as well as supports the marketing strategies of all departments and venues. This works closely with Resort Marketing, Revenue, Inventory, Hotel Rental, Timeshare Specialty Marketing, and Groups/Marketing Departments.

To perform this job successfully, an individual must be able to perform each essential duties and responsibilities satisfactorily. Additionally, the person must possess and adhere to the following core company values:

• Integrity
• Passion
• Work Ethic

Essential Duties and Responsibilities:

• Collaborate with the Director of Marketing to execute the annual marketing plan and strategy in the following areas:

• Executes the implementation of online marketing goals to ensure a share of the market and profitability of products and/or services.
• Collaborates with Paid Media Manager to develop and execute the best Paid social ad strategies.
• Assists with developing and executing a/b tests for ad copy, bid strategies, keywords, audience segments, and images.
• Manages existing advertising campaigns and participates in new campaign launches.
• Provides creative recommendations for ad copy, image, and landing page assets.
• Works closely with graphic artists, writers, and web developers in the design and usability of all paid social creative assets, including ad units for display, video, discovery, and emerging ad units in Facebook, Instagram, TikTok and other media outlets.
• Researches, analyzes, and monitors financial, technological, and demographic factors in order to capitalize on market opportunities and minimize the effects of competitive activity.
• Communicates with outside advertising agencies on ongoing Web-based campaigns.
• Develops and recommends to Senior Management online commerce strategies for the organization which will result in the greatest share of the market over the long run.
• Achieves satisfactory profit/loss ratio and share of market performance in relation to pre-set standards and to general and specific trends within the industry and the economy.
• Keeps current on industry trends and testing opportunities.
• Measures impact and effectiveness of campaigns by reporting on key performance indicators (conversions, conversion rate, revenue, CTR, cost per conversion, ROI, etc.).
• Helps to identify trends and insights to optimize and maximize ROI.
• Aids with communication of performance and test results.
• Tests/experiments with Ad models (tCPA, ROAS, etc.) in order to achieve better ROI on campaigns.
• Launches projects to support the Paid Social / Paid Advertising side of the business and follows through with brand teams and website teams to ensure project completion.
• Functions as the main host account management contact with Facebook, Instagram, TikTok (and others) (for direct advertising products).
• Attends online conferences and seminars.
• Other duties as assigned.

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Familiarity and thorough understanding of paid advertising bidding models, attribution models, campaign strategies, and concepts.
• Complete and thorough understanding of Facebook Ads, Instagram Ads, TikTok Ads, Reddit Advertising, LinkedIn Advertising, YouTube video advertising, and other B2C / B2B Paid Social Media platforms, including audience development, account setup, ad creation, content network, customer match types, impression share, exclusion lists, conversion rates, goal set up, extensions setup, competitor insights, etc.
• Ability to strategically manage A/B and multivariate testing.
• Understanding of content optimization
• Complete and thorough understanding of paid social/display/video remarketing.
• Complete and thorough understanding of Facebook Ads Manager and Social Media Marketing platforms.
• Up-to-date knowledge of best practices, strategies, and latest developments in paid search
• Advertising spend management.
• Analysis, reporting, and forecasting of media campaigns.
• Strong analytical ability
• Attention to detail, especially numbers.
• Exceptional communication skills, both written and verbal
• Curiosity and desire to experiment.
• Experience with paid social ads (for hotels) a plus
• Experience with Facebook Dynamic Ads (for hotels) a plus
• Ability to learn quickly.
• Affinity toward teamwork
• Drive to take initiative.
• Desire to help others succeed.

EDUCATION and/or EXPERIENCE

4-year degree from an accredited institution in Marketing or equivalent discipline OR appropriate combination of experience and education

Paid media experience with implementing and managing campaigns in Google AdWords and Bing (remarketing search, display)

Skills/Knowledge:

• Facebook Ads Manager / Facebook Business Suite
• Tactical hands-on knowledge or familiarity of hotel marketing on social media advertising channels such as Facebook, Instagram, TikTok, Pinterest, other social ads, online distribution, retargeting/recapture mechanisms on social media, and META travel ads.
• Account management experience or Client Success Management experience specifically for hotels/resorts/META sites/OTAs
• Basic attribution model knowledge and analytics skills in order to model and determine ROAS, CPAs and other advertising return metrics.
• Basic copywriting, headlining skills.
• Proficient in MS Office Suite (Word / Excel / PowerPoint etc.)

Additional Information

Why Westgate?

• Comprehensive health benefits - medical, dental, and vision
• Paid Time Off (PTO) - vacation, sick, and personal
• Paid Holidays
• 401K with generous company match
• Get access to your pay as you need it with our Daily Pay benefit
• Family benefits including pregnancy, and parental leave and adoption assistance
• Wellness Programs
• Flexible Spending Accounts
• Tuition Assistance
• Military Leave
• Employee Assistance Program (EAP)
• Life, Disability, Accident, Critical Illness & Hospital Insurance
• Pet Insurance
• Exclusive discounts for Team Members (i.e., hotels, cruise, resorts, restaurants, entertainment, etc.)
• Advancement & development opportunities
• Community Involvement Programs
• Westgate Resorts is an Equal Employment Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status, or any other protected status under federal, state, or local law. If you have a disability and believe you need a reasonable accommodation in order to complete your application or any part of the recruiting process, please email WGAccommodations@wgresorts.com with the job title and the location of the position for which you are applying.