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Experience:

5 years required

Skills:

Social Media Management, Google Analytics, Automation, Google Ads, SEO, SEM, English

Job type:

Full-time

• Tiered Portfolio Ownership: Run a hybrid operating model - full hands-on ownership of Bangkok LIFE as the flagship growth account; strategic direction, oversight and quality control for the other LIFE and VIVID brands (Layan Life, Anantara Wellness, Vivid) whose property teams execute; and limited, on-demand advisory for remaining units (e.g., AVANI Well).
• Revenue Growth Execution: Lead marketing that maximises top-line revenue and positions wellness as a high-margin business driver, holding the flagship account to explic ...
• Dual-Volume Strategy: Balance long-stay medical/healing demand with short-stay "gateway" wellness seekers to sustain consistent occupancy and yield.
• Wellness Guest Mix: Grow the share of dedicated wellness guests versus standard leisure stays through targeted digital acquisition.
• Capture Rate & Internal Conversion: Equip property teams with conversion-focused digital collateral and pre-arrival campaigns that turn leisure guests into active wellness consumers.
• CRM & Lifetime Value: Own the CRM to track conversion, analyse customer lifetime value (CLV) and lift repeat-guest ratios through personalised nurturing.
• Digital Performance & Data-Driven Acquisition.
• Central Performance Authority: Hold central ownership of the portfolio's digital performance standards - SEO, CRO, CRM and analytics - executing directly for the flagship and defining the frameworks, benchmarks and optimisation standards that property teams apply elsewhere.
• Search Engine Optimization (SEO): Own technical and on-page SEO for high-intent "Healing/Wellness" keywords, prioritising landing-page quality and bounce-rate reduction.
• Conversion Rate Optimization (CRO): Continuously test and improve conversion rates and mobile UX against company benchmarks, using structured experimentation and on-page behaviour analysis.
• Direct-to-Consumer (DTC) Strategy: Drive traffic to owned channels - the Minor Hotels App and brand sites - to grow direct, lower-cost revenue.
• Search Engine Marketing (SEM): Run Google Ads with a strict focus on Return on Ad Spend (ROAS) for high-margin treatments and packages.
• Social Media Management (SMM): Direct paid and organic social to build awareness and deepen engagement on wellness package pages.
• Brand Integrity & Innovation.
• Content Governance & Brand Consistency: Hold central authority over content standards and brand consistency across the portfolio, setting the guardrails and approval frameworks that property teams work within to protect a single, coherent brand voice.
• Scientific & Clinical Integrity: Ensure all content reflects "Integrative Wellness" and "Longevity" standards, with full compliance to evidence-based protocols.
• Collateral Development: Direct the in-house Graphic Designer, site coordinators and AI tools to maintain a high-quality, on-brand library of digital and print assets.
• Market Intelligence: Track market and competitor trends to time revenue-focused promotions during low-occupancy periods and protect therapist productivity.
• PR & Strategic Collaborations.
• Thought Leadership: Support the Commercial Director in coordinating the global PR agenda to position mSpa as a wellness and longevity leader.
• Influencer & Brand Alliances: Identify and shortlist influencers and luxury brand partners for the Commercial Director's review.
• Media Relations: Help maintain relationships with key hospitality and wellness media, coordinating responses with the Commercial Director.
• Content & Channel Management.
• Content & Editorial Calendar: Own the cross-portfolio content and editorial calendar - producing for the flagship and setting the templates and standards that property teams build on.
• Social Content & Engagement: Plan, schedule and run organic social and community engagement for Bangkok LIFE, and govern standards for other units, using a social management tool (e.g., Sprout Social).
• Website Content & Marketing Automation: Create and publish brand.com content and run monthly EDMs in-house for the brands under direct ownership, with performance reporting.
• Tiered Creative Support: Provide full creative and copy production for Bangkok LIFE, quality-controlled templates and guardrails for LIFE/VIVID teams, and limited on-demand support to other units - directing rather than servicing established teams.
• Note: Accountabilities 4 (PR & Strategic Collaborations) and 5 (Content & Channel Management), shown in italics, are held on an interim basis to maintain lean operations. PR duties are intended to transition to a dedicated PR Manager, and content duties to a dedicated Content / Social Media Manager, should the portfolio scale or these requirements expand. Until then, content and creative output is delivered by directing the in-house graphic designer, supporting unit teams and using AI-assisted tools.
• Required Skills.
• Highly data-driven, able to own digital performance end to end and convert analytics into revenue and conversion gains.
• Core digital tools (must-have): Google Analytics 4 (GA4), Google Search Console and Google Ads.
• Familiarity across the wider stack, with depth in several: an SEO suite (SEMrush, Ahrefs or equivalent) and technical-audit tooling (e.g., Screaming Frog); reporting and visualisation (Looker Studio or equivalent); and paid social (Meta Ads Manager).
• Working command of content and channel tools (to direct, not personally produce, output): a social management/scheduling platform (Sprout Social, Hootsuite or equivalent), marketing automation/EDM tools (Mailchimp, GetResponse or equivalent) and design tools for quick turnarounds (Canva; basic Adobe Creative Suite an advantage).
• Able to operate a tiered portfolio model - executing hands-on for a flagship account while governing standards and quality for teams that run their own execution.
• Comfortable briefing an in-house designer and using AI tools to generate and refine copy and visuals; excellent command of written and spoken English.
• Bachelor's degree in Marketing, Communications, or Hospitality.
• At least 7+ years of senior marketing experience - including direct ownership of digital performance and revenue targets - ideally within luxury hospitality or wellness-oriented resorts.
• Additional personal attributes including; skills, qualities or behaviors.
• Entrepreneurial, data-led mindset that thrives on driving results in a fast-paced, publicly listed environment (the "Minor" fit).
• T-shaped" marketer - deep in digital performance, broad across content and social.
• Comfortable operating differentiated levels of involvement across a portfolio without diluting central authority.
• Able to orchestrate designers, AI tools and property teams to deliver output without producing every asset personally.
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