Digital Marketing Executive

The Digital Marketing Executive will oversee the accuracy, performance, and visibility of Serena Hotels Pakistan’s digital presence across all ten properties. This role encompasses management of hotel websites, booking engines, online travel agency (OTA) listings, and social media channels. The executive will ensure these platforms meet luxury hospitality standards through regular audits and maintenance. They will implement analytics to track guest engagement, enhance search visibility using both traditional and AI-driven methods, and translate competitor and performance data into actionable strategies. Ultimately, this position aims to increase digital reach, enquiries, and direct bookings.

Key Responsibilities

Website Management: Conduct regular audits of all Serena hotel websites in Pakistan to identify and resolve errors, content gaps, and user experience issues. Maintain and update website content related to rooms, dining, spa, events, and offers through the content management system, coordinating technical changes with web developers or vendors. Monitor site quality, including mobile responsiveness, page speed, broken links, and enquiry forms. Recommend and implement approved improvements to enhance structure, user experience, and conversion rates. Maintain a detailed change log documenting all updates and their outcomes.

Booking Engines and OTA Listings: Audit booking engines for accuracy and completeness, collaborating with relevant teams to address issues. Review OTA listings to resolve content discrepancies in partnership with Sales and Revenue departments. Perform regular consistency checks across websites, booking engines, and OTAs to ensure uniform information.

Search, Content, and Discoverability: Lead search engine optimization (SEO) efforts, including technical audits, on-page optimization, and keyword research. Enhance visibility in AI-driven search through Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). Develop and manage a website blog or editorial section, producing content aligned with guest interests and search behavior, subject to approval. Support property teams in maintaining accurate and consistent online business listings.

Analytics and Reporting: Implement and maintain Google Analytics 4, Google Tag Manager, and Google Search Console across all websites, tracking events, conversions, and leads such as enquiries and booking clicks. Monitor social media and campaign performance using platform analytics. Produce monthly digital performance reports and maintain a dashboard with insights and recommendations.

Social Media and Competitor Analysis: Review Serena’s social media accounts for presentation, content quality, and consistency, recommending improvements. Conduct competitor analysis of websites and social channels to identify opportunities. Identify content suitable for paid promotion.

Paid Digital Campaigns: Assist in planning, setting up, and optimizing paid campaigns on Google Ads, Meta (Facebook and Instagram), and YouTube, including audience research and competitor analysis. Report on campaign spend and effectiveness against objectives.

Standards, Compliance, and Collaboration: Ensure all digital content adheres to Serena’s brand standards, social media policies, and content approval procedures. Uphold data privacy, consent, and website security best practices in collaboration with IT and vendors. Work closely with corporate Marketing and Communications, property marketing and sales teams, and Sales and Revenue to keep digital channels current. Present findings and recommendations to management as needed. Research digital best practices in luxury hospitality and propose improvements or pilot projects.

All significant changes to website structure, content, campaigns, paid media spend, or vendor engagement require prior approval from the Chief Marketing and Communications Officer (CMCO). Routine content updates may be made within agreed procedures and recorded in the change log.

Required Qualifications

- Bachelor’s degree in Digital Media, Marketing, Media and Communication Studies, or a related field.
- 1 to 3 years of practical experience in digital marketing, website management, or digital analytics, including internships or agency work.
- Proficiency in website and CMS management, especially WordPress; familiarity with Wix, Shopify, or similar platforms is a plus.
- Experience with analytics tools such as Google Analytics 4, Google Tag Manager, Google Search Console, and social media platform analytics.
- Knowledge of SEO tools like Ahrefs, Semrush, Rank Math, or Yoast, and understanding of AEO and GEO.
- Competence in managing paid media campaigns on Google Ads, Meta Ads, and YouTube Ads.
- Strong written English skills and working knowledge of Urdu.
- Ability to present findings clearly to senior management.

Preferred Qualifications and Attributes

Experience in hospitality, travel, or luxury brands is highly desirable. Familiarity with hotel booking engines and OTA extranets is a plus. The ideal candidate is analytical, detail-oriented, curious, proactive, and collaborative. They work well within approval processes, welcome feedback, and handle confidential information discreetly.

Application Deadline: 16 November 2026