Senior Director, Digital Marketing and E-Commerce

Date:  Oct 16, 2019
Property:  550 NEWPORT CTR (0003)

Newport Beach, CA, 92660

Division:  Resorts Corporate (Res_Corp)
Req ID:  30408

Position Summary:

Leads the e-commerce and digital marketing strategy and initiatives for Irvine Company Resorts Division. This role is responsible for developing digital capabilities and tactical execution to drive revenues to the portfolio. The role carries responsibility for all digital media purchasing and optimization through in-house resources and third party agency networks. Reporting to the Divisional President, the Senior Director will directly manage the digital marketing, email marketing and web content. She or he will be required to build specific relationships with discipline leads in Corporate Communications, Sales, Distribution, Revenue Management and preferred consulting organizations.

Job Duties:

  • Responsible for creation, execution and oversight of all digital marketing efforts for the division. This includes, SEM, SEO, Display, Retargeting, Travelzoo, Groupon, Expedia,, Tripadvisor, Yelp, Meta Search, 3rd party sites, and more. 

  • Lead the management and optimization of all websites to ensure appropriate content strategies are in place to drive revenues with an emphasis on direct bookings.

  • Develop all campaigns from creating strategy to execution directly, with all channel partners and the OTAs.

  • Remain continually aligned with properties to partner on demand generation tactics for particular need dates that arise. This includes setting strategies, goals, executing, and reporting results with an emphasis on R:E (Revenue to Expense ratio). 

  • Drive innovative strategies to enhance conversion rates across the portfolio web sites thru AI and other existing or emerging technologies. 

  • Monitor major campaigns and results daily,  quickly flexing based on performance. 

  • Oversee digital budget and key third party digital demand generation relationships, including meta sites.

  • Lead definition, execution, reporting, and optimization for all digital marketing, media buying / campaigns efforts and website development.

  • Define new digital demand generation opportunities specific to business needs based on market conditions and emerging opportunities.

  • Collaborate with Resorts business units to ensure that all paid campaigns deliver revenue goals.

  • Lead and manage email marketing efforts, to include production, deployment and reporting.

  • Ensure timely and effective updates and upgrades to web content.

  • In partnership with the Corporate Innovation Team identify new acquisition and engagement technologies, while maximizing emerging digital opportunities that drive revenue/conversion.

Job Duties Continued:

  • Develop and manage dashboards with KPI's aligned resort division goals. Communicate results to all key stakeholders through regular meetings and clear communications.

  • Develop all tracking and tagging for the campaigns to ensure campaigns are effectively executing. 

  • Continuously monitor campaign performance and quickly adjust as needed to enhance results.

  • Collaborate with creative managers to design ads that will maximize revenues and the Revenue to Expense ratio. 

  • Partner with Social Media & Public Relations leads to ensure brand communications and social engagement strategies are fully integrated across paid, owned, and earned media.

  • Partner closely with internal and external technology leaders to stay informed of platform wide strategies, technologies, and initiatives.

  • Develop and enhance digital platforms with new technologies and tools.

  • Create and execute all digital campaigns for the group and meeting segment.

  • Partner with external sourcing organizations for group segment to increase groups leads and conversion.

  • Continually update presence on booking engines for optimal performance across all segments, report results, and create new strategies to enhance revenues.

  • Provide training and brainstorming sessions with internal teams on campaigns, results, and trends. 

Working Relationships

Reporting to the Divisional President, the Senior Director oversees the Digital Marketing, Email Marketing and Web Content team. The Senior Director works in partnership with on property General Managers and Executive Committee teams to ensure alignment of objectives and strategies. Frequent collaboration with Revenue Management and Finance departments is critical to objective attainment. Relationship building and management of key partners and vendors is essential.

Minimum Qualifications / Other Expectations:

  • 4-year degree from an accredited university in Business Administration, Marketing, or related major. MBA desirable.

  • 8+years of relevant professional hospitality experience in digital marketing or related function, demonstrating progressive career growth and strong performance.

  • Agency account management experience

  • Reporting, Google analytics, HTML, Opera, Navis, Travelclick, Revenue Management, Cvent, Expedia, Google suite experience necessary. 

About Us:
Irvine Company is a privately held real estate investment company and master-planner committed to creating and sustaining communities that thrive for generations.

Irvine Company is respected for its master planning and environmental stewardship of the Irvine Ranch in Orange County, including diversified operations throughout coastal California. Irvine Company brings to life neighborhoods and sustainable communities with a full range of housing, jobs, retail centers, schools, parks and open space.

We take as much pride in our employee community as we do the communities we create. It’s an environment populated with talented and experienced people, a collaborative spirit and abundant opportunities.

Apply today to join our employee community, and learn more about Irvine Company, our legacy and our guiding principles.

Irvine Company is committed to providing equal opportunity in all of our employment practices, including selection, hiring, promotion, transfer, compensation, termination, and training, without regard to race, religion, color, sex, sexual orientation, gender, gender identity, national origin, ancestry, citizenship status, marital status, pregnancy, age, medical condition, genetic information, military and veteran status, disability, or any other basis protected by federal, state, and local law. Reasonable accommodation is available for qualified individuals with disabilities, upon request.

Nearest Major Market: Orange County
Nearest Secondary Market: Los Angeles

Job Segment: Manager, Retail Sales, Real Estate, MBA, Management, Retail, Sales