Sr Manager Digital Marketing

[Job Summary]

The Senior Manager of Digital Marketing will lead digital initiatives for the Japan and Korea markets, with Japan as the primary focus (approx. 90%). This role will evolve our current branding-focused team (SNS, Web production) into a performance-driven digital organization that drives lead generation, online sales support, and measurable business growth.

Responsibilities include reputation management, supporting online sales activities, and collaborating closely with Sales, Call Center, Hawaii teams, and the corporate office in Orlando, Florida.

The role reports to the VP Marketing Asia and is expected to embody Hilton Values: Hospitality, Integrity, Leadership, Teamwork, Ownership, and Now.

[Essential Job Functions]

■ Digital Strategy Development & Exec

• Develop and execute digital marketing strategies for Japan (primary) and Korea (secondary).
• Shift the organization from branding-focused activities to performance-driven marketing.
• Define and manage annual KPIs (lead volume, tours, sales conversion rate, CPA, ROAS, etc.).
• Integrate digital initiatives with existing offline sales models.

■ Lead Generation & Nurturing

• Plan, execute, and optimize digital advertising (Google, Meta, LINE, YouTube).
• Drive SEO, landing page optimization, and content marketing.
• Collaborate with SNS and content teams to build effective acquisition funnels.
• Utilize MA/CRM tools for nurturing (email, LINE, segmentation).
• Plan and execute webinars and online information sessions.

■ Reputation Management

• Monitor reviews across Google, SNS, and online forums.
• Develop and execute response strategies for negative reviews.
• Collaborate with corporate teams on brand protection and crisis communication.
• Extract customer insights and propose improvements.

■ Online Sales Support

• Support online sales presentations and virtual tours conducted by the Sales team.
• Optimize digital sales materials, landing pages, and video content.
• Analyze funnel performance to improve lead quality.
• Coordinate with the Call Center to strengthen lead follow-up.

■ Data Analysis & Optimization

• Analyze the full funnel from lead acquisition to conversion.
• Identify insights related to affluent travelers, Hawaii enthusiasts, and family-oriented customers.
• Use BI tools and GA4 to visualize performance and propose improvements.

■ Team & Partner Management

• Manage existing team members (SNS, Web production).
• Direct external partners (agencies, production vendors, CRM providers).
• Enhance team capabilities and promote digital culture.

■ Cross-Functional Collaboration

• Work closely with Sales, Call Center, and Hawaii teams.
• Communicate with corporate teams in Orlando, Florida.
• Report to VP Marketing Asia.
• Support campaigns, events, and information sessions

[Knowledge, Skills, and Abilities:]

To fulfill this role successfully, the individual should possess the following qualifications, knowledge, skills, abilities, and experience:

• 7+ years of experience in digital marketing
• Experience in lead-generation marketing (real estate, travel, finance, SaaS, or other high-value products)
• Knowledge of advertising, SEO, landing page optimization, CRM
• Team management experience
• Business-level English communication
• Data-driven decision-making experience

In addition, the following qualifications, knowledge, skills, abilities, and experience are preferred:

• Experience in real estate, travel, or affluent customer segments
• Experience transforming offline businesses into digital-driven models
• Experience with MA tools (HubSpot, Marketo, Salesforce Marketing Cloud)
• Knowledge of the Korean market
• Experience working with global teams
• Experience in reputation management

Ideal Candidate Profile

• Able to build and scale new digital capabilities
• Comfortable working closely with Sales and owning revenue-related KPIs
• Strong understanding of customer psychology (travel, Hawaii, family, lifestyle investment)
• Agile, adaptable, and energized by change
• Strong leadership across diverse skill sets
• Embodies Hilton Values in daily work and decision-making