Director, Digital Marketing

SUMMARY 

The Director, Digital Marketing leads digital marketing strategy and performance across paid media, AEO/SEO, website experience, content strategy & distribution, email outreach and database growth, to drive measurable growth and engagement. This role oversees a small internal team and manages key agency and vendor relationships, ensuring best-in-class digital execution, measurement, and optimization in a privacy-first, AI-influenced landscape.

This position is accountable for planning and managing digital marketing budgets, guiding channel strategy, improving website and conversion performance, and leveraging data and reporting insights to continuously optimize marketing investments and results. The Director partners closely with cross-functional Marketing teams, including Social Media, Brand, Public Relations, as well as Destination Technology, Sales and Destination Stewardship/Civic Engagement teams to ensure alignment on platforms, performance goals and digital experience priorities.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Paid Media Strategy, In-House Buying & Budget Management

• Direct paid media strategy and provide strategic oversight of in-house digital media buying practices—including campaign structure, targeting, creative testing, and optimization—ensuring strong performance across channels (e.g., programmatic, Google Ads, paid social, streaming/CTV, audio, video).
• Lead full-funnel performance planning and management, establishing and managing KPIs (e.g., ROAS/ROI, CPA/CPL, conversion rate, engagement metrics, list growth, qualified traffic growth) to ensure digital marketing drives measurable outcomes.
• Leverage AI and automation to improve marketing efficiency, including campaign optimization, insight generation, and audience targeting improvements.
• Lead annual and campaign-level budget planning, pacing, forecasting, and performance reporting; ensure spending aligns with priorities and delivers measurable results.
• Oversee digital media fraud protection, traffic quality monitoring and invalid traffic prevention; ensure brand safety controls, placement exclusions, and transparency requirements; and evaluate vendor tools and processes to maintain high-quality, trustworthy acquisition and engagement.
• Establish paid media governance standards including naming conventions, audience strategy frameworks, UTM discipline, tagging, trafficking QA, and documentation.
• Oversee paid media partner/vendor relationships as needed, ensuring contract monitoring, accountability and performance.

Website Strategy, Optimization & Agency Management

• Own website strategy and optimization roadmap to improve user experience, conversion performance, and content discoverability.
• Manage website agency and vendor contracts and relationships, ensuring timely delivery, quality assurance, and alignment with brand and performance goals.
• Collaborate with internal stakeholders to prioritize website enhancements, landing page improvements, and digital user journey optimization.
• Ensure website is optimized for AI-driven discovery and visibility (structured data/schema, semantic search readiness, authoritative content architecture, and content freshness), in partnership with agency and internal stakeholders.
• Optimize opportunities for AI-assisted personalization and journey optimization, including content recommendations, segmentation-aligned landing pages, and conversion improvements.
• Ensure best practices related to web performance, accessibility (ADA/WCAG), mobile-first experiences, and search-friendly site structure.
• Establish processes for content updates and landing page governance to ensure accuracy, relevance, and performance.

• Lead and evolve AEO/SEO strategy to improve discoverability and visibility across traditional and AI-driven search experiences, including content optimization, technical collaboration, and performance monitoring.
• Establish a structured testing and experimentation roadmap (creative, landing pages, and user journeys) to continuously improve conversion and performance.

Content Strategy & Email Communications

• Oversee content strategy across blogs, landing pages, and email content, ensuring alignment with AEO/SEO best practices, campaign priorities, and conversion goals.
• Ensure content is optimized for discoverability and engagement, including performance-driven messaging and ongoing optimization.
• Promote a structured approach to content testing, iteration, and optimization based on performance insights.
• Champion AI-enabled workflows to accelerate content development and optimization (ideation, variant testing, SEO enhancement, and performance-driven content refreshes), while maintaining quality and brand voice standards.
• Establish and track KPIs for database growth, engagement, conversion, and deliverability health, leveraging acquisition, segmentation, personalization, and lifecycle content strategies.

Measurement, Reporting & Optimization

• Lead digital reporting cadence and performance insights using GA4 and Power BI dashboards with regular reconciliation with management and stakeholders.
• Partner with Marketing Technology and analytics stakeholders to define KPI frameworks, measurement approaches, dashboards and reporting requirements.
• Translate reporting into action through optimization recommendations, performance reviews, and strategic adjustments.
• Ensure digital campaigns and measurement practices align with evolving privacy and data governance standards.

Team Leadership & Cross-Functional Collaboration

• Collaborates with SVP Marketing on media mix, channel strategy, budget allocation, development of annual marketing plan and to execute the organization’s strategic plan.
• Works collaboratively with SVP Marketing and Finance to ensure fiscal controls, contract compliance, and budget tracking across digital vendors and tactics.
• Lead and develop a high-performing digital marketing team, including coaching, goal-setting and performance management.
• Partner with Marketing Technology to align platform enablement, data integrity, tracking requirements, and measurement frameworks.
• Coordinate with Brand/Creative teams to align messaging and creative strategy with performance goals and audience needs, leverage new and existing brand assets, and identify opportunities for new creative asset production, and ensures brand consistency across all digital channels.
• Collaborates across all departments to ensure consistency across digital campaigns and customer experiences in support of organizational goals.
• Stay up to date on new trends within digital advertising, marketing, tourism destination and hospitality.
• Represent DTPB in public forums to elevate community and industry stature through thought leadership and strategic presentations.

QUALIFICATIONS, EDUCATION, EXPERIENCE

• 8 years of digital media leadership experience required.
• Education (4-year degree) in business, marketing, advertising, communications, hospitality or similar preferred. Graduate degree a plus.
• Advertising agency or media company experience preferred.
• Demonstrated success managing and optimizing digital marketing budgets and performance KPIs.
• Strong understanding of in-house paid media buying best practices, campaign governance, and platform optimization.
• Proven experience leading AEO/SEO strategies and translating insights into measurable results.
• Experience overseeing website strategy, development coordination, and optimization.
• Demonstrated ability to apply AI tools and emerging best practices to improve digital marketing performance, content efficiency, and website/search competitiveness.
• Strong analytics proficiency with GA4 and experience interpreting and leveraging dashboards (PowerBI or comparable tools).
• Experience leading teams or managing direct reports, with strong organizational and leadership skills.
• Experienced in CRM/database management required.
• Team player with a positive collaborative attitude and exceptional interpersonal skills required.
• Knowledge of general advertising, marketing and creative principles required
• Experience in travel, tourism and hospitality industry
  a plus.
• Strong writing and public speaking skills are preferred.
• Proficient in MS Office suite of programs: Word, Excel, Outlook, PowerPoint
• Exceptional organizational and project management skills.
• Must be able to prioritize and multi-task to complete assignments on time.
• Self-motivated, self-starter, able to work independently.
• Must be a quick learner and be able to adapt to a changing environment.
• Must have the ability to identify problems and proactively implement reasonable solutions.
• Ability to travel on occasion, as needed.

EQUAL EMPLOYMENT OPPORTUNITY

DISCOVER THE PALM BEACHES is an Equal Opportunity Employer that does not discriminate based on actual or perceived race, creed, color, religion, alienage or national origin, ancestry, citizenship status, age, disability or handicap, sex, marital status, veteran status, sexual orientation, arrest record, or any other characteristic protected by applicable federal, state, or local laws. Our management team is dedicated to this policy with respect to recruitment, hiring, placement, promotion, transfer, training, compensation, benefits, employee activities and general treatment during employment. 

WORK ENVIRONMENT

Working conditions are normal for an office environment.  The position may require periodic weekend and/or evening work and some business travel.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 

OTHER INFORMATION

This position description is meant to describe the general nature and level of work to be performed; it is not intended to be construed as an exhaustive list of all responsibilities, duties and skills required for the position.