What are the responsibilities and job description for the Digital Media Buyer & Website Manager position at Fair Oaks Farms?
Position: Digital Media Buyer & Website Manager
Department: Marketing
Reports to: Vice President of Sales & Marketing
Type: Full-Time; Exempt
Position Summary: The Digital Media Buyer & Website Manager is responsible for developing, executing, and optimizing paid media strategies that drive visitation, occupancy, revenue, and brand awareness for the property. This role manages the annual digital advertising budget, executes media buys across multiple digital platforms, coordinates traditional media campaigns, and oversees website content management to support seasonal promotions, events, accommodations, dining, and entertainment offerings. The ideal candidate combines analytical media buying expertise with creative digital marketing skills and a strong understanding of hospitality and tourism marketing.
Duties & Responsibilities
Department: Marketing
Reports to: Vice President of Sales & Marketing
Type: Full-Time; Exempt
Position Summary: The Digital Media Buyer & Website Manager is responsible for developing, executing, and optimizing paid media strategies that drive visitation, occupancy, revenue, and brand awareness for the property. This role manages the annual digital advertising budget, executes media buys across multiple digital platforms, coordinates traditional media campaigns, and oversees website content management to support seasonal promotions, events, accommodations, dining, and entertainment offerings. The ideal candidate combines analytical media buying expertise with creative digital marketing skills and a strong understanding of hospitality and tourism marketing.
Duties & Responsibilities
- Develop and execute paid media campaigns across platforms including Google Ads, Meta (Facebook and Instagram), Viant, YouTube, display networks, and other emerging digital channels.
- Manage the annual digital advertising budget and allocate spending across key business segments, including hotel, attractions, dining, events, ecommerce, and seasonal promotions.
- Monitor campaign performance and optimize targeting, bidding strategies, creative assets, and audience segmentation to maximize return on ad spending (ROAS).
- Create media plans and forecast campaign performance based on business objectives and seasonal demand.
- Track, analysis, and report campaign metrics including impressions, clicks, conversions, cost-per-acquisition, occupancy impact, and revenue attribution.
- Collaborate with VP of Sales & Marketing as well as creative agency partners to ensure alignment between marketing initiatives and business goals.
- Stay current on digital advertising trends, platform updates, audience targeting capabilities, and hospitality marketing best practices.
- Coordinate radio advertising campaigns throughout the year to support special events, promotions, entertainment acts, seasonal offerings, and brand awareness initiatives.
- Assist with media scheduling, creative coordination, commercial trafficking, and campaign performance tracking.
- Work with media vendors and partners to negotiate placements and maximize campaign effectiveness.
- Manage and maintain the property's website to ensure accurate, timely, and engaging content.
- Build and update landing pages for seasonal activities, events, promotions, packages, and marketing campaigns.
- Coordinate website content updates across multiple business segments and departments.
- Optimize website pages for user experience, conversion performance, and SEO best practices.
- Monitor website analytics and recommend enhancements to improve engagement, traffic, and conversion rates.
- Ensure website content reflects current branding, messaging, promotions, and guest experiences.
- Manage the annual paid media budget and track expenditures against approved allocations.
- Provide regular reporting on campaign performance, budget utilization, website analytics, and marketing ROI.
- Report on Key Performance Indicators such as Return on Ad Spend (ROAS), CPAs, Occupancy and Visitation growth, website traffic and conversion rates, campaign engagement metrics and seasonal campaign performance.
- Develop recommendations for future media investments based on performance data and market trends.
- Maintain accurate records of media spending, invoices, and vendor contracts.
- Bachelor’s degree in marketing, Digital Marketing, Communications, Business, Hospitality, or related field.
- 3–5 years of experience in digital media buying, digital marketing, or advertising.
- Hands-on experience managing Google Ads, Meta Ads Manager, and programmatic advertising platforms.
- Experience managing advertising budgets and performance reporting.
- Proficiency with Google Analytics, Google Tag Manager, and website content management systems (CMS).
- Strong analytical, organizational, and project management skills.
- Excellent communication and collaboration abilities.
- Preferred Experience in hospitality, tourism, resort, casino, entertainment, or destination marketing.
- Preferred Experience with Viant, DSP platforms, geofencing, retargeting, and audience segmentation strategies.
- Knowledge of SEO, conversion rate optimization, and website UX best practices.
- Familiarity with radio, broadcast, and traditional media advertising.
- Experience with marketing automation and CRM platforms.
- Other duties as necessary.