Digital Marketing Manager

The Digital Manager is responsible for overseeing, maintaining, and evolving all digital ecosystems for SKYLAKE Adventures. This role leads website management and design, setup and ongoing optimization of the webstore, and ensures seamless system integrations—specifically with the Roller ticketing platform. The Digital Manager also owns the SKYLAKE CRM program, ensuring data integrity, audience segmentation, and digital communication effectiveness. The role includes regular digital research to inform strategic decisions, improve user experiences, benchmark against competitors, and identify emerging technologies or opportunities. Coordination with external partners, including the media agency, is essential for supporting digital marketing initiatives and advancing the organization’s digital capabilities.

Key Responsibilities

Website Management & Design

• Oversee daily management of the company website, ensuring content accuracy, functionality, accessibility, and an excellent user experience.
• Lead web design updates, page builds, UI/UX improvements, and site performance optimization.
• Manage website analytics and reporting on traffic, conversions, SEO performance, and user behavior.
• Implement best practices for mobile responsiveness and site security.

Webstore Setup & Management

• Lead the setup, design, launch, and ongoing optimization of SKYLAKE's webstore.
• Maintain product listings, merchandising, categories, pricing, and promotions.
• Ensure seamless integration between the webstore and Roller ticketing system.
• Monitor transactions, troubleshoot issues, and work with vendors to resolve technical concerns.
• Develop processes for order flow, reporting, and customer communication.

CRM Management

• Oversee CRM platform configuration, segmentation, automations, and ongoing data hygiene.
• Build and manage customer journeys, lifecycle campaigns, and automated workflows.
• Collaborate with cross-functional teams to ensure CRM insights drive operational and marketing decisions.
• Maintain compliance with data privacy regulations and consent tracking.

Digital Marketing & Media Coordination

• Collaborate with the media agency to support paid media campaigns, tracking, optimization, and digital reporting.
• Ensure tracking pixels, UTM parameters, event tracking, and attribution models are properly implemented.
• Support digital campaign landing pages, creative asset development, and performance analysis.
• Align digital initiatives with broader brand and marketing strategies.

Research & Insights

• Monitor updates and new features within Roller, CMS platforms, CRM systems, and digital tools to recommend enhancements.
• Perform A/B testing on website, webstore, and CRM workflows to validate improvements.
• Compile insights into regular reports that guide leadership decisions, improve user experience, and enhance revenue-generating digital initiatives.
• Track guest behavior, sentiment, and online feedback for continuous optimization.
• Conduct research projects (qualitative and quantitative) to support marketing, brand, guest experience, pricing, or product initiatives.
• Synthesize research into actionable recommendations for leadership.
• Identify market trends, competitor activity, and consumer behavior insights to guide strategy.

Technical Oversight & Vendor Coordination

• Serve as the primary liaison between internal teams and external tech vendors.
• Oversee hosting, domains, platform updates, permissions, and system integrations.
• Evaluate new digital tools, platforms, and plugins for potential adoption.

Cross-Functional Collaboration

• Work with marketing, operations, guest services, and leadership to align digital tools and experiences with organizational goals.
• Provide training, documentation, and support for staff using digital platforms.
• Ensure digital systems support operational needs, ticketing processes, and customer service workflows.

Qualifications

• Bachelor’s degree in Digital Marketing, Web Development, Communications, or related field (or equivalent experience).
• 3–5 years of experience in digital management, website development, or eCommerce.
• Experience with CMS platforms (e.g., WordPress, Webflow).
• Familiarity with Roller or similar ticketing/eCommerce systems strongly preferred.
• Proficiency with CRM tools (HubSpot, Salesforce, ActiveCampaign, etc.).
• Strong knowledge of UX/UI, SEO, analytics, and site performance optimization.
• Strong analytical and research capabilities, including competitive analysis and data interpretation.
• Experience collaborating with media agencies and technical vendor partners.
• Ability to manage multiple projects, troubleshoot issues, and work cross-functionally.

Core Competencies

• Strategic thinker with an analytical mindset.
• Strong research and insight development skills.
• Excellent communication and vendor management.
• Technical problem-solving abilities.
• User-focused design and optimization mindset.
• Highly organized and comfortable managing multiple digital platforms.