Digital Marketing & Growth Lead - Madestays
About Madestays
Madestays is a boutique leader in luxury hospitality and property management. We curate and manage an exquisite portfolio of high-end homes for tenants seeking exceptional experiences. For property owners, we offer full-spectrum services: property management, interior design, renovation consultancy, and rental optimisation. Our mission is to elevate the standard of high-end short- and mid-term stays through a blend of hospitality excellence and smart design.
We now want to bring in a marketing leader who understands both the digital side and the hospitality mindset - to drive growth in guest bookings, attract new property owners, and strengthen our brand presence online.
Role Purpose
This is a hybrid growth & brand role. The ideal candidate is as comfortable with data, ads, SEO, and funnels as they are with crafting a luxury brand narrative. They’ll be instrumental in:
* Generating new leads (for guests and owners)
* Converting interest into bookings or partnerships
* Raising Madestays’ brand awareness in target markets
* Ensuring the brand’s voice, tone, and aesthetic are consistent across all touchpoints
They will sit at the intersection of marketing, operations, and leadership, collaborating closely with the founding team, product / property operations, design, and guest experience teams.
Key Responsibilities Strategy & Planning
Define and own the digital growth strategy (funnel-based) across both B2C (guests) and B2B (property owners).
Build annual and quarterly marketing plans, tie them to business goals (e.g. # of new properties onboarded, booking revenue, direct booking share vs OTA).
Conduct market research, competitive benchmarking, and audience segmentation to refine messaging, channels, and positioning.
Content, Creative & Brand
Produce or oversee high-quality, brand-aligned copy for the website, landing pages, emails, newsletters, promotional campaigns, pitch decks, and partner materials.
Work with or lead a creative resource (in-house or agency) for photos, video, motion design, property visuals.
Ensure consistency in brand messaging—tone, visuals, storytelling—across all channels.
Digital Acquisition & Paid Media
Plan, execute, and optimise paid media campaigns (Google Ads / YouTube, Meta / Instagram / Facebook, TikTok, display, remarketing).
Run A/B tests on creatives, copy, landing pages, and funnel flows to maximise return.
Monitor budget, cost per lead, CAC, ROAS, and other KPIs; make data-driven adjustments weekly or monthly.
SEO, Content & Organic Growth
Develop and execute both on‑page and off‑page SEO strategies (keyword research, site architecture, internal linking, backlinking, content clusters).
Create a long-term SEO roadmap (e.g. blog content, guides, location pages) to drive sustainable organic traffic.
Work with web development / operations to ensure site speed, mobile experience, schema markup, UX, technical SEO are all optimised.
Social Media & Community
Own social media accounts across relevant platforms (Instagram, TikTok, Facebook, LinkedIn, maybe Pinterest, etc.).
Build content calendar, schedule posts, engage with audience, manage community, respond to comments / DMs where appropriate.
Identify and partner with influencers, content creators, industry press, or collaborators to grow reach.
Analytics, Reporting & Optimisation
Implement and manage tracking (Google Analytics 4, Tag Manager, UTMs, conversion funnels) to measure performance.
Build dashboards and reports; present insights, trends, and actionable recommendations to leadership.
Regularly audit campaigns, channels, conversion rates, and user journeys to find optimization opportunities.
Cross-functional Collaboration
Work closely with operations / property / guest services to get content, promotions, property launches, guest stories, owner case studies.
Partner with interior design & renovations team to visually capture property transformations for marketing.
Coordinate with sales / BD team to align lead handoffs, landing pages, pitches for property owners.
If needed, oversee external agencies or freelancers (SEO, PPC, content, design) to ensure they deliver quality aligned with the brand.
Optional / Stretch Areas
Email / CRM / Marketing automation (segmenting guest vs owner flows, drip campaigns).
Affiliate / partnership marketing, strategic alliances (travel platforms, lifestyle publications).
Offline events, experiential marketing, or PR (press outreach, guest experiences, property launch events).
Requirements & Qualifications
Must‑have:
* Proven track record (ideally 3–7+ years) in digital marketing, especially in hospitality, real estate, travel, or luxury brands.
* Deep understanding of SEO, paid media, funnels, analytics, UX, and conversion optimisation.
* Excellent copywriting, storytelling, and communication skills (web, email, ad copy).
* Solid experience running Google / YouTube ads and social media ads (Meta, TikTok).
* Experience managing multi-channel marketing (organic + paid).
* Competence with photo/video editing tools (e.g. Adobe Photoshop, Premiere / After Effects, Lightroom) or ability to brief and manage creatives.
* Familiarity with web CMS (e.g. WordPress, Webflow) and understanding of technical web / SEO constraints.
* Strong sense of branding, aesthetics, and narrative.
* Analytical mindset, data-driven, able to interpret metrics and pivot strategies.
* Excellent project management skills, able to juggle multiple initiatives and deadlines.
* High attention to detail, proactive, take-ownership attitude.
Nice-to-have:
* Experience with hospitality / bookings / property platforms (Airbnb, VRBO, Cloudbeds, etc.).
* Experience with email automation / CRMs (e.g. HubSpot, ActiveCampaign, Mailchimp).
* Experience with partnerships, influencer marketing, or PR.
* Experience working with external agencies.
* Understanding of lifecycle / retention marketing (upselling, repeat stays).
* Experience in high-end / luxury brand marketing.
Seniority & Reporting, Team Structure
This role could be hired at Senior / Lead level, reporting directly to the CEO / Co‑founder (or Head of Growth / Ops).
Over time, the person may build a small team (e.g. content specialist, social media manager, performance marketer).
They will interface regularly with property operations, design, guest experience, and executive leadership.
Success Metrics & KPIs
You can set performance goals in alignment with business targets. Example KPIs might include:
Metric / Objective
Target / Goal
Timeframe
Number of new properties onboarded via owner leads
e.g. 10 per quarter
Quarterly
Booking revenue via direct channels
e.g. increase direct share from 30% → 50%
6–12 months
New guest bookings / conversions from marketing campaigns
e.g. X bookings / month via ads & organic
Quarterly
CAC (customer acquisition cost) for guests
Keep < target threshold
Ongoing
ROAS (return on ad spend)
≥ target (e.g. 4× or higher)
Monthly
Organic traffic increase (SEO)
e.g. +30% in 6–12 months
6–12 months
Social media growth & engagement
e.g. follower growth, engagement rate
Monthly
Email open / click / conversion rates
Benchmarks or better
Monthly
Website conversion rate / funnel improvements
incremental uplift
Ongoing
Ideal Candidate Persona
* A growth‑oriented marketer with both creative and analytical strengths.
* Has ‘been there, done that’ in at least one vertical with bookings, leads, or hospitality.
* Has an eye for luxury — understands that high-end guests and owners pay attention to detail, aesthetics, and brand cues.
* A self-starter who can roll up their sleeves: hands-on with campaigns, tools, content, and optimizations.
* Comfortable working in a fast-moving, possibly resource-constrained environment (i.e. startup / scale-up mindset).
* Collaborative yet decisive—able to align cross-functional teams and push execution forward.