About the Role
As Lead Marketing Strategist, you will own the strategic marketing direction for tourism-focused products and campaigns (e.g., destination marketing, tours/experiences, hospitality offerings, and travel packages). You’ll translate market and customer insights into high-impact strategies, build multi-channel go-to-market plans, and lead cross-Key Responsibilities
· Strategy & Planning
o Develop and maintain the tourism marketing strategy, including segmentation, positioning, and value propositions for key audiences (domestic and international travelers, families, luxury seekers, adventure travelers, etc.).
o Build annual and quarterly marketing plans tied to business goals (occupancy, bookings, lead volume, revenue, retention).
o Identify growth opportunities using customer, competitor, channel, and trend analysis.
· Campaign Leadership
o Lead end-to-end strategy for integrated marketing campaigns across channels such as digital (SEO/SEM, paid media, social), email/CRM, partnerships, PR, and offline/experiential marketing.
o Establish campaign frameworks: messaging, creative direction, funnel mapping, targeting, budget allocation, and success metrics.
o Collaborate with creative, content, and marketing ops to ensure campaigns are executed consistently and effectively.
· Market & Audience Insights
o Own audience research and insights—leveraging analytics, survey data, booking behavior, and market intelligence.
o Monitor evolving travel trends, seasonality, events, and competitor activity; update strategy accordingly.
· Channel & Performance Management
o Define channel strategy and optimization approach based on performance and efficiency (CAC/CPA, ROAS, conversion rates, lifetime value).
o Partner with analytics/marketing ops to ensure accurate tracking, dashboards, and attribution models.
o Continuously test and optimize targeting, landing pages, offers, and creatives (A/B testing, experimentation roadmaps).
· Partnerships & Stakeholder Management
o Build and manage relationships with tourism partners (DMOs, airlines, OTAs, tour operators, hotels, attractions, influencers/creators, media outlets).
o Negotiate co-marketing opportunities and ensure alignment on goals and deliverables.
o Provide strategic direction to partners to improve campaign outcomes.
· Team Leadership
o Lead and mentor marketing strategists, campaign managers, or analysts (directly or through matrix reporting).
o Coordinate with cross-functional teams (product, sales, customer experience, revenue management, operations).
o Provide clear recommendations and documentation to support decision-making.
Qualifications (Preferred)
· Experience: 7+ years in marketing strategy and/or growth roles, with at least 2+ years leading strategy for multi-channel campaigns.
· Tourism Exposure: Familiarity with tourism/destination marketing, hospitality, travel industry dynamics, or travel-related consumer behavior.
· Strategy Skills: Strong ability to translate insights into actionable plans and measurable outcomes.
· Analytics Proficiency: Experience interpreting performance data; comfort with KPIs, funnel metrics, experimentation, and marketing attribution concepts.
· Tools: Working knowledge of analytics and marketing platforms (e.g., GA4, Google Ads, Meta/TikTok Ads, CRM/email platforms, marketing automation).
· Communication: Excellent written and verbal communication skills; able to present strategy to executives and partners.
· Creative/Execution Collaboration: Ability to partner effectively with content/creative teams and maintain message consistency across channels.
Skills & Competencies
· Strategic thinking and business acumen
· Customer-centric mindset
· Strong project and stakeholder management
· Data-informed decision-making
· Creative problem-solving (testing, iteration, optimization)
· Leadership, influence, and collaboration
· Understanding of travel seasonality and traveler journeys
Optional Add-Ons (Customize for Your Organization)
· Responsibilities for SEO/SEM ownership
· Ownership of international markets and language/localization strategy
· Revenue management alignment (pricing/seasonality)
· Influencer/creator strategy and campaign brief ownership
· PR/earned media planning and media relations leadership
