Luxury Boutique Hotels – Miami Beach & Charlotte

Remote | Revenue Performance Focus

Role Context

Revenue management and pricing are already handled by RevROC.

The core challenge is not pricing strategy — it is the absence of a structured digital demand and conversion engine.

Current environment:

• Miami property ~85% OTA dependency

• Charlotte property ~50% OTA / direct mix

• Limited digital marketing execution

• Weak SEO foundation

• Minimal social impact on revenue

• No structured booking conversion optimization

• No clear ownership of digital performance

This role consolidates the highest ROI digital levers under one accountable operator.
The objective is efficiency, profitability, and direct revenue growth — not building a large marketing team.

Primary Objective

Increase direct bookings, improve booking conversion, and reduce OTA dependency through focused digital performance execution.

This is a revenue performance role — not a branding or content marketing position.

Priority will be given to initiatives ranked by speed-to-impact and revenue efficiency.

Core Focus Areas (Ranked by Revenue Impact)

1. Booking Engine Conversion Optimization (Highest Immediate ROI)

• Full funnel analysis using GA4 and tracking tools

• Identify conversion friction points

• Improve booking conversion rates (target ~15–25%)

• Optimize mobile UX and booking flows

• Implement A/B testing and abandonment retargeting

• Ensure clean tracking infrastructure

2. Google Hotel Ads & Brand Search Protection

• Launch and optimize Google Hotel Ads

• Manage brand keyword defense strategy

• Optimize metasearch bidding approach

• Monitor rate parity issues

• Improve ROAS while protecting margins vs OTA commissions

3. Direct Incentives & Lifecycle Email Automation

• Post-stay bounceback campaigns

• Guest segmentation strategies

• Automated lifecycle flows

• Email capture optimization

• Repeat guest revenue growth

4. Foundational Technical SEO (No Heavy Content Strategy)

• Technical SEO audits

• On-page optimization

• Page speed improvements

• Schema implementation

• Location-based keyword optimization

Content-heavy marketing is not a priority.

5. Social Media (Supportive Only)

Social presence supports brand perception but is not a primary revenue driver.
Effort here should remain lightweight and ROI-conscious.

Required Core Expertise

Candidates must demonstrate strong working expertise in:

• Google Hotel Ads and hospitality metasearch

• Paid search focused on high-intent traffic

• Booking engine conversion optimization

• GA4 tracking and funnel analysis

• Email automation / CRM lifecycle marketing

• OTA channel economics and distribution strategy

• Technical SEO fundamentals

They should be able to speak confidently about:

• Cost per booking vs OTA commission

• Conversion rate benchmarks in hospitality

• Metasearch bid strategy

• Funnel drop-off analysis

What This Role Is NOT

To maintain efficiency and ROI focus, this role is not intended to build or manage:

• A social media department

• Influencer marketing programs

• Content marketing teams

• Additional revenue pricing functions

The emphasis is execution on high-impact digital revenue levers.

Success Metrics (6–9 Months)

• Increase in direct booking share

• Reduction in OTA dependency (particularly Miami)

• 15–25% booking conversion improvement

• Improved cost per booking vs OTA commission

• Positive ROAS trends on paid acquisition

• Clear attribution reporting via GA4

• Measurable margin and NOI improvement

Ideal Candidate Profile

• 5+ years in hospitality digital performance or distribution

• Experience with boutique or luxury hotels preferred

• Highly analytical, performance-driven mindset

• Hands-on operator comfortable owning execution end-to-end

• Comfortable working directly with ownership

• Strong commercial orientation and accountability

Compensation Strcture

• Base salary (based on experience and geography)

• Performance bonus tied to measurable NOI growth

• Long-term opportunity tied to asset performance