About the Role

We are seeking a hands-on, revenue-focused commercial leader to take full ownership of performance marketing, direct booking optimization, and commercial revenue growth for two luxury boutique hotels:

• The Marlin Hotel – Miami Beach

• The Ivey’s Hotel – Uptown Charlotte (Forbes-rated luxury property)

This is not a branding advisory position. This role replaces passive vendor oversight with proactive, measurable, performance-driven execution.

The mandate is clear: increase NOI and enterprise value through disciplined commercial strategy and digital revenue optimization.

Primary Objective

Deliver measurable revenue growth and profitability improvement within 6–9 months by:

• Increasing direct booking share

• Improving ADR and revenue yield

• Reducing OTA dependency while protecting occupancy

• Executing structured SEO and paid acquisition strategies

• Providing clear financial visibility to ownership

Key Responsibilities

1. Commercial Strategy & Revenue Alignment

• Partner closely with revenue management to align pricing and demand generation

• Improve ADR through coordinated pricing + marketing strategy

• Monitor booking pace and demand windows

• Reduce OTA reliance while maintaining occupancy

• Ensure rate parity monitoring across channels

• Identify incremental revenue opportunities across rooms, events, and F&B

2. Direct Booking & Distribution Optimization

• Increase direct booking mix (target: +8–12%)

• Optimize booking engine performance (TravelClick)

• Improve website conversion rate

• Manage OTA distribution mix strategically

• Oversee OTA metasearch platforms (Google Hotel Ads, TripAdvisor, etc.)

3. SEO Strategy & Execution

• Conduct full technical SEO audit

• Implement on-page SEO optimization

• Develop luxury/boutique keyword strategy

• Execute Local SEO optimization (Google Business, Maps)

• Build backlink acquisition strategy

• Deliver monthly SEO performance reporting

4. Paid Media & Performance Marketing

• Manage Google Search campaigns

• Oversee Performance Max and Display campaigns

• Manage Meta (Facebook/Instagram) paid campaigns

• Execute retargeting strategies

• Optimize ROAS and reduce cost per acquisition

• Align campaigns with ADR and yield strategy

• Develop seasonal and demand-based campaigns (e.g., Miami summer strategy)

5. Website & Conversion Optimization

• Optimize booking flow and mobile conversion

• Conduct A/B testing on booking paths

• Develop landing pages for weddings, events, and group business

• Improve page speed and user experience

6. CRM & Guest Lifecycle Marketing

• Build guest segmentation strategy

• Implement pre-stay and post-stay email automation

• Develop repeat guest campaigns

• Drive database growth strategy

• Implement post-stay review automation

7. Reputation & Competitive Positioning

• Establish review monitoring and response strategy

• Conduct competitive analysis vs local boutique luxury compsets

• Track market share trends

• Strengthen luxury positioning in each market

8. Reporting, Analytics & KPI Management

Establish weekly KPI dashboard tracking:

• ADR

• Occupancy

• Direct booking %

• OTA mix

• Booking pace

• Cost per acquisition

• ROAS

• Revenue lift and NOI impact

Deliver structured monthly performance reporting to ownership, clearly documenting financial impact.

9. Vendor & Technology Oversight

• Evaluate current backend structure

• Optimize TravelClick configuration

• Recommend system migrations only if financially justified

• Manage freelancers, agencies, or paid media specialists as needed

First 90-Day Deliverables

• Full commercial audit (OTA mix, ADR, SEO, paid media, booking engine)

• 6-month revenue growth roadmap

• Direct booking improvement strategy

• Paid search campaigns live and optimized

• KPI dashboard implemented

• Initial measurable performance improvements

6–9 Month Performance Targets

• 5–8% ADR increase

• 8–12% direct booking mix improvement

• Minimum 5% total revenue lift

• $400K–$600K combined NOI improvement

• Clear documentation of financial impact

Required Experience

• 5–10 years of hospitality commercial or revenue leadership experience

• Background in boutique or luxury hotel segment strongly preferred

• Strong understanding of hotel revenue management, distribution systems, and commercial performance metrics

• Hands-on expertise in SEO and paid search management

• Experience optimizing OTA mix and metasearch channels

• Highly analytical and performance-driven

• Comfortable operating independently with direct ownership visibility

Ideal Profile

• Revenue-first mindset (not brand-focused marketing)

• Data-driven decision maker

• Commercially aggressive yet financially disciplined

• Entrepreneurial and execution-oriented

• Experienced working with ownership groups or asset managers

Travel & On-Site Presence

This role is primarily remote; however, periodic on-site presence is expected to support commercial alignment, property immersion, and strategic planning.
Travel is anticipated approximately once per quarter to Miami Beach and Charlotte, with flexibility based on business needs.

Compensation Strcture

• Base salary (based on experience and geography)

• Performance bonus tied to measurable NOI growth

• Long-term opportunity tied to asset performance