The Marketing & Communications Manager is the primary execution lead for mSpa’s global digital presence and brand visibility. Reporting to the Commercial Director, you are responsible for ensuring that all marketing interventions translate into high-yield revenue drivers across the portfolio. This role requires a data-driven specialist who can turn digital performance metrics into tangible business growth.
1. Revenue-Driven Marketing & Volume Optimization
- Revenue Growth Execution: Lead marketing interventions specifically designed to maximize the top-line, ensuring wellness is positioned as a high-margin business driver.
- Dual-Volume Strategy: Implement marketing campaigns that support a balanced mix of long-stay medical/healing guests and short-stay "gateway" wellness seekers to ensure consistent occupancy.
- Wellness Guest Mix: Execute targeted digital strategies to aggressively grow the percentage of dedicated wellness guests versus standard leisure stays.
- Capture Rate & Internal Conversion: Support property-level teams with digital collateral and pre-arrival campaigns to convert standard leisure guests into active wellness consumers.
- In-House CRM Management: Utilize the in-house CRM system to track lead conversion, analyze customer lifetime value (CLV), and drive repeat guest ratios through personalized nurturing.
2. Digital Performance & Data-Driven Acquisition
- Search Engine Optimization (SEO): Manage technical and on-page SEO to ensure high visibility for "Healing/Wellness" keywords, focusing on significantly reducing bounce rates on key landing pages.
- Conversion Rate Optimization (CRO): Constantly monitor and enhance website conversion rates and mobile UX performance in accordance with the benchmarks set by the company.
- Direct-to-Consumer (DTC) Strategy: Execute tactical plans to drive traffic toward direct brand channels, including the Minor Hotels App and brand websites.
- Search Engine Marketing (SEM): Deploy and monitor Google Ads campaigns with a strict focus on maximizing Return on Ad Spend (ROAS) for high-margin treatments and packages.
- Social Media Management (SMM): Oversee paid and organic social channels to build brand awareness while focusing on increasing average session duration on wellness package pages.
3. Brand Integrity & Innovation
- Scientific & Clinical Integrity: Ensure all marketing content reflects "Integrative Wellness" and "Longevity" brand standards, maintaining 100% compliance with evidence-based protocols.
- Collateral Development: Coordinate with Graphic Design and site coordinators to maintain a high-quality library of digital and print assets that harmonize with brand values.
- Market Intelligence: Keep abreast of industry trends to suggest tactical, revenue-focused promotions during low-occupancy periods to maximize therapist productivity.
4. PR & Strategic Collaborations
- Thought Leadership: Assist the Commercial Director in executing the global PR agenda to position mSpa as the industry leader in wellness and longevity.
- Influencer & Brand Alliances: Identify and vet a network of high-profile influencers and luxury brand partners to enhance brand credibility.
- Crisis Communication: Serve as the secondary spokesperson and support the General Manager and Commercial Director during high-stakes events or market shifts.
- Media Relations: Maintain professional relationships with key hospitality and wellness media outlets to earn a reputation as a source of reliable information.