Marketing Specialist

Reporting to the Senior Marketing Manager, the Marketing Manager (or Specialist) leads the strategy, execution, and optimization of Omni PGA Frisco Resort & Spa’s social, content, and supports paid digital marketing efforts. This role is responsible for driving brand awareness, engagement, and revenue through high-impact storytelling, influencer partnerships, and performance-driven campaigns.  The ideal candidate is both creative and analytical, with a strong understanding of the luxury hospitality audience, evolving digital trends, and data-driven optimization. Responsibilities: Content Strategy & Creation Lead content creation strategy including development of SOPs for social media production Oversee photography and drone content capture to support social, digital, and campaign needs Ensure consistent, high-quality visual storytelling aligned with Omni brand standards Utilize tools such as Canva to develop compelling, on-brand creative assets   Social Media Management & Optimization Own and manage the social media shared outlet calendar, ensuring alignment across resort outlets (golf, spa, dining, weddings, events) Manage and optimize Linktree to improve conversion paths and user experience Oversee UTM tracking implementation to measure campaign effectiveness and traffic sources Utilize Brandwatch for social listening, trend analysis, and performance insights Influencer Marketing Lead influencer strategy including identification, vetting, contracting, and executio Manage influencer relationships, deliverables, and campaign timelines Track, report, and optimize influencer performance, including ROI and monetization opportunities   Paid Digital Marketing Develop and execute paid social campaigns, including: Trick Rider campaigns (Facebook & OpenTable integration Wedding campaigns (Pinterest focus) Monitor campaign performance, optimize targeting and creative, and manage budgets to maximize ROI   Analytics & Reportin Own social media and digital marketing reporting, delivering actionable insights and recommendation Track KPIs across campaigns, social platforms, influencer efforts, and paid media Leverage reporting tools and dashboards to evaluate performance and inform future strategies   Training & Team Development Provide mentorship, training, and ongoing development for Marketing Coordinator Lead digital marketing training sessions, including use of PMG assets, campaign reporting, and best practice Establish clear processes and documentation to support team efficiency and consistency   Qualifications Bachelor’s degree in Marketing, Communications, or related field 3–5+ years of experience in digital marketing, social media, or hospitality marketing Proven experience managing paid social campaigns and influencer programs Strong understanding of analytics, UTM tracking, and performance optimization Experience with Brandwatch, Canva, Meta Ads Manager, Pinterest Ads, and related platforms Exceptional project management and organizational skills Strong leadership and mentorship capabilities Ability to balance creative vision with data-driven decision making