Director of Digital Marketing

OVERALL SCOPE OF JOB DESRIPTION

Reporting to the Director of Marketing, the Director of Digital Marketing leads the digital marketing strategy, technology, investment and performance of The Datai Langkawi and its associated brand platforms.

The role has strategic ownership of the hotel's digital ecosystem, including the website, The Datai App, paid digital media, search, CRM and email marketing, marketing technology, analytics and digital asset management. Working closely with Marketing, IT, Revenue and E-Commerce and external specialist partners, the Director of Digital Marketing ensures that digital investment and platforms remain effective, technologically current, secure and compliant, while continuously identifying opportunities to strengthen performance and the digital guest journey.

The Director of Digital Marketing leads the Digital Marketing team and acts as the hotel's senior specialist for digital marketing, emerging technology, AI and digital innovation.

SPECIFIC DUTIES AND RESPONSIBILITIES

Digital Strategy, Leadership and Investment

• Develop and lead the annual digital marketing strategy and roadmap in line with the hotel's overall Marketing Strategy, Business Plan, brand objectives and commercial priorities.
• Translate Marketing and business objectives into clear digital strategies and initiatives across website, app, search, paid media, CRM, email and other relevant digital touchpoints.
• Own the planning and management of the Digital Marketing budget in collaboration with the Director of Marketing, determining and recommending strategic allocation of investment across channels, platforms, campaigns and key geographic markets.

Website, Search and Digital Experience

• Act as the principal Marketing owner of The Datai Langkawi website and other Marketing-managed web properties, with strategic responsibility for their ongoing development, performance and effectiveness.
• Define and oversee the website development and optimisation roadmap, ensuring the digital experience evolves in line with guest behaviour, technological developments, business requirements and brand objectives.
• Continuously assess and improve website structure, navigation, accessibility, user experience, content presentation and conversion journeys, working with the digital agency and relevant internal stakeholders.

Marketing Technology, App and Digital Innovation

• Own the Marketing technology roadmap and act as the principal Marketing liaison with IT on the development and effectiveness of the Marketing technology stack.
• Maintain strategic oversight of Marketing technology platforms and integrations, including the website CMS, CRM, email marketing, social media management, DAM, analytics, consent management and relevant advertising technology.
• Regularly assess whether existing systems remain fit for purpose and recommend upgrades, replacements, consolidation or new technology where these can improve effectiveness, scalability, data quality, operational efficiency or guest experience.

Paid Digital Media and Agency Management

• Act as the principal Marketing liaison with the appointed digital agency and other specialist digital partners, providing clear strategic direction and holding partners accountable for performance.
• Lead the development of paid digital marketing plans across search, display, programmatic, metasearch, paid social and other relevant channels.
• Work closely with the Director of Marketing, Revenue and E-Commerce and the digital agency to determine strategic media investment by market, campaign, audience, objective and channel.

Analytics, Performance and Optimization

• Own the Digital Marketing measurement framework and ensure meaningful and consistent KPIs are established across relevant digital channels and platforms.
• Ensure conversion tracking, attribution methodologies and reporting structures provide as accurate and consistent a view of digital performance as reasonably possible.
• Analyze website, paid media, CRM, app, search and relevant social media performance to identify trends, opportunities and areas requiring corrective action.

CRM, Email Marketing and Guest Data

• Lead the hotel's Marketing CRM and email marketing strategy in collaboration with the wider Marketing team, relevant internal stakeholders and external specialist partners.
• Establish the strategic framework for email marketing and guest lifecycle communications, including brand communications, tactical activity, automated journeys, segmentation and personalization.
• Develop segmentation and personalization strategies to improve the relevance, engagement and effectiveness of Marketing communications.

Social Media – Digital Performance and Paid Media

• Provide digital expertise, performance analysis and platform insights to support the wider social media strategy across The Datai Langkawi and The Datai Pledge, working closely with the Assistant Director of Marketing and Social Media Specialist.
• Lead paid social media strategy, audience targeting, media investment, optimisation and performance measurement, including identifying opportunities to amplify high-performing organic content.
• Monitor platform developments, algorithms, advertising capabilities and technological changes and recommend relevant adaptations to social media strategy and investment.

Digital Governance, DAM and Brand Platforms

• Own the strategic governance of the hotel's Digital Asset Management (DAM) system as the central repository for approved Marketing assets.
• Establish appropriate standards for metadata, taxonomy, naming conventions, access rights, version control and archiving.
• Ensure appropriate processes are in place to record and manage copyright, usage rights, licensing restrictions and expiry information for photography, video and other digital assets.

Cross-Functional Leadership and Digital Capability

• Work closely with Revenue and E-Commerce, IT, Sales, Reservations, Operations, Sustainability, Corporate Marketing and other relevant departments to ensure a coordinated digital guest and brand experience.
• Maintain particularly close collaboration with Revenue and E-Commerce on direct-booking performance, campaign priorities, market opportunities and digital channel performance while maintaining clear functional ownership between Marketing and Revenue.
• Support Revenue and E-Commerce in maintaining accurate, current and brand-aligned hotel content and imagery across OTAs and relevant third-party platforms, with implementation undertaken according to platform ownership

REQUIRED QUALIFICATION AND EXPERIENCE

The ideal candidate will be a senior, strategic and forward-thinking digital marketing professional with strong technical knowledge, commercial awareness and leadership capabilities, possessing the following skills and experience:

1. Bachelor's degree in Marketing, Digital Marketing, Communications, Technology, Business or a related discipline.
2. Minimum 8-10 years progressive experience in digital marketing, including significant experience in a senior management role with responsibility for digital strategy, budgets, agencies, technology and performance. Experience within luxury hospitality, luxury travel or a premium consumer brand is strongly preferred.
3. Demonstrable experience leading complex website development, redevelopment and optimisation programmes within hospitality, travel, luxury, e-commerce or a comparable consumer environment.
4. Strong knowledge of website CMS platforms, SEO, technical SEO, GEO, website analytics, conversion optimisation and digital user journeys.
5. Strong knowledge of digital advertising, including Google Ads, paid search, paid social media, campaign tracking, attribution and performance optimisation.
6. Demonstrable ability to analyse complex digital performance data and translate findings into clear strategic, commercial and operational recommendations.
7. Significant experience managing digital agencies, technology vendors and specialist partners, including strategic briefing, budget management, performance evaluation and vendor accountability.
8. Strong understanding of CRM, email marketing, customer segmentation, personalisation, automation and lifecycle marketing.
9. Strong understanding of contemporary Marketing technology architecture and the ability to work effectively with IT specialists on technology selection, integrations, infrastructure, security and data governance.
10. Strong understanding of current and emerging applications of AI within digital marketing, search, CRM, guest experience, analytics and Marketing operations.
11. Experience with Digital Asset Management systems and sound understanding of digital copyright, photography licensing, asset usage rights and digital brand governance.
12. Working knowledge of GDPR, Malaysian PDPA, consent management and responsible handling of customer data within Digital Marketing.
13. Understanding of hotel distribution and OTA environments sufficient to work effectively with Revenue and E-Commerce while maintaining clear functional boundaries.
14. Strong leadership, strategic project management and stakeholder-management capability, with experience managing teams, multiple agencies, technology partners, budgets and complex projects simultaneously.
15. Excellent written and spoken Business English, sound judgement, strong attention to detail and the ability to communicate effectively with senior management and technical and non-technical stakeholders.
16. Strong understanding of the standards, discretion and brand discipline expected within luxury hospitality, together with demonstrable curiosity about digital innovation and emerging technology.
17. Ability and willingness to travel to the resort and other locations as required.

CORE COMPETENCIES

• Digital Strategy and Leadership
• Digital Investment and Performance
• Website and Digital Experience Management
• SEO and Generative Search
• AI, Innovation and Marketing Technology
• Paid Media Strategy and Optimisation
• Analytics and Digital Performance
• CRM and Lifecycle Marketing
• Agency and Vendor Leadership
• Digital Project and Change Management
• Data Privacy and Digital Governance
• Cross-Functional Leadership
• People Development
• Luxury Brand Understanding
• Commercial Awareness
• Strategic Initiative and Accountability

Interested candidates are invited to submit their CV/Resume to the respective email address below for our consideration:

• Mr. Mazlan (Director of Human Resources) | email address: [Confidential Information]
• Ms. Tina (Director of Marketing) | email address: [HIDDEN TEXT]

Latest by 28 September 2026