Digital Marketing & Brand Manager

About the role

The Digital Marketing & Brand Manager will own Sofitel Sydney Darling Harbour’s digital presence, shaping brand storytelling across social, web, CRM and paid channels to drive direct bookings and guest engagement.

Key responsibilities

• Develop and execute multi‑channel social media strategies on Facebook, Instagram, LinkedIn and YouTube, including community management.
• Co‑create and amplify visual and editorial content (photography, video, articles) across owned and earned platforms.
• Manage integrated campaigns across owned, earned, paid and partner channels, monitoring performance and KPI reporting.
• Oversee the hotel’s digital ecosystem – website, OTAs, social channels – to optimise bookings and user experience.
• Plan and execute the annual online marketing plan, covering CRM, SEO, website optimisation and e‑mail marketing.
• Maintain SEO activity to increase organic traffic and improve digital visibility.
• Manage PR, partnership and influencer initiatives, ensuring proper content usage rights.

Required profile

• Degree in Marketing, Communications or equivalent experience.
• Proven digital marketing experience in luxury hospitality or premium brands.
• Strong copywriting, storytelling and attention‑to‑detail.
• Commercial awareness with ability to translate digital activity into direct bookings.
• Analytical mindset, comfortable interpreting performance data and acting on insights.

Required skills

• Social media platforms: Facebook, Instagram, LinkedIn, YouTube.
• Website CMS management.
• SEO and Google Analytics.
• CRM platforms and e‑mail marketing tools.
• Experience working with creative agencies, photographers and videographers.