Paid Media Manager - Boutique Hotels

Lark Hospitality is seeking a strategic Paid Media Manager to lead our digital advertising across our national portfolio of boutique hotels. As the primary liaison between our agency partners and internal teams, you'll own the planning, execution, and optimization of all paid media campaigns while translating performance data into actionable insights for property managers and owners.

Location: REMOTE (occasional team meetings in Downtown Vancouver)

Salary: C$75,000 - C$95,000

Reports to: Marketing Director

Travel: Occasional travel to properties or for meetings in the United States

C$75,000 - C$95,000 yearly

Strategic Leadership

• Develop and execute comprehensive paid media strategies across Google Ads, Google Hotel Ads, Meta, and other relevant paid advertising channels
• Work with the revenue team to optimize hospitality metasearch platforms and campaigns on Google, TripAdvisor, Trivago, Kayak, and other emerging platforms specific to boutique hotels
• Manage quarterly campaign calendar that synchronizes sales, promotions, holidays, destination, event, and destination-specific content themes with ad distribution

Agency & Partner Management

• Direct and manage relationships with paid media agencies, providing strategic guidance and holding them to performance expectations
• Lead creative briefings with internal teams and external partners for ad copy, visuals, target behavioral and interest segments, geo/device/demographic targeting, and landing pages
• Serve as the primary point of contact for all internal teams, agencies, and paid media partners

Performance & Revenue Impact

• Generate detailed reports with revenue attribution, ROAS analysis, and incremental lift measurement
• Present quarterly performance reviews to property managers and ownership groups
• Collaborate with revenue management teams to align campaigns with pricing strategies and inventory
• Execute A/B testing protocols for ad creative, landing pages, and targeting optimization

Owner Communication

• Translate complex digital marketing metrics into clear business impact summaries
• Present data-driven insights on market positioning and competitive performance
• Provide strategic recommendations for budget allocation and campaign adjustments

Requirements

• Proven expertise with hotel-specific applications of digital marketing: Google Ads, metasearch management, OTA advertising, etc
• Agency management experience directing external specialists and ensuring performance accountability
• Demonstrable proficiency in Google Analytics 4 and Google Tag Manager implementation, setup, and troubleshooting
• Understanding of hotel revenue management, demand patterns, and booking behavior
• Experience with hotel property management systems and channel manager integrations (preferred)
• Data-driven with strong attribution, analysis, and optimization abilities
• Creative problem-solving across diverse markets
• Experience with design tools (Canva, Photoshop, Animoto)
• Exceptional presentation and communication skills

Education & Qualifications

• Bachelor's degree in Marketing, Digital Marketing, Hospitality Management, or equivalent experience to a 4-year degree
• Expert in Google Ads and Google Analytics 4 (certification preferred)
• 3-5 years in hotel/hospitality digital marketing with a focus on paid media and direct bookings
• Must be legally authorized to work in your country of residence

Lark is a leading, Michelin Key award-winning operator of boutique hotels under 150 keys in North America. Lark combines a tech-forward ethos, hands-on development expertise, and people-first culture to maximize profitability for small to mid-sized hotels. Our portfolio of approximately 75 spirited properties delivers compelling guest experiences through distinctive branding, local storytelling, and thoughtful, place-based design. Lark’s branded hotel collections include its signature Lark Hotels, Bluebird by Lark, Blind Tiger Guest Houses, AWOL, and Life House. The group also manages independent hotels across a diverse range of markets. For additional information about Lark, visit larkhospitality.com.