Media Director, GCM

The Position is responsible for the centralized management of paid media investments across Greater China. This position serves as the primary owner of the company’s digital advertising ecosystem, bridging brand marketing and performance acquisition. The Director will lead the strategic allocation of the media budget to drive two primary objectives: generating direct revenue through lower funnel marketing activities and establishing consistent market visibility across China's diverse social and digital platforms. By managing external agency partners and collaborating with internal stakeholders, the successful candidate will ensure that all media activity is data-led, cost-efficient, and aligned with the company’s commercial targets for growth in the region. This role will lead the strategic vision and execution of comprehensive paid media campaigns across multiple digital channels. This role is pivotal in driving traffic, generating leads, and maximizing conversions for our clients, while ensuring alignment with Hilton's overarching marketing objectives. This role will oversee all Hilton paid channel initiatives within GCM, including hotel-level campaigns, and will be responsible for optimizing performance through data-driven insights and innovative strategies. Strategic Planning & Media Management. Develop and implement paid media strategies that cover the full customer journey, from brand awareness to direct booking conversion. Determine the optimal media mix for the China market, selecting the right channels to reach business and leisure travelers effectively. Manage the annual paid media budget, tracking spend against targets and adjusting allocations based on performance data. Performance Marketing & Revenue Generation. Lead the Hotel Performance Marketing Program for all Greater China properties, covering Paid Search (SEM) and Metasearch channels. Monitor campaign metrics to ensure strict adherence to ROAS targets. Social Media & Brand Visibility. Manage the always-on paid strategy to ensure consistent brand exposure across major social media platforms. Oversee media buying aimed at increasing reach and engagement, utilizing platform algorithms effectively. Identify opportunities to leverage real-time trends for increased brand relevance and visibility outside of the standard campaign calendar. Oversee the end-to-end execution of marketing campaigns, ensuring timely launch and accurate tracking implementation. Collaborate with internal creative and marketing teams to ensure ad formats and assets are optimized for specific digital platforms. Serve as the primary point of contact for all media agency partners, managing day-to-day relationships and long-term contracts. Lead the agency planning process, including briefing, resource allocation, and KPI setting for both brand and performance workstreams. Conduct regular business reviews to audit agency performance, ensuring transparency in billing, data quality, and delivery against targets. Ensure agencies adhere to brand safety protocols and data privacy regulations. Data Analysis & Reporting. Analyze performance data to measure the effectiveness of media spend. Provide regular reports to all relevant stakeholders regarding cost of sale, incremental revenue, and campaign effectiveness. Use data insights to refine audience targeting and improve future media planning. The success in this role will demonstrate itself through the following attributes and skills:Required QualificationsBachelor’s degree in marketing, Business, or a related field; Master’s degree is a plus. Proven experience (8+ years) in paid media marketing, with a focus on funnel marketing, strategic development, and campaign execution, preferably within the hospitality or travel industry. Strong understanding of hotel Performance Marketing Programs (PMP) and experience in managing paid search campaigns across all search engines and meta search platforms. Demonstrated ability to drive results and deliver measurable impact in marketing initiatives. Excellent analytical skills, with proficiency in data analysis tools and marketing software. Strong leadership and team management capabilities, with the ability to collaborate across diverse teams. Fluent in Mandarin and English, with excellent written and verbal communication skills.