Digital Marketing Manager

• Drive digital growth across travel brands with advanced strategies and tools
• Lead with creativity and innovation in a flexible, hybrid work environment
• Make your mark in a fast-growing tourism business with impact and global reach

About Stray Group

• Stray, Flying Kiwi Adventures, and Kirra Tours
• we deliver adventure, culture, and comfort to a diverse international customer base.

Our markets span Australia, Europe, the UK, North America, and Southeast Asia.

We have exceptional travel products and outstanding customer experiences - but we're seeking to scale our reach and online presence. That's where you come in.

Position Overview

We're looking for a strategic, innovative and results-driven Digital Marketing Manager to lead the digital transformation of our marketing and distribution efforts. This is a senior role critical to the group's commercial success.

You will be responsible for the digital marketing strategy and execution across all brands and regions. Working with remote teams and external partners, you will drive digital acquisition, grow direct online sales, and build our visibility and competitiveness in global travel markets.

This role is ideal for someone passionate about travel and technology, with a strong grasp of AI-driven marketing, eCommerce, and performance growth.

Key Responsibilities

• Develop and execute an integrated digital marketing and eCommerce strategy to grow direct bookings across all brands and regions.
• Identify and implement AI-driven opportunities to enhance marketing efficiency, personalization, and campaign ROI.
• Lead forecasting and performance reporting, ensuring digital channels meet agreed KPIs, ROAS, and revenue goals.
• Translate strategy into action through agile planning and execution, in collaboration with the CEO and wider leadership.

• Oversee the group's websites (directly or via agencies), ensuring optimal UX, site performance, and conversion optimization.
• Lead CRO initiatives using A/B testing, heatmaps, and customer journey analytics to reduce drop-offs and increase booking rates.

• Manage paid digital campaigns across Google, Bing, Meta, and programmatic platforms to maximise traffic and conversion.
• Apply AI/ML optimisation tools to continuously improve campaign performance and uncover new acquisition opportunities.

• Lead long-term SEO strategy, including content planning, link building, technical SEO, and emerging opportunities like AI-enhanced search.
• Conduct keyword research and competitive analysis to drive organic growth in target markets.

• Build a consistent brand presence across Meta, TikTok, Pinterest, YouTube and emerging platforms.
• Oversee content planning and community engagement, supported by creatives, remote teams, or agencies as required.
• Run paid social campaigns to support lead generation, brand awareness, and retargeting.

• Develop advanced segmentation and automation strategies to increase lead conversion, customer retention and re-engagement.
• Personalise campaigns using data insights and AI-driven tools to maximise campaign performance.

• Evaluate and integrate new tools and software to give Stray Group a competitive marketing edge, with a focus on AI, analytics, and automation.
• Stay ahead of global travel and tech trends; test new platforms and adapt our digital stack accordingly.

Qualifications & Experience

• Minimum 5 years in a digital marketing leadership role, ideally in travel, tourism, eCommerce, or a performance-focused environment.
• Proven ability to grow digital sales channels and manage high-performing campaigns with strong ROI.
• Hands-on experience with SEM, SEO, CRO, CRM/email automation, and social media marketing.
• Data-literate with strong reporting and analytical skills (Google Analytics, Looker Studio, etc).
• Demonstrated experience leveraging AI in marketing workflows, e.g. AI content tools, programmatic ad optimisation, predictive analytics.
• Confident working with distributed teams and external vendors.

• Familiarity with global travel audiences, particularly Gen Z and Millennial segments.
• Experience working with booking systems (e.g. Rezdy, Zaui, WooCommerce Bookings, FareHarbor).
• Previous exposure to affiliate marketing, influencer campaigns, and digital partnerships.

• Lead digital growth across three unique and established travel brands.
• Shape the online future of an ambitious travel company with a loyal customer base and strong product.
• Work with a suppo