Senior Manager, Web Strategy
Senior Manager, Web Strategy
Are You a Clever Duck? Take a gander at this post…
Accent Inns Inc. is a BC-based hospitality company that is different in a good way. Here, we LEAD WITH LOVE, and our number one metric is the happiness of our staff. Our 2026 Employee Survey showed that 96% of our employees are happy to work here, with a 100% participation rate.
We have two hotel chains: Accent Inns, where there is a rubber duck in every room, and Hotel Zed, where we rebel against the ordinary. Our latest venture is ROAR, our live-fire restaurant in Tofino, BC. We are searching for a Senior Manager, Web Strategy to join our flock of totally unique and fun-loving individuals to drive our business forward in the long term.
This role reports to the VP of Sales, Marketing & Revenue and is a key player in the organization, bridging the gap between technical web infrastructure and marketing strategy. You will work alongside Brand & Content, Social Media, and Product Marketing to generate high-quality leads, nurture throughout the entire customer journey, and increase direct booking. This role will own and maintain our websites and is responsible for optimizing the user experience.
Who We Are
Success attracts success and here you will be working with an extraordinary company. We are a force in the industry:
We have been named one of Canada’s Most Admired Corporate Cultures™ four years in a row.
We received the Tourism Industry Association of Canada’s Business of the Year award for our outstanding business growth.
We received the Employer of the Year award from Tourism Canada
We have doubled our revenue and tripled our profits in the last nine years.
Our owner and CEO, Mandy Farmer, was named Hotelier of the Year by Hotelier Magazine and RBC Women of Influence Entrepreneur of the Year.
Key to our success is living by our four Core Values every day:
Be Real
Have Fun
Make Everything Better
Have Each Other’s Backs
Benefits & Work Perks
We cover 100% of medical and dental premiums, PLUS you get free mental health benefits. We also have a bunch of Work Perks just for you:
Salary: $80,000 - $110,000
Free nights at any of our hotels + discounts for your friends & family.
Live your Best Life fund (we’ll help pay for courses that’ll make your life better, whether or not they’re related to your role with us)
Employee purchase program so you can get sweet deals on everything from electronics to linens.
Leadership development and coaching programs.
3 weeks’ vacation and flexible sick leave.
And these are just a few!
What the Role is Quacked Up to Be
Reporting to our VP of Sales, Marketing & Revenue you will be our driving force for online customer acquisition, maintaining our most valuable owned channels, our websites, and managing the technology stack that powers digital efforts. This role leverages paid media, search engine marketing, web, search engine optimization, answer engine optimization, referrals and word-of-mouth programs to draw in our ideal customer profiles and move them through the funnel to conversion.
In your first 3 months, you will…
Work closely with Rachel, our VP of Sales, Marketing & Revenue, to understand the current state of our websites and overall Marketing programs
Meet with department leaders to understand how their teams have historically used our websites and to gather any feedback
Work with the Wolfpack (our Sales team) and Revenue to understand their current needs and what the future holds
Learn about our current content management strategies and website architectures
Start travelling to our various properties to get to know all three brands, their locations and their features
Run through all Marketing, Sales & Revenue programs and the current roadmap to identify our needs and priorities for the future
In your first 12 months, you will…
Own our 4 branded websites (AccentInns.com, HotelZed.com. RoarTofino.com and JoinOurFamJam.com) developing, maintaining, and optimizing to ensure high performance, responsive design, and positive user experience (UX)
Lead front-end and back-end development, managing content management systems like WordPress and overseeing site architecture
Handle technical setups for digital marketing, including DNS, domain management, API integrations, and tracking technology (Google Tag Manager, GA4)
Oversee the content management strategy for web properties and ensure compliance with accessibility standards and data protection regulations
Work with other Marketing team members to develop end-to-end digital marketing campaigns (SEO/SEM, AEO, paid search, social media, email) to enhance reputation and increase guest recruitment
Monitor web traffic data and campaign performance to identify trends and improve conversions rates to increase direct bookings.
Report on key metrics to the CareBears (our Executive leadership team), offering data-driven insights and recommendations
This exciting role will help shape how our brands evolve at Accent Inns/Hotel Zed/ROAR. This role partners closely with multiple departments across all business functions and properties. Communication, alignment and developing close relationships with key stakeholders will be key in ensuring the success of this role.
What to expect
Application: We do our best to review all applications within 3 weeks (15 business days) and will respond to all applicants. No ghosting here!
First Interview (45min): You will meet with Laura, our HR Business Partner, to have an initial call to discuss your experience and answer your questions about Accent Inns/Hotel Zed/ROAR.
Second Interview (60min): Meet Greg, our Revenue Manager, and Rachel, our VP of Sales, Marketing & Revenue, to discuss your technical expertise, what the role will look like long term, and answer more of your questions.
Take-Home Project (2-3 hours): You will receive more details and instructions after your second interview. You will be compensated for your time working on this project.
Final Interview (45min): Debrief your take-home project with Rachel, as well as answer any remaining questions on either end.
Offer: This is where we get to pop the champagne (or sparkling non-alcoholic apple cider) to celebrate joining our crew of Ducks ‘n Rebels!
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