Marketing Manager - Spa & Wellness

Job Location:

The Parq Building

MSpa is the spa and wellness division of Minor Hotels, operating over 70 award-winning spas worldwide across some of the most renowned hotel and resort brands in the world. Our journey began in Thailand in 1999 with Mandara Spa, and has since grown to encompass the celebrated Anantara Spa and AvaniSpa brands, alongside bespoke wellness concepts crafted for individual properties.

Rooted in Asian wellness heritage and driven by a commitment to innovation, MSpa continues to evolve — from immersive wellness programmes and in-house concepts to collaborations with leading wellness and medi-spa providers. If you are passionate about wellbeing, genuine care, and delivering transformative experiences, MSpa offers a career with real depth and global reach.

The Marketing Manager is the central commercial and performance engine for mSpa's wellness portfolio. Reporting to the Commercial Director, the role owns digital performance, content governance and campaign standards end to end, and exists to convert marketing into measurable, high-yield revenue – turning performance data into growth rather than activity.

It operates a hybrid model with differentiated involvement by tier: Bangkok LIFE is the flagship growth account, owned and executed hands-on; the other LIFE and VIVID master brands (Layan Life, Anantara Wellness, Vivid) receive strategic direction, oversight and quality control while their property teams handle execution; and remaining units (e.g., AVANI Well) draw on the role for limited, on-demand advisory. Across every tier, authority over digital performance, brand consistency and optimisation standards remains central to this role. In the interim, hands-on content is delivered by directing the in-house designer and AI-assisted tools until a dedicated Content Manager is appointed.

Note: Major strategic shifts, global brand partnerships and significant budget reallocations must be consulted with and approved by the core leadership prior to implementation.

• Revenue-Driven Marketing & Volume Optimization
• Tiered Portfolio Ownership: Run a hybrid operating model – full hands-on ownership of Bangkok LIFE as the flagship growth account; strategic direction, oversight and quality control for the other LIFE and VIVID brands (Layan Life, Anantara Wellness, Vivid) whose property teams execute; and limited, on-demand advisory for remaining units (e.g., AVANI Well).
• Revenue Growth Execution: Lead marketing that maximises top-line revenue and positions wellness as a high-margin business driver, holding the flagship account to explicit growth and yield targets.
• Dual-Volume Strategy: Balance long-stay medical/healing demand with short-stay gateway wellness seekers to sustain consistent occupancy and yield.
• Wellness Guest Mix: Grow the share of dedicated wellness guests versus standard leisure stays through targeted digital acquisition.
• Capture Rate & Internal Conversion: Equip property teams with conversion-focused digital collateral and pre-arrival campaigns that turn leisure guests into active wellness consumers.
• CRM & Lifetime Value: Own the CRM to track conversion, analyse customer lifetime value (CLV) and lift repeat-guest ratios through personalised nurturing.
• Digital Performance & Data-Driven Acquisition
• Central Performance Authority: Hold central ownership of the portfolio's digital performance standards – SEO, CRO, CRM and analytics – executing directly for the flagship and defining the frameworks, benchmarks and optimisation standards that property teams apply elsewhere.
• Search Engine Optimization (SEO): Own technical and on-page SEO for high-intent Healing/Wellness keywords, prioritising landing-page quality and bounce-rate reduction.
• Conversion Rate Optimization (CRO): Continuously test and improve conversion rates and mobile UX against company benchmarks, using structured experimentation and on-page behaviour analysis.
• Direct-to-Consumer (DTC) Strategy: Drive traffic to owned channels – the Minor Hotels App and brand sites – to grow direct, lower-cost revenue.
• Search Engine Marketing (SEM): Run Google Ads with a strict focus on Return on Ad Spend (ROAS) for high-margin treatments and packages.
• Social Media Management (SMM): Direct paid and organic social to build awareness and deepen engagement on wellness package pages.
• Brand Integrity & Innovation
• Content Governance & Brand Consistency: Hold central authority over content standards and brand consistency across the portfolio, setting the guardrails and approval frameworks that property teams work within to protect a single, coherent brand voice.
• Scientific & Clinical Integrity: Ensure all content reflects Integrative Wellness and Longevity standards, with full compliance to evidence-based protocols.
• Collateral Development: Direct the in-house Graphic Designer, site coordinators and AI tools to maintain a high-quality, on-brand library of digital and print assets.
• Market Intelligence: Track market and competitor trends to time revenue-focused promotions during low-occupancy periods and protect therapist productivity.
• PR & Strategic Collaborations
• Thought Leadership: Support the Commercial Director in coordinating the global PR agenda to position mSpa as a wellness and longevity leader.
• Influencer & Brand Alliances: Identify and shortlist influencers and luxury brand partners for the Commercial Director's review.
• Media Relations: Help maintain relationships with key hospitality and wellness media, coordinating responses with the Commercial Director.
• Content & Channel Management
• Content & Editorial Calendar: Own the cross-portfolio content and editorial calendar – producing for the flagship and setting the templates and standards that property teams build on.
• Social Content & Engagement: Plan, schedule and run organic social and community engagement for Bangkok LIFE, and govern standards for other units, using a social management tool (e.g., Sprout Social).
• Website Content & Marketing Automation: Create and publish brand.com content and run monthly EDMs in-house for the brands under direct ownership, with performance reporting.
• Tiered Creative Support: Provide full creative and copy production for Bangkok LIFE, quality-controlled templates and guardrails for LIFE/VIVID teams, and limited on-demand support to other units – directing rather than servicing established teams.
  
  

Note: Accountabilities 4 (PR & Strategic Collaborations) and 5 (Content & Channel Management), shown in italics, are held on an interim basis to maintain lean operations. PR duties are intended to transition to a dedicated PR Manager, and content duties to a dedicated Content / Social Media Manager, should the portfolio scale or these requirements expand. Until then, content and creative output is delivered by directing the in-house graphic designer, supporting unit teams and using AI-assisted tools.

Required Skills

• Highly data-driven, able to own digital performance end to end and convert analytics into revenue and conversion gains.
• Core digital tools (must-have): Google Analytics 4 (GA4), Google Search Console and Google Ads.
• Familiarity across the wider stack, with depth in several: an SEO suite (SEMrush, Ahrefs or equivalent) and technical-audit tooling (e.g., Screaming Frog); reporting and visualisation (Looker Studio or equivalent); and paid social (Meta Ads Manager).
• Working command of content and channel tools (to direct, not personally produce, output): a social management/scheduling platform (Sprout Social, Hootsuite or equivalent), marketing automation/EDM tools (Mailchimp, GetResponse or equivalent) and design tools for quick turnarounds (Canva; basic Adobe Creative Suite an advantage).
• Able to operate a tiered portfolio model – executing hands-on for a flagship account while governing standards and quality for teams that run their own execution.
• Comfortable briefing an in-house designer and using AI tools to generate and refine copy and visuals; excellent command of written and spoken English.
• Bachelor's degree in Marketing, Communications, or Hospitality.
• At least 7+ years of senior marketing experience – including direct ownership of digital performance and revenue targets – ideally within luxury hospitality or wellness-oriented resorts.
  
  

Additional personal attributes including; skills, qualities or behaviors.

• Entrepreneurial, data-led mindset that thrives on driving results in a fast-paced, publicly listed environment (the Minor fit).
• T-shaped marketer – deep in digital performance, broad across content and social.
• Comfortable operating differentiated levels of involvement across a portfolio without diluting central authority.
• Able to orchestrate designers, AI tools and property teams to deliver output without producing every asset personally.
  
  

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