Digital Direct Sales Growth Manager supported by Artificial Intelligence

The challenge (why this position exists)

The Fives Hotels & Residences operates four hotels in the Riviera Maya with a goal of doubling the direct channel, without lowering rates. We are looking for the person who will turn this gap into revenue.

This is not a "campaign management" position. It is about building the acquisition and conversion machine for the group's most profitable channel, with artificial intelligence as a foundational tool, not an accessory.

Mission of the position

Maximize direct channel revenue (web + Contact Center) through: (1) qualified traffic at a lower acquisition cost, (2) booking engine conversion superior to industry benchmarks, (3) brand visibility in traditional search engines and artificial intelligence response engines, and (4) monetization of the proprietary database.

Responsibilities

Traffic and acquisition

• Integrated strategy and operation of Google Ads, metasearch (Google Hotel Ads, Tripadvisor, Trivago), organic positioning (SEO), paid social, and email/remarketing, governed by incremental return — not by click volume.

• Positioning in artificial intelligence response engines (Answer Engine Optimization / Generative Engine Optimization): content structure, proprietary data, schemas, and brand authority so that ChatGPT, Perplexity, Gemini, and Google AI Overviews cite and recommend The Fives.

Conversion (conversion rate optimization)

• Owner of the complete funnel: website → booking engine → confirmation. A/B testing, personalization, abandoned cart recovery, on-site messaging, speed, and mobile experience.

• Execution of the "book direct" benefits program and conversion levers defined by management.

• Collaboration with the booking engine provider on its evolution towards AI-assisted bookings.

Artificial intelligence as a foundational tool

• Daily use of language models and agents (Claude, ChatGPT, or others) for content production, data analysis, reporting automation, and experimentation. This will be evaluated during the selection process with practical cases.

• Design of automations: predictive segmentation, offer personalization, pre-sales assistants, and lead scoring for the Contact Center.

Data and measurement

• End-to-end analytics: attribution by channel, acquisition cost, revenue per visit, conversion by source market and device.

• Activation of the proprietary database (CRM): return campaigns, win-back, and cross-sell coordinated with the Contact Center.

Required Profile

• 5–8 years in e-commerce / growth marketing with direct responsibility for revenue; at least 2 years desirable in hospitality, travel, or OTA (not exclusive if e-commerce trajectory is exceptional).

• Demonstrable mastery of Google Ads and hotel metasearch, technical and content SEO, analytics tools (GA4 or equivalent), A/B testing, and conversion optimization.

• Advanced and daily use of generative artificial intelligence applied to marketing and analysis. Not "interest in learning": demonstrable real practice.

• Familiarity with Answer Engine Optimization / Generative Engine Optimization, or proven ability to master it quickly: this is the frontier of the position.

• Professional Spanish and English (source markets: United States, Canada, United Kingdom, and Europe).

• Residency in Playa del Carmen / Cancun Riviera Maya or willingness to relocate.

What this position is NOT

• It is not community management or branding without numbers.

• It is not an external agency role: it is an internal owner of the channel, with authority and accountability.

What we offer

• High-priority project for General Management and budget conditioned on measurable results: doubling the group's most profitable channel.

• Competitive compensation in the high range of the market for the profile: fixed + variable linked to incremental direct revenue and booking engine conversion.

• Real technological stack: world-class CRM, booking engine evolving towards artificial intelligence, central sales platform, and access to top-tier artificial intelligence tools.

• Reporting to the Commercial Director, with a direct line to General Management in pricing and channel governance.