Manager, Loyalty Marketing

Choice Hotels International
Potomac, MD
May 14, 2018
May 21, 2018
Full Time
In the hospitality industry, people matter. That's why here at Choice we're always looking for exceptional people - people who will challenge us, make our team stronger, smarter and more complete. People who know how to roll up their sleeves and tackle the job at hand; who go the extra mile to get the job done - and done well. At Choice, we are looking for employees to connect the world through the power of hospitality - and we offer support, training and a collaborative workplace atmosphere that makes us a great place to bring together people, brands, and technology that enable success. Who are we looking for? Maybe it's you. The role The Manager, Loyalty Marketing is a key member of the Loyalty Marketing team and is responsible for channel oversight and implementing effective marketing communication strategies, in alignment with Choice Privileges' business goals and Choice's overarching corporate strategy. In partnership with the Director, determines when' and how' Loyalty Marketing communicates with members and other audiences in order to increase business from past stayers; drive new membership enrollment; engage current members; and derive incremental revenue per member. Develops and champions a test & learn' curriculum to optimize all communication channels to meet core objectives. What you will do STRATEGY Understands the role of the team in the overall department and corporate strategy and sets team objectives that are aligned with this role. Provides strategic leadership for marketing channels/customer touchpoints (email, web, phone and on-property) to contribute to program growth over the short/medium term and assesses the business contribution and impact of those channels. Develops and executes a dynamic channel marketing strategy, including specific objectives, implementation strategies and associated metrics to measure success. Ensures rigorous, insightful and consistent reporting that details progress and business results. Ensures a strong customer centric viewpoint. Employs industry best practices in marketing communications, shows continuous improvement and innovation across all channels. Develops and champions a test & learn curriculum to promote continuous improvements and innovation and to promote successful learning and insight. LOYALTY COMMUNICATIONS Collaborates with Business Intelligence to understand metrics to make recommendations regarding the effectiveness and prioritization of messages and member touch-points. Utilizes metrics from various attitudinal and behavioral data sources. Ensures appropriate targeted segmentation of members to determine groups of high incremental revenue yield and improve engagement. Identifies messages that are most impactful to Choice Privileges members. Develops a curriculum of messages to derive more lifetime value from members and effectively sequence those messages through different marketing channels (direct, e-mail, digital, and on-property & tele channels). Ensures that communications are on message and customers are not overwhelmed (contact frequency and cadence). Establish rigorous communication guidelines that ensure creative consistency while helping other groups better meet objectives. TALENT MANAGEMENT Hires, retains and continually develops diverse, high caliber talent who can contribute positively to the organization. Supports functional on-boarding of new associates. Develops clear and measureable goals for direct reports; manages relative to shared accountability standards; provides regular performance feedback and addresses performance issues promptly and consistently. Motivates associates and utilizes Choice engagement results to measure effectiveness; collaborates with direct reports on their professional growth and development. INDUSTRY/MARKET STRATEGY Keeps up on industry trends, new developments in marketing communications and associated Best Practices. Monitors direction and growth of the business; anticipates future communication needs and business requirements to help drive innovation and new approaches. Skills you have A minimum of 6 years' experience in customer relationship marketing, demonstrating progressive career growth and a pattern of strong performance. Previous experience with loyalty programs or customer relationship management is desired. Bachelor's Degree in Marketing, or related field, or equivalent combination of education and experience. Advanced degree is desired. Strong track record of success in developing successful data-driven marketing communication strategy and driving execution and business results. Broad based business acumen; demonstrated ability to collaborate with business teams and manage multiple projects across organizational lines. Proven leadership capability and ability to lead and manage organizational change. Excellent analytical and problem solving skills. Excellent communication and presentation skills. Excellent interpersonal skills and demeanor. Proficient in the use of MS Office applications such as Outlook, Word, PowerPoint and Excel. Must be able to model Choice's Values & Performance Principles of collaboration, performance excellence, sense of urgency, innovation, inclusion & diversity, integrity & trust, customer focus, and respect. Must be able to uphold Choice's Values & Performance Principles of accountability, collaboration, performance excellence, sense of urgency, innovation, inclusion & diversity, integrity & trust, customer focus, and respect.

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