Senior Director, Advertising & Marketing Communications
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 Advertising and Communications Leader is a key member of the Marketing and Customer Acquisition Leadership Team. The Advertising and Communications Leader will be responsible for developing an integrated and innovative approach to marketing across both traditional and digital media channels. In alignment with the overarching brand strategy and corporate business objectives, s/he will create a meaningful position for the Choice Hotels umbrella brand and a personality for Choicehotels.com. The Advertising and Communications leader will also lead the creative efforts for both umbrella and individual brands. This will include oversight of direct agency of record and either an in-house or external studio. Responsible for $15M+ budget. The team Reports to Vice President, Marketing and Customer Acquisition. Has four direct reports. Interacts regularly with all levels of internal stakeholders and external groups. Has budget responsibility. What you will do Strategic Leadership & Operations Responsible for long-term Advertising and Communications strategy aligned to corporate objectives Leads and effectively communicates strategic change initiatives and organizational impacts. Hires, retains and continually develops diverse, high caliber talent who can contribute positively to the organization. Develops a pipeline of talent for all key positions to meet current and future needs; collaborates with the VP, Marketing and Customer Acquisition on succession planning. Manages the Marketing Services teams to achieve or exceed department goals by leveraging internal and external resources and by driving a continual focus on Best Practices and a deeper understanding of the business. Drives a service-oriented culture and provides clear direction on long term goals and in the day-to-day execution of department initiatives. Creative Strategy, Operationalization & Execution Conducts agency reviews, develops agency contracts, and serves as primary Point of Contact with agency of record. Articulates a clear vision and objective of integrated advertising campaigns and provides on-going strategic direction, ensuring accuracy of content and tonality. Establishes the advertising strategy for Choice Hotels with the goal to drive overall traffic to website, increase brand awareness and drive bookings and revenue. Reviews and approves all major campaign creative briefs, evaluates creative at key phases and socializes campaign strategies and creative with all necessary stakeholders. Partners with Marketing Research team to conduct consumer tests at all critical decision points. Manages agency performance expectations and holds agency accountable to milestones, deliverables, costs and quality of work. Partners with Performance Analytics/Research to assess brand health and awareness levels on an ongoing basis. Ensures that the branding strategies and plans result in the highest possible business benefit and ROI. Works closely with Media Planning team to ensure media plan and creative plan are aligned. Collaborates and partners directly and cross-functionally with ecommerce, brand teams, marketing and other business groups to gain alignment and leverages creative strategy to obtain organizational buy-in. Manages the Creative Services studio/agency including designers, production, billing and overall management and promotion of the studio. Single Brand Creative Strategy & Execution Oversees single brand marketing plans for all Choice brands Reviews and approves all major campaign creative briefs, evaluates creative at key phases and socializes with all necessary stakeholders. Partners with the Brand Planning organization to understand individual brand positioning, personality and key consumer messages. Ensures all the brands key brand attributes are consistently and accurately reflected in all communication channels. Ensures plans and initiatives are in direct alignment of overall corporate goals as well as brand strategy goals and objectives. Translates single brand creative briefs into robust marketing plans that leverage all available media including social, digital, mobile, search, e-mail campaigns, etc. within assigned budgets Oversee Global Sales B2B Marketing Directs B2B agency in development and execution of creative strategy and activation plan to support customer acquisition for corporate clients to drive additional room nights Directs marketing automation/CRM plan, including acquisition and retention strategies. Reviews and approves all major campaign creative briefs, evaluates creative at key phases and socializes with all necessary stakeholders. Works in close partnership with leadership to develop the strategic direction and alignment with overall CH business objectives. Oversees implementation of strategic marketing plans and programs for key segments including Travel Management Companies, Key Corporate Clients, Franchise Sales clients and other key target groups as identified by the business. Budget Accountability Develops and maintains departmental budgets as directed and within company policy. Develops and implements department operational policies, procedures and guidelines. Skills you have Bachelor's degree (BA or B. S.) from a four-year college or university, MBA preferred Minimum 10 years progressive Marketing/Advertising experience. Minimum 5 years leadership experience, including setting strategic direction and managing experienced direct reports at management levels. Experience in project management, strategic alternatives analysis and business case development. Experience in transforming a marketing organization to be more heavily focused on online and emerging media preferred. Experience driving brand and marketing messages through all forms of media, including traditional and digital platforms. Strong understanding of strategic, focused, and integrated marketing programs and plans that enhance and strengthen the brand and connect with key stakeholders. Must have demonstrated experience in managing an advertising/creating budget and have success leading creative product/service innovation. Must have exceptional leadership capability in a matrix-driven / team environment. Experience leading and developing a successful creative organization that delivers sustainable and profitable growth. Strong leadership, excellent communication and effective relationship building skills. Strong ability to work in ambiguous situations and provide leadership amongst the ambiguity. Effective presentation skills and ability to influence at the executive level. Understands the dynamic and evolving hospitality landscape, consumer trends and marketplace insights in order to deliver results. Demonstrated leadership capabilities in managing, coaching and developing a team. Demonstrated expertise in developing and managing agency partnerships, ability to guide messaging and vision throughout the lifecycle of the relationship. Ability to develop and drive a consolidated point of view and create actionable insights and solutions that optimize performance. Must be able to uphold Choice's Values & Performance Principles of collaboration, performance excellence, sense of urgency, openness to new ideas, inclusion & diversity, integrity, 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.