Senior Manager, Marketing Orchestration
Posting Date Jun 05, 2018 Job Number 18001J0R Job Category Sales and Marketing Location Marriott International HQ, Bethesda, Maryland VIEW ON MAP Brand Corporate Schedule Full-time Relocation? Yes Position Type Management Start Your Journey With Us Marriott International is the world's largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed. We believe a great career is a journey of discovery and exploration. So, we ask, where will your journey take you? JOB SUMMARY The Senior Manager, Marketing Orchestration will manage the implementation of customer centric, omni-channel, marketing experiences across paid, owned, and earned channels as part of Marriott's broader Global Marketing consumer activation efforts. This role will partner cross functionally with key stakeholders across the company, as well as with individual channel owners to ideate, quantify, and orchestrate priority marketing programs that drive measurable business KPI's. Duties will include audience planning and guest centric journey mapping across the guest life cycles, omni-channel use case development and prioritization, marketing program orchestration via the personalization marketing technology platform, customer centric measurement, and test and learn optimization across channels. This role will work within a highly-matrixed, cross-functional environment. To be successful, this role will partner with various teams across Brand, Loyalty, Digital, Continent, Customer Experience (CX), and Information Technology (IT). This role will report to the Senior Director, Audience Management and Marketing Orchestration, and work closely with external agencies and partners. CANDIDATE PROFILE Education and Experience Preferred 4-year degree from an accredited university in from an accredited university in Business Administration, Marketing, or related major and 4+ years of relevant professional experience, demonstrating progressive career growth and a pattern of exceptional performance; OR 6+ years of relevant professional experience in of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance. 5+ years of digital marketing, CRM, personalization experience at brand or digital agency College degree in Marketing, Advertising, or Business or related field CORE WORK ACTIVITIES AUDIENCE PLANNING AND MANAGEMENT Partner with the CX to develop a robust understanding of Marriott's segments, profile attributes and attitudinal behavioral drivers Conduct planning activities to identify, analyze, and size audiences based on guest life cycles (Life Stage, Loyalty, and Trip) and campaign reach for activation efforts leveraging guest data across digital touch points Manage the audience planning process for cross-channel and individual channel personalization campaigns to increase relevance and boost efficiency Partner with Global Marketing, Brand Marketing, and Digital teams to develop highly-relevant segment messaging strategies Develop process to continually test, learn and leveraging findings that drive acquisition, engagement, increase lifetime value and boost revenue per customer Help build criteria to evaluate orchestration use cases that balance organizational needs and effort with quantifiable business impact MARKETING ORCHESTRATION Partner with stakeholders to develop and socialize cross-channel and individual channel execution program plans Partner to build, segment, and distribute 1st and 3rd party audience data necessary to activate personalization and marketing orchestration across digital channels Partner with digital channel owners, stakeholders and agencies to develop and traffic assets (content, offers, decisioning criteria) for each channel/touch point Support the evolution and management of the ongoing orchestration process for executing integrated, highly personalized campaigns delivered in partnership with external teams, subject matter experts, and technologies to ensure flawless execution With CX Analytics teams, build measurement and optimization plan for each audience/segment, campaign and channel/touch point Create compelling presentations and communicate campaign results with internal stakeholders OTHER RESPONSIBILTIES Support cross-functional execution meetings and assist in managing the cross-channel opportunity backlog Manage agencies and external partners for planning and execution activities Help evangelize the digital personalization, audience management and marketing orchestration strategies throughout the Marriott organization demonstrating the value it delivers Responsible for invoicing, billing, and budget management of assigned programs Qualifications Proven track record as a digital performance marketer who has driven tangible ROI Experience managing cross channel, integrated, digital marketing campaigns that include Video, Display, Search, Email, Web, Mobile Heavy measurement and analytics background coupled with action-oriented insights Experience managing external agencies, partners and product development teams Proven ability to work across multiple and distinct functional organizations (eg, IT, International, Marketing) in support of specific business priorities Experience and comfort developing and leading new strategies Skill in building consensus through a highly-matrixed organization of internal and agency partners. Working knowledge of Digital Media/Ad Tech space (eg DMPs, DSPs, Ad-Servers, DCO, Tag Management) Understanding/Background with optimization/testing tools (eg Adobe Target, Monetate, Maximyser) Experience working with orchestration tools (eg Adobe Campaign, Unica) Understanding of digital measurement and analytics tools (eg Omniture, Google Analytics, Web Trends) Excellent written and verbal communication and presentation skills Demonstrates self-confidence, energy and enthusiasm Ability to solve problems quickly, think creatively, and satisfy Internet speed-to-market requirements Ability to be a self-starter and work independently, as well as in a team environment Thrives in a fast-paced, entrepreneurial environment, but within a large, complex business Ability to simultaneously manage multiple projects Education and Experience 5 to 10 years of work experience 5+ years of digital marketing, CRM, personalization experience at brand or digital agency College degree in Marketing, International Business or related field Delivering on the Needs of Key Stakeholders Understands and meets the needs of key stakeholders. Develops specific goals and plans to prioritize, organize, and accomplish work. Determines priorities, schedules, plans and necessary resources to ensure completion of any projects on schedule. Collaborates with internal partners and stakeholders to support business/initiative strategies Communicates concepts in a clear and persuasive manner that is easy to understand. Generates and provides accurate and timely results in the form of reports, presentations, etc. Demonstrates an understanding of business priorities. MANAGEMENT COMPETENCIES Building Relationships Coworker Relationships Builds credibility with others and encourages strong working relationships. Creates a work environment in which others feel comfortable sharing thoughts and feedback. Shows awareness of how own behavior impacts others and the work environment. Encourages others to work together. Customer Relationships Models and empowers others to anticipate and respond to customer/stakeholder preferences and feedback. Clearly explains policies in ways that create strong customer/stakeholder relationships. Monitors customer/stakeholder satisfaction and takes appropriate action. Resolves customer/stakeholder issues and concerns raised by others. Global Mindset Creates an environment where everyone is valued and included. Models and coaches others on representing the Company culture of service, opportunity, respect, and fair treatment. Acts when others are treated unfairly or are not valued and respected for their unique skills. Looks for and uses ideas and opinions from diverse sources. Attracts, develops, and retains a multicultural and multigenerational workforce. Gives all associates the opportunity to achieve their full potential. Organizes activities that promote inclusion. Maintains an awareness of changing customer/stakeholder and associate characteristics. Generating Talent and Organizational Capability Organizational Capability Ensures the work is organized so it can be effectively completed. Continuously improves work processes. Brings together the appropriate mix of associate knowledge and skills to complete work. Coaches others on scope of technical decisionmaking authority. Uses meetings and other forums to regularly communicate status of work. Talent Management Provides, seeks, and acts on constructive feedback. Develops others by identifying needs and providing resources in area of expertise. Uses professional networks to attract top talent in area of expertise. Participates in the hiring process and ensures successful onboarding of new associates. Leadership Adaptability Models and coaches others on staying calm and focused during stressful situations. Communicates to others why change is happening and how it impacts their work. Models flexibility when managing multiple demands and changing priorities. Provides resources that help others deal with change and challenges. Adjusts team and own priorities when experiencing change or challenges. Determines how change impacts stakeholders and communicates concerns to leadership. Communication and Professional Demeanor Clearly presents complex information using different methods. Adapts communication style based on the audience. Demonstrates active listening to ensure understanding. Models and coaches others on appropriately interpreting verbal and nonverbal behavior. Models and coaches others on displaying professionalism and gaining respect from others. Problem Solving and Decision Making Identifies issues and makes suggestions to solve complex problems affecting daily work. Models and coaches others on breaking complex issues into manageable parts. Looks for and shares information with others before making a decision. Models and coaches others on identifying and evaluating alternatives and their implications before making decisions. Involves and gains agreement from others when making key decisions. Makes complex decisions and works with others to implement solutions in reasonable amount of time. Learning and Applying Professional Expertise Applied Learning Sets own career goals and identifies developmental areas for self and others. Uses resources and challenging assignments to improve performance of self and others. Gathers, shares, and uses information about industry and discipline trends and best practices. Budgets for training to support associate development, as applicable. Coaches and holds others accountable for professional growth. Business Acumen Ensures others understand how their work impacts property and team performance. Coaches others on the drivers of performance and their impact on key business and property metrics. Shows an understanding of how different customer/stakeholder groups have different revenue potential. Identifies innovative ways to improve, productivity, customer/stakeholder satisfaction, and profitability. Technical Acumen Maintains advanced technical knowledge and skills and models their use for others. Models and promotes the appropriate use of facilities, equipment, and materials to perform the job. Demonstrates and shares expertise in policies, procedures, and legal requirements. Manages and completes complex technical assignments and coaches others on solving advanced technical issues. Demonstrates and reinforces technical standards and processes to support work requirements. Identifies innovative technical approaches and communicates how they can improve processes or business functioning. Managing Execution Building and Contributing to Teams Promotes teamwork by explaining how each associate supports shared goals. Builds commitment to team goals by explaining how they support department and property success. Works with team members to solve issues and make decisions that impact them. Manages disagreements among team members. Recognizes department, team, and individual achievements. Driving for Results Creates a team environment that encourages accountability, high standards, and innovation. Makes sure others understand performance expectations. Sets and tracks goal progress for self and others. Monitors the work of others to ensure it is completed on time and meets expectations. Breaks down barriers so team members can accomplish their work. Planning and Organizing Prioritizes group activities based on importance, urgency, and impact to goals. Manages team workload and delegates assignments appropriately. Ensures team members have the equipment, materials, and other resources needed to accomplish their work. Avoids conflicts when setting project timelines and communicates key milestones and deadlines to others. Marriott International is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. Marriott International does not discriminate on the basis of disability, veteran status or any other basis protected under federal, state or local laws.