VP Loyalty Marketing

Bethesda, MD
Jan 08, 2021
Jan 23, 2021
Full Time
The Vice President, Loyalty Marketing Company Bonvoy is a key member of the Global Brand & Marketing and Loyalty organizations and leadership teams. This position is accountable for: providing strategic direction on the Company Bonvoy marketing, branding and voice that defines the Loyalty program(s) across channels, driving communication of Loyalty initiatives to 120M members, around the world, and managing a $200M marketing budget. In addition, this position is accountable for creating compelling promotions to encourage members to concentrate their travel spend and share within our hotels, coordinating all Loyalty related messaging across Company Bonvoy Brand Marketing, Lifecyle Marketing, Member Engagement, and Program Marketing & Communication teams. This position will provide consumer and marketing expertise, strategic direction and insight regarding global program plans, strategies, messaging, initiatives and advertising/marketing communications, including direct, digital and social media. This role will also consult on portfolio marketing efforts utilizing the Company Bonvoy branding. CANDIDATE PROFILE Education and Experience Preferred 4-year degree from an accredited university in Business Administration, Marketing, or related major 12+ years of relevant professional experience in marketing, brand or related function, demonstrating progressive career growth and pattern of exceptional performance. Key experiences and capabilities include: Proven track record of global management and development/execution of high impact global marketing communications platforms Strong digital background Loyalty Brand Marketing Develop Company Bonvoy brand marketing, ensuring coordination and pull-through across marketing groups (eg Brands, Buzz) Oversees the creation of all on-property Company Bonvoy collateral Oversees the creation of the Company Bonvoy style guide for Marketing Oversees multi-brand Company Bonvoy PR Ensures consistency and presence of Company Bonvoy across all customer touchpoints Oversees the development of multi-brand marketing assets for use in all marketing Ensures that Company Bonvoy members are appropriately targeted for operational needs (eg, helping with soft-spot demand generation) Ensures development and delivery of B2B Marketing collateral for the B2B operations group that sits in Global Sales Algorithmic Targeted Marketing Oversees the creation of targeted segmentation marketing plans, including business rules and marketing assets to increase share of spend and minimize attrition Oversees campaign and segment optimization, managing budgets and campaigns to achieve program KPI s Oversees Customer Targeting Marketing for key segments (MBAs, rising stars, new consultants, Sales accounts) Oversees the development of marketing assets and offers for Most Valuable Promotion (MVP) and provides business prioritization Ensures personalization of marketing to individual customers Responsible for Vistana relationship and management of the Vistana program marketing team Program Marketing & Communication Responsible for marketing and communication of the Loyalty program(s) across channels (email, digital, CEC, social media, etc.) Accountable for driving and supporting new member acquisition activities to acquire more than 17M new members a year Drives Company Rewards and SPG promotions, and ultimately, the promotions of the unified program; managing a $140M promotion budget Oversee the development of communication assets for digital marketing and ensure collaboration with Digital Marketing on campaigns and placements Leads Digital and Social Marketing effort, which encompasses the digital marketing efforts to drive loyalty goals and management of all social marketing channels for the programs. Member Engagement Collaborates with Buzz Marketing to plan events to engage members Oversees the Moments program, including activation Ensures creation of surprise and delight benefits (eg, year-end gifts) Oversees design and development of market redemption experiences Hire, develop, manage and inspire the marketing loyalty team, including cross-functional teams. Serve as main agency point of contact for Company.

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