Senior Vice President, Marketing Channels & Optimization
- Employer
- Marriott International, Inc.
- Location
- Bethesda, MD
- Closing date
- Apr 23, 2021
View more
- Industry
- Media / Journalism / Advertising
- Function
- Executive, Marketing and Public Relations, Vice President
- Hours
- Full Time
- Career Level
- Experienced (Non-Manager)
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Senior Vice President, Marketing Channels & Optimization Job Description Posting Date Mar 26, 2021 Job Number 21027327 Job Category Sales & Marketing Location Marriott International HQ, 10400 Fernwood Road, Bethesda, Maryland, United States VIEW ON MAP Brand Corporate Schedule Full-Time Relocation? Y Position Type Management Located Remotely? N 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 Vice President, Marketing Channels & Optimization will lead global portfolio marketing strategies and channel execution to deliver topline revenue, customer engagement, and performance metrics for all company and emerging businesses. She/He will lead the performance marketing engine, channel platforms, and marketing orchestration / delivery across Paid Media, Email Marketing, and integrating with Marriott.com & Mobile app marketing efforts. He / She will serve as the enterprise leader for marketing performance growth and, with Analytics, defining and tracking consistent measurable outcomes across audiences, customer journey stages and marketing channels. The impact of her/his leadership will result in short-term revenue and long-term brand value across multiple internal and external teams focused on audience segmentation, source market dynamics, new marketing channel expansion, and destination market performance. With the SVP, Portfolio, Loyalty, and Creative/Content Marketing, she/he will drive the orchestrated go-to-market strategy for the Global Brand + Marketing organization and synchronize efforts across all continents around the world. She/He will lead a team focused on efforts to ensure that we properly plan, integrate, measure, and operate efficiently across marketing. She/He will lead a team focused on Messaging calendaring and marketing channel integration to better orchestrate priority marketing messages through more cohesive experiences (ie, partnering with Marketing & Digital leaders) and associated measurement (ie, partnering with Analytics) across paid, owned, and earned channels. This team will champion new initiatives with both Digital and Data Strategy / Analytics on behalf of the Brand + Marketing organization. She/He will also lead a centralized Marketing Operations team that manages day to day support activities across marketing associated with creative, media, and social agency contracts, billing, and associated cost recoverable operating models. She/He will integrate industry leading data-driven marketing techniques to elevate the performance orientation of the marketing discipline and galvanize the marketing strategy framework to unify go-to market for Brands, Loyalty and Continents. She/He will serve as the primary leading for Ad/Marketing technology and Marketing Orchestration across the enterprise ensuring all marketing channels integrate into a model that delivers the most relevant and impactful experience. She/He will oversee the Email Marketing channel to deliver scalable platforms to support enterprise, regional, hotel, and Loyalty member needs. Partnering with Loyalty Marketing and Digital leadership, she/he will guide a more orchestrated contact strategy across all Outbound Marketing (ie, Email, SMS, Push Notifications). Additionally, this leader and her/his team will serve as the central privacy and compliance leaders for all privacy regulatory and data security activities that impact marketing, partnering with Privacy, Legal and IT teams. She/He will lead Marriott International's paid media efforts around the world in collaboration with Global, Portfolio, Loyalty, Brand, and Continent marketing leadership. She/He will oversee a team driving the organization's media efforts with a performance orientation to deliver greater scale, coupled with more precise targeting, better creative distinctiveness, break-thru ideas, and ultimately better return on investment for the annual paid media investment around the world. She/He will also lead the development and management of enterprise media partnerships and business plans for top tier global publishers. CANDIDATE PROFILE Education and Experience Preferred 4-year degree from an accredited university in Business Administration, Marketing, eCommerce/Digital, or related 14+ years of relevant professional experience in marketing, digital, brand or related function, demonstrating progressive career growth and pattern of exceptional performance. CORE WORK ACTIVITIES MARKETING PLANNING & OPTIMIZATION Develops and oversees the marketing strategy that leads to optimized marketing plan, connecting the traditional marketing funnel with more targeted and personalized customer journey across Global Brand + Marketing, Continents, and Customer Experience. Collaborates with senior leaders to ensure that the marketing strategy is fully integrated and designed to achieve KPIs such as brand health, loyalty metrics and demand generation. Serve as the enterprise champion of Marketing workflow tools and process improvements to streamline decisioning making, time to market, marketing brief accuracy, creative reviews, and strategy/KPI/prioritization adherence across internal marketing teams and agency partners Ensure a prioritized go to market calendar and multi-channel activation plans fulfills strategic goals and achieves business KPIs at the enterprise level. Guides the creation of marketing investment models to guide holistic and individual channel budget optimization while driving clarity for what business imperatives should be solved via paid media vs owned and earned marketing platforms. Drives culture of individual and collective accountability, supported by common KPIs and access to dashboards, that aligns to goals for individual brand/loyalty/continent teams and overall Marketing framework. Partners with Consumer Insights / Analytics and Marketing teams to establish consistent Marketing evaluation structures, dashboards, and quantifiable impact from all marketing activities. Partner with other senior stakeholders (Marketing, Data Strategy/Analytics, Revenue Management, Continent) to influence and build a top-down marketing investment plan that maximizes short-term revenue and long-term brand building with return on investment across all enterprise funds. GLOBAL MEDIA CENTER OF EXCELLENCE Lead a centralized Media team, with connectivity into each Continent media team, to drive paid media investment strategies that maximize return on investments through Digital and Non-Digital paid media. Oversees the integration of all paid global media buying that connects brand marketing, loyalty, and continent marketing to best leverage Marriott's organizational scale across the Customer Journey priority markets around the world. Develops and activates strategic business case and point of view for establishing a new agency operating model. and approach to media industry management. Oversee global relationships and ongoing operations with Media agencies, Ad Tech partners, and Direct publisher partnerships. Champion the transition to Audience Based media buying strategies and partner with Ad Tech team and agencies to activate strategies through all addressable media channels (ie, Digital and Non-Digital). Serve as Marriott industry spokesperson for Media industry relations while championing company position on improving industry standards (eg Brand Safety, Measurement). Oversees growth strategy and operations for Marriott Media Network - a digital monetization and advertising platform. MARKETING PLATFORMS & AUDIENCE DISTRIBUTION Create strategy and manage a team of product leaders that deliver the multi-faceted digital personalization, orchestration, Ad Tech, and outbound messaging technologies (eg email). Partner closely with Data Strategy/Analytics/CRM, Digital, Loyalty and IT teams to ensure technology and experience are part of a broader connected omni-channel consumer journey. Oversee development of Plus-Platform (digital media buying co-op) and Marriott Media Network platform roadmap to support growth plan and integrate with broader Personalization capabilities. Lead Audience Data Management platform to enable cross-channel audience targeting using 1st and 3rd party data. With Global Media team, manage Partner data model and associated contracts / operations for marketing partners. Serve as the Steward of Marriott's overall Ad/Marketing Tech stack in combination with Marriott's agency ecosystem. Collaborate with teams in building audience-based marketing "campaigns" that improve customer lifetime value across various KPIs, providing strategic oversight and guidance as needed. Provide guidance to direct reports on customer level frequency management across channels to balance business and customer value. Ensure teams develop, implement, and optimize mapping of key marketing messages to audience segments and behavioral "real-time" Maintain enterprise accountability for all aspects of the operations for Audience Data Management Platform and all assign Mar-Tech/Ad-Tech platforms. EMAIL MARKETING CHANNEL MANAGEMENT Oversee the Email Marketing channel to deliver scalable platforms to support enterprise, brand, regional, and Loyalty member business needs. Optimize enterprise platforms for email publishing, delivery, and personalization. Partner closely with the Loyalty Marketing team to distribute member communications and enable a multi-channel lifecycle marketing strategy Operate distributed marketing platforms (METT & LCB) and design / build / delivery enhancement roadmaps. Collaborate with Customer Experience, Audience Distribution, Digital, and other channel teams to enable a more rationalized customer journey with orchestration across Outbound Marketing channels (Email, SMS, App push notifications) in sync with Paid and Owned channels. Oversee enterprise email service provider and associated vendor agreements. MARKETING INTEGRATION & OPERATIONS Bring siloed marketing efforts and teams together into unified strategies that result in strong performance. Continually challenge the "status quo" to improve the marketing organizations effectiveness, efficiency, and global impact. Oversee a team that will serve as central points of contact for Global Brand + Marketing to partner with the Digital organization on Marketing and Brand innovations - including summarizing requirements, aligning gaps across Brands, prioritizing projects, and partnering to create new capabilities through the Enterprise digital products. Manage a team that serves as central points of contact for Global Brand + Marketing to partner with the Analytics organization for marketing measurement standards, improving attribution and overall measurement sophistication, as well as prioritizing Brand + Marketing needs within broader data infrastructure efforts. Lead messaging prioritization process - partnering with Planning team and broader Marketing leadership - to support priority initiatives while maximizing KPI performance. Create and maintain frameworks to unite audience-based Go to Market activities for key Member, Non-Member, and Cardholder segments. Partner with Analytics and channels on consistent performance management across audience, channels, and campaigns. Oversee day to day activities for internal Marketing operating model - including cost recoverable business model and overall marketing programs expense management. Oversee 3rd party contracting process for Marketing agencies (creative and media), vendors, and technology partners. Oversee team responsible for marketing Accounts Payable processes - partnering with Finance teams on accrual and reconciliation processes. MARKETING PRIVACY MANAGEMENT Lead the team that serves a central subject matter expert within Marketing for Privacy, Consent, and Data security trends/requirements. Ensure strong partnership with the Privacy team to stay up to date on global privacy and regulatory changes and their impact on marketing personalization and orchestration. Attend all internal global privacy forums and stay connected with Continent counterparts. Evaluate external changes/requirements for their implications on area of responsibility and partner across teams to ensure these are carried through marketing teams/channels. Educate marketing leadership and cross-functional marketing teams on landscape changes and associate implications. Champion implementation of changes to marketing practices across cross-functional teams. MANAGING RESPONSIBILITIES WITH STAKEHOLDERS Develops and maintains effective relationships with both internal and external stakeholders across the organization. Fosters a positive climate to build effective teams that are committed to organizational goals and initiatives. Updates stakeholders on key initiative wins and opportunities, responds to concerns, and solicits feedback. Engages leadership to develop and execute action plans to address gaps. Assists direct reports with building and maintaining stakeholder relationships as business partnerships. GENERATING TALENT AND DEVELOPING TEAMS Hires, develops, and retains diverse talent that makes a strong, positive impact on the organization. Oversees a team of Marketing leaders and change agents to drive new thinking through the organization and transformation into a performance minded organization that is continually focused on optimizing the business outcomes. Creates a team environment that encourages accountability, high standards, and innovation. Sets clear organizational goals and expectations for direct reports using the performance review process and holds team accountable for performance. Continuously improves team and job structures and ensures clear leadership accountabilities are in place. Builds teams with the appropriate mix of talent and skills to drive innovation and performance. Identifies talents of direct reports, and assists with their growth and development plans. Supports individual team and department-wide efforts to improve organizational culture and work environment within the department as reflected in annual associate survey results and informal feedback forums. Facilitates regular, ongoing communication in department. EXECUTIVE COMMUNICATION AND ORGANIZATIONAL LEADERSHIP Frequently develop and deliver updates to all levels of Executives through in-person presentations, conference calls, and written communications. Present strategy and optimization updates and results at key internal/external updates including: Continent forums, Executive updates, Owner/Franchisee meetings, etc. Represent Marriott as an industry expert through presentations at internal and external conferences. Marriott International is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non-discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law. Check out pictures from associates at this location, and some videos too! Marriott participates in the Electronic Employment Eligibility Verification Program. This Employer Participates in E-Verify ENGLISH/SPANISH (PDF) Right to Work ENGLISH/SPANISH (PDF) 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. If you are an individual with a disability and need assistance completing the online application, please call 301-581-1400. Please leave a message and a member of our Human Resources team will return your call within three business days. Alternatively, an email may be sent to hqaffirmativeaction@marriott.com . "Applicant Accommodation" should be included in the subject line of the email. Please note that this phone number and email are only for those individuals who would like to request an accommodation to apply for a job.
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