Marriott International offers you the opportunity to find the hospitality job and career journey that's right for you. With more than 1100 managed properties and 18 brands you'll find us in your neighborhood and in more than 74 countries across the globe. Find Your World™ at Marriott.
The Vice President, Digital Acquisition is specifically responsible for leading the strategic development and management of Marriott’s Digital Acquisition efforts combined with the associated website experiences to effectively convert the traffic into profitable revenue. This role will lead efforts that contribute more than $3.5 Billion in Marriott.com and Ritzcarlton.com revenue on a global basis, including search engine marketing (comprised of Organic Search Engine Optimization (SEO), Paid Search, and strategic Content Marketing efforts), Direct Referral partnerships, Affiliate marketing, Performance Display efforts (Targeting & Retargeting), and emerging online acquisition channels.
This role directs campaigns in ~100 countries for Marriott.com, Ritzcarlton.com, five fully-functional in-language Global sites, and several localized Global “brochure” sites in 16 countries. As the leader of these activities, this position will be expected to manage a large (18 associates) internal team as well as a number of agencies around the world in the pursuit of aggressive growth and revenue goals for Marriott’s domestic and global sites. This position will also play a vital role in leading the development and deployment of our new market entry strategies in emerging global markets like China, Russia, Brazil, and the Middle East. Global and market-specific objectives must be met, and success will rely heavily on candidate’s ability to motivate teams to meet and ultimately exceed goals while building strong relationships throughout eCommerce, Information Resources, Owner Franchise Services, Sales & Marketing, and Global Lodging Services, and Continental teams.
* EXPECTED CONTRIBUTIONS *
/ 1. Strategic Leadership for Digital Acquisition Programs: /
Corporate Search Engine Marketing (SEM) Programs:
Provides direction and leadership to a team of Paid Search managers in efforts to profitably grow revenue from the search channel. Activities include:
1. Leads the execution and coordination of more than a dozen concurrently running North American Brand campaigns, two dozen Promotional campaigns, and over ten Global market campaigns.
2. Leads the ongoing optimization of Marriott’s Transaction-Based Paid Search program, a global (100 countries) self-funded paid search program.
Provides direction and leadership to a team of organic search optimization (SEO) managers in efforts to grow revenue from the search channel. This team develops SEO plans and strategies for Marriott International’s worldwide sites. Activities include:
1. On-site development and content updates
2. Off-site link building and directory submissions
3. Analysis and communication of results of all programs on a regular basis to appropriate stakeholders.
Ensures Marriott’s SEM/SEO strategies are implemented consistently across all levels of the organization through education and ongoing communication concerning program business plans, objectives and performance against goals. Collaborates closely with several teams to ensure Search strategies are in sync between Marriott.com and all Global sites.
Provides subject matter expertise on Search strategies to members of Brand Marketing, Measurement & Analytics, International Marketing, Product Development, Information Resources, Corporate Communications, Owner Franchise Services, senior leadership and other groups as needed.
Ensures direct reports are leveraging site analytics tools so that Marriott is employing the appropriate mix of Organic and Paid Search strategies for all sites, and are leveraging available data sources to ensure Paid Search efforts attract profitable visitors and revenues.
Proactively monitors and evaluates developments in the search engine landscape for implications to Marriott’s search strategy. Directs the investigation of new areas and approaches as appropriate.
Clearly understands the competitive landscape and direct strategy to capitalize on strengths and counter competitive threats.
Supervises the development of, and secures, budget requests for domestic and international SEO and Paid Search programs.
Provides direction for the setting of SEO and Paid Search revenue goals for Marriott websites globally. Ultimately responsible for achieving goals.
Supervises the progress of, and provide final approval for, agency searches as needed. Provides direction for the negotiation of annual agreements
Lead Marriott’s relationships with major search engines including Google, Yahoo/Bing, Baidu, Yandex, etc.
Direct Referral Partnerships:
Direct a team that leads partnerships with major Travel site partners (e.g. TripAdvisor, Google Hotel Finder, etc.) that drive traffic directly to Marriott.com which result in a booking. Provides direction and leadership for the growth of the channels including:
Direct a team that monitors daily performance and executes bidding optimization to maximize profitable growth for the self-funded model.
1. Manage on-going partnership relations. Team will be constantly optimizing performance, expanding what is working, fixing what is not working, evaluating and testing new offerings, and eliminating partners that consistently under-perform.
2. Negotiate partnerships with new and existing partners that strategically contribute to Marriott’s eCommerce/corporate goals.
Direct team to manage expanded multi-faceted TripAdvisor relationship/business including: content syndication on Marriott.com, review solicitation and response management strategies, Display campaigns, rate feed management, mobile marketing strategies, CPC optimization across TripAdvisor global network of sites.
Affiliate Marketing Programs:
Provides direction and leadership to Affiliate marketing managers as they grow the affiliate channel. Activities include:
1. Growing revenue generated from existing US and Global programs through implementing public and private offers.
2. Growing revenue generated from ShopMarriott.com and Gifts.Marriott.com affiliate programs
3. Leveraging and launching the Marriott affiliate programs within additional affiliate networks as needed
4. Integrating capability to include non-booking actions (group, wedding RFPs) into the affiliate channel
5. Improving performance through better creative and more sophisticated targeting / creative delivery.
Proactively monitors and evaluates developments in the affiliate marketing landscape for implications to Marriott’s strategy. Direct the investigation of new areas and approaches as appropriate.
Clearly understands the competitive landscape and direct strategy to capitalize on strengths and counter competitive threats.
Supervises the development of, and secures, budget requests for affiliate marketing programs.
Provide directions for the setting of affiliate program revenue goals for Marriott websites globally. Ultimately responsible for achieving goals
Performance Display program (aka Targeting & Retargeting):
Oversight of data-driven display advertising campaigns (acquisition and retargeting) that determine audience segments using/understanding first and third party data.
Leverage dynamic display creative and provide guidance to team around campaign optimizations and new media partners.
Assess new opportunities (ex: targeted video), secures and approves campaign budgets.
Direct team to partner with brand marketing and creative/media agency teams to further integrate a full funnel approach to performance campaigns, as well as brand campaigns where appropriate.
Grow new online acquisition channels/programs:
Works with appropriate field stakeholders to help “pull through” online programs, as needed.
Incubates new opportunities & channels for driving online demand & trial. Develop opportunities into enterprise programs as needed.
Improve reporting sophistication and campaign performance measurement
Work cross-functionally with Measurement/Analytics team to identify business trends, KPIs, improve performance, and evolve the way Marriott measures online performance (attribution, media mix modeling, incrementality studies, bidding algorithms)
/ 2. Marketing product development /
Direct product teams to create and optimize landing page experiences that improve campaign performance and ROI.
Lead the visioning and development of new products and functionality that improve digital marketing capabilities across programs/platforms (e.g. rate cache, bid management tools (internal & external), next gen Co-op platform)
Evolve relevant digital marketing strategies into strong demand-driven content marketing approaches that scale through the enterprise and complement brand marketing strategies. Deliverables will include social media marketing, work-flow and content creation calendar/approach for corporate and field teams, creation of UGC tools, visual content (infographics), and more.
Partnering closely with Global Operations and Consumer Insights, this role will lead the strategy development & tactics to distribute new sources of social content (i.e. Reviews, GSS) to improve site conversion and discoverability through search engines and other digital channels.
Lead social content integration efforts into Marriott.com and Marriott Mobile.
/ 3. Global market strategy development and activation /
Partner closely with VP’s, Marketing & eCommerce around the world in the development of localized source market strategies that balance eCommerce and brand marketing needs.
Lead team that is executing campaigns to support continent and global priorities.
Provide strategic insights, consultation and tactical recommendations for Globalization efforts.
Direct development of Digital Marketing portions of 3 year plans for entry into new international markets (Brazil, Middle East, China).
Direct Digital Marketing strategy related to white label sites current and future growth/performance.
In partnership with Regional VP, Marketing & eCommerce, help direct Continental digital marketing leaders to ensure continuity with global programs and maximizing best practices locally.
/ /
/ 4. Global Brand Integrity in Search Engines /
Represents Marriott as a participant in the Hotel Consumer Protection Coalition (HCPC) as needed. Address and responds to industry issues as appropriate.
Directs team in updating online marketing brand standards for distribution to US and International third party partners.
Ensures staff develops goals and tracking metrics to measure third party performance against standards & actively works to remove offenders where possible.
Works closely with search engines on a global basis to ensure they are protecting Marriott’s trademarks to the best of their abilities
/ /
/ 5. Staff Development /
Maintains high performance levels by hiring the best candidates, providing direct reports with development opportunities, addressing performance issues and aligning performance and rewards to departmental goals.
Position will directly manage a team of Directors, plus a broader team of 18 associates and 20 agency resources.
Strong potential exists to grow team with resources in regional offices around the globe (e.g. London, Hong Kong, Dubai, Miami).
Supports department-wide efforts to improve eCommerce culture and work environment as reflected in annual survey results.
/ 6. Executive communication /
Regularly develop and deliver updates to all levels of Executives through in-person presentations, conference calls, and written communications.
Present new strategies and funding model changes to gain approval through all levels of executive and owner/franchisee forums.
Represent Marriott as an industry expert through presentations at internal and external conferences.
* CANDIDATE PROFILE - KEY TALENTS AND EXPERIENCE DESIRED *
Required
12 total years work experience (with 5 years online marketing experience) strongly desired
7 years of managerial experience
Expert knowledge of digital performance marketing capabilities – especially Search engine marketing
Knowledge of Internet sales, marketing, and research methodology
Knowledge of digital measurement, tracking methods, and analysis
Proven ability to lead and work with cross-functional teams in support of specific business priorities
Demonstrates self confidence, energy and enthusiasm
Experience with agency management strongly desired
Effective written and oral communications skills. Sensitivity to global communication needs
Demonstrated strong presentation, negotiation, and persuasion skills
Ability to solve problems quickly, think creatively, and satisfy Internet speed-to-market requirements
Thrives in a fast-paced, entrepreneurial environment
Ability to simultaneously manage multiple projects
Dynamic interpersonal skills including team player that works well with counterparts from various functions/departments and has the ability to influence the work of counterparts without direct reporting accountability.
Working knowledge of Microsoft Office (Excel, Word, and PowerPoint)
Education and professional certification
College degree in marketing or related field.
MBA and/or demonstrated large-scale digital marketing success required.
/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./
/./
**Job:** **eCommerce*
**Organization:** **Corporate*
**Title:** *Vice President, Digital Acquisition Marketing*
**Location:** *MD-Bethesda-Marriott International HQ*
**Requisition ID:** *150008L6*