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JOB SUMMARY
The Sr. Director, Digital Marketing (MH, JW, CY, RI) will lead the digital marketing strategy and cross functional execution for 4 Marriott Signature Brands: Marriott Hotels (MH), JW Marriott (JW), Courtyard (CY), and Residence Inn (RI). These brands have over 2,300 hotels (and growing) in 3 different tiers and a combined total marketing program budget of over $90M. Digital Marketing is critical to the future success of the brands.
This role will be responsible for the digital expression for the assigned brands; leading various marketing initiatives and customer experiences to support individual brand goals balanced with portfolio and enterprise needs (awareness, consideration, brand perception, transactions/revenue, digital service, etc.) The brands need a champion within the Digital organization to connect myriad digital strategies (brand sites, marriott.com, email, paid search, mobile, display, etc.) while optimizing the media mix to better drive brand awareness and perception shifts, plus grow profitability for each brand’s direct digital market share. This role will partner very closely with the Brand Marketing leads and the Senior Director, Social Media – Marriott Signature Brands to develop industry leading integrated digital and social engagement strategies. This individual will also partner closely with the Marriott Rewards team to find creative ways to increase brand exposure and digital engagement while also supporting Loyalty goals. This role will directly manage a small team of Digital Marketers while indirectly managing dozens of agency and in-house discipline partners. He/She and his/her team will become critical members of the Brand Marketing teams as well as the Digital Marketing organization. This role will have a dual reporting relationship – reporting directly into the Vice President, Brand Marketing – Marriott Signature Brands and Vice President, Digital Direct and Marriott.com.
The individual hired into this role will be charged with understanding the fundamentals of building and repositioning brands in the digital space - developing break-through strategies and flawless execution to:
1) effectively communicate brand positioning,
2) support individual brand goals (from driving awareness to shifting brand perception) through all digital marketing disciplines,
3) grow profitably for direct digital market share for assigned brands, and
4) help extend digital guest service capabilities into the brands.
He/She will have a holistic view of the end-to-end customer experience coupled with the deep platform knowledge to help build strategies that optimize branded experiences, smartly invest in high ROI marketing efforts, and create maximum platform leverage for the brands within broader portfolio and enterprise efforts. This individual will be a catalyst for innovation and new thinking, manage a direct team, lead cross functional teams and agencies, plus communicate and optimize brand performance across all Digital channels.
CANDIDATE PROFILE
Education and Experience Preferred
* 4-year degree from an accredited university in Business Administration, Marketing, or related
* 10 years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.
Others
* Ability to manage and multi-task effectively in a fast-paced, matrix environment
* Possesses passion and excitement for hospitality as well as marketing
* Project management skills, including a demonstrated ability to lead multi-functional project teams to deliver concrete actions and results
* Exceptional written and verbal presentation skills
* Fluency in developing and delivering power point presentations
* Ability to lead and work with cross-functional teams in support of specific business priorities
* 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
* Ability to display a deep understanding of how to use customer information to generate incremental customer value
* Creative development experience preferred
* Demonstrates thorough understanding of, and passion for, relevant digital marketing channels, trends, and metrics
* Experience identifying need for and interpreting customer research and marketing analytics
* Ability to deeply understand brand business needs and translate those needs into actionable and measurable marketing plans that drive commerce and elevate consumer perceptions of the brand
* Can work collaboratively with the digital and social teams
* Can operate in a matrixed organization with brand, owner, franchisee and marketing stakeholders
* Has a strong creative point of view balanced with refined business analytics skills
* Exudes and opportunistic thinking mentality demonstrated by never being satisfied with current results, means or methods
* Is intellectually curious about the business and best in class marketing approaches both inside and outside the lodging category
* Comfortable working in an ever changing social/digital landscape
CORE WORK ACTIVITIES
Leading Digital Marketing Strategy and Execution
* Serves as the Signature brands lead evangelist across the Digital organization
* Manages a team of in-house digital marketers and digital agency partners around the globe.
* Leads digital efforts for 4 brands (Marriott Hotels, JW Marriott, Courtyard, Residence Inn) with potential expansion in the future
* Leads definition, execution, reporting, and optimization for all digital marketing efforts supporting brand specific initiatives and promotions
* Leads Co-creation platform for Marriott Hotels and partner with brand, operations, and field/hotel teams to implement chosen ideas.
* Serves as a public spokesperson for the brand partnering closely with Public Relations.
* Manages brand specific digital agency efforts with Creative and Media agencies, and partners with appropriate Digital agency manager for discipline led activities (i.e. Paid Search, SEO, Affiliates)
* Aligns Continental Digital Marketing initiatives with Continental VP’s, their teams, and respective local agencies to support and deliver on digital marketing strategy.
* Develops and manages brand digital dashboards with KPI’s aligned to brand and digital goals; communicates results to all key stakeholders through regular meetings and clear communications
* Defines new opportunities specific to brand needs based on market conditions and emerging opportunities.
* Partners with creative agency and the digital guest services strategy and product delivery teams to integrate brand identity and messaging into the user experience
* Partners closely with Marriott Rewards team to better leverage existing programs while also developing new and unique executions that seamlessly support Brand and Loyalty goals.
* Partners with Social Media & Brand Marketing leads to ensure brand communications and social engagement strategies are fully integrated across paid, owned, and earned media.
* Partners closely with Digital marketing disciplines and digital business units (DBU’s) to maximize and integrate all branding, merchandising and revenue generation opportunities across MI digital (m.com, in-language sites, mobile, in-room portal), Online Travel Agencies, Search Engines, and all other forms of Digital marketing/media.
* Partners with Brand and Field Marketing/Digital teams to create templates and processes to help the field pull through digital initiatives and ensure superior execution at a property level
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.
Leading and Managing Teams
* Hires, develops, and retains diverse talent that makes a strong, positive impact on the organization.
* 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.
* Facilitates regular, ongoing communication in department.
Managing Projects and Priorities
* Develops specific goals and plans to prioritize, organize, and accomplish work for self and direct reports.
* Provides direction and assistance to other teams regarding projects. Determines priorities, schedules, plans and necessary resources to ensure completion of any projects on schedule.
* Analyzes information and evaluates results to choose the best solution and solve problems.
* Thinks creatively and practically to develop, execute and implement new plans or programs. Generates and provides accurate and timely results in the form of reports, presentations, etc.
* Plans, develops, implements, and evaluates the quality of the teams’ operations.
* Provides recommendations to improve the effectiveness of processes or programs.
* Understands and meets the needs of key stakeholders.
* Supports achievement of performance goals, budget goals, team goals, etc.
MANAGEMENT COMPETENCIES
Leadership
* Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
* Leading Through Vision and Values - Keeps the organization's vision and values at the forefront of decision making and action.
* Managing Change - Initiates and/or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace; serves as role model for how to handle change by maintaining composure and performance level under pressure or when experiencing challenges.
* Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
* Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
* Strategy Development - Develops business plans by exploring and systematically evaluating opportunities with the greatest potential for producing positive results; ensures successful preparation and execution of business plans through effective planning, organizing, and on-going evaluation processes.
Managing Execution
* Building a Successful Team - Uses an effective interpersonal style to build a cohesive team; inspires and sustains team cohesion and engagement by focusing the team on its mission and importance to the organization.
* Strategy Execution – Ensures successful execution across of business plans designed to maximize customer satisfaction, profitability, and market share through effective planning, organizing, and on-going evaluation processes.
* Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
Building Relationships
* Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company’s service standards.
* Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.
* Strategic Partnerships - Develops collaborative relationships with fellow employees and business partners by making them feel valued, appreciated, and included; explores partnership opportunities with other people in and outside the organization; influences and leverages corporate and continental shared services and/or discipline leaders (e.g., HR, Sales & Marketing, Finance, Revenue Management) to achieve objectives; maintains effective external relations with government, business and industry in respective countries; performs effectively as a liaison between locations, disciplines, and corporate to ensure needed resources are received and corporate strategies are understood and executed.
Generating Talent and Organizational Capability
* Organizational Capability - Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.
* Talent Management - Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.
Learning and Applying Professional Expertise
* Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges.
* Deep understanding of how to use all communication channels, including digital, social, TV, film, print, etc., to most effectively engage the consumer.
* Basic Competencies - Fundamental competencies required for accomplishing basic work activities.
* Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
* Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work-related issues.
* Oral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
* Reading Comprehension - Understands written sentences and paragraphs in work related documents.
* Writing - Communicates effectively in writing as appropriate for the needs of the audience.
/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:** **Corporate Marketing**
**Organization:** **Corporate**
**Title:** **Senior Director, Digital Marketing (MH, JW, CY, RI)**
**Location:** **MD-Bethesda-Marriott International HQ**
**Requisition ID:** **1400283U*