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With over 45 million members, Marriott Rewards is one of the largest loyalty programs in travel. We are looking for a leader to accelerate the growth of Marriott Rewards, reach a new generation of travelers, and expand one of the most respected loyalty programs in the world into a dynamic community. The Vice President, Loyalty is responsible for driving overall performance and innovation to increase loyalty among valuable customer segments, overseeing and leading a high performance team that spans community development, business operations, product planning and marketing, digital applications and new product applications for Marriott Rewards. The Vice President will have oversight for loyalty programs and innovation activity across the enterprise from ideation through implementation, with a special emphasis on transforming the definition loyalty as a valuable customer community with more customer- relevant interaction that drives measurable portfolio engagement. This role will lead the effort to raise the Rewards team’s CRM capability by integrating advanced digital marketing solutions to deliver key metrics. The Vice President will collaborate with leaders across the Global Marketing organization and with Brand, Marketing, Sales & Consumer Services (BMSC) teams to serve valuable customer segments and identify the customer profile requirements to enable the IT team. This role will be the global leader of the team that creates loyalty programs and defines the intersection for regional marketing teams to implement locally in markets around the world. This position will be responsible for creating and sustaining a culture that fosters and maximizes collaboration with a clear emphasis of driving value to the customer and business value to Marriott. This position reports to the Global Marketing Officer.
**CANDIDATE PROFILE**
**Education and Experience Required**
* 4-year degree from an accredited university in Business Administration, Marketing, or related major
* 12+ years of relevant professional experience, demonstrating progressive career growth and a pattern of exceptional performance
**Education and Experience Preferred**
* Graduate level degree in relevant area
* Prior experience leading the development of affinity and community using next generation tools and technologies, with demonstrated success in building loyalty and customer engagement.
* Strong digital product strategy leadership skills with ability to optimize disciplines in marketing and customer relationship management.
* Demonstrated track record of launching and leading programs and products that win raving fans.
**CORE WORK ACTIVITIES**
* Lead loyalty programs and campaigns that achieve growth targets within the GenY consumer segment as well as mine the value of current loyal Rewards members
* Identify advanced digital marketing platforms for driving more targeted, cost-effective marketing efforts that leverage existing efforts of Brand Marketing, Marriott.com, mobile, call-center, SMS, email programs, IT, etc. to deliver an integrated, multi-channel experience. Work across BMSC to co-define requirements on customer profiles and preferences needed in enterprise technology
* Synthesize external influences (consumer, competitive trends) with Rewards performance and stakeholder interests to develop new innovations that result in improved customer loyalty, strengthened brand/portfolio awareness and competitive advantage.
* Develop a vision around integrating the loyalty mindset around the enterprise that can be translated into a communicable and executable format, acting as the clear leader for the business.
* Leverage consumer research and key customer segments defined by the Consumer Insights and Marketing Strategy teams, develop loyalty acquisition marketing campaigns/programs, and work across key BMSC disciplines and channels to execute them and drive results.
* Analyze business issues and identify trends, utilize these data points to inform development, refinement, and/or adjustments of business strategy.
* Define next wave of universal guest ID and global opt-in requirements for community building and CRM.
**Leadership**
* Grow enrollment, activation, and retention of new customers worldwide by initiating and launching Next Gen loyalty community initiatives.
* With our other disciplines, define and co-design a compelling loyalty-inducing experience across all key customer touch points. Collaborate with other disciplines on activating the loyalty experience in their respective channels, platforms, and systems (e.g., on property, voice channels, email, Marriott.com, mobile messaging & apps, core systems, etc.)
* Ensure Marriott Rewards retains a preference lead versus our competition
* Grow lifetime value of our customers
* Collaborate across BMSC teams (such as Consumer Insights, Customer Care, Distribution, Digital, IT) to leverage organizational capability aligned around a vision of customer loyalty. Inspire transformative innovative thinking and the fusion of Rewards loyalty programs with strong design and voice.
* Build consensus and alignment around key innovation project priorities across all stakeholders through data-informed insights, analytics and a collaborative management style.
* Lead the ongoing development and execution of strategic CRM initiatives and roadmaps; work with key BMSC disciplines and channels to weave these initiatives into brand marketing, portfolio marketing, Marriott.com, Mobile, and other existing digital efforts to deliver on mutual goals.
* Refine and expand knowledge of future trends related to CRM and plan for their implications.
* Make and execute the necessary decisions to keep moving forward toward achievement of goals.
* Lead, coach, and inspire diverse, cross-functional teams to meet goals and timelines
* Lead, represent, and champion innovation in all forums, and specifically with senior executives.
**Managing Responsibilities with Stakeholders**
* Develop and maintain effective relationships with both internal and external stakeholders across the organization. Foster a positive climate to build effective teams that are committed to organizational goals and initiatives.
* Update stakeholders on key initiative wins and opportunities, respond to concerns, and solicit feedback. Engage leadership to develop and execute action plans to address gaps.
* Manage and represent on Loyalty strategy as well as team’s overall Marriott Rewards program performance to key stakeholders such as executives and owners.
*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
*Primary Location:* USA-MD-Bethesda-Marriott International HQ
*Organization:* Corporate
*Schedule:* Full-time
*Job Posting:* Apr 23, 2014, 5:50:04 PM
*Req ID:* 14000RAH