VP, Loyalty Marketing - Marriott Bonvoy

Posting Date Jan 03, 2021

Job Number 20202633

Job Category Sales & Marketing

Location Marriott International HQ, 10400 Fernwood Road, Bethesda, Maryland, United States VIEW ON MAP

Brand Corporate

Schedule Full-Time

Relocation? N

Position Type Management

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 Vice President, Loyalty Marketing - Marriott 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 Marriott 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 Marriott 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 Marriott 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

• Multi-discipline experience across the marketing/loyalty function: planning, analytics, programs, promotion, marketing communications, partnerships, etc.

• Experience managing complex initiatives and budgets.

CORE WORK ACTIVITIES

Loyalty Brand Marketing

• Develop Marriott Bonvoy brand marketing, ensuring coordination and pull-through across marketing groups (e.g. Brands, Buzz)

• Oversees the creation of all on-property Marriott Bonvoy collateral

• Oversees the creation of the Marriott Bonvoy style guide for Marketing

• Oversees multi-brand Marriott Bonvoy PR

• Ensures consistency and presence of Marriott Bonvoy across all customer touchpoints

• Oversees the development of multi-brand marketing assets for use in all marketing

• Ensures that Marriott Bonvoy members are appropriately targeted for operational needs (e.g., 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 Marriott 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 (e.g., 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 Marriott Bonvoy.

• Responsible for selection, supervision and development of high-performance staff in accordance with company policies and procedures.

• Assigns work and manages processes and activities to ensure deadlines are met and quality expectations are exceeded.

• Partners with and manage work assigned to agencies including digital and traditional media, creative and social media.

• Identify best practices and leverage learning and capability to plan, build and maintain an organization providing "best in class" marketing capabilities to the organization.

Manage marketing budgets, scorecard results.

• Develops annual loyalty marketing communications and advertising budgets based on the marketing plan. Maintains tracking and reporting of key budget operational processes and reports throughout the year.

• Works with Customer Experience, Finance, Loyalty Performance Management, and other groups to develop/maintain marketing scorecard processes and reports throughout the year (metrics include: key awareness and perception shift measurements, paid search revenue, digital results and other metrics as pre-established in the marketing plan).

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.

Managing and Conducting Human Resources Activities

• Interviews and hires employees.

• Promotes the fair and equitable treatment of employees.

• Facilitates regular, ongoing communication in department (e.g., staff meetings).

• Fosters employee commitment to providing excellent service, participates in daily stand-up meetings and models desired service behaviors in all interactions with customer and employees.

• Incorporates customer satisfaction as a component of staff/operations meetings with an emphasis on generating innovative ways to continually improve results.

• Sets goals and expectations for direct reports using the performance review process and holds staff accountable for performance goals.

• Solicits employee feedback.

• Utilizes an "open door policy" and reviews employee satisfaction results to identify and address employee problems or concerns

• Promotes adherence to policies consistently, follows disciplinary procedures and documents items according to Standard and Local Operating

Procedures (SOPs and LSOPs) and supports the Peer Review Process.

• Conducts annual performance appraisal with direct reports according to Standard Operating Procedures.

• Champions change ensures brand and regional business initiatives are implemented and communicates follow-up actions to team as necessary.

• Identifies talents of direct reports and their teams and assists with their growth and development plans.

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.