VP, Loyalty Marketing - Marriott Bonvoy

Marriott International Bethesda , MD 20813

Posted 2 weeks ago

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.

icon no score

See how you match
to the job

Find your dream job anywhere
with the LiveCareer app.
Mobile App Icon
Download the
LiveCareer app and find
your dream job anywhere
App Store Icon Google Play Icon
lc_ad

Boost your job search productivity with our
free Chrome Extension!

lc_apply_tool GET EXTENSION

Similar Jobs

Want to see jobs matched to your resume? Upload One Now! Remove
Flex Senior Manager Loyalty Marketing

Marriott International

Posted 1 week ago

VIEW JOBS 2/26/2021 12:00:00 AM 2021-05-27T00:00 Posting Date Feb 24, 2021 Job Number 21008057 Job Category Administrative 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? This is a temporary position. JOB SUMMARY Marriott International launched its new loyalty program, Marriott Bonvoy, in Q1 2019 with the ambition to enrich members' lives through the power of "Good Travel." Marriott Bonvoy offers members inspiring experiences through its Moments Program, which enable members to bid and redeem points for tickets and access to world-class events in sports, arts, culture, and entertainment. The FLEX Sr. Manager, Loyalty Brand & Moments Marketing reports directly to the VP, Loyalty Brand & Moments Marketing. As part of the team, they will act as a Brand Steward for internal and external stakeholders to ensure that Marriott Bonvoy brand messages and identities are being pulled through consistently at all consumer and industry touch points. He/she will also assist in the relaunching of the Marriott Bonvoy Moments platform. H/she will also be accountable for supporting member engagement and retention through the Moments program - an area of strong competitive differentiation and a proven driver of emotional loyalty. The FLEX Sr. Manager, Loyalty Brand & Moments will help define the product development, marketing, and event execution of Moments experiences. This position requires a self-motivated professional who is an experienced strategic marketer, possesses strong project management skills and has a passion for branding and delivering on-brand communications. This position works with diverse work teams comprised of Marriott associates and agencies to ensure successful execution of new or on-going programs. CANDIDATE PROFILE Education and Experience * 4-year degree from an accredited university in from an accredited university in Business Administration, Marketing, or related major and 3+ years of relevant professional experience, demonstrating progressive career growth and a pattern of exceptional performance; OR * 7+ years of relevant professional experience in of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance. CORE WORK ACTIVITIES Maintaining Goals * Submits reports in a timely manner, ensuring delivery deadlines are met. * Promotes the documenting of project progress accurately. * Provides input and assistance to other teams regarding projects. Managing Work, Projects, and Policies * Manages and implements work and projects as assigned. * Generates and provides accurate and timely results in the form of reports, presentations, etc. * Analyzes information and evaluates results to choose the best solution and solve problems. * Provides timely, accurate, and detailed status reports as requested. Demonstrating and Applying Discipline Knowledge * Provides technical expertise and support to persons inside and outside of the department. * Demonstrates knowledge of job-relevant issues, products, systems, and processes. * Demonstrates knowledge of function-specific procedures. * Keeps up-to-date technically and applies new knowledge to job. * Uses computers and computer systems (including hardware and software) to enter data and/ or process information. Delivering on the Needs of Key Stakeholders * Understands and meets the needs of key stakeholders. * Develops specific goals and plans to prioritize, organize, and accomplish work. * Determines priorities, schedules, plans and necessary resources to ensure completion of any projects on schedule. * Collaborates with internal partners and stakeholders to support business/initiative strategies * Communicates concepts in a clear and persuasive manner that is easy to understand. * Generates and provides accurate and timely results in the form of reports, presentations, etc. * Demonstrates an understanding of business priorities Additional Responsibilities * Provides information to supervisors and co-workers by telephone, in written form, e-mail, or in person in a timely manner. * Demonstrates self confidence, energy and enthusiasm. * Informs and/or updates leaders on relevant information in a timely manner. * Manages time effectively and conducts activities in an organized manner. * Presents ideas, expectations and information in a concise, organized manner. * Uses problem solving methodology for decision making and follow up. * Performs other reasonable duties as assigned by manager. 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. Marriott International Bethesda MD

VP, Loyalty Marketing - Marriott Bonvoy

Marriott International