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Senior Director, Premium Brand Marketing
4 months ago
Job Category Sales & Marketing
Location Marriott International HQ, 7750 Wisconsin Avenue, Bethesda, Maryland, United States VIEW ON MAP
Schedule Full-Time
Located Remotely? N
Relocation? N
Position Type Management
Job Summary
The Senior Director, Premium Brand Marketing, is a key member on the Brand Marketing Team within the Global Brand and Marketing organization, leading all marketing efforts for a portion of the Premium Brands including the Classic Premium Brands (Sheraton, Marriott Hotels, Delta Hotels by Marriott) and new brands and offerings like Apartments by Marriott Bonvoy and MGM Collection.
They will define brand marketing strategies and lead a team in executing insight-driven, integrated plans including the development of creative and messaging platforms; advertising, marketing, and communication campaigns; and tactical plans across paid, earned, and owned mediums to support individual brand health, company business objectives and overall profitability.
They will also work closely with their Brand Management business counterparts to shape brand strategy and consult on the 'marketability' of in-hotel initiatives, as well as define and champion brand voice (guidelines, templates and assets). They are also responsible for pull through of the brand's voice and offering across all communication touchpoints in the consumer journey.
Both Global and domestic in scope, this individual is responsible for defining Global strategies and constructs, working with continent brand marketing teams on localization of execution outside of US and Canada, and owning execution in US and Canada.
They will run a team that is responsible for managing complex budgets and leading highly cross-functional initiatives with other discipline, channel and product owners/experts within the broader organization as well as external agencies and partners. They will work in close collaboration with brand management, other marketing/comms disciplines (partnerships, PR, social/content marketing, portfolio marketing, loyalty marketing, paid media, etc.), channel owners and international continent brand marketing teams to execute brilliantly while delivering strong results.
This position requires a strategic leader and passionate brand marketer who is highly connected to the business, has a strong creative eye, excellent attention to detail and comprehensive experience in cross-discipline execution.
While the Senior Director will have direct responsibility over specific Premium brands, they may also take on responsibility for other brand marketing projects depending on overall need.
Candidate ProfileEducation And Experience Required4-year degree from an accredited university in Business Administration, Marketing, or related major and 10+ years of relevant professional experience, demonstrating progressive career growth and a pattern of exceptional performance
OR
12+ years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.
Experience managing and defining transformational strategies for business units.
Demonstrated ability to deliver results under difficult conditions, particularly when faced with complexity and ambiguity.Education And Experience Preferred
MBA
Experience working within and navigating a portfolio of brands.
Lifestyle and/or premium brand(s) experienceCore Work Activities
Brand Marketing Planning And Implementation
Develops recommended brand marketing plans in context of company go-to-market strategy, including 1-2 year objectives, strategies, target customer descriptions, organizing marketing concepts to integrate/ amplify marketing programs, key metrics, and 18-month marketing calendar.
Sets brand messaging strategy to provide direction and prioritization to the marketing organization and broader customer contact channels.
Aligns brand marketing program investments with objectives and strategies and ensures appropriate funding levels are secured for all programs identified in the marketing plans.
Develops visual and verbal aspects of brand voice.
Supports development and execution of all brand communications; on-line, off-line, targeted media, direct marketing, experiential landing environments and brand pages.
Develops high impact communications to deliver brand marketing plans and plan updates to HQ senior leaders, marketing departments, regional teams, franchisees, and hotel general managers.
Partners with Partnership Team on all partnership efforts for the brands including setting a partnership strategy, identifying partnership opportunities and coordinating the integrated implementation of such partnerships with various disciplines (Brand Management, etc.)
Establishes comprehensive marketing strategies for the brands under their responsibility along the entire consumer journey, including experiential marketing activations, content creation and earned, owned and paid media communications to promote these activities.
Maintains strong knowledge of our core target customer and brings the latest marketing insights and innovations into the organization in order to inform and frame marketing plans.Establishing And Executing The Global Brand Marketing Plans
Protects, celebrates and grows the brands, enhances marketplace relevance and delivers the brand promise.
Develops and ensures implementation of programs to continue to successfully position the brands and achieve specific plan objectives and category leading results.
Leverages marketing, competitive and consumer insights to inform the business, marketing plan, as well as marketing activities.
Provides oversight, functional and business direction to ensure the successful execution of brand marketing strategies and programs.
Develops, creates, and measures impact of brand marketing to include brand voice, marketing activation and guidelines, portfolio messaging, advertising, photography and guidelines, brand integration, public relations, brand experience partnerships, experiential marketing and events, website development, promotions, marketing innovation, key continental regional pull through strategies and tool content development.
Creates solid creative briefs that logically tie to impactful consumer insights leading to best-in-class creative work from Marriott's agency partners.Managing Marketing Budgets, Scorecard Results
Develops annual marketing program budgets and allocates budgets by program based on the marketing plan. Maintains tracking and reporting of key budget operational processes and reports throughout the year.
Works with Consumer Insights, Reporting & Analytics, Finance and other groups to develop/maintain marketing scorecard processes and reports throughout the year (metrics include program revenue, profit, key awareness and perception shift measurements, paid search revenue, digital results and other metrics as pre-established in the marketing plan).
Ensures marketing program budgets and administrative budget targets are met and not overspent.Supporting The Global Positioning And Growth Of The Portfolio
Interfaces with Brand Management, Owner Franchise Services and Development Team to shape how we tell the story of how Marriott International's marketing organization supports the brands and hotels to drive owner/franchisee satisfaction and help with growth opportunities Development. And supports Development Marketing as they showcase the brands' proposition to Owner, Developer and Lender audiences.Delivering On The Needs Of Key Stakeholders
Understands and meets the needs of key stakeholders.
Communicates concepts in a clear and persuasive manner that is easy to understand.
Demonstrates an understanding of business priorities.
Supports achievement of performance goals, budget goals, team goals, etc.Providing Technical Support And Consultation
Provides technical expertise and technical leadership within own and other teams.
Provides recommendations to improve the effectiveness of processes and programs.
Demonstrates advanced knowledge of job-relevant issues, products, systems, and processes.
Demonstrates advanced knowledge of function-specific procedures.
Applies knowledge/judgment to achieve business goals.
Foresees, identifies, and resolves problems.
Keeps up-to-date technically and applies new knowledge to job.
Performs other reasonable duties as required for this position.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 is the world's largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed. Be where you can do your best work, Begin your purpose, Belong to an amazing global team, and Become the best version of you.
Source: Hospitality Online
