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Director, Luxury Content Marketing
4 months ago
Job Number 24066532 Job Category Sales & Marketing Location MI Lab, 417 5th Ave 9th Floor, New York, New York, United States Schedule Full-Time Located Remotely? N Relocation? N Position Type Management JOB SUMMARY The Director, Luxury Content Marketing is a key leader within the Luxury Marketing organization, focused on leading the marketing strategy and influencing the execution for Marriott’s diverse portfolio of Luxury restaurants and bars. This role is pivotal in driving restaurant and bar brand awareness, increasing foot traffic, and boosting revenue. This role partners closely with continent and the corporate Food and Beverage team, Luxury Operations team, and the Public Relations team to boost awareness, recognition and performance. The position will innovate and bring an independent R&B marketing mindset. He/She will work closely with Marriott International leaders and marketing leaders for our partner restaurants to co-create world class marketing strategies, plans, partnerships, programs and campaigns. CANDIDATE PROFILE Education and Experience Required 4-year degree from an accredited university in Marketing, Communications or related field AND 8+ years of experience in a creative agency working on luxury food and beverage brands, or working within a luxury organization to bring marketing strategies and creative to life Proven track record of developing and executing successful marketing campaigns that drive measurable results. Strong understanding of digital marketing, social media, and content marketing. Creative and strategic thinker with a passion for the restaurant and bar industry. Education and Experience Preferred Fluency (written and spoken) in Spanish Excellent communication, interpersonal, and leadership skills. Ability to lead, influence and inspire a global matrix team. Proficiency in marketing software and analytics tools. Experience working with multi-unit restaurant and bar concepts is strongly preferred. CORE WORK ACTIVITIES Develops a Restaurant and Bar marketing strategy that will drive awareness, sales, and local hotel success Develops tools and resources to support hotels in developing an active local customer base Creates a relationship marketing plan that includes distribution partners, third party partners and others that can drive awareness and sales. Implements an award and recognition plan that will elevate profile of Marriott Luxury restaurants and bars through supporting and winning targeted awards Creates a PR strategy that builds awareness and credibility with customers, owners and partners Leverages the Marriott Bonvoy brand, promotional channels and databases to drive incremental value for restaurants, bars, hotels and Marriott International overall; without creating a negative perception with customers. Provides thought leadership blogs, presentations and materials in restaurant and bar marketing; understanding the standard for excellence and clearly communicating the future vision to the organization Conducts market research to inform strategies and partners including trends and audience insights that should inform great marketing creative and tactics. Develops a portfolio marketing strategy that ties with the overall luxury business objectives to help elevate our restaurants and bars in local communities. Lead social strategy to support luxury restaurant and bar campaigns, initiatives and partnerships along with evergreen proof points through social media campaigns and content. Approve level of social channel support plans across all initiatives. Set strategy and approve editorial calendar for all paid and organic content to be published on social brand channels (Facebook, Twitter, Instagram, etc.), including content franchise creation. Lead development of program social strategy documents (i.e., influencer strategy, community, social tone/voice/design). Develop content and distribution strategy and oversee agency execution ranging from on-site content production, real-time distribution, live events, and beyond. Partner with other Social and Content Marketing team members to ensure content calendar is calibrated to maximize the collective reach and impact of the company’s social marketing. Develops launch plans, in partnership with local restaurant and bar teams and turnaround plans for existing businesses. Provides budget and marketing spend guidance and best practices for restaurants and bars in our portfolios. Provides recommendations for optimization based on analytics and experience Develops portfolio-wide partnerships with marketing platforms (e.g., Yelp) and helps our restaurants and bars maximize return on investment from their investments. Creates marketing innovation plans, testing and learning to boost restaurant and bar performance. Work with internal and agency teams to develop creative and content for evergreen initiatives, large program campaigns and partner messaging. Contract production and agency teams as necessary and usher through Marriott Contract approval processes. Manage social approach to crisis comms at brand level, act as Social Subject Matter Expert for highly confidential and sensitive crisis comms. Collaborate and foster ongoing dialogue with continent brand organization to enhance the brands through continent-led content. Serve as strategic thought leader in guiding direction of continent-led content. Liaise with other internal social media teams to collaborate on best practices and customer care integration. Work with media teams and creative agencies to traffic and activate paid social evergreen campaigns, including creation of briefs, routing assets for approvals, asset delivery and management of deadlines with cross-functional teams. Liase with internal and external PR teams to ensure tight integration and holistic campaigns. Handle additional projects / functions as assigned. Assist senior associates in achieving business results by: Identifying opportunities to enhance process, provide training and guidance to field, Participating in annual planning session, Achieving results within scope of responsibility Develop and socialize post-campaign analyses. Support a test-and-learn mindset to continually optimize content performance. Continually optimize always-on evergreen media using Sprinklr measurement platform, using data to inform the development of future creative assets. Partner with Measurement and Analytics team on dashboard creation, KPI definition and alignment, and regularly report out performance and learnings to key stakeholders and executive team. Work with agencies and internal teams to align on KPIs to support the larger organization’s goals. Monitor and report out on industry best practices and competitive/landscape trends. New York Applicant Only: The salary range for this position is $110,550.00 to $245,238.00 annually. Marriott offers a bonus program, comprehensive health care benefits, 401(k) plan with up to 5% company match, employee stock purchase plan at 15% discount, accrued paid time off (including sick leave where applicable), life insurance, group disability insurance, travel discounts, adoption assistance, paid parental leave, health savings account (except for positions based out of or performed in Hawaii), flexible spending accounts, tuition assistance, pre-tax commuter benefits, other life and work wellness benefits, and may include other incentives such as stock awards and deferred compensation plans. Benefits and incentive compensation may be subject to generally applicable eligibility, waiting period, contribution, and other requirements and conditions. The compensation and benefits information is provided as of the date of this posting. Marriott reserves the right to modify compensation and benefits at any time, with or without notice, subject to applicable law. 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.
