Senior Director, Luxury Marketing

Marriott•Bethesda, MD

23h•Hybrid

About The Position

The Area Director of Marketing (ADM), Luxury Brands provides consultative, strategic oversight of marketing activities across Luxury properties within an area for Managed and Franchised hotels. This role communicates and supports area marketing plans, offering guidance on developing and executing a holistic marketing approach, including budget recommendations for MxM (managed by Marriott) hotel categories. The ADM collaborates with marketing, sales, and revenue management leadership, luxury brand leaders, and regional teams to address market needs. The position monitors overall marketing effectiveness in the area, guiding on-property MxM marketing associates to ensure delivery and execution of marketing plans that meet business targets, while integrating corporate and brand marketing, digital strategies, programs, processes, and initiatives. Responsibilities include expediting resources, templates, tools, and general guidance for marketing implementation, and serving as a point of contact for Owner and Market escalations related to marketing.

Requirements

4-year degree from an accredited university in Business Administration, marketing or related field required.
6 years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.

Nice To Haves

Broad marketing & digital leadership experience in multiple environments preferred
Prior experience working with Luxury brands preferred along with understanding of Luxury consumers and how to reach that market, from both a messaging and targeting standpoint.
Understands Luxury-specific tools, vendors, partners, and channels knowledge of how to leverage on behalf of hotels.

Responsibilities

Contributes to marketing strategies that will allow the organization to deliver on their value proposition to drive incremental, profitable revenue to individual properties through activating area and global strategies at the hotel level and leveraging cutting edge marketing technologies and trends.
Monitors the overall effectiveness of the marketing channels and ensure delivery of marketing plans that meet the business targets of the hotels.
Reviews Luxury MxM hotel marketing plans and budgets to help optimize.
Collaborates with other Area Director of Marketing and Luxury Brand leaders within Field Marketing to aide in best practice sharing and maintain consistency in marketing delivery to Luxury hotels and its consumers; uses collaboration and communication tools available.
Serves as a brand guardian for assigned Luxury brands and maintains strong communication with brand teams.
Aligns priorities to grow leisure, group, and business transient segments.
Assists hotels in achieving both short- and long-term group booking pace goals.
Targets the appropriate source markets for a given geography, brand preference or hotel segment.
Oversees integrated, brand-appropriate “pull through” of corporate and brand marketing, digital strategies, programs, processes, and initiatives for the benefit of individual hotels.
Leverages analytics and monitor dashboards in order to optimize ROI across channels. Analyzes, reports, and tracks global site performance and e-marketing activities. Reviews ad hoc SWOT requests, as well as proactively identify key needs and opportunities.
Verifies pull through of new marketing & digital programs/products/services to verify successful, integrated and brand appropriate local implementation.
Verifies strategies meet the marketing needs of all the Luxury brands for the supported markets and pulls through new marketing programs/products/services to confirm successful, brand appropriate local implementation.
Partners with the PR discipline to leverage major events for the enhancement of the hotel, brand, and portfolio image.
Provides guidance to on-property Directors of Sales & Marketing and/or General Managers on marketing and digital initiatives – as applicable – while infusing emphasis on luxury trends and key topics that impact target customers.
Works closely with Brand Leaders to verify pull through of Luxury tactics as applicable.
Completes relevant brand training and develops a thorough understanding of the Luxury lodging business (e.g., hotel operation, industry drivers, challenges, competitors, Marriotts’s position in the global marketplace) and cutting edge marketing trends that unveil growth opportunities.
Provides marketing expertise to support key hotels, pipeline hotels and new acquisitions.
Provides leadership role for the vetting and management of the company’s external vendors.
Creates guidelines for budget recommendations based on hotel type and business needs.
Serves as brand champion with expert knowledge on the brands’ positioning, business plans and strategic imperatives.
Works closely with corporate leadership in brand, marketing and digital departments to understand Marriott’s critical strategies.
Develops for market tools and resources to aid in the pull-through of global priorities at the hotel level.
Partners with Marriott Digital Services and other vendors providing services to U.S. hotels, ensuring cost-effective pricing models and delivery of services that meet hotel business objectives.
Contributes to global marketing planning by providing insights on marketing communications, promotions/strategic alliances, Marriott Bonvoy, and incentive marketing to the global marketing organization.