Vice President Marketing Platforms Personalization amp Audience

Company: Clevelcrossing
Location: Hartford
Posted on: September 23, 2022

Job Description:

Location
Hartford, CT, United States Posted on
Jul 18, 2022 Apply for this job your email:

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ProfileJob Information
Marriott
Vice President, Marketing Platforms, Personalization & Audience
in
Hartford
Connecticut
Job Number
22119788
Job Category
Sales & Marketing
Location
Marriott International HQ, 10400 Fernwood Road, Bethesda, Maryland, United States
Schedule
Full-Time
Located Remotely?
Y
Relocation?
Y
Position Type
Management
JOB SUMMARY
The Vice President, Marketing Platforms, Personalization & Audience will manage the strategy and activation of Marriott's audience-based marketing activities across Global paid media and owned digital channel to drive more personalized experiences for Marriott customers. S/he will partner extensively with peer teams in the Marketing Channels & Optimization (MCO) organization as well as across Global Brand & Marketing (GBAM), Loyalty, Enterprise Data and Global Digital to develop, test and scale data-driven, audience-based experiences that drive topline growth and improve brand health, awareness and loyalty engagement KPIs. S/he will lead Marriott's global Personalization efforts from a marketing perspective including the application of audience and personalization efforts for several key growth business (including HVMI, cobrand and residential offerings.) S/he will manage Marriott's outbound channels including email, push and SMS and work toward omnichannel solutions that seek to converge Marriott's channel integration strategies. S/he will also serve as a key subject matter expert in Digital Marketing and Advertising, partnering with the Global Privacy Office and IT Security to champion compliant marketing practices stemming from rapidly changing global consumer privacy regulations. S/he will serve as the key technical subject matter expert across GBAM, ensuring data and marketing platform capabilities support the needs of Global Marketing's strategic plans. This role will report to the Senior Vice President, Marketing Channels and Optimization.
EDUCATION AND EXPERIENCE PREFERRED
4-year degree from an accredited university in Business Administration, Marketing, or related major, MBA a plus.
12 years of relevant professional experience in marketing, consulting, or related function, demonstrating progressive career growth and pattern of exceptional performance.
7 years of managerial experience
Strong working and strategic knowledge with Martech and Adtech platforms (Adobe, Epsilon, Salesforce)
Experience with envisioning and implementing Personalization solutions for marketing at scale
Outbound channel management experience (email, push, SMS)
Omnichannel strategy and experience
Knowledge and experience with global consumer privacy regulations strongly desired
Proven experience with Customer segmentation/valuation, Growth opportunity models, and Performance marketing
Demonstrated experience developing new strategies and leading through an organization
Ability to solve problems quickly, think creatively, and satisfy speed of modern business requirements
Proven ability to lead and work with cross-functional teams in support of specific business priorities
Ability to simultaneously manage multiple projects
Demonstrated experience and comfort with digital measurement, tracking methods, and analysis
Demonstrated strong presentation, negotiation, and persuasion skills
Effective written and oral communications skills. Sensitivity to global communication needs
CORE WORK ACTIVITIES
AUDIENCE MANAGEMENT & DISTRIBUTION
Serve as central source of audience, signal, and creative (where needed) distribution across channels
Translate and operationalize new enterprise audience developments into actionable marketing strategies
Partner with Enterprise Data and Advance Data Science teams to develop customer-level performance segmentation and decisioning approaches (e.g. CLV) that drive efficiencies in marketing performance
Manage and operationalize audience management platforms (DMP, CDP) to enable audience targeting using 1 st , 2 nd , and 3 rd party data
Partner with Global Brand, Partnerships and Continent teams to implement and manage key 2 nd party data partnerships
Partner with Continent teams on local source market activities to ensure operational cohesion and best practices
MARKETING & GROWTH BUSINESS PERSONALIZATION
Serve as global leader for Personalization strategy & execution by driving the development of key personalization capabilities and use cases
Lead the Marketing and Personalization Acceleration (MAPA) work stream
Drive localization efforts in conjunction with continents to achieve a true global/local operating model
Develop performance marketing plans and execute them for Marriott growth businesses (HVMI, cobrand, residential businesses)
MARKETING PRIVACY MANAGEMENT
Serve as a central subject matter expert within Global Brand & Marketing for Privacy, consent, and data security trends and requirements
Partner with the Global Privacy team and stay up-to-date on privacy and regulatory changes
Attend all internal global privacy forums and stay connected with Continent counterparts
Translate external changes/requirements into marketing implications and build cross-functional requirements for marketing teams/channels
Educate marketing leadership and cross-functional marketing teams on landscape changes and associated implications
Champion for and guide implementation of changes to marketing practices that ensure adherence with prevailing requirements
MARKETING ORCHESTRATION (GLOBAL CARD PROGRAM)
Develop and activate omnichannel marketing strategies as part of Marriott's broader Global Card acquisition and engagement efforts
Deliver transformational change in how an audience value-led marketing strategy will fuel Marriott's Global Card program
Achieve global acquisition and spend goals by ensuring efforts are orchestrated and performance-managed across channels and on-property
Lead audience planning across customer journeys, managing omnichannel marketing program activations and identifying new acquisition audience opportunities
MARKETING & MESSAGING PLATFORM MANAGEMENT
Lead GBAM's capability roadmap for all global marketing and messaging platforms
Marketing leader for Martech and Adtech strategies and platform evolution (Adobe, Epsilon, Salesforce)
Identify, develop and maintain key capabilities across ad tech, media solutions, publisher media network, email and mobile messaging (push, SMS)
Partner closely with Global Digital, Global Tech, and Enterprise Data Activation teams to ensure cross-connectivity with enterprise needs
Manage key vendor relationships supporting marketing platforms, messaging and data partnerships
EMAIL AND MESSAGING CHANNEL OPERATIONS
Lead team responsible for Global email and mobile messaging (push, SMS) execution supporting all member lifecycle and orchestrated marketing programs
Lead channel evolution roadmap, driving transformational changes resulting in best-in-class outbound messaging capabilities
Lead Global / Local distributed marketing ops model leveraging COE approach across continent marketing teams to accelerate speed-to-market and better localization of marketing email
Lead marketing channel convergence (Omnichannel) strategies
LEAD DISCIPLINE TEAM & DEVELOPING ASSOCIATES
Manage a small team of Marketing leaders and change agents to drive new thinking through the organization and transformation into a performance minded, continually optimizing organization
Maintain high performance levels by hiring the best candidate(s), providing direct report(s) with development opportunities, addressing performance issues, and aligning performance and rewards to departmental goals
Support individual team and department-wide efforts to improve Global Brand & Marketing team culture and work environment as reflected in annual associate survey results and informal feedback forums
DELIVER EXECUTIVE COMMUNICATION
Frequently develop and deliver updates to all levels of Executives through in-person presentations, conference calls, and written communications
Present strategy and optimization updates and results at key internal/external updates including: Continent forums, Executive updates, Owner/Franchisee meetings, etc.
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.
This position requires proof of full vaccination against COVID-19 prior to the first date of employment, subject to applicable law. If you are offered employment, this requirement must be met by your date of hire, unless a reasonable accommodation request is received and approved.
This position offers health care benefits, flexible spending accounts, 401(k) plan, accrued paid time off (including sick leave), life insurance, disability coverage, other life and work wellness benefits and may include incentive compensation. Benefits and incentive compensation may be subject to generally applicable eligibility, waiting period, contribution, and other requirements and conditions. Colorado applicants only: The salary range for this position is $138,450 to $258,440 annually.
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.
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Keywords: Clevelcrossing, Hartford , Vice President Marketing Platforms Personalization amp Audience, Executive , Hartford, Connecticut