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in Bethesda, MD
Senior Director, Brand Marketing – Gaylord Brand -Located in Nashville (The Americas) - Full-time / Part-time
Hours | Full-time, Part-time |
---|---|
Location | Bethesda, MD Bethesda, Maryland |
About this job
Job Number 18000KDN
Job Category Sales and Marketing
Location Marriott International HQ, Bethesda, Maryland
Brand Corporate
Schedule Full-time
Relocation? Yes
Position Type Management
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JOB SUMMARY
The Senior Director, Gaylord Brand Marketing is the strategic and integrated marketing lead for the Gaylord Hotel brand and is a key member of the BMD Americas marketing leadership team. This position is responsible for developing distinct marketing strategies and plans and overseeing brand marketing programs and budgets for the Gaylord Hotel brand. He/she will provide consumer and channel marketing expertise, develop communication platforms and work cross functionally to ensure brand voice and messaging is pulled through in digital and traditional channels such as Marriott.com and social media sites as well as oversee Field Marketing and CRM efforts.
This position will leverage the BMD and Global Marketing Org, partner with brand management and other key stakeholders, including e-commerce, public relations and owner/franchise service, to support brand business plans and drive brand preference and profitability. In addition, this role will lead the Gaylord Hotels marketing team of 18 associates and will set clear goals and manage the activities of individual contributors.
- Establishing and executing brand-wide marketing plans, strategies and programs via direct and cross-functional resources to achieve marketing objectives and to drive overall brand performance
- Managing the Gaylord Marketing team, including cross-functional teams. Serving as a main point of contact for marketing agencies for the Gaylord brand
- Overseeing CRM and Field Marketing teams
- Managing marketing program budgets and scorecard results
EDUCATION AND EXPERIENCE PREFERRED
- 4-year degree from an accredited university in Business Administration, Marketing, or related
- 10+ years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.
CORE WORK ACTIVITIES
Establishing and executing brand-wide marketing plans, strategies and programs
- Determines and drive effective marketing approach for the brands across all consumer-facing touch points in collaboration with global marketing, brand management, public relations, ecommerce, owner/franchise services, sales, field marketing, continental teams and other organizations, to support the positioning and growth of both brands.
- Serves as central point-of-contact for marketing the brands to drive differentiation and activation of the Gaylord Hotels brand
- Ensures oversight and business expertise to ensure the successful execution of brand marketing strategies and programs.
- Develops marketing, competitive and consumer insights to inform the business, marketing plan, as well as marketing activities.
- Collaborates with key stakeholders (especially with new portfolio & platform teams) to develop, create and deliver brand specific marketing program results including brand voice, messaging, creative platforms, advertising, public relations, promotions, brand experience partnerships, paid search, experiential marketing and events, direct marketing, website development (including HWS), digital and social media, channel planning and optimization, media mix/planning, continental/regional pull through strategies and tool content development.
- Interfaces heavily with regional Vice Presidents of field marketing and Digital, Loyalty and Promotions, Marketing and eCommerce to develop and execute appropriate marketing strategies and plans globally for Marriott Hotels and Marriott Marquis, globally.
- Develops communication and marketing briefs.
Manages marketing program budgets and scorecard results
- Develops annual marketing program budgets and allocate budgets by program based on marketing plans. Maintain tracking and reporting of key budget operational processes and reports throughout the year.
- Works with Insights Strategy and Innovation, Reporting & Analytics, Finance and other groups to develop/maintain marketing scorecard processes and reports throughout the year.
Managing the marketing team, including cross-functional teams
- Hires, develops and inspires high performance marketing associates in accordance with company policies.
- Assigns work and manage processes and activities to ensure deadlines are met, high quality work is delivered, and business results are achieved.
- Partners with and manages the scope of work assigned to agencies – including media, creative and social media.
- Identifies “best in class” marketing practices and share learnings as appropriate.
- Ability to synthesize and interpret information, communicate actionable insights, and develop a 2-3-year marketing plan based on those insights
- Proven ability to lead and work with cross-functional teams in support of specific business priorities
- Team player that works well with counterparts from various functions/departments and has the ability to influence the work of counterparts without direct reporting accountability
- Experience identifying need for and interpreting customer research and marketing analytics
- Proven ability to develop successful, consumer-insight driven brand campaigns and programs with budget of at least $10M
- Must be skilled in developing and executing integrated marketing communications approaches, to include TV, print, online, experiential, direct marketing, etc.
- Must have experience managing media plans, creative development and production for both online and offline communications
- Ability to deeply understand brand business needs and translate those needs into actionable and measurable marketing plans that drive commerce and elevate consumer perceptions of the brand
- Can work collaboratively with the digital and social teams
- Can operate in a matrixed organization with brand, owner, franchisee and marketing stakeholders
- Has a strong creative point of view balanced with refined business analytics skills
- Exudes and opportunistic thinking mentality demonstrated by never being satisfied with current results, means or methods
- Is intellectually curious about the business and best in class marketing approaches both inside and outside the lodging category
MANAGEMENT COMPETENCIES
- Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
- Leading Through Vision and Values - Keeps the organization's vision and values at the forefront of decision making and action.
- Managing Change - Initiates and/or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace; serves as role model for how to handle change by maintaining composure and performance level under pressure or when experiencing challenges.
- Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
- Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
- Strategy Development - Develops business plans by exploring and systematically evaluating opportunities with the greatest potential for producing positive results; ensures successful preparation and execution of business plans through effective planning, organizing, and on-going evaluation processes.
Managing Execution
- Building a Successful Team - Uses an effective interpersonal style to build a cohesive team; inspires and sustains team cohesion and engagement by focusing the team on its mission and importance to the organization.
- Strategy Execution – Ensures successful execution across of business plans designed to maximize customer satisfaction, profitability, and market share through effective planning, organizing, and on-going evaluation processes.
- Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
Building Relationships
- Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company’s service standards.
- Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.
- Strategic Partnerships - Develops collaborative relationships with fellow employees and business partners by making them feel valued, appreciated, and included; explores partnership opportunities with other people in and outside the organization; influences and leverages corporate and continental shared services and/or discipline leaders (e.g., HR, Sales & Marketing, Finance, Revenue Management) to achieve objectives; maintains effective external relations with government, business and industry in respective countries; performs effectively as a liaison between locations, disciplines, and corporate to ensure needed resources are received and corporate strategies are understood and executed.
Generating Talent and Organizational Capability
- Organizational Capability - Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.
- Talent Management - Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.
Learning and Applying Professional Expertise
- Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges.
- Brand Marketing, Brand Partnerships
- Basic Competencies - Fundamental competencies required for accomplishing basic work activities.
- Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
- Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work-related issues.
- Oral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
- Reading Comprehension - Understands written sentences and paragraphs in work related documents.
- Writing - Communicates effectively in writing as appropriate for the needs of the audience.
Marriott International is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. Marriott International does not discriminate on the basis of disability, veteran status or any other basis protected under federal, state or local laws.