Marriott Careers

Director, Field Digital Services

Shanghai, China
Sales and Marketing


Job Description

Check out pictures from associates at this location, and some videos too!

Posting Date Mar 26, 2018
Job Number 18000V3X
Job Category Sales and Marketing
Location , Shanghai, China_old VIEW ON MAP
Brand Corporate
Schedule Full-time
Relocation? No
Position Type Management

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Marriott International is the world’s largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed.  We believe a great career is a journey of discovery and exploration.  So, we ask, where will your journey take you?

 
JOB SUMMARY
 
Digital (eCommerce) is the fastest-growing line of our business at Marriott International. For Asia-Pacific (APAC) markets in particular, our online growth is outpacing all other regions. With this growth, greater focus and accountability is needed to drive stronger alignment and activation of the company’s digital strategy across all online channels.  The ultimate success of Marriott’s digital strategy in APAC is now critically dependent upon successful digital activation at the Area and Hotel level to drive more revenue via direct channels at lower cost.  The Director, Field Digital Services, will lead the digital activation efforts for managed & franchised hotels in Area in line with the company’s digital goals and direction.
The Director, Field Digital Services sits at the intersection between Marriott International’s digital, marketing, and global distribution strategies. This role oversees the digital strategy for a group of properties in a region (or cluster) and effectively pulls through corporate, continent and area digital, sales, marketing, and customer engagement activities to drive awareness and profitability at the property level. This role will manage overall activation of their property strategies across owned and third party electronic channels (brand.com, multi-lingual global sites, OTAs, meta search sites, search engines, and other digital vehicles). This role works on behalf of all shared service properties in Area to increase revenue, grow market share and create a compelling experience that steers customers towards booking on our direct online channels. The Director, Field Digital Services serves as the Area digital thought leader to their entire Area, providing local, area, and country-wide insight to enhance their digital experience. To this end, he/she will be in touch with Area properties on a regular basis to make sure they are fully activated and optimized on Brand.com and appropriate in-language global sites. The role partners hand-in-hand with their colleagues in the cluster marketing team to engage current and would-be customers with targeted messaging that’s relevant, on-brand, and genuinely engaging. This role regularly provides digital communication, training, education, reporting and analysis to digital and marketing teams on property. This position also leads the day-to-day efforts of above property Field Digital Services staff within Area and collaborates with Marriott Digital Services.
 
CANDIDATE PROFILE
 
Education and Experience
  • 4-year degree from an accredited university in Digital/eCommerce, Marketing, Economics, PR/Communications, Business Administration, Hospitality Management, or related major (MBA or similar advanced degree, a plus)
  • 8+ years experience, with at least 2 years managing others (at least 4 years of digital marketing / eCommerce experience preferred)
  • Digital agency work experience strongly preferred; primarily in a client services/account services role
  • Solid working knowledge of and experience in digital marketing fundamentals, search engine optimization (SEO) tactics and ROI-driving digital campaigns in particular
  • Ability to analyze data and identify relevant digital insights
  • Demonstrated ability to manage the interests and demands of multiple stakeholders
  • Hotel property experience, hotel digital marketing experience, or related preferred
  • Written and verbal fluency in English plus AREA SPECIFIC LANGUAGE mandatory

CORE WORK ACTIVITIES
 
Digital Strategy & Team Management
  • Serve as the strategic thought partner to both the Director, Field Digital Services – APAC and Area Director of Sales & Distribution regarding Digital for need markets and pre-opening hotels throughout Area, working to guide the consistent and focused execution of Marriott’s enterprise Digital strategy.
  • Regularly monitor and analyze area, and cluster-level performance against the digital Dashboard; Troubleshoot problem areas with the appropriate stakeholder or manager; Activate detailed root cause analyses for complicated problems.
  • Collaborate closely with Brand Marketing, Directors of Field Marketing (DFMs), and cluster Marketing and Communication teams to execute digital Brand Marketing strategies and plans for the cluster; serves as the digital leader for these audiences
  • Coordinate with the Field Digital Services team to set digital channel goals for their cluster/hotels
  • Manage budgets for the cluster/hotels for digital/eCommerce activities
  • Develop annual & quarterly game plans for Area or Cluster hotels identifying key focus for the coming months
  • Develop and coach team of Field Digital Services associates to ensure career pathing and growth opportunities are clear; Build a strong sense of community and belonging on this team to ensure connectivity, engagement, clarity and overall job satisfaction
    • Assess additional needs in recruiting/hiring/developing digital talent as needed
    • Ensure that associates complete all required digital training and on-boarding
Area-wide Digital Activation & Pull-through
  • Assist, consult and build awareness of initiatives related to Digital marketing channels and opportunities for hotels.
  • Ensure adoption of Corporate Digital and APAC Digital platforms, tools and resources (eAction Plan, Evolve, etc.).
  • Ensure that hotel websites on Marriott.com and Global Websites (i.e., Marriott.com.cn, Marriott.com.au, Marriott.co.jp,  Marriott.co.kr, etc.) are fully optimized to maximize traffic from search engines.
  • Interface with Hotel and Area leadership and peers to provide training and support Digital platforms across Area.
  • Take ownership of pull-through and activation of Corporate and Field Digital initiatives and priorities (i.e., HWS management, SEO, PPC, Metasearch, OTA activation, etc.) in an effort to drive common process for the Asia Pacific region.
  • Manage the sharing of best practices and drive alignment across the broader organization.
  • Partner with Area teams and APAC Digital teams to communicate Digital updates for above-property report outs (Area Performance Reviews, Business Council Meetings, Demand Generation, etc.) as well as on-property report outs.
  • Assume leadership role, as requested by Director, Field Digital Services – APAC or Area Director of Sales & Distribution on ad hoc Digital opportunities and special projects.
  • Research, present, and implement new Digital opportunities for group, catering and transient business
  • Ensure that new in-market eChannels/OTA distribution opportunities for the Area are coordinated with the continent level Distribution team
  • Understand source market profiles for Area, and work with area/cluster/Continent leaders on strategies, tools, and techniques for effectively targeting these (e.g. search engine optimization and paid search)
  • Ensure that online marketing strategies and tactics (e.g., SEO, PPC, meta search, display advertising, etc.) are coordinated between the Area and the APAC Continent Digital team
  • Assess current Digital work and defines strategic priorities for need markets & pre-opening hotels; helps drive new opening digital marketing plans to ensure rapid take-up of direct bookings
    • Works with marketing and sales teams to plan the pre-opening budget and execute the budget according to what is best for the brand/area
  • Ensure Area/hotels are leveraging B2B e-tools to grow online bookings for Group and Corporate business
  • Work with Field Digital Services Senior Managers and Managers in Area to ensure deliverables are accurate and occur in a timely fashion.  Address & resolve issues; escalate when needed.
  • Support the implementation of Marriott Digital Services (MDS) in Area and provide oversight to local MDS Client Services staff for participating hotels in Area
    • Educate Area hotels and team members on the tiers of the MDS program; Signature, Signature +, Signature ++
    • Identify and support new program concepts to best support hotels in Area
    • Address client concerns and questions in a timely manner; acts as point of escalation for Field Digital Services Senior Managers and Managers in Area
OTAs and Meta Search Channel Optimization
  • Ensure that all hotels within region/cluster are participating in relevant, approved eChannels and meeting content requirements
  • Work with revenue management and Distribution team to ensure key need opportunities are effectively surfaced to major OTAs, with a keen expertise on any Area-specific OTAs (e.g. MakeMyTrip, Ctrip, etc.); builds strong domestic relationships with these OTAs
  • Partner with cluster and area marketing teams to define and execute the hotel OTA merchandising plan(s)
  • Identify and execute hotel/cluster/area OTA marketing and merchandising tactics as needed (e.g. Agoda newsletter, Expedia TravelAds, etc.); may also co-manage soft-dollar marketing budget for domestic OTAs with the APAC eDistribution Team
  • Arrange 2 OTA workshops for your Area per year
Digital Communication, Training & Education
  • Drive a culture of ‘digital advocacy’ both on property and above property in Area through communications & training
  • Elevate Digital visibility and priority among decision-makers; Cultivate relationships and communicate with above property leadership a well as GMs, Owners, DOSMs, etc. to raise their awareness, understanding, and motivation to activate their hotels digitally. 
  • Interfaces with Area Vice Presidents and other Area team members to ensure Digital awareness and delivers performance roll-up metrics via a minimum of monthly webinars/presentations
  • Conduct Digital presentations during key Area leadership meetings or other similar above-property strategic sessions; conduct Digital presentations for Continent-wide meetings periodically
  • Frequently engage directly with on-property leadership and stakeholders (GMs, Sales & Marketing contacts, Revenue Management leads, etc.) as well as Owners to ensure digital and eCommerce best practices, strategies and tactical implementation are activated and understood; conduct presentations/webinars or in-person support (where possible) to ensure digital advocacy thrives
  • Train on-property stakeholders on the benefits of digital to ensure forward-looking strategies are in place for hotels; train and educate cluster and/or hotel-level managers on how to activate their hotel eCommerce and digital marketing strategy 
  • Pull Area-level and owner reports on a regular basis and meet with Director, Field Digital Services – APAC and Area Director of Sales & Distribution to discuss results and action items
  • Assist with owner presentations and attend owner meetings.
  • Where appropriate, develop additional tools, procedures, training modules, and communications to ensure effective digital activation throughout Area
  • Join regularly scheduled APAC Digital and APAC Field Digital Services Conference Calls/web calls to review performance (e.g., using the Digital Dashboard), share best practices, communicate new launches and developments, and troubleshoot issues.  Ensure follow-up on open items
  • Develop and lead other Area Digital communications, as appropriate.

MANAGEMENT COMPETENCIES
Leadership
  • Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace. 
  • Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
  • 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.
 
Managing Execution
  • Building and Contributing to Teams - Participates as a member of a team to move toward the completion of common goals while fostering cohesion and collaboration among team members.
  • 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.
  • Planning and Organizing - Gathers information and resources required to set a plan of action for self and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed.
  • Building Relationships
  • Coworker Relationships - Interacts with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting 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.
 
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
  • Applied Learning - Seeks and makes the most of learning opportunities to improve performance of self and/or others.
  • Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
  • 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.
  • Creative Expression -The ability to generate novel ideas or strategies, and to communicate them with unusual, clever, or novel methods that captivate and influence others.
  • Marketing - The ability to generate the strategy used in sales techniques, communications, and business development to positively impact customer relationships and business profitability
  • Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
  • Creative Expression - The ability to generate novel ideas or strategies, and to communicate them with unusual, clever, or novel methods that captivate and influence others.
  • Marketing - The ability to generate the strategy used in sales techniques, communications, and business development to positively impact customer relationships and business profitability.
  • Internet/Intranet/Extranet Design - Knowledge of web and digital fundamentals, including web and digital design principles and approaches, the impact of various technical design choices, and their impact on the user experience.
  • 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.