Vice President, Loyalty Marketing - Marriott Bonvoy (Bethesda, MD or New York, New York)
Check out pictures from associates at this location, and some videos too!
Job Number 19000ENU
Job Category Sales and Marketing
Location Marriott International HQ, Bethesda, Maryland VIEW ON MAP
Position Type Management
Start Your Journey With Us
The Vice President, Loyalty Marketing – Marriott Bonvoy is a key member of the Loyalty organization and leadership team. This position is accountable for:
providing strategic direction on the Marriott Bonvoy marketing, branding and voice that defines the Loyalty program(s) across channels,
driving communication of Loyalty initiatives to 120M members, around the world, and
- managing a $250M marketing budget.
In addition, this position is accountable for creating compelling promotions to encourage members to concentrate their travel spend and share within our hotels, coordinating all Loyalty related messaging across Marriott Bonvoy Brand Marketing, Lifecyle Marketing, Member Engagement, and Program Marketing & Communication teams. This position will provide consumer and marketing expertise, strategic direction and insight regarding global program plans, strategies, messaging, initiatives and advertising/marketing communications, including direct, digital and social media.
4-year degree from an accredited university in Business Administration, Marketing, or related major
12+ years of relevant professional experience in marketing, brand or related function, demonstrating progressive career growth and pattern of exceptional performance.
Key experiences and capabilities include:
Proven track record of global management and development/execution of high impact global marketing communications platforms
Strong digital background
Multi-discipline experience across the marketing/loyalty function: planning, analytics, programs, promotion, marketing communications, partnerships, etc.
Experience managing complex initiatives and budgets.CORE WORK ACTIVITIESLoyalty Brand Marketing
Develop Marriott Bonvoy brand marketing, ensuring coordination and pull-through across marketing groups (e.g. Brands, Buzz)
Oversees the creation of all on-property Marriott Bonvoy collateral
Oversees the creation of the Marriott Bonvoy style guide for Marketing
- Oversees multi-brand Marriott Bonvoy PR
Ensures consistency and presence of Marriott Bonvoy across all customer touchpoints
Oversees the development of multi-brand marketing assets for use in all marketing
Ensures that Marriott Bonvoy members are appropriately targeted for operational needs (e.g., helping with soft-spot demand generation)
Ensures development and delivery of B2B Marketing collateral for the B2B operations group that sits in Global Sales
Algorithmic Targeted Marketing
Oversees the creation of targeted segmentation marketing plans, including business rules and marketing assets to increase share of spend and minimize attrition
Oversees campaign and segment optimization, managing budgets and campaigns to achieve program KPI’s
Oversees Customer Targeting Marketing for key segments (MBAs, rising stars, new consultants, Sales accounts)
Oversees the development of marketing assets and offers for Most Valuable Promotion (MVP) and provides business prioritization
Ensures personalization of marketing to individual customers
Responsible for Vistana relationship and management of the Vistana program marketing team
Program Marketing & Communication
Responsible for marketing and communication of the Loyalty program(s) across channels (email, digital, CEC, social media, etc.)
Accountable for driving and supporting new member acquisition activities to acquire more than 17M new members a year
Drives Marriott Rewards and SPG promotions, and ultimately, the promotions of the unified program; managing a $140M promotion budget
Oversee the development of communication assets for digital marketing and ensure collaboration with Digital Marketing on campaigns and placements
Leads Digital and Social Marketing effort, which encompasses the digital marketing efforts to drive loyalty goals and management of all social marketing channels for the programs.
Collaborates with Buzz Marketing to plan events to engage members
Oversees the Moments program, including activation
Ensures creation of “surprise and delight” benefits (e.g., year-end gifts)
Oversees design and development of market redemption experiences
Hire, develop, manage and inspire the marketing loyalty team, including cross-functional teams. Serve as main agency point of contact for Marriott Bonvoy.
Responsible for selection, supervision and development of high performance staff in accordance with company policies and procedures.
Assigns work and manages processes and activities to ensure deadlines are met and quality expectations are exceeded.
Partners with and manage work assigned to agencies including digital and traditional media, creative and social media.
Identify best practices and leverage learning and capability to plan, build and maintain an organization providing “best in class” marketing capabilities to the organization.
Manage marketing budgets, scorecard results.
Develops annual loyalty marketing communications and advertising budgets based on the marketing plan. Maintains tracking and reporting of key budget operational processes and reports throughout the year.
Works with Customer Experience, Finance, Loyalty Performance Management, and other groups to develop/maintain marketing scorecard processes and reports throughout the year (metrics include: key awareness and perception shift measurements, paid search revenue, digital results and other metrics as pre-established in the marketing plan).
Managing Responsibilities with Stakeholders
Develops and maintains effective relationships with both internal and external stakeholders across the organization. Fosters a positive climate to build effective teams that are committed to organizational goals and initiatives.
Updates stakeholders on key initiative wins and opportunities, responds to concerns, and solicits feedback. Engages leadership to develop and execute action plans to address gaps.
Assists direct reports with building and maintaining stakeholder relationships as business partnerships.