at Marriott in Springfield, Illinois, United States
Job Description
Job Number 24081568
Job Category Sales & Marketing
Location Marriott International HQ, 7750 Wisconsin Avenue, Bethesda, Maryland, United States
Schedule Full-Time
Located Remotely? Y
Relocation? N
Position Type Management
JOB SUMMARY
The Director, Marketing, Luxury Brands is a member of The Ritz-Carlton, Ritz-Carlton Reserve and Bulgari Global Brand Team. This role functions as the strategic and consumer marketing leader for the brand reporting to the Senior Director. This position plays a key role in determining the marketing strategy for The Ritz-Carlton and Ritz-Carlton Reserve driving a differentiated and on-brand experience. The marketing execution will be driven by this Director collaborating with a diverse group of disciplines within the luxury organization and through external agency partners. The Marketing Director will have an intimate understanding of the brand’s target audience, the Cultivator and Experience Collector, and will apply that knowledge to drive strategic decisions.
The Marketing Director will oversee development of all marketing plans, strategies, creative, messaging, and advertising/marketing communications, and paid media. This role will collaborate with the luxury partnership and marketing activation lead on partnerships strategy, content creation and execution. The role will also partner with internal teams and agencies to drive the content marketing strategy ensuring creative and messaging reflects the direction of the brand. This role will partner with the luxury Public Relations lead to drive the strategy for the brand and ensure a robust plan in place supporting brand initiatives. Partnering with the luxury brand teams globally, the Director will drive the overall marketing strategy and execution. In addition, the Director of Marketing will collaborate with the luxury marketing team to drive messaging that aids in the acquisition of new customers across all channels, including paid media. This position is pivotal on the global brand team partnering with brand management on the expression of brand voice initiatives, guest experience and as well as new lines of business.
This role leads efforts in defining the marketing and brand strategy in a way that is consistent with the brand business models and creates maximum profitability. This experience ranges from driving brand prestige, enlivening and building brand preference for both next gen luxury customers and investors, to on-site product and service touch points. To support these efforts, the Director, Luxury Brands will focus on these priorities 1) support the development of the long-term brand strategy and multi-year planning efforts, 2) direct the execution of the brand marketing priorities, campaigns, partnerships, and events including continent and cross-functional resources, and 3) managing the business model & driving brand performance. This role also focuses on accelerating prestige, perception and awareness, through immersive brand programs and internal marketing platforms and strong engagement with continent teams and properties globally.
CANDIDATE PROFILE
Education and Experience Required
- 4-year degree from an accredited university in Business Administration, Marketing, or related major and 6+ years of relevant professional experience, demonstrating progressive career growth and a pattern of exceptional performance; MBA preferred OR
- 8+ years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.
- Demonstrated ability to deliver results under complex conditions, particularly when faced with ambiguity.
- Broad marketing experience across digital, social media, PR and paid with brand awareness + NPS as a key goal. Must be able to effectively create and lead activations that support campaign, partner needs, brand needs and hotel needs. Must be able to develop briefs for programs that outline the goals and budgets and KPIs. Able to plan and execute marketing plans & events, develop & distribute content, and evaluate the program success.
- Global and strategic thought leadership through a combination of creative savviness + strong business acumen.
- Represent the brands with key stakeholders in design, development and ownership groups and senior level executives; must have strong presentation skills
- Partnership and activation expertise.
- Demonstrated management of team and agencies.
- Strong complex project and budget management experience. Exemplary resource management skills.
- Excellent communication skills.
CORE WORK ACTIVITIES
Brand Strategy & Multi-Year Planning
- Participates in the development of a compelling and differentiated brand and marketing strategy, leveraging the brands’ consumer, competitive, and other stakeholder profiles and needs.
- Supports the creation of strategic brand business plans for the brands, inclusive of a viable economic strategy, product and service model, brand positioning, value proposition definition, competitive strategies (for product, service, talent & culture, marketing, growth, demand generation, partnerships).
- Supports the strategic development of partnerships for the brand and how they are activated.
- Drives brand aesthetic pull through for hotels to include photography point-of-view as well as related toolkits for key initiatives.
- Creates project plans, guides and engages respective project teams, including agencies, throughout the project from kick off to implementation
- Informs business strategies, plans and initiatives with relevant consumer and market trend data including the ability to lead custom research.
- Significantly contributes to and leads aspects of the long-term strategic plan for The Ritz-Carlton and Ritz-Carlton Reserve with a lens on the broader portfolio to include The Ritz-Carlton Yacht Collection, The Ritz-Carlton Leadership Center, The Ritz-Carlton Residences and other focus areas for the brand.
Marketing Strategy
- Champions the brand Positioning, develops and manages the brand’s Visual Identity, + develops communication tools and templates to ensure consistent execution by broader organization and hotels.
- Partners with brand management team to establish and evolve the brand positioning and ensures the proper and cohesive articulation of the brand’s proposition to customers consumers in on-property and all other communication channels.
- Develops the Global Brand Marketing and creative strategy with a global lens focusing on KPIs of awareness’, perception shift and engagement.
Supports partnership development and activations, identifying the key ways to go to market for target reach.
- Collaborates with and supports the continent (international) brand teams on marketing planning nd halo openings
- Collaborates with Portfolio & Loyalty Marketing to ensure brand pull through
- Encourage property pull-through of brand marketing initiatives with the development of Activation Toolkits (PR, Social, Experiential, Digital, etc.)
- Supports halo-hotel marketing initiatives + opening activities
- Supports all external marketing efforts with internal communications.
- Creates solid creative briefs that logically tie to impactful consumer insights leading to best in class creative work from Marriott’s agency partners.
- Acts as an advocate for the ultra-luxury space driving the positioning, messaging and aesthetic for Ritz-Carlton Reserve.
Marketing Strategy Execution
- Partners with the PR team to manage and oversee the communications strategies.
- Partners with the digital and social teams, portfolio marketing organization and agencies, on the development of customer facing brand communications, brand voice / collateral developmen
