FIELD MARKETING senior manager, FIELD MARKETING – CASA (Shared service)

JOB SUMMARY: The Senior Manager, Field Marketing leads Account Managers and/or Coordinators focused on developing marketing strategies for the properties within a geographical area or portfolio of hotels, with special emphasis on Digital Marketing. Coaches, trains and provides guidance to Account Managers as they design the annual strategic plan for the hotels in their portfolio and also works with Revenue Management and Sales Area leadership to ensure alignment with Area priorities and needs.

Under the leadership of the Director Marketing, this individual works to ensure program operations are aligned with continent strategy and to ensure stakeholder buy in and satisfaction. This includes identifying partnership and local activation opportunities, crafting destination campaigns, development of presentations, and helping to develop action plans to improve stakeholder satisfaction. This person is also responsible for selling the shared service to expand hotel participation. Partners closely with key stakeholders and internal/external partners to influence and implement marketing strategies. Drives topline revenue by fully leveraging marketing programs that are integrated with the total hotel strategy. Guides the development and execution of paid media campaigns, content updates/audits, property offers, and other high-impact marketing tactics across all hotels within their portfolio. As part of the Marketing team, this role is fully connected into resources in their Area. The Senior Marketing Manager liaises, educates, and builds deep partnerships with their regional teams to verify all brand, local and digital marketing efforts are effectively integrated with the selling efforts for the organization.

CANDIDATE PROFILE

Education and Experience:

• Language Requirements: High proficiency (speaking, reading and writing) in English is required.

• Postgraduate or master’s degree in marketing or equivalent preferred

• 4+ years of experience in equivalent position with relevant professional experience in marketing, digital marketing or related function, demonstrating progressive career growth and pattern of exceptional performance

• +4 years managerial/supervisory experience required

• Travel industry, hotel property experience, Field Marketing experience, or related, preferred

• Fluency of Spanish required- Portuguese a plus. Excellent communication skills, including writing skills, with great attention to detail. Must be able to develop effective presentations and speak to large/small groups.

• Leadership qualities are a must (self-starter)

• Must be a team player and collaborate well with multiple stakeholders

• Excellent technical and project management skills; ability to handle many diverse projects simultaneously

• Attention to detail, critical-thinker and problem-solver

• Creative, energetic, takes initiative

• Able to effectively work independently or, at times, as part of a team

• Ability to identify and track relevant community KPIs

• Ability to balance the interests and demands of multiple stakeholders

CORE WORK ACTIVITIES

The following are specific responsibilities and contributions critical to the successful performance of the position:

• Support the ongoing triage of requests from a select group of individual hotels and/or owners for specific marketing guidance and support.

• Proactively identify different marketing opportunities to maximize profitable revenue.

• Support the strategic focus to advance the CALA approach to fostering a Managed and Franchise mindset.

• Partner with marketing leadership to identify and implement work within Marketing COE group to simplify processes and ensure speed to market.

• Aid in designing marketing programming and communications aligned with commercial programming to meet the needs of the hotels across the Continent.

• Support the relationships between the regional teams and the marketing discipline.

• Leads Account Managers/Coordinator focused on developing marketing strategies for the properties, with special emphasis on Digital Marketing.

• Serves as subject matter expert to continent and global teams, putting systems and processes in place to improve portfolio performance and create team efficiencies.

• Coaches Managers, Field Marketing by providing constructive feedback and supporting ongoing development.

• Researches and analyzes major competitors to gain insight into their marketing strategy, competitive environment and the local customer attitudes/behaviors and identifies opportunities for strategic growth and expansion.

• Communicates with relevant stakeholders as brand educator and advocates with Owners, General Managers and other property leaders

• Develops and implements integrated programs for key market in response to customer needs, market trends, key competitors, brand direction, and stakeholder needs

• Designs customized annual marketing and implementation plans for each assigned property including setting key marketing goals and identifying key marketing channels to be utilized to reach goals

• Understands owner expectations to develop effective marketing solutions that meet the expectations and create value for both owners and Marriott International

• Develop a thorough understanding of the lodging business (hotel operation, industry drivers, challenges, competitors, MI’s position in the global marketplace) and cutting edge marketing trends to unveil opportunities for growth

• Understand global brand and marketing strategies and their application to the Latin American markets and its consumers

• Verify global strategies meet the marketing needs of all the brands for the Latin American Markets and pull through new marketing programs/products/services to deliver successful, brand appropriate local implementation

• Provide marketing budget guidance to property leadership

• Share a quantitative view on how various channels/activities support business objectives (e.g., anticipated ROI per channel) and set goals/targets

• Determine KPIs and specific goals for properties, monitor progress against those goals and provide reports and information about progress.

• Educate hotel and regional leadership about strategy, best practices, and policies/procedures to confirm adherence to and adoption of regional guidance.

• Identify opportunities for expanding services for a given property; share value of expanded services with property leadership; include ROI analyses for services and campaigns

MANAGEMENT COMPETENCIES

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 - Demonstrates ability to add, subtract, multiply, or divide quickly, correctly, and in a way that allows one to solve work-related issues.

• Oral Comprehension - Demonstrates ability to listen to and understand information and ideas presented through spoken words and sentences.

• Reading Comprehension - Demonstrates understanding of written sentences and paragraphs in work-related documents.

• Writing - Communicates effectively in writing as appropriate for the needs of the audience.