Marriott Director, Display and Paid Social (New York or Bethesda) in Bethesda, Maryland
Job Number 20048382
Job Category Sales and Marketing
Location Marriott International HQ, 10400 Fernwood Road, Bethesda, Maryland, United States VIEW ON MAP
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?
The Director, Digital Display and Paid Social will lead execution for campaigns and always-on marketing efforts through Digital Display advertising and Social media (inclusive of paid social and organic social publishing on major platforms like Facebook, Instagram, Twitter, etc.) to deliver member acquisition / engagement, direct revenue, and app downloads. This role will lead an internal team and agency resources and together these roles will comprise an in-house center of expertise for their assigned media channels. For Display, He / She will oversee the development of advanced creative (DCO, Dynamic Video, Shoppable Video, Immersive Video, AR/VR) and targeting solutions to deliver more personalized and full-funnel experiences. He / She will pioneer innovative ad solutions that span the enterprise needs while also enabling a series of self-service “ad-builder” tools to provide greater enterprise efficiency while enable more locally relevant messages and experiences. This activity will be a blend of in-house execution and management of agency resources. For Social Media, He / She will provide enterprise capabilities for publishing organic content on Loyalty and Brand channels, developing scalable creative solutions (Dynamic Video, Dynamic Stories, Dynamic Ads for Travel) as well as will oversee paid amplification efforts across these channels. He / She will manage direct relationships with major partners like Facebook, Twitter, DCO provider, Creative platforms, Display networks. This role also supports regional & local digital marketing strategies working in partnership with the U.S. and Canada dedicated team members.
This role can be based in Bethesda, MD or New York, NY
8+ years of Digital Marketing, Media, orSocial Media work experience AND 4-year degree from an accredited university inBusines Administration, Marketing, or related major OR
10+ years of relevant professionalexperience in a related function, demonstrating progressive career growth andpatters of exceptional performance
Direct Brand or Agency experiencelaunching and optimizing digital campaigns – especially Display and Video
Direct experience executing paid socialcampaigns through tools like Sprinklr, Facebook campaign manager, etc.
Working knowledge of Demand Side Platforms,Ad Tech, and Dynamic Creative optimization technology
Experience leading creative developmentand applicable knowledge of media / creative best practices
Experience working with team members inother geographic locations
Experience managing agency resources
Proven ability to work withcross-functional teams in support of specific business priorities
Desire to “push the envelope”, test newconcepts, and be a change agent
Demonstrated experience with digitalmeasurement, tracking methods, and analysis
Demonstrates self-confidence, energy andenthusiasm
Effective written and oralcommunications skills. Sensitivity toglobal communication needs
Ability to solve problems quickly, thinkcreatively, and satisfy Internet speed-to-market requirements
Thrives in a fast-paced, entrepreneurialenvironment
Ability to simultaneously managemultiple projects
Dynamic interpersonal skills includingteam player that works well with counterparts from variousfunctions/departments and has the ability to influence the work of counterpartswithout direct reporting accountability.
Travel and/or retail experience a plus.
CORE WORK ACTIVITIES
DIGITAL DISPLAY & VIDEO
Oversee industry best data-drivendisplay programs to deliver key performance indicators (KPI’s) across branding,loyalty, and revenue generation efforts.
Build a world class marketing functionthat embraces innovation and delivers top and bottom line results. Bring newideas, creativity, and insights to be leveraged across all media touchpoints.
Partner with Audience Distribution teamto pull through customer data efforts to enable customer centric marketingprograms coupled with brand and loyalty push messaging.
Develop new audience targeting andcreative capabilities based on segmentation and consumer insights
Optimize campaign performance by partnering with other Media COE teammembers, Agency-team, Marketing Measurement & Analytics teams
Responsiblefor budgets and manage campaigns in real-time based on performance againstgoals.
Identifyneeds, create roadmap, and oversee the development of advanced creative (DCO,Dynamic Video) and targeting solutions to deliver more personalized andfull-funnel experiences while ensuring Display efforts areoptimized for full-funnel delivery and performance.
Build the business case and partnerwith Media COE, Marketing Optimization, and CX Analytics to advance Display andVideo attribution models as part of enterprise attribution efforts.
Partner with Marketing Platforms team, agencies,and technology providers to create and implement mitigation strategies for a“post-cookie world”.
Act as a thought leader on emergingdigital trends, channels, technologies and methodologies; articulating theopportunities internally and externally
PAID SOCIAL EXECUTION
Develop scalable enterprisecapabilities for in-house execution that dramatically improves speed to marketand results via more real-time optimizations
Develop strategy and manage team thatexecutes paid social amplification efforts for Loyalty and Brand channels
Responsiblefor budgets and manage campaigns in real-time based on performance againstgoals.
Coordinate with Global Media COE andAgency team on paid social efforts that are part of multi-channel campaigns
Continually analyze operational andcampaign performance and recommend process and technology improvements to improveeffectiveness and efficiency.
Partner with enterprise socialplatforms team to build enhancement roadmap for advancing Paid Social mediabuying platform capabilities.
Serve as lead on best practices andcross-brand/loyalty improvements by partnering with Measurement/Analytics teamto track and communicate business trends and KPIs performance and ensuring PaidSocial measurement is not siloed.
ORGANIC SOCIAL PUBLISHING
Lead central “shared service” forpublishing across priority Loyalty and Brand channels
Partner closely with Content &Social teams to ensure an enterprise / cross- brand view of content calendaringis optimized for impact
Share best practices and content performancetrends collaborating cross-functionally to improve results.
Lead strategy and efforts to build,enhance and maintain proprietary ad builder tool that supports display, socialand video creative
Support global, continent, and localfor local needs as it relates to the ad builder platform
Drive streamlined and efficientprocesses throughout the teams, including the design of the overall platformand how it works
SOCIAL NETWORK RELATIONSHIPS
Directly manage relationships with keysocial network partners (e.g. Facebook/Instagram, Twitter, etc.)
Create roadmap and oversee execution totest new products and capabilities that improve KPI results through bettertargeting, enhanced creative experiences, or data driven and scaledoptimizations.
Ensure Paid and Organic socialexecution and measurement integrate into broader marketing channel mix
Evangelize new opportunities andinnovations social networks through regular internal communication
Become an indispensable team memberthrough deep subject matter expertise, a focus to continually improve, and astrong partnership approach.
Partner closely with Marketing leadersacross Global Media, Marketing Integration, Marketing Platforms, Brand &Portfolio Marketing to ensure all efforts remain on strategy
Proactively share best practices toadvance creative improvements to maximize effectiveness
Regularlydevelop and deliver updates to key stakeholders through in-personpresentations, conference calls, and written communications.
Communication - Conveysinformation and ideas to others in a convincing and engaging manner through avariety of methods.
Leading Through Visionand Values - Keeps theorganization's vision and values at the forefront of employee decision makingand action.
Managing Change - Initiatesand/or manages the change process and energizes it on an ongoing basis, takingsteps to remove barriers or accelerate its pace; serves as role model for howto handle change by maintaining composure and performance level under pressureor when experiencing challenges.
Problem Solving andDecision Making - Identifies and understands issues, problems, and opportunities; obtainsand compares information from different sources to draw conclusions, developsand evaluates alternatives and solutions, solves problems, and chooses a courseof action.
Professional Demeanor - Exhibits behavioral styles that convey confidenceand command respect from others; makes a good first impression and represents thecompany in alignment with its values.
Strategy Development - Developsbusiness plans by exploring and systematically evaluating opportunities withthe greatest potential for producing positive results; ensures successfulpreparation and execution of business plans through effective planning,organizing, and on-going evaluation processes.
Building a SuccessfulTeam - Uses an effective interpersonal style to build acohesive team; inspires and sustains team cohesion and engagement by focusingthe team on its mission and importance to the organization.
StrategyExecution – Ensures successful execution across of business plans designedto maximize customer satisfaction, profitability, and market share througheffective planning, organizing, and on-going evaluation processes.
Driving for Results - Sets high standards of performance for selfand/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.
Customer Relationships - Develops andsustains relationships based on an understanding of customer/stakeholder needsand actions consistent with the company’s service standards.
Global Mindset - Supports employees and business partnerswith diverse styles, abilities, motivations, and/or cultural perspectives;utilizes differences to drive innovation, engagement and enhance businessresults; and ensures employees are given the opportunity to contribute to theirfull potential.
Strategic Partnerships - Developscollaborative relationships with fellow employees and business partners bymaking them feel valued, appreciated, and included; explores partnershipopportunities with other people in and outside the organization; influences andleverages corporate and continental shared services and/or discipline leaders(e.g., HR, Sales & Marketing, Finance, Revenue Management) to achieveobjectives; maintains effective external relations with government, businessand industry in respective countries; performs effectively as a liaison betweenlocations, disciplines, and corporate to ensure needed resources are receivedand corporate strategies are understood and executed.
Generating Talent and Organizational Capability
Developing Others - Supports thedevelopment of other’s skills and capabilities so that they can fulfill currentor future job/role responsibilities more effectively.
Organizational Capability - Evaluates and adapts the structure ofassignments and work processes to best fit the needs and/or support the goalsof an organizational unit.
Learning and Applying Professional Expertise
Continuous Learning - Actively identifies new areas forlearning; regularly creates and takes advantage of learning opportunities; usesnewly gained knowledge and skill on the job and learns through theirapplication.
Technical Acumen – Expertly understands and utilizesprofessional skills and knowledge in a specific functional area to conduct andmanage everyday business operations, generate innovative solutions to approachfunction-specific work challenges, and function as a thought leader in his orher area of expertise.
Direct paid media and paid social execution eitherat agency or client direct
Strong understanding of Dynamic Creative technology
Ability to lead cross-function distributed client and agency teams
Deep understanding of digital media tacticsand channels (e.g. display, social, online video, mobile, geo-targeting, AR/VR,etc…) and how they fit within a broader marketing mix and customer engagementplan
Business Acumen - Understandsand utilizes business information to manage everyday operations and generateinnovative solutions to approach business and administrative challenges.
Basic Competencies - Fundamental competencies required foraccomplishing basic work activities.
Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, wordprocessing software, Internet browsers, etc.).
Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in away that allows one to solve work-related issues.
Oral Comprehension - Listens to and understands information and ideas presented through spokenwords and sentences.
Reading Comprehension - Understands written sentences and paragraphs in work related documents.
Writing - Communicateseffectively 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.