Job Description: • 2-minute read •
This position is responsible for leading the strategic development and management of all Marriott’s Paid Search Marketing efforts on a global basis for Marriott.com, multiple fully-functional in-language Global sites, and several localized Global sites in dozens of countries.
As the leader of these activities, the candidate will be expected to manage an internal staff of three as well as a number of agencies in the pursuit of profitable paid search growth and revenue goals for Marriott’s domestic and global sites. Overall and market specific objectives must be met and will rely heavily on this person’s ability to network and build relationships throughout Marriott Digital, the Brand, Marketing, Sales & Consumer Services (BMSC) organization and across the company.
Reports to Senior Director, Paid Media, Digital Acquisition.
CANDIDATE PROFILE
Education and Experience
College degree in marketing or related field. MBA preferred
Ideal candidate possesses at least 8 years of total marketing experience, including 5+ years in digital marketing required.
3+ years PPC marketing experience preferred
Ideal candidate has worked in an agency environment or client services program, or managed agencies as a client
CORE WORK ACTIVITIES
Paid Search Strategic Leadership
Ensure Marriott’s Paid Search strategies are implemented consistently across all levels of the organization through education and ongoing communication concerning program business plans, objectives and performance against goals.
Collaborate closely with members of the Continent and International Field Marketing organizations to ensure PPC strategies are in sync between Marriott.com and all Global sites. Work with appropriate stakeholders to help “pull through” online programs, as needed.
Provide subject matter expertise on Paid Search strategies to members of Brand Marketing, Measurement & Analytics, International Marketing, Product Development, Information Resources, and other groups as needed.
Leverage site analytics tools and coordinate with Organic Search counterpart(s) to ensure Marriott is employing the appropriate mix of Organic and Paid Search strategies for all sites.
Proactively monitor and evaluate developments in the search engine landscape for implications to Marriott’s search strategy. Investigate new areas and approaches as appropriate, in an effort to evolve sophistication in Marriott’s bidding.
Clearly understand the competitive landscape and set strategy to capitalize on strengths and counter competitive threats, manage external research vendors.
Develop budget requests for domestic and international Paid Search programs. Make effective Paid Search recommendations and lead implementation.
Responsible for setting and achieving Paid Search revenue goals for Marriott websites globally and presenting to continent leadership and other stakeholders.
Manage key relationships with search engine industry contacts (ie: Google, Yahoo, Baidu) as well as agencies in the US and abroad.
Paid Search Program Oversight
Supervise the development of Paid Search plans to purchase pay-per-click advertisements on domestic and local/in-country search engine providers. Paid Search campaigns will support Marriott.com, five fully-functional in-language Global sites, and multiple localized Global sites in dozens of countries.
Provide strategic direction for the implementation of ongoing, and new, Paid Search programs across all Marriott sites. Campaigns include:
Execution and coordination of more than a dozen concurrently running NALO Brand campaigns, several promotional campaigns, and over ten Global market campaigns.
Execution of a year-round Marriott.com paid search campaign, as well as potentially other paid placements on Google.
Analysis and communication of results of all campaigns on a regular basis to appropriate stakeholders.
Leverage available data sources to ensure Paid Search efforts attract quality visitors and revenues (e.g., target efforts to gain customers who book as well as fill need times, match targeted customer segments, complete other high-value actions).
Provide guidance and/or develop business goals for Field Marketing Paid Search campaigns, as appropriate.
Lead development of strategic approach to facilitate coordination on an as-needed basis with Marriott, Field and Regional bidders to mitigate duplication of efforts and increase Marriott’s overall presence in the search engines. Collaborate with internal stakeholders to increase opportunities for them to leverage co-op marketing platforms.
Investigate alternate funding mechanisms for Paid Search efforts.
Manage multiple budgets and coordinate with team on forecasting processes.
Conduct agency searches, as needed. Negotiate annual agreement.
Global Brand Integrity in Search Engines
Develop and update Paid Search marketing brand standards for distribution to US and International third party partners.
Develop Paid Search goals and tracking metrics to measure third party performance against standards.
Develop & communicate project work plan; manage internal project resources and meetings.
Support Brand Protection team in a consultative fashion as it relates to changes in Paid Search landscape.
Work closely with search engines on a global basis to ensure they are protecting Marriott’s trademarks to the best of their abilities.
Staff and Organizational Development
Maintains high performance levels by hiring the best candidates. Creates job descriptions, works with recruiting to find the best talent, participates in interview process, and makes final hiring decisions.
Provides direct reports and team with development opportunities. Effectively guides and coaches team members.
Proactively addresses performance issues while aligning performance and rewards to departmental goals.
Creates and implements appropriate departmental structure to meet current client and program needs.
Continually re-evaluates staffing plans against program growth while considering scalability impacts.
Anticipates staffing requirements by comparing business needs with strengths and weaknesses of existing team.
Supports department-wide efforts to improve eCommerce culture and work environment as reflected in annual associate engagement survey results.
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.
Knowledge of digital sales, marketing, and research methodology.
Knowledge of online measurement, tracking methods, and analysis.
Knowledge of pay per click (PPC) advertising.
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.
Pass it on for Referral Bonus. Not the right role for you, but know someone we should meet? Share with him to earn $1,000 referral bonus.
This position is responsible for leading the strategic development and management of all Marriott’s Paid Search Marketing efforts on a global basis for Marriott.com, multiple fully-functional in-language Global sites, and several localized Global sites in dozens of countries.
Reports to Senior Director, Paid Media, Digital Acquisition.
CANDIDATE PROFILE
Education and Experience
College degree in marketing or related field. MBA preferred
Ideal candidate possesses at least 8 years of total marketing experience, including 5+ years in digital marketing required.
3+ years PPC marketing experience preferred
Ideal candidate has worked in an agency environment or client services program, or managed agencies as a client
CORE WORK ACTIVITIES
Paid Search Strategic Leadership
Ensure Marriott’s Paid Search strategies are implemented consistently across all levels of the organization through education and ongoing communication concerning program business plans, objectives and performance against goals.
Collaborate closely with members of the Continent and International Field Marketing organizations to ensure PPC strategies are in sync between Marriott.com and all Global sites. Work with appropriate stakeholders to help “pull through” online programs, as needed.
Provide subject matter expertise on Paid Search strategies to members of Brand Marketing, Measurement & Analytics, International Marketing, Product Development, Information Resources, and other groups as needed.
Leverage site analytics tools and coordinate with Organic Search counterpart(s) to ensure Marriott is employing the appropriate mix of Organic and Paid Search strategies for all sites.
Proactively monitor and evaluate developments in the search engine landscape for implications to Marriott’s search strategy. Investigate new areas and approaches as appropriate, in an effort to evolve sophistication in Marriott’s bidding.
Clearly understand the competitive landscape and set strategy to capitalize on strengths and counter competitive threats, manage external research vendors.
Develop budget requests for domestic and international Paid Search programs. Make effective Paid Search recommendations and lead implementation.
Responsible for setting and achieving Paid Search revenue goals for Marriott websites globally and presenting to continent leadership and other stakeholders.
Manage key relationships with search engine industry contacts (ie: Google, Yahoo, Baidu) as well as agencies in the US and abroad.
Paid Search Program Oversight
Supervise the development of Paid Search plans to purchase pay-per-click advertisements on domestic and local/in-country search engine providers. Paid Search campaigns will support Marriott.com, five fully-functional in-language Global sites, and multiple localized Global sites in dozens of countries.
Provide strategic direction for the implementation of ongoing, and new, Paid Search programs across all Marriott sites. Campaigns include:
Execution and coordination of more than a dozen concurrently running NALO Brand campaigns, several promotional campaigns, and over ten Global market campaigns.
Execution of a year-round Marriott.com paid search campaign, as well as potentially other paid placements on Google.
Analysis and communication of results of all campaigns on a regular basis to appropriate stakeholders.
Leverage available data sources to ensure Paid Search efforts attract quality visitors and revenues (e.g., target efforts to gain customers who book as well as fill need times, match targeted customer segments, complete other high-value actions).
Provide guidance and/or develop business goals for Field Marketing Paid Search campaigns, as appropriate.
Lead development of strategic approach to facilitate coordination on an as-needed basis with Marriott, Field and Regional bidders to mitigate duplication of efforts and increase Marriott’s overall presence in the search engines. Collaborate with internal stakeholders to increase opportunities for them to leverage co-op marketing platforms.
Investigate alternate funding mechanisms for Paid Search efforts.
Manage multiple budgets and coordinate with team on forecasting processes.
Conduct agency searches, as needed. Negotiate annual agreement.
Global Brand Integrity in Search Engines
Develop and update Paid Search marketing brand standards for distribution to US and International third party partners.
Develop Paid Search goals and tracking metrics to measure third party performance against standards.
Develop & communicate project work plan; manage internal project resources and meetings.
Support Brand Protection team in a consultative fashion as it relates to changes in Paid Search landscape.
Work closely with search engines on a global basis to ensure they are protecting Marriott’s trademarks to the best of their abilities.
Staff and Organizational Development
Maintains high performance levels by hiring the best candidates. Creates job descriptions, works with recruiting to find the best talent, participates in interview process, and makes final hiring decisions.
Provides direct reports and team with development opportunities. Effectively guides and coaches team members.
Proactively addresses performance issues while aligning performance and rewards to departmental goals.
Creates and implements appropriate departmental structure to meet current client and program needs.
Continually re-evaluates staffing plans against program growth while considering scalability impacts.
Anticipates staffing requirements by comparing business needs with strengths and weaknesses of existing team.
Supports department-wide efforts to improve eCommerce culture and work environment as reflected in annual associate engagement survey results.
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.
Knowledge of digital sales, marketing, and research methodology.
Knowledge of online measurement, tracking methods, and analysis.
Knowledge of pay per click (PPC) advertising.
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.
Pass it on for Referral Bonus. Not the right role for you, but know someone we should meet? Share with him to earn $1,000 referral bonus.
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