The Senior Director, Marketing, Loyalty, and Media Analytics leads and manages a team that provides analytical support to the Global Brand and Global Marketing organizations, evaluating the performance of marketing programs and investments to inform strategic direction. Scope covers paid, earned, and owned media across Global and Brand Marketing, including loyalty program analysis, traditional and digital media planning and analysis, social media analysis, promotion evaluation, and digital measurement and attribution.
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CANDIDATE PROFILE
Education and Experience
10+ years of professional experience, demonstrating progressive career growth and a pattern of exceptional performance in research, consulting, and research advisory positions.
Bachelor’s or advanced degree preferably in a quantitative discipline (finance, operations research, economics, mathematics, statistics, etc.) required.
MBA or advanced degree in professional studies, operations research, applied mathematics, finance, economics, etc., preferred.
Technical Requirements
Demonstrated analytical ability with strong knowledge of data modeling and statistical analysis techniques, and ability to synthesize and analyze large volumes of complex information from multiple sources is required
Experience with SQL, Tableau, SAS, R, MicroStrategy, and Cognos is preferred
Experience with Adobe Marketing Cloud or Google Analytics is a plus
Professional experience with social platforms or social measurement tools is a plus
Management Skills and Discipline Expertise
Ability to lead and develop a team of business professionals to achieve strong business results, with substantial analytical and managerial experience.
Strong desire to solve business problems using data and analytically based solutions, and demonstrated ability to find creative solutions to complex and challenging analytical problems
Current working knowledge of marketing and customer analytics techniques - media or agency experience is a plus
Demonstrated knowledge of or ability to quickly learn the hospitality industry and Marriott’s brand landscape
Experience presenting analysis and recommendations to senior level executives, with a demonstrated track record of generating insight through analysis and presenting the information in a manner which impacts key strategy or investment decisions
Ability to lead and develop a highly functioning team of professionals that leverages systems, tools, and stakeholder relationships to support business needs
Ability to work as both a team member and team leader to achieve results in a teamwork environment
Ability to manage and prioritize competing demands from multiple stakeholders
Excellent project management skills, with ability to independently manage and lead multiple projects
CORE WORK ACTIVITIES
Lead the team to deliver strategic analysis to serve needs across the Global Marketing and Brand Marketing teams, including
Identify, align on, and analyze meaningful KPIs to drive performance across Marketing, Loyalty, and Media
Establishing and sharing best practices around measurement of paid, earned, and owned media
Delivering insight and providing guidance on marketing strategy based on historical performance
Defining benchmarks to provide stakeholders with the ability to monitor program performance in an actionable way
Designing and coordinating the maintenance of scorecards that measure both program and campaign-level effectiveness
Supporting ad hoc analysis as required across the marketing, media planning, social, and loyalty teams
Collaborate across Customer Experience and Brand, Marketing, Sales, and Consumer Services (BMSC) Discipline and Continent Teams.
Partner with Sales and Revenue Analytics and the broader Customer Experience Analytics team, including Digital & Distribution and Marketing, Loyalty, and Media Analytics, to support the broader mission of the CX Analytics team
Perform and lead complex analytics projects across broad set of stakeholders, clearly aligning on business and data needs, managing expectations, and delivering results in a timely manner.
Provide business-minded analytics and modeling support, both working well with data and demonstrating strong business acumen
Provides guidance to Data Management and Reporting Teams on the creation and distribution of reports and dashboards for field and corporate stakeholders.
Support teams within BMSC and Continent organizations in their efforts to leverage systems, technologies, and tools.
Collaborates in setting overall department analytic standards and policies, representing the perspective of globally-applicable and customizable analytic approaches that meet the needs of the business.
Build strong relationships with marketing team leaders to identify strategic objectives and prioritize work
Manage direct reports and external vendors across multiple projects. Provide mentorship and career development guidance to direct reports.
Steward excellence in talent management and organizational capability
Hire, retain, and continually develop diverse, high caliber talent that makes a strong, positive impact on the organization.
Setting and maintaining high standards for team and individual performance.
Providing timely coaching and feedback.
Making and rewarding distinctions in performance.
MANAGEMENT COMPETENCIES
Leadership
Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
Leading Through Vision and Values - Keeps the organization's vision and values at the forefront of employee decision making and action.
Managing Change - Initiates and/or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace; serves as role model for how to handle change by maintaining composure and performance level under pressure or when experiencing challenges.
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.
Strategy Development - Develops business plans by exploring and systematically evaluating opportunities with the greatest potential for producing positive results; ensures successful preparation and execution of business plans through effective planning, organizing, and on-going evaluation processes.
Managing Execution
Building a Successful Team - Uses an effective interpersonal style to build a cohesive team; inspires and sustains team cohesion and engagement by focusing the team on its mission and importance to the organization.
Strategy Execution – Ensures successful execution across of business plans designed to maximize customer satisfaction, profitability, and market share through effective planning, organizing, and on-going evaluation processes.
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.
Building 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.
Strategic Partnerships - Develops collaborative relationships with fellow employees and business partners by making them feel valued, appreciated, and included; explores partnership opportunities with other people in and outside the organization; influences and leverages corporate and continental shared services and/or discipline leaders (e.g., HR, Sales & Marketing, Finance, Revenue Management) to achieve objectives; maintains effective external relations with government, business and industry in respective countries; performs effectively as a liaison between locations, disciplines, and corporate to ensure needed resources are received and corporate strategies are understood and executed.
Generating Talent and Organizational Capability
Developing Others - Supports the development of other’s skills and capabilities so that they can fulfill current or future job/role responsibilities more effectively.
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.
Learning and Applying Professional Expertise
Continuous Learning - Actively identifies new areas for learning; regularly creates and takes advantage of learning opportunities; uses newly gained knowledge and skill on the job and learns through their application.
Technical Acumen – Expertly understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations, generate innovative solutions to approach function-specific work challenges, and function as a thought leader in his or her area of expertise.
Demonstrates working knowledge of discipline-specific systems, tools and business practices – notably market research, cross-cultural survey and focus group research techniques, advanced research methods such as conjoint analysis, and the ability to define requirements for effective reporting systems.
Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
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