Director of Field Marketing

Job description

JOB SUMMARY

 

Marriott International is seeking a Director, Field Marketing to join the newly established Field Marketing Services function within the Philippines above property marketing team. This is an excellent opportunity to join a forward-thinking team and grow your marketing career with the world’s largest hotel company.

 

The Director, Field Marketing supports hotels in generating profitable revenue to increase RevPAR, market share, F&B revenue and brand awareness by fully leveraging marketing programs at the property and market level, and by ensuring that marketing efforts are effectively directed to the consumer.  The Director, Field Marketing will support each hotel’s Director of Sales and Marketing/Director of Marketing efforts to understand and apply consumer insights into hotel marketing plans and deliverables, confirm that marketing activities are aligned with the hotel’s business plan and need times, maximize efficiency of hotel marketing spend, and develop co-op campaigns.  This position will also closely support the Area Director of Marketing (ADM) to ensure that the company vision is applied in the Philippines as well as to ensure that property programming is aligned with brand standards, brand voice and fully utilizes all available tools and resources. 

 

Key accountability areas include:

(1) developing and implementing market-based strategic plans based on local need-time and demand generation opportunities by driving cluster/ area initiatives

(2) developing strong working relationships with business partners for attractive promotional, campaign tie-ups and events to build brand recognition in the market

(3) executing and ensuring pull through of regional/brand, loyalty marketing programs, suggesting and deploying right channels and platforms

(4) training up area marcoms

(5) providing communications guidance to property teams, including overall marketing strategy plus other media activities

 

 

CANDIDATE PROFILE 

 

Education and Experience 

·  Bachelor’s degree in marketing preferred
·  8 years of marketing experience demonstrating progressive career growth and a pattern of exceptional performance (hospitality industry preferred)
·  3-5 years digital marketing experience, including search engines and digital advertising optimization tactics (keyword)
·  Strong knowledge of Philippine media landscape
·  Experience leading a team
·  Experience in corporate marketing communications, advertising agency, or e-marketing agency
·  Desired experience working in an above property or ‘cluster’ hotel marketing role 

 

Skills and Competencies 

·  Commercially minded with strong business acumen   
·  Creative thinker with ability to connect creativity to business outcomes
·  Analytical nature – can interpret data into meaningful insights and actions     
·  Demonstrated ability to develop and implement successful marketing strategies for individual properties to maintain and grow business of hotels 
·  Demonstrated ability to use standard software applications (e.g. Excel, PowerPoint, on-line database applications) and preference in proficiency with advanced software programs, such as Photoshop and InDesign
·  Excellent relationship management and negotiation skills; demonstrated ability to develop and maintain relationships with senior leaders (e.g. Area Teams, GMs, Sales and Revenue Leaders, media representatives) and external agencies
·  Ability to work autonomously and as part of a team regularly communicating project status 
·  Strong problem solving and decision-making skills
·  Able to effectively prioritize multiple tasks for multiple stakeholders
·  Strong customer service orientation; takes initiative, anticipates needs
·  Excellent planning skills
·  High attention to detail
·  Advanced English writing capability
·  Capable of listening and counseling stakeholders on best approach, including what non-value added efforts to drop
·  Experience in a matrix organization and understand how to apply and leverage corporate marketing programs, platforms, and tools

 

 

CORE WORK ACTIVITIES 

 

Overall Marketing Strategy - Development & Execution of Marketing Plan for the Area & Hotels 

·  Support ADOM in developing & executing overall strategic PR, Brand & Destination marketing plan for the Country/ Area as a whole
·  Provide overall marketing strategic guidance for participating hotels. Review and collaborate on marketing elements of hotel business plans. Understand and apply regional consumer insights into hotel business plan. Guide local property marketing spend to ensure maximum productivity/ROI and brand identity/marketing communications standards adherence.
·  Develop and execute integrated marketing campaigns (e.g. print, radio, display ads, email, hotel website), using best practices and in alignment with Continent Brand Team and Area Digital counterpart for online initiatives.
·  Provide Brand and Photography immersions to hotel teams in partnership with Continent Brand leader
·  Ensure and supervise content quality of hotel sales promotional aids, tools and merchandising items.
·  Work with ADOM to provide guidance on pre-opening marketing budget for new builds/conversions. 
·  Work with Area Teams, Field Marketing Manager and MDS to recommend marketing channels and story angles for the Area.
·  Manage overall Marketing Budget for the country.)
·  Provide a report out of Country Marketing initiatives on a regular basis. 

 

 

Drive Brand and Destination Marketing

·  With ADOM, ensure Country activation of Brand initiatives.
·  Incorporate global brand marketing objectives into the hotel plans, when appropriate (i.e. brand voice, participation in any required global brand marketing activities). Ensure corporate, and/or regional/Area marketing programs are pulled through at the property level. Support deployment of new marketing and initiatives. 
·  Support ADOM in activating in-market brand marketing campaign
·  Track, monitor and evaluate the performance of planned campaigns / events and conduct post-mortem analysis.
·  Together with F&B marketing manager, develop the area level F&B marketing campaigns including wedding/catering and execute in the market
·  Create destination content and execute area level destination marketing campaign
·  Lead Philippine destination campaign across key source markets as closely working with field marketing team in each market

 

 

Additional Key Contributions 

·  Act as a marketing subject matter expert for hotel teams including GMs, Marcoms, Sales Leaders and Revenue Leaders.
·  Build and maintain close relationships with other continent-based marketing professionals.
·  Collaborate with the ADOM to identify, negotiate and activate strategic partnership opportunities with aligned third parties   
·  Prepare briefs and liaise with agencies on above property marketing projects and campaigns 
·  Brief photographers and videographers on marketing guidelines/standards per brand/project and provide consultative support for hotels on photography and videography requirements
·  Source and negotiate influencer collaborations in support of above property marketing initiatives 
·  Assist with negotiation of regional and cluster media buys with key publications and media agencies
·  Assist in the development of event activations and project manage from outset through to activation, including venue, supplier and partner liaison, run sheets and management of invitations and RSVPs
·  Research and report on consumer and market insights and implement learnings and/or act on opportunities where applicable 
·  Manage the Field Marketing Manager, including prioritization of day-to-day workload and longer-term personal development
·  Complete Measurement/Reporting: 
·  Maintain accurate and up-to-date area marketing initiative, tracking, and budget data/reports using project management system.
·  Measure and report success of area /property marketing performance to stakeholders using relevant tools.
·  Apply insights to future marketing activities.

 

 

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.

 

·  Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
·  Creative Expression  - The ability to generate novel ideas or strategies, and to communicate them with unusual, clever, or novel methods that captivate and influence others.
·  Marketing  - The ability to generate the strategy used in sales techniques, communications, and business development to positively impact customer relationships and business profitability
·  Internet/Intranet/Extranet Design - Knowledge of web and digital fundamentals, including web and digital design principles and approaches, the impact of various technical design choices, and their impact on the user experience. 

·  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.

Marriott Hotels strive to elevate the art of hospitality, innovating at every opportunity while keeping the comfort of the oh-so-familiar all around the globe. As a host with Marriott Hotels, you will help keep the promise of “Wonderful Hospitality. Always.” by delivering thoughtful, heartfelt, forward-thinking service that upholds and builds upon this living legacy. With the name that’s synonymous with hospitality the world over, we are proud to welcome you to explore a career with Marriott Hotels. In joining Marriott Hotels, you join a portfolio of brands with Marriott International. Be where you can do your best work, begin your purpose, belong to an amazing global team, and become the best version of you.

JW Marriott is part of Marriott International's luxury portfolio and consists of more than 100 beautiful properties in gateway cities and distinctive resort locations around the world. JW believes our associates come first. Because if you’re happy, our guests will be happy. JW Marriott associates are confident, innovative, genuine, intuitive, and carry on the legacy of the brand’s namesake and company founder, J.Willard Marriott. Our hotels offer a work experience unlike any other, where you’ll be part of a community and enjoy true camaraderie with a diverse group of co-workers. JW creates opportunities for training, development, recognition and most importantly, a place where you can pursue your passions in a luxury environment with a focus on holistic well-being. Treating guests exceptionally starts with the way we take care of our associates. That’s The JW Treatment™. In joining JW Marriott, you join a portfolio of brands with Marriott International. Be where you can do your best work,​ begin  your purpose,  belong  to an amazing global​ team, and  become  the best version of you.