Dir-Brand Marketing

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  • Marriott International, Inc.

    Dir-Brand Marketing

    Marriott International, Inc.


    Hospitality - Hotel

    Degrees Required:
    Not Specified

    Employment Type:

    Manages Others:



    Posting Date Feb 23, 2018

    Job Number 18000GO4

    Job Category Sales and Marketing

    Location Marriott International HQ, Bethesda, Maryland VIEW ON MAP

    Brand Corporate

    Schedule Full-time Relocation? No

    Position Type Management

    Start Your Journey With Us

    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, Brand Marketing, Ritz-Carlton, Ritz-Carlton Reserve and Bulgari, Luxury Collection, is a key member of the Global Brand Management organization and leadership team. She/he functions as the strategic, and consumer and business to business marketing leader for the designated brand(s). This position will drive all aspects of the consumer prospect and current guest and customer marketing, and support the strategic direction for global brand marketing plans, strategies, creative, messaging, partnerships and program activation and advertising/marketing communications, including web development and all paid, owned and earned media and content planning and execution. This role supports the creation of brand marketing and brand voice activation platforms to support driving sales (B2C and B2B), marketing, public relations and digital initiatives across at all touch points including those of the owner and, if appropriate, franchisee community. The role liaises with all brand (e.g., brand management, operations, etc.) and brand marketing related disciplines in the organization (e.g. continents, field marketing/field digital, PR, digital, website, mobile, analytics, etc.) to drive the execution of the brand marketing vision and supporting strategies and tactics around the globe.


    Education and Experience Preferred

    • 4-year degree from an accredited university in Business Administration, Marketing, or related

    • 8+ years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.

    • Prior experience within luxury tier


    Establishing and executing the global brand marketing plans

    • Protects, celebrates and grows the brand(s), enhances marketplace relevance and delivers the brand promise.

    • Develops and ensures implementation of integrated global sales and marketing plans, in addition to as well as programs to continue to successfully position the brand(s) and achieve specific plan objectives and category leading RevPAR and market share premiums.

    • Develops marketing, competitive and customer consumer insights to inform the business, marketing plan, and as well as marketing activities.

    • Provides oversight, functional and business expertise to ensure the successful execution of brand marketing strategies and programs.

    • Partners with brand management team to establish and evolve the brand positioning and ensures the proper and cohesive articulation of the brand's proposition to customers consumers in on-property and all other communication channels.

    • As appropriate, Directs, develops, creates, supports and measures impact of brand marketing to include:

    • brand voice, marketing activation and supporting guidelines

    • brand messaging, advertising, photography and guidelines

    • brand integration, direct marketing, website and content development, HWS, paid search digital and, channel planning and optimization, media mix/planning, promotions

    • social media strategy and execution

    • public relations

    • integrated brand experience partnerships (and their execution on-property)

    • experiential marketing and events, marketing innovation,

    • key continental regional pull through strategies and tool content development in partnership with the continent marketing teams

    • Responsible for developing toolkits and other resources for local hotel marketing executed by, if applicable, franchisees and/or the regional field marketing organizations.

    • Creates solid creative briefs that logically tie to impactful consumer insights leading to best in class creative work from Marriott's agency partners.

    Supporting the global positioning and growth of the brand(s)

    • Partners/works with key groups within the organization, including Continents, global marketing, public relations, sales, marketing, finance, owner services, revenue management, Digital, regional sales/marketing leaders and other functions to drive effective, on-brand execution and results requirements of the plan.

    • Interfaces with Global Sales and other teams, as appropriate, to develop and execute appropriate field sales and marketing plans globally.

    • Interfaces with Legal to develop and execute marketing plans in alignment with all international licensing agreements

    Managing marketing budgets, scorecard results

    • Develops annual marketing program budgets and allocates budgets by program based on the marketing plan. Maintains tracking and reporting of key budget operational processes and reports throughout the year.

    • Works with Consumer Insights, Reporting & Analytics, Finance and other groups to develop/maintain marketing scorecard processes and reports throughout the year (metrics include, but are not limited to: program revenue, profit, key awareness and perception shift measurements, paid search revenue, digital results and other metrics as pre-established in the marketing plan).

    • Holds accountability for ensuring marketing program budgets and administrative budget targets are met and not overspent

    Managing Stakeholder Relations

    • Partners with key stakeholders to ensure effective development andexecution of brand marketing plans.

    • Advocates the brand's marketing strategic vision with the ownership community, advisory boards and other key stakeholders

    • Drives the organizational alignment and accountability for successful outcomes of brand initiatives with the market, and other functional areas; ensures strategies address relevant stakeholder needs and competitive environment; executes accordingly.

    • Creates informal mentor relationships with other brand representatives to create a climate of teamwork and learning

    Leading and Managing Teams

    • Creates a synergistic leadership team and business environment that encourages accountability, high standards, and innovation to consistently deliver positive business results.

    • Hires, develops, and retains diverse talent that makes a strong, positive impact on the organization.

    • Sets clear organizational goals and expectations for direct reports using the performance review process and holds team accountable for performance.

    • Continuously improves team and job structures and ensures clear leadership accountabilities are in place.

    • Builds teams with the appropriate mix of talent and skills to drive innovation and performance. Identifies talents of direct reports, and assists with their growth and development plans.

    • Partners with Luxury Continent leader to direct luxury field marketing teams to ensure on strategy brand messaging and activities, including co-op marketing efforts


    Building Relationships

    Customer Relationships

    • Shows an understanding of the needs of different customer/stakeholder segments and develops appropriate service strategies.

    • Creates a serviceoriented environment and empowers others to build strong customer/stakeholder relationships.

    • Monitors customer/stakeholder feedback and metrics to improve service delivery.

    • Uses appropriate risk management resources when serious customer/stakeholder situations occur.

    Global Mindset

    • Creates and coaches others on promoting an environment where everyone is valued and included.

    • Champions the Company culture of service, opportunity, respect, and fair treatment.

    • Ensures processes are in place to address concerns related to equity and fair treatment.

    • Brings together people with diverse backgrounds to drive innovation and engagement.

    • Establishes diverse partnerships across the industry, profession, and Company.

    • Champions the attraction, development, and retention of a multicultural and multi generational workforce.

    • Ensures that all associates have the opportunity to achieve their full potential.

    • Implements programs that promote inclusion and engagement.

    • Ensures strategies are in place to promote inclusion, enhance engagement, and maximize business results.

    Strategic Partnerships

    • Builds strong working relationships across departments or teams.

    • Models and coaches others on creating an open, trusting, and supportive work environment.

    • Coaches others on how their behavior impacts coworkers and the work environment.

    • Coaches direct reports to work together to set expectations for achieving shared goals. Generating Talent and Organizational Capability

    Developing Others

    • Contributes to an environment that supports feedback and ongoing development.

    • Coaches others by providing constructive feedback.

    • Develops others by identifying needs and securing resources in area of expertise.

    • Builds relationships to attract talent and actively recruits candidates with skills in high demand.

    • Participates in the hiring process and ensures successful onboarding of new hires.

    Organizational Capability

    • Continuously improves the structures and processes of program area.

    • Puts systems and processes in place to manage performance.

    • Brings together the appropriate talent levels and mix of skill sets to drive innovation and performance.

    • Establishes the scope of technical decisionmaking authority.

    • Uses meetings and other forums to regularly communicate status of work.


    Communication and Professional Demeanor

    • Actively listens and uses appropriate communication styles to deliver information in an articulate, understandable, and engaging way.

    • Influences others to accept a point of view, gain consensus, or take action.

    • Keeps leaders informed about key issues.

    • Models and coaches others on displaying a leadership style that conveys confidence and gains respect from others.

    Leading Through Vision and Values

    • Models, coaches, and holds others accountable for leading ethically and with a high degree of integrity.

    • Promotes a convincing and inspiring vision for the direction of the Company, brand, and team.

    • Models and holds departments and project teams accountable for developing and implementing programs that reflect the Company's core values.

    Managing Change

    • Presents the need for change in a positive way that encourages commitment and action.

    • Encourages others to identify ways to implement desired changes.

    • Models and coaches others on staying calm and focused during stressful situations.

    • Models flexibility and adjusts others' and own priorities when managing multiple demands.

    • Manages stakeholder expectations during change.

    • Develops strategies and provides resources to implement change.

    • Takes steps to minimize the stress others feel when change occurs.

    Problem Solving and Decision Making

    • Models and sets expectations for offering suggestions and solving complex problems.

    • Uses data from different sources to evaluate alternatives, consider their potential impact, and make decisions.

    • Involves key stakeholders to gain agreement and support before making high impact decisions.

    • Makes key decisions and guides others to implement solutions in a reasonable amount of time.

    Strategy Development

    • Demonstrates a strong understanding of Company, brand, discipline, and program strategies.

    • Uses data to thoroughly evaluate opportunities and focuses on those with the greatest potential business impact.

    • Adapts global Company and brand strategies into plans that can be implemented within the business to maximize customer/stakeholder satisfaction and profitability.

    • Uses data to build program strategies and make the business case for stakeholder commitment.

    Learning and Applying Professional Expertise

    Business Acumen

    • Uses an understanding of market dynamics and the business environment to identify opportunities for improvement.

    • Monitors industry and market changes and adjusts priorities as needed.

    • Sets department or team standards and uses key business metrics to evaluate performance.

    • Models and coaches others on making business decisions based on data from a variety of sources.

    • Evaluates profit and loss statements, develops operating budgets, and conducts forecasting.

    • Demonstrates sound business judgment in addressing resource needs and improving efficiencies while balancing associate, customer/stakeholder, and financial results.

    Continuous Learning

    • Creates an environment where learning is valued and encouraged.

    • Models and sets expectations for others to evaluate own and others' strengths and developmental needs.

    • Secures resources and creates opportunities for self and others to improve performance through stretch assignments and other professional development activities.

    • Models and coaches others on staying current on industry and discipline trends and holds others accountable for using relevant best practices.

    • Establishes training requirements for the team and holds others accountable for meeting training goals.

    Strategy Knowledge

    • Maintains expert technical knowledge and skills and models their use for others.

    • Models and promotes the appropriate use of facilities, equipment, and materials to perform the job.

    • Models and coaches others on maintaining compliance with applicable laws and regulations.

    • Builds partnerships across teams to solve complex issues and improve performance.

    • Analyzes unique technical issues, systems, or problems that have broad impact.

    • Recommends and coaches others on technical standards and processes to support work requirements.

    • Generates and communicates the business case for applying innovative technical solutions that create value and/or mitigate risk.

    Managing Execution

    Building a Successful Team

    • Coordinates with other departments and teams and helps clarify the responsibilities of each group.

    • Communicates clear expectations about how departments, teams, and individuals contribute to success.

    • Considers associates' strengths and team dynamics when assigning work.

    • Coaches and holds others accountable for establishing teambuilding strategies and encouraging cooperation.

    • Involves team members in making decisions that impact the team.

    • Recognizes achievements that support department and team success.

    Driving for Results

    • Reinforces a team environment that encourages accountability, high standards, innovation, and strong business performance.

    • Works with others to establish shared and individual goals.

    • Monitors department, team, and individual performance.

    • Makes sure associates are clear on expectations, timelines, and budget requirements.

    • Identifies and focuses on business opportunities that have the highest value for the Company.

    Strategy Execution

    • Helps others understand work requirements by explaining why the work is important and by breaking down projects into manageable tasks.

    • Analyzes team and individual workload to prioritize tasks and delegate appropriately.

    • -Identifies and obtains the equipment, materials, personnel, and other resources teams need to accomplish their work.

    • Establishes processes for work quality and project milestones and coaches others

    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.

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