Manager, Digital Marketing & Promotions (Gaylord Marketing) (Nashville Based)
Marriott International, Inc.
Location: Bethesda, Maryland
Internal Number: 22057021-en-us
Posting Date Apr 12, 2022 Job Number 22057021 Job Category Sales & Marketing Location Americas Brand Marketing Digit, 10400 Fernwood Road, Bethesda, Maryland, United States VIEW ON MAP Brand Corporate Schedule Full-Time Relocation? N Position Type Management Located Remotely? N
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 manager, digital marketing & promotions is part of the Gaylord Hotels Brand Marketing team and is responsible for activating and optimizing the presence of the Gaylord Hotels brand and resorts on relevant digital channels, including owned digital channels, third-party sites, and OTAs. They support and execute SEO/SEM strategies, paid search tactics, and collaboration with the Marriott digital, SEO, and web teams. This individual is the key liaison between marketing and revenue management, partnering to understand revenue needs/trends and develop tactics in response, coordinating closely with the marketing team to execute these tactics.
The manager, digital marketing promotions is the subject matter expert for digital marketing, third party, and OTA channels, educating stakeholders and executing key channels to maximize success. They have a strong understanding of the content needs, optimizations, trends, and technical requirements to succeed on these channels. This individual is focused on driving top line revenue and able to work in a fast-moving environment with multiple priorities to thoughtful execute business strategies, while collaborating with internal and external teams. Their tactics and strategies will be applied to both leisure and group customers, and an ideal candidate will understand both these audiences and the nuances of marketing / placements for each.
Education & Experience
3-5 years of digital marketing experience, hospitality industry preferred
Bachelors degree in marketing, business, communications, hospitality, or a related field, or comparative work experience.
Experience managing digital eCommerce channels such as Google My Business and OTAs (e.g. TripAdvisor, Expedia)
Strong problem solving and decision-making skills
Demonstrated ability to manage multiple projects while balancing the interests of multiple stakeholders
Strong communication skills with the ability to communicate technical concepts to stakeholders.
Strong analytical skillset with experience managing digital or paid media channels, including search, programmatic, OTA paid channels, etc. is a plus.
Experience with digital marketing channels for group marketing (e.g. Cvent), a plus.
CORE WORK ACTIVITIES
Develop strategic and tactical plans that maximize revenue potential across digital marketing channels for the brand and individual resorts, working in collaboration with properties, revenue management, and marketing teams.
Manage technical execution of digital marketing tactics across digital marketing channels, third party sites (e.g. Google My Business), and OTAs (e.g. TripAdvisor, Expedia).
Maintain two-way strategic relationships with OTA contacts and corporate teams supporting associated channels.
Ensure resorts are participating in all approved digital marketing channels, including third party sites and OTAs. Leverage promotional opportunities to drive need-time business.
Maintain up-to-date resort content and photography across all digital marketing sites, ensuring brand standards, positioning, and promotional strategy are adhered to.
Analyze merchandising and promotional opportunities across digital channels and make recommendations for participation.
Support pull-through of enterprise digital initiatives/programs. Maintain content and packages across Marriott International marketing ecosystem.
Collaborate closely with internal and agency teams to understand channel capabilities, policies, processes, and technical needs. Support execution with these partners.
Serve as digital channel, OTA, and third-party site subject matter expert. Proactively identify trends, issues, and opportunities and share with appropriate teams for action. Conduct competitive analysis to determine how to position brand/resorts within competitive set.
Serve as subject matter expert of booking and reservations tools (e.g. Ticketing, reservations, dining, and other platforms) and support tactical execution of these platforms. Provide strategic recommendations on integration of these tools throughout customer journey and support execution of these integrations.
Contribute to and manage content across hotel and custom websites.
Support SEO strategy and execution across ecosystem of web placements, partnering with enterprise search team. Stay current on SEO/SEM industry trends, algorithm updates, and best practices.
Support and execute paid media tactics across search, programmatic, OTA (e.g. Expedia Travel Ads), and Marriott programs (e.g. PLUS). This includes recommendations on budget spend, bid caps, optimizations, and content to drive optimal ROI/ROAS.
Develop and implement strategies for paid search, including keyword expansions, campaign restructures, remarketing, targeting, and strategic bid strategies.
Partner with brand and resort revenue management teams to develop promotional strategies and recommendations that maximize revenue potential across digital marketing channels. This may include developing appropriate promotions, packages, and offerings to drive revenue opportunity.
Serve as liaison between revenue management and marketing to provide up-to-date information on plans, tactics, and results.
Maintain engagement with continent promotions team to ensure pull-through in enterprise promotions and the performance of digital/online tactics.
Ensure marketing of relevant promotions, packages, and offerings across owned, earned, and paid channels.
Monitor & Report on Performance
Monitor and evaluate performance across digital channels via available tracking tools (including Adobe Analytics, Google Analytics, etc.
Build and maintain tracking links, tags, and other mechanisms of performance measurement
Provide and present tracking, analysis, and reporting on effectiveness of strategies. Provide actionable insights and recommendations. Action on required insights.
Marketing Support & Execution
Provide training and marketing leadership, while acting as a subject matter expert in discipline.
Ensure knowledge of and adherence to brand standards and strategy.
Coordinate with property teams and/or brand creative and marketing team to create assets, build messaging, and refine placements across relevant channels.
Obtain and determine creative specs and requirements from partners, build creative briefs, and communicate needs to creative team. Support creative traffic delivery.
Manage assigned budget and associated finance protocols
Manage marketing plans, flow charts, timelines, and processes.
Other duties as assigned
Marriott International is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non-discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law.
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