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Job Details

Posted Jan 12, 2020

Director, Global Mainstream Campaign Marketing

Job Number R176269

Hotel Brand: IHG Corporate

Americas » United States » Georgia » Atlanta

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Description

About us

Bringing True Hospitality to the world.

We want to welcome you to a world of bringing True Hospitality to everyone. When you join us at IHG®, you become part of our global family. A welcoming culture of warmth, honesty and a passion for providing True Hospitality.

We pride ourselves on letting your personality and passions shine, recognizing the individual contribution you make and supporting your ambition to learn and create your own career path. In making a difference to our guests and owners, colleagues and communities, every day is a chance to create great and unique experiences, in your own way.

With over 370,000 colleagues in nearly 100 countries sharing our values, there’s countless opportunities at your fingertips.

We’re growing; grow with us.

This is a key management role within Global Marketing Shared Services, leading our Global Mainstream Brand Category Marketing, as well as meeting the needs of our key commercial goals and business units.  The purpose of this role is to deliver end to end marketing for our Global Mainstream Brands (Holiday Inn, Holiday Inn Express, Extended Stay and Even Hotels), delivering fast and agile customer marketing solutions to support the brand building and commercial objectives of the business.

Essential Duties and Responsibilities (Your Day to Day)...

  • Advance global marketing business requirements and market needs into programs, campaigns, processes that can be developed faster and more efficiently
  • Manage key stakeholder guest-centric communication strategies & plans i.e. Paid & Owned Channels
  • Responsible for regional commercial level delivery of:
    • Delivering global brand awareness objectives and commercial marketing results (and associated Loyalty integration performance)
    • Overseeing brand marketing communications and deliverables (i.e. Campaign planning across paid, owned, earned, and partnered touchpoints)
    • Choreograph campaign touchpoints, segments, and audiences to ensure they will work together throughout the campaign
    • Partnering with Marketing Effectiveness and Revenue Management to monitor and optimize campaign performance in real-time
  • Serve as the primary lead in the end to end marketing of the campaign planning process & delivery oversight of the integrated communication plan
  • Leads planning and execution of all marketing to ensure consistent global execution and effectively map to an integrated plan informed by Business Unit plans and brand priorities
  • Provide operational management of the Global marketing budget, working closely with the Loyalty Brand Teams & the Finance business partners
  • Responsible for work flow process improvements to optimize efficiency and effectiveness across the function
  • Direct and oversee project management resources to support multiple Global marketing requirements

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Your day to day

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  • Actively manage the Advertising Agency relationship including all project-based initiatives & optimize the value generated from the annual retainer
  • Coach and develop team members. Act as an advisor to subordinate managers or staff to help meet established schedules and/or resolve technical or operational problems.

Planning and Productivity: The Director Global Mainstream Marketing will be tasked with the effective utilization of our resources as well as institutionalizing a more disciplined prioritization of workload across the function.

This role will require leading a more active management of:

  • Work flow processes to ensure the Global Marketing Shared Services functions are internally aligned, focused on generating operational efficiencies and creating a more robust, market responsive way of working to optimize our value to the business in support of our overall commercial ambition.
  • Global and Regional plans that align and effectively map to the businesses agreed plan and priorities

This position will be the principal lead for all campaign planning, budget oversight and project & workflow management services to support the function, thus ensuring the Global Marketing Shared Services team to be more integrated, aligned, disciplined and focused on key deliverables, process improvement and overall performance, ensuring our Regions and Brands are provided with the optimum value to support their objectives.

With a continued focus on materially improving the speed, consistency and efficiency for our marketing campaigns, this role will be critical to help lead change management and influence across multiple stakeholders.

Campaign & Communications delivery: This role will serve as the central lead for the mainstream brand category and shared services team, providing thought and strategic leadership for brand marketing for core functions ensuring success in advancing the global brand building priorities.  This position will play a crucial role in leading customer-centric end to end marketing, ensuring all marketing communications are developed effectively and efficiently, delivering relevant communications with best in class creative, executing with excellence, optimizing campaign performance and influencing guest behavior.

Responsibilities include advancing commercial marketing business requirements and market needs into programs, campaigns and processes that can be developed faster and more efficiently through a central team.  Primary responsibilities will center on:

  • Global brand awareness (and associated Loyalty brand extensions)

The role will also champion the adherence to best practices (market, regional), leveraging central marketing platform automation and managing strategic agency relationships.

The Director, Global Mainstream marketing will also be principally responsible for the design, documentation and execution of processes, programs, communications and campaigns that drive incremental revenue for global commercial teams.

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What we need from you

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Agency Partnership: The role is responsible for overall management role of the Agency partnership, briefing, directing and managing both project-based work and oversight and management of the retainer investment.  The retainer allows for access to thought leadership, insights and strategic capabilities offered by the Agency.  The purpose of the retainer investment is to leverage and mobilize that capability to effectively support IHG’s broader ambitions.

REQUIRED QUALIFICATIONS

Education - Bachelor's or Master's Degree in a relevant field of work or an equivalent combination of education and work related experience. 

Experience - 10+ years progressive work related experience, demonstrated proficiency in marketing related roles with specific experience in direct and interactive marketing. International experience either working in a market outside of North America or working for a multi-national US-based company that has a global footprint.

Technical Skills and Knowledge

  • Strong grasp of commercial issues. Proficiency in interpreting regional sales & marketing business needs to identify opportunities for global scale
  • Ability to develop global brand and marketing campaigns, best practices and processes for regional and future marketing executions
  • Ability to develop multi-channel marketing campaigns, including experience with TV, Digital, Online Video production as well as transcreation of marketing assets that can be fit for purpose within a market
  • Demonstrated understanding and experience in commercial marketing principles, including driving direct revenue via digital and email marketing
  • Extensive experience in service delivery environments with strong project management and marketing operations knowledge
  • Strong communication skills along with a persuasive leadership presence in order to influence, facilitate, inform as well as to gain consensus from internal and external partners, vendors and agencies.
  • People management / global team leadership
  • Process orientation. Detailed capability to build out efficient and effective processes that underpin the ambition for GMSS
  • Demonstrated ability to drive continual improvement / change management through both process redesign, adopting best practices and applying an innovative approach to solving issues / challenges
What we offer

We’ll reward all your hard work with a great salary and benefits – including great room discount and superb training.

Join us and you’ll become part of the global IHG family – and like all families, all our individual team members share some winning characteristics. As a team, we work better together – we trust and support each other, we do the right thing and we welcome different perspectives. You need to show us you care, that you notice the little things that make a difference to guests as well as always looking for ways to improve - click here to find out more about us.

IHG is an equal opportunity employer.  Minorities/Females/Disabled/Veterans


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