Senior Director, Luxury Brand Marketing EMEA

This job is brought to you by Jobs/Redefined, the UK's leading over-50s age inclusive jobs board.

Job Description

JOB SUMMARY

The Senior Director Luxury Brand Marketing EMEA is responsible for developing and executing Luxury Brand marketing strategies, campaigns and creative to support driving awareness, consideration, and demand for the portfolio of Luxury hotels in EMEA. The position will maintain a laser focus on customer data, building a strong understanding of the high net-worth customer in order to develop impactful marketing strategies with a clear ROI.

This role is part of the EMEA Luxury Brand team, reports to the Vice President, Luxury Brands and Communications EMEA and has a dotted line to both the Vice President, Luxury Brands Europe and Vice President, Luxury Brands MEA. The role leads the Senior Manager Luxury Brand Marketing and Events, EMEA.

The role collaborates with stakeholders across both EMEA and HQ in disciplines such as Marketing, Brand, Loyalty, Partnerships, PR and Communications and Digital. The role will also work closely with Area and Franchise Commercial teams, and Agency partners including Creative and Paid Media.

This role works in close collaboration with the full EMEA Luxury Brand team as well as other EMEA Marketing leaders including the Senior Director Marketing EMEA, Director Media Strategy, and Director Content Marketing. The role will manage the Luxury Brand marketing fund expenditure.

SCOPE

• Leads Luxury Brand Marketing efforts to drive awareness of the following brands including but not limited to:
  • The Ritz Carlton
  • The Ritz-Carlton Reserve
  • St. Regis
  • JW Marriott
  • The Luxury Collection
  • W Hotels
  • EDITION (as required for loyalty campaigns)
  • Marriott International Luxury Group
  • And any future brands
• Responsible for working in partnership with global and EMEA Luxury Brand team and wider EMEA Marketing teams, to lead audience-led, 360 marketing strategy including activations to support achieving brand objectives.
• Responsible for understanding and monitoring customer sentiment and trends in key source markets and using these insights in developing marketing strategy and plans.
• Responsible for the coordination and ongoing management of the EMEA Luxury Brands messaging strategy to ensure cohesive, comprehensive, and coordinated approach to luxury consumer facing messaging.
• Responsible for leading Luxury Brands partnership strategy in partnership with EMEA Luxury Brand Champions and Global/EMEA Partnership Teams.
• Responsible for the review and approval of all EMEA consumer facing Luxury Brands messaging and creative.
• Partner with EMEA Paid Media team on Portfolio Campaigns to ensure messaging and offer resonates with luxury audiences.
• Partner with Consumer Ops teams to develop and execute strategy targeting HNWI in EMEA markets.
• Partner with Marketing Partnerships team on Marriott Bonvoy and Luxury Brands messaging and activation strategy.
• Partner with Loyalty Marketing to find opportunities to coordinate Luxury Portfolio, Luxury Brands and Loyalty consumer facing messaging and activations.
• Partner with Partnerships (Enterprise & Financial) to develop a Partner channel messaging and activation plan in line with Luxury Brands Messaging Strategy.
• Partner with Member Comms (Email) team to develop Luxury Portfolio and Luxury Brands Email messaging plan.
• Partner with Communications Team to develop brand stories that will drive top tier media coverage.
• In partnership with the EMEA Paid Media Team, identify and manage EMEA Luxury Audiences including insights, messaging plans and audience led creative and content.
• Responsible for Creative Agency Management, including onboarding, identifying agency needs, ensuring working to brand voice.
• Responsible for the correct Marriott Bonvoy affiliation, and Luxury Brand voice across all consumer facing messaging.
• Provide input into and take direction from the EMEA Consumer Marketing Steer Co to ensure Luxury Brand marketing campaigns are planned in coordination with overall EMEA Consumer Marketing Strategy.
• Responsible for ongoing localisation of Luxury Brand marketing campaigns, ensuring all consumer messaging is timely, relevant, and engaging for EMEA audiences.
• Identify, track and report against key performance indicators (KPIs) to monitor progress in building brand affinity in EMEA.
• Responsible for the Luxury creative test and learn strategy in partnership with EMEA Paid Media team.
• Oversight of internal and external Luxury Group events that target key stakeholders, including but not limited to GSO events, Women in Luxury dinners, HNW customer events, owner summits etc.

KEY RESPONSIBILITIES

• Strategic thinker
• Excellent presentation and communication skills.
• Creative mindset with a willingness to take calculated risks to make brands stand-out from the crowd,
• Ability to handle the complexities of working with key stakeholders.
• Strong team player and ability to foster relationships and collaborate across disciplines.
• Demonstrates self-confidence, energy, and enthusiasm.
• Able to effectively prioritise multiple tasks from multiple stakeholders and to influence results in a matrix environment.
• Demonstrates ability to adapt programs and activity to meet local market and culture needs.
• Demonstrates clear ability to understand and apply Marketing and Digital concepts.
• Initiative-taker and ability to work independently. Strong time management and ability to multi-task.
• Ability to solve problems quickly, think creatively, and satisfy localisation requirements for diverse markets.
• Leader who works well with counterparts from various functions/departments and has the ability to influence the work of counterparts without direct reporting accountability.
• Possesses an understanding of brand building strategies, differentiation, and consumer insights across brand segments.
• Skilled at establishing effective relationships with internal and external partners.
• Sets ambitious 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 of goals; proactively takes action and goes beyond what is required.
• Proven track record of excelling in a marketing role and providing consistent high-level marketing leadership.
• Excellent relationship management and negotiation skills; demonstrated ability to develop and maintain relationships with senior leaders (e.g., Commercial Leaders, Continent and Regional Team,) and external agencies.
• Strong problem solving and decision-making skills.
• Able to effectively prioritize multiple tasks for multiple stakeholders.
• Proven ability to manage and work with cross-functional teams across planning, activation, optimization, and reporting.
• Excellent verbal, written, listening, and presenting skills. Very strong communication and collaboration skills with all levels of the organization.
• Capable of listening and counselling stakeholders on best approach, including what non-value add efforts to drop.
• Analytical approach to tracking, measuring and reporting back on the success of campaigns.
• Commerical background and strong business acumen with a clear understanding of key revenue drivers.
• Demonstrated ability to use standard software applications (e.g., Excel, PowerPoint, Word, MS Teams).
• Regular travel will be required across EMEA to attend meetings/visit hotels.

CANDIDATE PROFILE

• 10+ years of marketing experience demonstrating progressive career growth and a pattern of exceptional performance with a focus on marketing (lifestyle and luxury industry preferred).
• Proven experience of driving creative marketing strategies and enhancing affinity for Luxury Brands.
• University or professional marketing qualification required.
• Knowledge and experience in developing strategy, marketing plans, brand marketing campaigns, digital brand marketing, financial planning and budgeting is required.
• Language requirements: High proficiency in English is required. Additional language knowledge or proficiency is desirable.

DESCRIPTION FOR EXTERNAL CANDIDATES

Inspiring travel. Powering performance. Thriving together.

Why it's a great idea to work for Marriott International:

UK

• We offer 'hybrid working' to enable you to live fully and balance home and work
• 22+ holidays plus public holidays as additional to be sure you have fun and make memories
• This role is bonus and stock eligible - our success is your success
• Access to numerous, world class profession and personal learning and development programmes to enable success in your current role but also for your future growth within the Company
• You will have international team members to share great ideas with and you will potentially travel in this role
• You, your friends and family will be able to enjoy global hotel, food and drinks discounts and benefits, and explore our world
• Regular team and office gatherings, both in person and remotely to build our sense of purpose
• Strong, experienced leaders who will encourage you to grow and mentor you to succeed
• Choice of pension plan to suit your current and future needs
• Private Medical Healthcare and parental leave benefits to support your wellbeing and health
• Various discounted retail and entertainment programmes for you to enjoy
• Our office provides a modern working environment which includes ergonomic desks and ventilation systems

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.

About the Team

Marriott International is the world's largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed. Be where you can do your best work, begin your purpose, belong to an amazing global team, and become the best version of you.