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Director Brand Paid Media
Location:
Nashville, TN
Description:
Additional Information Gaylord Hotels, Position must be located in Nashville, TN or Bethesda, MDJob Number 22144138Job Category Sales & MarketingLocation Gaylord Opryland Resort & Convention Center, 2800 Opryland Drive, Nashville, Tennessee, United StatesSchedule Full-TimeLocated Remotely? NRelocation? NPosition Type ManagementJOB SUMMARYThe Director of Brand Paid Media Gaylord Hotels is responsible for the development of the Gaylord Hotels brand paid media strategy in support of business priorities and objectives. Reporting to the Senior Director of Integrated Brand Marketing, the Director of Paid Media will develop and manage paid media programs and tactics, planning, buying, and reporting on brand initiatives. The Director will partner with brand agencies, media partners, and internal teams (e.g. creative & content, marketing, and revenue management) to develop optimized, successful tactics. These campaigns and plans will be built to support the brand and its portfolio of resorts, across key objectives, including group and leisure business including driving brand awareness, group RFPs, room nights, ticket sales, and more. Campaigns include a mix of upper funnel, awareness-driven objectives, consideration campaigns, and performance efforts.A successful Director of Paid Media brings extensive paid media experience and an innovative, data-driven approach to decision making. They will be able to thoughtfully obtain feedback and build consensus with key stakeholders, while clearly articulating the tactics and strategies. They will be well-versed in media platforms and tactics, including search, radio, television, OTT, OOH, print, direct mail, paid social, digital, and more. They will understand paid media measurement opportunity and execution and be able to develop thoughtful reporting and benchmarks for performance. Experience successfully managing complex, matrix organization is also key. This role serves as a key leader on the integrated marketing team and will manage a team and external partners to complete this work, helping to set the standard for performance while ensuring team health and satisfaction.CANDIDATE PROFILEPREFERRED EDUCATION AND EXPERIENCE4-year degree from an accredited university in Business Administration, Marketing, or relatedMasters in Business, Marketing, or related field a plus6-8 years of relevant professional experience, including but not limited to consumer marketing, advertising agency, social media and/or field operations/marketingExperience managing two or more direct reportsKEY SKILLS AND EXPERIENCESHospitality experience, particularly tourism marketing, hotel sales or hotel marketing preferredExperience planning, owning, and executing media strategies/budgets across a variety of channels (e.g. radio, television, OTT, OOH, print, direct mail, paid social, digital)Strong problem-solving and effective decision-making skillsDemonstrated ability to balance the interests and demands of multiple stakeholders/projectsStrong analytical skillset with experience using Excel and other reporting tools preferredPrior media agency or buying experience preferredCORE WORK ACTIVITIESPaid Media Management:Lead the development of paid media strategies and campaigns to support key business objectives across group and leisure segments.Manage relationship and day-to-day execution with paid media agency and other media partnersOversee tactical planning and execution across channels, including search, radio, television, OTT, OOH, print, direct mail, paid social, digital, and moreCoordinate launch of media campaigns with our agency, marketing, communications, and sales departmentsGuide media and buying strategies including audience selection, channel mix optimization, content/channel testing, and overall buy/browse/shop tacticsDevelop deep understanding channel capabilities (example - dynamic creative, audience segmentation, and retargeting decision trees) and technical needs (example knowledge of campaign setup needs/process, website tagging, and KPI measurement) and communicate these to relevant stakeholders.Partner with marketing and creative team to develop thoughtful creative briefs and ensure relevant creative execution across channels. Develop testing strategies and collaborate with these teams to execute these strategies.Collaborate with trade media team on opportunities to trade unused inventory for incremental media value and its impact on overall media strategy. Provide guidance and direction on partner and placement selection.Develop expertise on all relevant media channels and own media calendars, playbooks, and related SOPsIdentify opportunities regarding partner testing, budget optimization, channel optimization, new media partner identification, etc.Helps develop KPIs for reporting dashboards and use trend/performance analysis of campaigns to measure success and establish best practices. Communicate this performance regularly to leaders and key stakeholders.Tracks and manages the allocated media budget and supports budget guidance as it relates to media & advertisingAct as liaison between media partners and brand creative to gather media specs for asset creation and ensure assets are optimized to each channelDevelops and maintains effective relationships with both internal and external stakeholders across the organization.Maintain relationship with global media team to identify opportunities for collaboration, best practices, or other areas of alignment.Other Digital Marketing:Oversee technical execution of digital marketing tactics across digital marketing channels, third party sites (e.g. Google My Business), and OTAs (e.g. TripAdvisor, Expedia).Direct SEO strategy and execution across ecosystem of web placements, partnering with enterprise search team.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.Revenue Management Collaboration:Partner with brand and resort revenue management teams to understand resort revenue and offer strategies and provide recommendations that maximize revenue potential across digital marketing channels.Serve as liaison between revenue management and marketing, providing updates on plans, tactics, and municate key business needs and strategies to relevant marketing team members.Monitor & Report on Performance:Monitor and evaluate performance across digital channels via available analytics tools (including Adobe Analytics, Google Analytics, internal tools, etc.Oversee the building and maintenance of media-related 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.Team Leadership:Manage direct report(s). Provide leadership, coaching, and guidance to help them succeed. Conduct performance reviews, interviews/hiring, and other required people management tasks.Provide support to team members, focusing on supporting professional development and associate engagement and satisfaction.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.Manage assigned budget and any associated finance protocols.Manage marketing plans, flow charts, timelines, and processes.Build and deliver presentations and communications to stakeholders. Gather feedback and gather consensus around key tactics and strategies.Other duties as assigned.MANAGEMENT COMPETENCIESBuilding RelationshipsCoworker RelationshipsBuilds credibility with others and encourages strong working relationships.Creates a work environment in which others feel comfortable sharing thoughts and feedback.Shows awareness of how own behavior impacts others and the work environment.Encourages others to work together.Customer RelationshipsModels and empowers others to anticipate and respond to customer/stakeholder preferences and feedback.Clearly explains policies in ways that create strong customer/stakeholder relationships.Monitors customer/stakeholder satisfaction and takes appropriate action.Resolves customer/stakeholder issues and concerns raised by others.Global MindsetCreates an environment where everyone is valued and included.Models and coaches others on representing the Company culture of service, opportunity, respect, and fair treatment.Acts when others are treated unfairly or are not valued and respected for their unique skills.Looks for and uses ideas and opinions from diverse sources.Attracts, develops, and retains a multicultural and multigenerational workforce.Gives all associates the opportunity to achieve their full anizes activities that promote inclusion.Maintains an awareness of changing customer/stakeholder and associate characteristics.Generating Talent and Organizational CapabilityOrganizational CapabilityEnsures the work is organized so it can be effectively completed.Continuously improves work processes.Brings together the appropriate mix of associate knowledge and skills to complete work.Coaches others on scope of technical decisionmaking authority.Uses meetings and other forums to regularly communicate status of work.Talent ManagementProvides, seeks, and acts on constructive feedback.Develops others by identifying needs and providing resources in area of expertise.Uses professional networks to attract top talent in area of expertise.Participates in the hiring process and ensures successful onboarding of new associates.LeadershipAdaptabilityModels and coaches others on staying calm and focused during stressful municates to others why change is happening and how it impacts their work.Models flexibility when managing multiple demands and changing priorities.Provides resources that help others deal with change and challenges.Adjusts team and own priorities when experiencing change or challenges.Determines how change impacts stakeholders and communicates concerns to munication and Professional DemeanorClearly presents complex information using different methods.Adapts communication style based on the audience.Demonstrates active listening to ensure understanding.Models and coaches others on appropriately interpreting verbal and nonverbal behavior.Models and coaches others on displaying professionalism and gaining respect from others.Problem Solving and Decision MakingIdentifies issues and makes suggestions to solve complex problems affecting daily work.Models and coaches others on breaking complex issues into manageable parts.Looks for and shares information with others before making a decision.Models and coaches others on identifying and evaluating alternatives and their implications before making volves and gains agreement from others when making key decisions.Makes complex decisions and works with others to implement solutions in reasonable amount of time.Learning and Applying Professional ExpertiseApplied LearningSets own career goals and identifies developmental areas for self and others.Uses resources and challenging assignments to improve performance of self and others.Gathers, shares, and uses information about industry and discipline trends and best practices.Budgets for training to support associate development, as applicable.Coaches and holds others accountable for professional growth.Business AcumenEnsures others understand how their work impacts property and team performance.Coaches others on the drivers of performance and their impact on key business and property metrics.Shows an understanding of how different customer/stakeholder groups have different revenue potential.Identifies innovative ways to improve, productivity, customer/stakeholder satisfaction, and profitability.Technical AcumenMaintains advanced 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.Demonstrates and shares expertise in policies, procedures, and legal requirements.Manages and completes complex technical assignments and coaches others on solving advanced technical issues.Demonstrates and reinforces technical standards and processes to support work requirements.Identifies innovative technical approaches and communicates how they can improve processes or business functioning.Managing ExecutionBuilding and Contributing to TeamsPromotes teamwork by explaining how each associate supports shared goals.Builds commitment to team goals by explaining how they support department and property success.Works with team members to solve issues and make decisions that impact them.Manages disagreements among team members.Recognizes department, team, and individual achievements.Driving for ResultsCreates a team environment that encourages accountability, high standards, and innovation.Makes sure others understand performance expectations.Sets and tracks goal progress for self and others.Monitors the work of others to ensure it is completed on time and meets expectations.Breaks down barriers so team members can accomplish their work.Planning and OrganizingPrioritizes group activities based on importance, urgency, and impact to goals.Manages team workload and delegates assignments appropriately.Ensures team members have the equipment, materials, and other resources needed to accomplish their work.Avoids conflicts when setting project timelines and communicates key milestones and deadlines to others.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.Marriott International is the worlds 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?
Company:
Marriott
Posted:
January 24 on JobDiagnosis
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More About this Listing: Director Brand Paid Media
Director Brand Paid Media is a Executive Director Job at Marriott located in Nashville TN. Find other listings like Director Brand Paid Media by searching Oodle for Executive Director Jobs.
Director Brand Paid Media is a Executive Director Job at Marriott located in Nashville TN. Find other listings like Director Brand Paid Media by searching Oodle for Executive Director Jobs.