Marketing Director

Job Description:

Responsible for leading the strategy and execution of The Standard’s annual marketing plans; leading promotional and growth efforts across all channels for the brand including digital and social media advertising, email marketing and CRM database performance; growing awareness of the brand into new markets globally; ensuring efficiencies across paid media budgets; and achieving key KPIs such as growth in audience, revenues, web traffic, leads and impressions.

The Marketing Director is responsible for providing 360-degree strategic planning for promotion of all brand initiatives for our hotels, food & beverage outlets, retail, and special events & activations.

 

Responsibilities:

DIGITAL MARKETING

  • Oversee the strategy and execution of The Standard’s paid digital efforts (PPC, SEO, Paid Social Media, Google Hotel Ads, etc.) into new markets with a focus on, but not limited to, EMEA and APAC regions
  • Partner with existing hotel property Marketing leads to properly strategize and execute paid digital efforts in existing markets 
  • Manage our global digital agency of record and partner with them in driving these efforts on an executional level with strategic oversight
  • Ensure paid targeting segments are consistently being refreshed to reach new eyes globally in way that properly represents The Standard brand
  • Set goals and track performance on a weekly and monthly basis to maintain a healthy rate of growth across our key KPIs including but not limited to: email database, website traffic, impressions, leads and corresponding revenue
  • Be a leader in overcommunicating any wins or challenges along the way to ensure The Standard is proactively grow global brand awareness to ensure successful new hotel openings around the globe

PERFORMANCE MARKETING

  • Routinely meet with Revenue and Sales teams to identify revenue needs, then collaborate with the Brand Creative teams to create engaging content and original promotional campaigns, in turn, helping increase the likelihood of efficient conversion rates
  • Convert OTA bookings to direct business, increasing brand awareness and overall traffic to StandardHotels.com and engagement (time on site)
  • Ability to analyze KPIs to discover best practices and shift efforts accordingly
  • Oversee the reporting structure, provide pacing updates throughout each campaign and communicate with Sales/Revenue on performance during weekly meetings

TECHNOLOGY, WEBSITE AND THIRD-PARTY TRACKING

  • Maintain the functionality of current tracking methods across all marketing channels and oversee the project management on any implementations needed to be able to gauge campaign effectiveness
  • Leverage analytics tools to create a deep understanding of our online audience, use these learnings to optimize our own content and to ensure resources are being spent on what will work, while maintaining a healthy environment for testing new ideas/concepts
  • Partner with Brand Creative and Distrobution teams to constantlymonitor and update our brand website to ensure that content, functionality, user-journey and overall website performance are functioning and to consistently identify areas for improvement
  • Implement technology into the daily workflow that mitigates user-error and allows for scalable processes that can extend to new properties globally 

CRM & DATABASE GROWTH

  • Oversee the CRM database system and support the Brand Marketing Manager as point of contact on all CRM and data retention efforts
  • Review, analyze and adjust strategic efforts monthly to maximize all marketing and hotel email communications
  • Strategically create database growth YoY globally with a focus on EMEA & APAC regions
  • Foster new techniques and partnerships globally to help with aforementioned database growth in our top feeder markets
  • Collaborate with hotel properties to identify, manage and collect customer data through strategic touch points during guests stays and digital interactions
  • Monitor CRM systems to comply with global data privacy laws with Legal Affairs team and adjust and implement new systems as needed

PARTNERSHIPS / ADVERTISING

  • Discover new & nurture existing relationships with local and global partners and media outlets that introduce the brand to new audiences through shared promotions, advertising, sweepstakes and data acquisitions
  • Oversee the partnership/advertising agreement process for large-scale brand and property-level partnerships and manage deliverable terms
  • Field and analyze ROI and value for new events and partnership requests and evaluate annual partnerships results to adjust YoY to maximize continued ROI.
  • Responsible for the development and implementation of The Standard’s non-digital advertising strategy, when applicable, to grow brand and new hotel opening awareness in new and upcoming markets

LEADERSHIP AND EDUCATION


Requirements:


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