Director of Paid Media and Owner Retention

Wyndham Worldwide   •  

Orlando, FL

Industry: Hospitality & Recreation

  •  

11 - 15 years

Posted 56 days ago

In performing these functions, this role must have the ability to develop strong relationships with various business stakeholders through partnership and communication. The focus of this role is to develop strategies and execute on marketing plans with the objective of securing impressions, clicks, transactions/bookings, calls and inquiries into our customer service groups. This role will also be responsible for developing audience segmentation and targeted communications with relevant and personalized messaging. This leaders will focus on driving the Count On Me promise, increasing customer experiences, creating owner engagement and creating brand advocacy.
Job responsibilities include, but are not limited to:

  • Strategic Planning/ Partnering
    • Develop strategic campaigns and partner with internal teams to drive programs across various digital channels while maximizing results to meet targeted KPIs.
    • Partner with the call centers to prepare and coordinate digital campaigns that positively impact call volume and provide efficiencies for call center operations.
    • Identify and partner with internal teams to plan new digital marketing programs that maximize campaign performance, engagement, conversions and ROI for business initiatives.
    • Develop owner communications, contact strategy, and resort operational support to maximize guest experiences, product engagement, usage and reservations.
    • Develop customer communication strategies across email and mobile/SMS platforms that build customer engagement, usage, and conversions.
    • Align interactive advertising strategies with other digital channels including but not limited to email, mobile messaging, web content, social media, etc.
    • Create owner advocacy groups and marketing opportunities to transform reputation of timeshare ownership and build trust with our customers.
    • Lead ongoing competitor analysis and industry trends across timeshare, travel and hospitality industries.
    • Manage vendors to deliver optimized interactive advertising campaigns including search (SEO/PPC), display/retargeting, programmatic, dynamic, video, mobile, etc.
    • Creates written documentation of program objectives and results.
    • Report on and optimize against campaign KPIs to gain efficiency, generate bookings and increase owner retention rates.
    • Responsible for sourcing, developing, and directing team members and/or vendors to grow the paid media and earned media channels.
  • SEO/SEM
    • Strategize, scope requirements, and deliver effective, timely media placement.
    • Assess and monitor competitor landscape across industry and hospitality space.
    • Develop strategies gain/maintain market share over competitors.
    • Develop and manage content strategies that align with search engine algorithms ensuring top page ranking on search engines
    • Partner with Digital Production and Brand Management teams to ensure requirements are met and campaigns/websites are optimized for top performance.
    • Manage SEM strategy, plan campaigns, and deliver content to meet business objectives, obtain necessary approvals and execute on strategy to meet key business drivers (KPIs).
    • Develop and manage strategy for optimizing customer & owner search behaviors.
    • Develop landing pages for promotions and campaigns supporting SEO/Reputation efforts.
    • Translate social listening terms and SEO keywords into actionable content strategies for media placement.
    • Partner with Digital Product teams to ensure web content is optimized for organic rank in search engines and ensure content is optimized for SEO/PPC/SEM.
    • Manage and maintain linking strategy for campaign optimization; validate links both on internal assets and external links optimizing SEO.
    • Scope and manage quality control (QAT) and usability to optimize programs.
    • Responsible for sourcing, developing, and directing team members and/or vendors to grow the paid media and earned media channels.
    • Work with colleagues in Digital Marketing and on Digital Engagement team to align strategies with direct marketing opportunities including but not limited to email, SMS/push, social, targeted media buys, etc.
    • Validate and maintain links used in all campaigns; partner with various groups to optimize internal and external links
  • Partnerships & Client/Vendor Management
    • Manage search engine optimization, pay per click programs and display/media ad buys for various programs with both internal teams and external vendors.
    • Manage paid media campaigns to support marketing initiatives across SEO, PPE, Display ads, Programmatic ad buys, Affiliate networks and new media opportunities.
    • Manage outsourced projects to ensure efficiency, cost savings and accurate messaging/branding.
    • Manage creative asset development in support of advertising and marketing efforts; collaborate and lead projects with internal and external resources.
    • Oversee and manage marketing projects to ensure deadlines and goals are met.
    • Oversee and manage marketing programs through partner approval, brand approval, legal submission/review, and IT/Security review.
    • Manage privacy compliance, contact strategy compliance across digital channels.
    • Partner with internal resources such as Brand, Digital Products, Legal, Corporate Promotions, Creative/Communications, Sales & Marketing, Owner Services and Call Center Operations.
    • Partner and manage with external vendors.
    • Attend industry trade shows, conferences and training as needed.
    • Attend training and meetings as needed.
  • Testing, Analysis & Reporting
    • Implement, Test & Optimize campaigns across formats, channels and messaging to optimize performance, gain efficiencies and maximize KPIs.
    • Report on key drivers and performance metrics for various campaigns to optimize decision making and maximize conversions.
    • Report to leadership on strategy, direction, effect to key drivers and overall campaign results.
    • Report and present detailed program results in terms of key drivers (KPIs) such as impressions, clicks (CPC/CPM), response rates, gross/net leads generated, call volumes, bookings, reservations, tours, arrivals and/or revenue generated (ROI).
    • Responsible for competitive research and analysis including research of marketing activity, media/ad spend, SEO/SEM, digital landscape, social media presence, etc.
    • Create tracking strategies that optimize analytics and reporting; measure program performance and adjust campaigns to optimize results in real time.
    • Manage and assist with data integrations for any/all data management platforms (DMPs), demand side platforms (DSPs), and marketing automation solutions to enable data insights, segmentation opportunities, modeling, and cradle to grave reporting.

QualificationsEducation

  • Bachelor degree from a 4-year college or work experience equivalent.
  • Master’s degree preferred

Training & Certifications

  • Google AdWords certified, required.
  • Google Analytics certified, preferred.
  • Proficient in Microsoft Word, Excel, and PowerPoint, required.
  • Experience with Google Data Studio and/or Tableau, a plus.

Knowledge and skills

  • Must be able to work under pressure and make strategic business decisions effectively.
  • Experience defining targeted digital strategies that engage with customers and drive interactions and conversions.
  • Successful CRM knowledge with strong understanding of data segments, clusters, behavioral attributes, retargeting capabilities, and attribution modeling.
  • Experience managing multiple projects and budgets simultaneously.
  • Experience managing web based initiatives to drive customer engagement, reputation and interaction with brands.
  • Ability to take initiative, plan, manage and deliver programs on time required.
  • Ability to effectively communicate and partner with management, peers, and outside vendors; team contributor.
  • Ability to work cross-functionally and implement projects without direct reporting control.
  • Must build trust based on programs created and fulfilled accurately and on time.
  • Must maintain effectiveness when situations arise that affect work tasks or the work environment, adjusting effectively to multi-task and adapt to changes in processes or requirements.
  • Must deliver outcomes that are aligned with the company’s goals and objectives
  • Knowledge and experience in timeshare/vacation ownership industry, preferred
  • Strong attention to detail in order to execute quality programs & follow through on tasks.
  • Ability to coach and lead others. Skilled in motivating others and able to work well in a team setting.
  • Ability to educate cross functional teams on best practices.
  • Ability to manage work process analysis and to produce reports/dashboards for business partners.
  • Excellent oral and written communication skills
  • Excellent presentation skills; comfortable presenting to groups

Job experience

  • 10+ years’ experience working with digital and online marketing; or, an equivalent combination of education and related work experience.
  • 10+ years’ experience managing projects in a deadline driven environment
  • 7+ years’ experience in Google Adwords, Double Click, and DSPs.
  • 7+ years’ experience in display, retargeting, video, and interactive media.
  • 7+ years’ experience in web production, search engine optimization and paid advertising.
  • 5+ years’ experience in CRM, segmentation and target marketing.
  • 5+ years’ experience in Google Analytics, Adobe Analytics or other digital analytics platforms.
  • 5+ years’ experience in tracking and reporting digital analytics and performance metrics (KPIs)
  • 3+ years’ experience in social media marketing and advertising.
  • Experience in HTML, web production and/or landing page creation, required.
  • Proficiency in Google Data Studio or Tableau software, preferred Extensive industry knowledge with active member of SEM Associations (such as Search Engine Marketing Watch, SEMPO and Search Engine Marketing Association), preferred.
  • Must be proficient in Word, Excel, PowerPoint, and Visio, required.
  • Experience in email/SMS/push communications, a plus.

Job ID: 1813408