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Director, Field Marketing, Malaysia

Kuala Lumpur Office
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JOB SUMMARY

Marriott International is seeking a Director, Field Marketing to join the newly established Field Marketing Services function within Malaysia above property marketing team. This is an excellent opportunity to join a forward-thinking team and grow your marketing career with the world’s largest hotel company.

The Director, Field Marketing supports hotels in generating profitable revenue to increase RevPAR, market share, and brand awareness by fully leveraging marketing programs at the property and market level, and by ensuring that marketing efforts are effectively directed to the consumer.  The Director, Field Marketing will support each hotel’s Director of Sales and Marketing efforts to understand and apply consumer insights into hotel marketing plans and deliverables, confirm that marketing activities are aligned with the hotel’s business plan and need times, maximize efficiency of hotel marketing spend, and develop co-op campaigns.  This position will also closely support the Area Director of Marketing, Indonesia and Malaysia to ensure that the company vision is applied in Malaysia as well as to ensure that property programming is aligned with brand standards, brand voice and fully utilizes all available tools and resources. 

Key accountability areas include:

(1) developing and implementing market-based strategic plans based on local need-time and demand generation opportunities by driving cluster area initiatives

(2) developing strong working relationships with business partners for attractive promotional, campaign tie-ups and events to build brand recognition in the market

(3) executing and ensuring pull through of regional/Brand marketing programs, suggesting and deploying right channels and platforms

(4) training up area marcoms

(5) providing communications guidance to property teams, including overall marketing strategy, crisis management plus other media activities

 

CANDIDATE PROFILE

Education and Experience

  • College degree in hospitality management or marketing preferred
  • 8 years of marketing experience demonstrating progressive career growth and a pattern of exceptional performance (hospitality industry preferred)
  • Experience leading a team
  • Experience in corporate marketing communications, advertising agency, or e-marketing agency
  • 1-3 years internet marketing experience, including awareness of search engines and web optimization tactics

Skills and Competencies 

  • Ability to work autonomously, given geographic and time separation from the Area Director of Marketing, Indonesia and Malaysia
  • Demonstrated ability to develop and implement successful marketing strategies for individual properties, including specialized amenities such as golf or spas
  • Demonstrated ability to maintain and grow business of hotels with effective marketing plans and programs
  • Demonstrated ability to use standard software applications (e.g. Excel, PowerPoint, on-line database applications, internet)
  • Excellent relationship management and negotiation skills; demonstrated ability to develop and maintain relationships with senior leaders (e.g. Area Teams, GMs, Sales and Revenue Leaders, media representatives) and external agencies
  • Strong problem solving and decision-making skills
  • Able to effectively prioritize multiple tasks for multiple stakeholders
  • Capable of listening and counseling stakeholders on best approach, including what non-value added efforts to drop
  • Deep knowledge of leisure, group, and business transient hospitality business in defined market(s)
  • Knowledge of hotel sales and operations and associated challenges from the marketing perspective
  • Knowledge of food and beverage marketing trends
  • Knowledge of need time strategy as developed by Revenue Management
  • Understand how to apply and leverage corporate marketing programs, platforms, and tools

CORE WORK ACTIVITIES 

Overall Marketing Strategy - Direction and Development of PR & Marketing Plan for the Area & Hotels 

  • Support ADOM/ADSDs in developing & executing overall strategic PR, Brand & Destination marketing plan for the Area as a whole
  • Provide overall marketing strategic guidance for participating hotels. Review and collaborate on marketing elements of hotel business plans. Understand and apply regional consumer insights into hotel business plan. Guide local property marketing spend to ensure maximum productivity/ROI and brand identity/marketing communications standards adherence.
  • With ADOM, ensure Area activation of Brand initiatives.
  • Develop and execute integrated marketing campaigns (e.g. print, banner ads, email, hotel website), using best practices and in alignment with Continent Brand Team and Area Digital counterpart for online initiatives.
  • Incorporate global brand marketing objectives into the hotel plans, when appropriate (i.e. brand voice, participation in any required global brand marketing activities).
  • Ensure corporate, and/or regional/Area marketing programs are pulled through at the property level. Support deployment of new marketing and initiatives. 
  • Provide brand immersions to hotel teams. 
  • Manage overall Marketing Budget for the Area. 
  • Work with ADOM to provide guidance on pre-opening marketing budget for new builds/conversions. 
  • Work with Area Teams to recommend marketing channels and story angles for the Area.
  • Provide a report out of Area Marketing initiatives on a regular basis. 

Loyalty Partnership 

  • Support ADOM/ADSDs on activation of Marriott Bonvoy Moments and events at the Area level. 
  • Support hotels with loyalty strategy and local pull through / activation of Marriott Bonvoy Moments and events.
  • Develop strong working relationships with business partners for attractive promotional, campaign tie-ups and events to build brand recognition in the Areas.
  • Ensure all partnership marketing campaigns and event expenditures are negotiated to the best possible price and are cost effective for all hotels.
  • Monthly tracking, monitoring and evaluating respective partnership campaign performance and conduct profit & loss analysis on all executed campaigns.
  • Coordinate with Area Teams, hotel General Managers & Directors of Sales & Marketing on marketing program details, update hotels on the status of programs ensuring follow-through and property “buy in” on customer service needs.

Drive F&B Marketing for the Area 

  • Support ADOM in identifying Marriott Bonvoy partnerships / events for the Area. 
  • Lead and develop Marriott Bonvoy Restaurants & Bars function within the marketing portfolio that will ensure better management of our customer database and of targeted marketing campaigns to the right customer segment.
  • With Area Teams, develop Area initiatives and execute cross border benefits to all members to increase cross border spending.
  • Support Area MarComs to plan and formulate locally related promotions to increase brand awareness and foot fall to venues / restaurants.
  • Support ADOM/ADSDs on activation of Area specific F&B campaigns. 
  • Ensure media awareness of overall F&B Marketing for the Area including crafting of unique story angles.
  • To track, monitor and evaluate the performance of planned campaigns / events and conduct post-mortem analysis.

Direction & support for Crisis Management

  • Provide guidance on managing media exposure arising from a crisis at hotel/Area. 
  • Work with hotel General Managers, Directors of Sales & Marketing & Marketing Communications associates in drafting reactive holding statements.
  • Liaise with Area leadership, Continent Corporate & Legal teams for approval of reactive statements.
  • Work with hotel teams to deploy reactive statements as deemed appropriate.
  • Work with Area MarComs to monitor post-crisis exposure.

Additional Key Contributions 

  • Act as a marketing subject matter expert for GMs, Sales Leaders and Managers, and Revenue Leaders.
  • Build and maintain close relationships with other continent-based marketing professionals, GMs, Sales Leaders, and Revenue Leaders.
  • Complete Measurement/Reporting: 
    • Maintain accurate and up-to-date area marketing initiative, tracking, and budget data/reports using project management system.
    • Measure and report success of area /property marketing performance to stakeholders using relevant tools.
    • Apply insights to future marketing activities.

MANAGEMENT COMPETENCIES 

Leadership
  • Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace.     
  • Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
  • Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
  • Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values. 
Managing Execution
  • Building and Contributing to Teams - Participates as a member of a team to move toward the completion of common goals while fostering cohesion and collaboration among team members.
  • Driving for Results - Sets high 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 goals; proactively takes action and goes beyond what is required.
  • Planning and Organizing - Gathers information and resources required to set a plan of action for self and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed.
Building Relationships
  • Coworker Relationships - Interacts with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting relationships. 
  • Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company’s service standards.
  • Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.
Generating Talent and Organizational Capability 
  • Organizational Capability - Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.
  • Talent Management - Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.

Learning and Applying Professional Expertise
  • Applied Learning - Seeks and makes the most of learning opportunities to improve performance of self and/or others.
  • Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
  • Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges.
  • Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
  • Creative Expression - The ability to generate novel ideas or strategies, and to communicate them with unusual, clever, or novel methods that captivate and influence others.
  • Marketing - The ability to generate the strategy used in sales techniques, communications, and business development to positively impact customer relationships and business profitability
  • Internet/Intranet/Extranet Design - Knowledge of web and digital fundamentals, including web and digital design principles and approaches, the impact of various technical design choices, and their impact on the user experience. 
  • Basic Competencies - Fundamental competencies required for accomplishing basic work activities. 
  • Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
  • Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work-related issues.
  • Oral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
  • Reading Comprehension - Understands written sentences and paragraphs in work related documents.
  • Writing - Communicates effectively in writing as appropriate for the needs of the audience.

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 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.