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Senior Director Brand Marketing

Gaylord Opryland Resort & Convention Center

JOB SUMMARY

 

The senior director, integrated brand marketing for Gaylord Hotels is a key strategic leader for the Gaylord Hotels portfolio and the JW Marriott San Antonio Hill Country. This leader is responsible for the strategy and execution of marketing, PR, and creative strategies to support unique business needs, including year-round leisure, group and catering business, and the portfolio’s annual Christmas offering including its signature ICE! programming. This leader will be responsible for creating marketing strategies to drive customer preference, brand awareness, and total revenue across group, leisure, and local customers. 

The senior director, integrated brand marketing leads an above-property brand team in developing and executing a strategic integrated marketing approach including channel marketing (e.g. web, email, social), offer and demand generation strategy, paid/trade media and advertising, public relations, and creative/content. This includes leadership of the brand’s in-house creative and content studio. They will oversee both individual contributors and managers of others. 

Reporting to the Vice President, Brand & Marketing for Gaylord Hotels, the senior director, integrated brand marketing is a key leader of the Brand, Marketing, and Creative team and will liaise regularly with hotel leaders, brand leaders, property marketing teams, and corporate teams. They will oversee relationships with key vendors, manage marketing spend, and support the ongoing development of the team’s use of data and analytics. This role is responsible for supporting the culture and engagement of the team to ensure the development of a best-in-class organization. 

 

EDUCATION AND EXPERIENCE PREFERRED

  • 4-year degree from an accredited university in Business Administration, Marketing, or related 
  • 10+ years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.
  • Broad marketing leadership experience across multiple environments
  • Experience leading strong, successful teams 
  • Strong track record delivering measurable business results 
  • Hotel/hospitality experience is preferred

 

CORE WORK ACTIVITIES 

Marketing, PR, and Creative Strategy

  • Responsible for the development and execution of marketing strategies and tactics to support key business needs, including driving brand awareness, customer preference, and revenue across group, leisure, and local segments. This could include driving room night, ticket sales, group leads, food and beverage revenue, and more.
  • Oversee the development of marketing plans, project management against these plans, and communication of these plans to key stakeholders for feedback and approval. 
  • Responsible for the development and execution of full, 360-degree campaigns to support key business priorities. This includes paid (digital, social, search, TV, radio, audio, OTT, print, OOH), earned (traditional PR, influencers, buzz, experiential), Owned channels (web, social, organic search, email, app, collateral, on-property). 
  • Develop KPIs, methods to measure performance, and reporting on progress
  • Develop marketing briefs for team and external partners. 
  • Oversee relevant project management and processes to ensure successful execution of marketing plans. 
  • Manage annual marketing spend and allocate budgets based on marketing strategies. Maintain tracking and reporting of key budget operational processes and reports through the year. 
  • Oversee channel marketing strategy and execution, including social media, email marketing, SEO, website content & strategy, and more. Maintain up-to-date expertise in these channels. 
  • Develop and execute paid and trade media and advertising plans, including both brand and property-specific plans. Manage execution across direct buys, trade advertising, agency or vendor-managed buys, etc. Develop systems to track and report on performance. Manage associated budget processes. 
  • Oversee the brand’s content and creative studio, including campaign development, stakeholder reviews and approvals, development of brand guidelines / style guides, and implementation of creative work across all relevant channels. 
  • Oversee the production and execution of all relevant messaging and creative to support marketing, PR, and brand activities. This includes, but is not limited to, print, digital, OOH, paid social, organic social, press releases, paid search, TV, radio, OTT, streaming audio, influencer partnerships, PLUS, and more. 
  • Monitor the overall effectiveness of marketing channels/tactics and ensure delivery of tactics. Leverage analytics, dashboards, and reporting to optimize performance, report to stakeholders, and inform future strategies. 
  • Oversee the brand’s public relations strategy, including key PR strategies & pitches, the development of brand PR materials, and the support of property PR plans. 
  • Serve as a key owner of the Gaylord Hotels brand voice, including written and visual implementation. Ensure proper implementation across relevant channels. 
  • Develop marketing, competitive, and consumer insights to inform marketing plans and activities
  • Support the long-term growth, development, and evolution of the marketing team including adapting to changes in marketing industry and needs of the business. 

Build Strong Cross-Functional & Stakeholder Relationships

  • Maintain strong relationships with revenue management (brand and property) and the development of custom demand generation strategies to support business needs. 
  • Liaise with cross-functional teams, including special events, revenue management, sales, and corporate teams to understand business needs, develop long-term brand strategies, and manage successful execution of strategies 
  • Partner with Gaylord Hotels digital team to ensure successful execution of web, app, email, and other digital strategies. Develop long-term roadmaps for evolution and success.
  • Liaise with property marketing teams to ensure development of strategic marketing plans and to support execution of property-specific goals
  • Develop strong relationships with brand leadership, ownership, and corporate stakeholders. Support communication and updates to this group. 

Lead Integrated Marketing Team 

  • Hires, develops and inspires high performance marketing associates in accordance with company policies. This includes both in-person and remote team members. 
  • Assigns work and manage processes and activities to ensure deadlines are met, high quality work is delivered, and business results are achieved.
  • Partners with and manages the scope of work assigned to agencies and vendors
  • Support the development of business and marketing acumen across the team 
  • Develop and oversee the implementation of relevant processes, tools, and systems to manage marketing strategies, production, and collaboration with cross-functional teams. Work to improve and refine processes over time. 
     

 

MANAGEMENT COMPETENCIES 

Leadership

  • Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
  • Leading Through Vision and Values - Keeps the organization's vision and values at the forefront of decision making and action.
  • Managing Change - Initiates and/or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace; serves as role model for how to handle change by maintaining composure and performance level under pressure or when experiencing challenges.
  • 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. 
  • Strategy Development - Develops business plans by exploring and systematically evaluating opportunities with the greatest potential for producing positive results; ensures successful preparation and execution of business plans through effective planning, organizing, and on-going evaluation processes.

Managing Execution

  • Building a Successful Team - Uses an effective interpersonal style to build a cohesive team; inspires and sustains team cohesion and engagement by focusing the team on its mission and importance to the organization.
  • Strategy Execution – Ensures successful execution across of business plans designed to maximize customer satisfaction, profitability, and market share through effective planning, organizing, and on-going evaluation processes.
  • 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.

Building 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.
  • Strategic Partnerships - Develops collaborative relationships with fellow employees and business partners by making them feel valued, appreciated, and included; explores partnership opportunities with other people in and outside the organization; influences and leverages corporate and continental shared services and/or discipline leaders (e.g., HR, Sales & Marketing, Finance, Revenue Management) to achieve objectives; maintains effective external relations with government, business and industry in respective countries; performs effectively as a liaison between locations, disciplines, and corporate to ensure needed resources are received and corporate strategies are understood and executed.

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

  • 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.
    • Brand Marketing, Brand Partnerships
  • 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.
 

Prefers candidates based in Nashville, TN or Bethesda, MD, Remote eligible.

The salary range for this position is $133,700 to $199,500 annually. Marriott offers a bonus program, comprehensive health care benefits, 401(k) plan with up to 5% company match, employee stock purchase plan at 15% discount, accrued paid time off (including sick leave where applicable), life insurance, group disability insurance, travel discounts, adoption assistance, paid parental leave, health savings account (except for positions based out of or performed in Hawaii), flexible spending accounts, tuition assistance, pre-tax commuter benefits, other life and work wellness benefits, and may include other incentives such as stock awards and deferred compensation plans. Benefits and incentive compensation may be subject to generally applicable eligibility, waiting period, contribution, and other requirements and conditions.  

The compensation and benefits information is provided as of the date of this posting. Marriott reserves the right to modify compensation and benefits at any time, with or without notice, subject to applicable law.

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.