Senior Director of Marketing

Relocation assistance provided.

About the Role

Shapes and executes an overall marketing strategy. Communicates this strategy to the marketing team and other business units. Coordinates with sales management to ensure alignment of marketing and sales strategies. Evaluates past programs and events, developing new initiatives to generate tours and meet or exceed goals. Participates in the performance management, coaching, recruiting, and selection of the marketing workforce, and develops compensation plans to maximize productivity.

Responsibilities

• Developing & Executing Marketing Strategy
  • Develop and implement strategic plans, including budget considerations, site goals, and forecasts for appropriate activities.
  • Ensure pricing and communications regarding previews are consistent across all channels.
  • Develop tour generation program initiatives, such as owner referral and reload programs, off-site locations, and travel partner promotions.
  • Collect and analyze competitive intelligence (e.g., marketing programs/campaigns) to enhance and develop current and future marketing strategies.
  • Manage and implement the appropriate marketing mix to ensure attainment of overall marketing costs.
• Managing Tour Flow & Guest Experience
  • Manage the sales floor to ensure guest tour flow is efficient and conducive to sales presentations and purchase deliberations.
  • Manage the activation process from the site's perspective, resolving challenges as they arise.
  • Monitor guest experience survey data, publish results for associate review, and follow up as appropriate.
• Developing Programs for Generating Traffic Flow/Business
  • Coordinate with marketing operations and other site marketing programs on new initiatives to increase production in channels.
  • Develop strategies and incentive programs to meet or exceed budgeted numbers.
  • Identify trends when production is not meeting budget expectations and implement solutions.
  • Conduct performance and cost analysis of past programs/events (including budget considerations and contractual provisions) and make recommendations for improvement.
• Maintaining, Analyzing, & Communicating Key Reports
  • Use reports on individual and team production performance (e.g., Confirmations-Experiences per guest, volume-per-guest [VPG], close rate, employee satisfaction, Regional Customer Experience Report, Site Daily Flash).
  • Conduct competitive market analysis (e.g., cost per tour, development plans, and marketing cost by channel and effort).
  • Monitor Budget versus Actual Results (BUVARS) by department and channel and prepare summaries for management (e.g., site, regional, and sales and marketing leadership).
  • Monitor reports across channels to determine focus for generating tours.
• Managing External Relationships
  • Negotiate contracts and work with vendors.
• Managing Relationships External to Marketing
  • Discuss action plans with the sales department to ensure vendor partnerships drive sales.
  • Build and maintain relationships between sales management and the marketing department to ensure a clear understanding of eligibility requirements or details of participation for generating tours.
  • Share marketing information and strategy with the sales force.
  • Coordinate closely with sales management on processes for addressing guest eligibility issues, tracking, and discussing related trends.
  • Build partnerships with resort operations, hotel linkage, OPC vendors, etc., where applicable.
  • Coordinate and prepare quarterly business objectives with the Director of Sales.
• Managing & Developing the Sales & Marketing Workforce
  • Prepare for and conduct team meetings.
  • Measure the performance of marketing executives/team leaders against goals and hold them accountable.
  • Provide one-on-one coaching and mentoring to team associates.
  • Reward and recognize associate performance (e.g., way-to-go letters, personal bests, top three per channel, top VPG, attendance, special contribution, top three total packages).
  • Motivate associates to increase production and performance (e.g., through contests, Special Performance Incentive Funds [SPIFs], motivational e-letters).
  • Observe and identify associate areas of strength and development opportunities (e.g., through ride-alongs, shadowing, monitoring).
  • Develop and/or update sales training manuals and sales process enhancements (e.g., Eagle Flight Plans, Resource Guides).
  • Conduct formal performance reviews and use this information to create individual development plans, career paths, and promotion development plans.
  • Manage associate performance, developing performance plans for associates below expectation (progressive discipline).
  • Identify and respond to the needs/questions/issues (both work and non-work related) brought forth by team associates.
  • Mediate conflict in and between teams (e.g., within marketing teams, between marketing and sales teams).
  • Provide guidelines for empowering associates to make decisions regarding guest experience and service issues.
  • Deliver and coordinate various training programs.
  • Develop and review policies and procedures pertaining to workflow, lead distribution, reward, recognition, and discipline.
  • Create awareness and understanding of policies and procedures for conducting business (e.g., Flight Plans, Local Standard Operating Procedures).
  • Participate in recruiting (e.g., make internal announcements to managers to generate referrals, monitor online and print ads, respond to calls and emails from potential applicants).
  • Participate in selection processes (e.g., interviewing).
  • Develop compensation plans for marketing teams that maximize production.
• Contributing to the Management of the Enterprise
  • Understand and abide by state and federal regulations around marketing activity (e.g., state marketing matrix, national Do Not Call registry [DNC]).
  • Update plans and actions to prepare for management meetings.
  • Perform other duties as assigned.

Requirements

• Bachelor’s degree or 5 years of equivalent work experience.
• Minimum 2 years’ experience in a similar position.
• Marketing leadership experience in vacation ownership/timeshare required.
• Proficiency in reading and writing English (additional language required for certain positions).

Qualifications

• Willingness to work in close contact with the general public in sales and marketing situations requiring strong communication and customer service skills.
• Openness to adapt to different cultural contexts based on location.
• Willingness to work weekends and holidays as required by business needs.

Skills

• Leadership
  • Adaptability - Maintaining performance level under pressure or when experiencing changes or challenges in the workplace.
  • Communication - Conveying information and ideas to others in a convincing and engaging manner through a variety of methods.
  • Professional Demeanor - Exhibiting behavioral styles that convey confidence and command respect from others; making a good first impression and representing the organization in alignment with its values.
  • Problem Solving and Decision Making - Identifying and understanding issues, problems, and opportunities; obtaining and comparing information from different sources to draw conclusions, develop and evaluate alternatives and solutions, solve problems, and choose a course of action.
• Building and Contributing to Teams
  • Driving for Results - Planning and supporting the development of individuals' skills and abilities so that they can fulfill current or future job/role responsibilities more effectively.
  • Planning and Organizing - Gathering information and resources required to set a plan of action for self and/or others; prioritizing and arranging work requirements to accomplish goals and ensure work is completed.
• Building Relationships
  • Coworker Relationships - Interacting with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting relationships.
  • Customer Relationships - Developing and sustaining relationships based on an understanding of customer needs and actions.
  • Fostering Inclusion - Supporting associates with diverse styles, abilities, motivations, and/or cultural perspectives; leveraging personal differences to achieve objectives; and promoting a work environment where all associates are given the opportunity to contribute to their full potential.
• Generating Organizational Talent and Capability
  • Organizational Capability - Understanding and leveraging associate talent and capabilities to meet work needs; supporting the attraction, selection, and/or retention of associates to achieve department and business objectives.
  • Talent Management - Providing guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.
• Learning and Applying Personal Expertise
  • Applied Learning - Seeking out and making the most of learning opportunities to improve performance of self and/or others. Actively seeks and participates in learning activities; gains knowledge, understanding, and skill; applies knowledge or skill; welcomes performance feedback.
  • Business Acumen - Understanding and utilizing business information (e.g., Associate, Guest/Customer Satisfaction, Financial Performance) to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
• Job-Specific Competencies
  • Job-Specific Computer Skills - Using computer hardware and software specific to the job (e.g., MARSHA, PMS, SFA, NGS, Delphi, Point of Sale, HR technology).
  • Reading Comprehension - Understanding written sentences and paragraphs in work-related documents.
  • Writing - Communicating effectively in writing as appropriate for the needs of the audience.
  • Sales Coaching - Providing timely coaching, guidance, and feedback to help others excel on the job and meet key accountabilities.
  • Sales and Marketing - Knowledge of sales and marketing concepts including principles and methods for showing, promoting, and selling products or services as well as marketing strategies and tactics.
  • Sales and Marketing and Operations - Ability to understand the business needs and basic concepts of Sales and Marketing and Resort Operations to build a positive and collaborative working relationship.