Field Marketing Manager-Seattle

POSITION PURPOSE

Manage both online and offline marketing initiatives for a designated set of hotels within a geographic region.  Plan and execute marketing campaigns at a property and regional level, enabling more customized and need based marketing for hotels serviced by this team.  Core role is to manage the use of the Star Guest Communications CRM tool, online content management tools and be the primary owner of online reporting through the Regional Marketing Planning and Performance Tool to provide monthly analysis for hotels.  Key responsibility is to drive marketing solutions that will improve performance for the various brands the team represents, individual properties’ overall Revenue Per Available Room (RevPar) index and other key financial and customer metrics.

Marketing initiatives managed by this role include:

· Email and direct mail campaigns

· Online marketing and key word campaigns

· Online web pages that promote the properties, and special offers tied in with the destination or with the specific brand

· Destination sites for those markets considered to be major travel destinations

· Starwood Preferred Guest and other Starwood marketing channels

· Local and corporate marketing partners

 Essential Functions:

 Create individual marketing plans for each designated hotel to drive revenue across all customers segments (leisure travel, corporate travel and group/meetings), and work with the property Director of Sales & Marketing, General Manager and Director of Revenue Management to ensure a smooth execution at the property level.  Provide monthly and quarterly analysis by property, including performance of campaigns and channels, along with return on investment statistics.  Maximize and optimize the performance of all marketing channels based on these results. Own the results for each property through tracking and analysis, using our proprietary performance measurement tool and other tracking systems. Leverage best practices in marketing, marketing operations and reporting within Starwood’s global field marketing community.

 AVERAGE %

OF TIME

 

25% - Online Marketing and Website Content Management / Site Maintenance

 Work within the content management system to ensure property and regional content/offers are up to date and consistent with brand strategies.  Develop and load offers on the hotel’s Special Offer Page(s) and Destination Site(s).  Develop landing pages for hotel(s) and destination(s) as directed.Supervise online marketing campaigns with approved online agency.

 Ensure brand consistency and reinforcement in all marketing copy, photography, communications and programs.

 Write/proof-read copy and creative for all promotional offers

 Research and develop promotions/partnerships with local attractions to further hotels’ web presence and online revenue, and negotiate on behalf of the hotels in the region for new online marketing initiatives Write text, prepare photos & work with creative for the specific opportunities Locate and add our hotels to new partner marketing linking opportunities.

 

25% - Account ManagementAct as the primary point person for the designated set of hotels (typically 7 to 10 hotels per manager). Run monthly property conference calls, including preparing agenda and issuing minutes, as well as introducing new initiatives and sharing best practices from within and outside the region. Maintain ongoing communication with property teams between monthly calls, including responding to special requests Provide ad hoc reporting as needed for hotels’ owners meetings, etc. Ensure properties are satisfied with the service, responsiveness and revenue provided by Field Marketing.  This will be measured twice a year when the property stakeholders are given a service index survey to rate the team’s performance in numerous categories.

 

20% - StarGuest Communication ToolManage the development, execution and tracking of offers on the Star Guest Communication tool, Starwood’s proprietary property level email marketing/CRM tool. Design marketing strategies to drive stay-related revenue, as well as offers that will generate repeat business for participating hotels. Own the development and implementation of promotional offers to ensure timeliness to market. Liaise with hotel operations teams on implementation of offers. Ensure offers are properly tagged and are being tracked.  Track, measure and provide analysis on success rate and “Return on Investment” to ensure we optimize on all future offers.  Write/proof-read copy and creative for all promotional offers Build community with corporate Star Guest team and regional counterparts to learn about and leverage system-wide best practices Create and maintain matrix for hotel operations and reservations team on all promotions for the region to ensure consistency in offers and assurance that no overlap promotion exists.

 

15% - Tracking, Analysis and PlanningOwn rolling promotional marketing plans and schedules for each supported hotel. Management of the Regional Marketing Planning and Performance Tool, by loading each marketing initiative into the tool and ensuring appropriate tracking tags are in place to ensure accurate measurement of each initiative. Develop monthly/quarterly communication updates to hotels. Analyze user behavior on Special Offer Pages and Destination Sites to help optimize on initiatives going forward.

 

15% - Other Projects/Responsibilities:Develop property or cluster related emails and direct marketing campaigns with approved vendors/corporate resources Coordinate billing and budget management of individual properties for related marketing expenses



SPECIFIC JOB KNOWLEDGE, SKILLS AND ABILITIES

 

The individual must possess the following knowledge, skills and abilities and be able to explain and demonstrate that he or she can perform the essential functions of the job, with or without reasonable accommodation, using some other combination of knowledge, skills, and abilities:

 

· Periodic travel required 

· Knowledge of marketing objectives, tactics and strategies required; preferred experience with online marketing, advertising, and finance/budget planning and management.

· Strong communication skills, both verbal and written.

· Solid understanding of working with dynamic websites and utilizing a content management system. 

· Intellectual and analytical curiosity – initiative to dig into the “why” of various results.

· Advanced computer skills and detailed knowledge of various computer programs, including a strong proficiency of MS Excel and Access. Adobe Photoshop and rudimentary HTML knowledge is a plus.

· Very Organized, strong account management skills

 

 

QUALIFICATION STANDARDSEducation 

Bachelor's Degree required. Preferred degree in Marketing.

 

Experience

Five years in marketing/advertising industry.

· Experience in online and offline marketing; travel industry experience a plus.

· Agency account management experience required

 

 

Licenses or Certificates

Not applicable.

 

This job description is not an exclusive or exhaustive list of all job functions that an employee in this position may be asked to perform from time to time.

*To apply for this position, please log on to www.starwood.jobs (job # 60056997)