Assoc. Director Rental Digital Marketing (Hyatt Vacation Ownership)

Position Summary

As a member of the professional staff, contributes general knowledge and skill in a discipline area (e.g., Accounting, Finance, Brand & Digital, Human Resources, Information Technology, Operations Planning & Support, Sales & Marketing, Law Department) to support team and/or department objectives.  Generally, works under close supervision or within well-established guidelines to complete routine tasks. 

Responsible for maintaining, updating, and maximizing all e-commerce channels based on the current marketing strategy, including Hyatt.com and E-channels/OTAs as needed.  Works with Rental Marketing Leaders to implement and track all current and future rental marketing promotions, campaigns, and digital media channels externally. Assists region directors and managers with promotions on the web and search engine channels through analytics, implementation, and metrics.   Ensures accuracy of digital presence on all transient marketing channels by ensuring use of correct copy and photography using available assets.

Expected Contributions

Planning and Strategy

Support the VP, Rental Sales & Marketing in the following areas:

• Translating the annual rental marketing needs once identified by Inventory and Revenue Management (IRM) leaders.
• Creating an annual digital marketing plan and budget documents.
• Meet regularly with IRM field leaders to reevaluate rental inventory and marketing needs, report on marketing program performance, and provide recommendations for new or modified marketing tactics.
• Evaluate past campaigns and programs to increase, improve, decrease, or eliminate campaigns and programs accordingly.
• Review ad spend, marketing program results and inventory needs monthly to adjust the rental marketing plan.
• Collaborate and provide tactical recommendations for Metasearch and OTA campaigns, including TripAdvisor, Google Hotel Ads, Kayak, Expedia, and Booking.com.
• Resource plan the implementation of marketing plans utilizing the Manager, Digital Rental Marketing.
• Distribute programs and projects for the Rental Marketing team and oversee the execution of the programs.
• Explore new marketing programs, channels, and technologies with Hyatt Corporation, Online Travel Agencies/Agent (OTA), social media, search engine marketing, third party media agencies, Convention and Visitors Bureaus (CVBs), and other channel partners.
• Build business cases and proposals to get new programs approved.
• Ensure the rental marketing calendar remains updated and resources are allocated properly to support HVO’s rental marketing initiatives.
• Review, recommend and execute local marketing, World of Hyatt, and OTA marketing opportunities.

Partnering

• Work with Inventory and Revenue Management to understand high level promotional time periods to execute promotions via various digital marketing tactics.
• Collaborate with HVO Brand, MVW creative team, MVW Law Department, Hyatt Corporation, and external ad and creative agencies to ensure rental marketing assets and campaigns comply vendor standards, licensing requirements with Hyatt Corporation, and local, state, regional, and federal laws.
• Work with agency partners to execute digital marketing campaigns such as paid search, social, and display in accordance with marketing calendar.
• Partner with internal teams and external agencies to create and proof digital ad design and copy.
• Collaborate with HVC Vacation Ownership Marketing, Hyatt Field Marketing, Hyatt Corporate Digital and SEO teams, and third-party agencies to ensure keywords are distributed equitably and follow non-compete guidelines for organic and paid media campaigns.
• Collaborate with the Manager, Digital Rental Marketing and the Vice President, Rental Marketing Rental Marketing leaders to optimize relevant market offers, including analytics, tracking and recommendations.
• Build relationships with Hyatt Corporation digital marketing contacts and review Hyatt-related opportunities.
• Lead or assist with contract verification and negotiations.  Help research and coordinate communication between MVW Procurement, Global/Information Technology, Privacy and Security.

Content Marketing

• Partner with content team to support SEO efforts on Hyatt.com, local listings, and OTA/e-channels, by ensuing the accuracy of photos, content, room descriptions, amenities, hotel alerts.
• Verify new properties are added to Hyatt.com and ecommerce platforms.
• Add new properties to current marketing campaigns and platforms.
• Oversee and optimize photo and video shoot planning with IRM and MVW Brand for rental marketing.
  • Create and review shot lists by room type and resort amenities.
  • Coordinate the securing of rooms with revenue managers.
  • Leverage rental marketing funding when necessary to supplement capital expenditure funding.
• Ensure lifestyle photography and videos requirements to support paid media campaigns are incorporated and funded (if necessary) in the photo and video shoot strategies and plans.
• Become the subject matter expert about Hyatt products and services, including the Koddi/Top-Up platform.

Reporting and Analysis

• Prepare campaign performance reports and recommend improvements to achieve revenue goals.
• Audit and research data inconsistencies and anomalies.
• Review and analyze current trends and recommend additional e-commerce opportunities on Hyatt.com and other digital platforms.
• Attend ad agency to review weekly and quarterly results to collaborate and adjust strategies.
• Update budget and forecasting documents and presentations.
• Perform any ad hoc research and analysis needed by senior IRM leaders or partners.

Leadership Support

• Develop, review, and maintain marketing & ecommerce policies and procedures.
• Lead Manager, Digital Rental Marketing with executing rental marketing plan campaigns and promotions.
• Oversee or lead the execution of new or more complex marketing opportunities.
• Take the initiative to answer more complex questions and remove operational obstacles, informing or escalating leadership, as necessary.
• Build the Manager, Digital Rental Marketing’s knowledge and skills related to SEO, SEM, promotions and paid media campaign strategies, industry best practices, relevant KPIs and presenting results and recommendations.
• Meet regularly with the Manager, Digital Rental Marketing, to discuss personal and campaign performance.
• Lead Rental Marketing Departmental meetings.
• Lead interviews for Manager, Digital Rental Marketing, including becoming STAR interview certified.

General Duties

• Research, solve, respond to and make decisions on standard/routine business requests with limited risk.
• Responsible for own work and contributing to team, department and/or business results. May direct work of non-management staff. 
• Utilize technical knowledge and skills to enhance business processes.
• Prioritize own work and work of the Manager, Digital Rental Marketing to meet company goals.
• Demonstrate an awareness of personal strengths and areas for improvement and acts independently to improve and increase skills and knowledge.
• Performs other duties as appropriate.

Candidate Profile

Education

• 4-year college degree in business administration or marketing preferred.

or

• 5-7 years of professional experience is required. 
• 5 years marketing management or digital marketing experience will be an advantage.

Experience

• At least 5 years of marketing management experience 
• Experience in the timeshare and lodging industry beneficial.

Skills/Attributes

• Proven ability to gather the required information to analyze trends and surface possible solutions. 
• Understanding of digital marketing and email marketing best practices.
• Understanding paid media platforms including Google ads (search and display), Facebook, Instagram, YouTube, and CTV.
• Understanding of Web analytics; Adobe Analytics and PowerBI experience a plus.
• Highly developed and effective verbal and written communication skills.
• Ability to explain complex ideas clearly and concisely in a manner appropriate to the audience.
• Proven ability to recognize and provide the appropriate level of detail required by each stakeholder.
• Conceptual thinker.
• Proven ability to develop and maintain effective relationships with a broad group of stakeholders.
• Proven ability to manage projects and consistently meet deadlines through effective multi-tasking and reprioritization of tasks.
• Proven decision-making skills.
• Goal-oriented, self-motivated, with a professional demeanor and appearance.
• Proficient in Microsoft 365 applications (Outlook, Word, Excel, and PowerPoint required).
• May travel up to 5% based on business needs.

Hyatt Vacation Ownership is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture.