Senior Director, Member Experience & Products (Transformational Design)

JOB SUMMARY

The Senior Director, Loyalty Member Experience Design will lead the creation and development of the loyalty experience for Marriott Bonvoy members as part of a multi-year effort to transform Marriott Bonvoy’s technology platform, laying the foundation for the ongoing evolution of this best-in-class loyalty program. The role includes collaboration across a range of disciplines within Marriott International, including, but not limited to Loyalty Operations, Global Cards, Technology, Digital, Data Analytics and AI, Hotel Operations, Finance, Distribution, Revenue Management, Partnerships, Marketing and Franchise Services, and Continent teams. 

This role will support broader loyalty transformation efforts to design and develop the future strategy for Elite member benefits, Elite qualification tiers, member profile, enrollment value proposition, and partnership pathways toward Elite status. The role will develop the business strategy for enhancements to Marriott Bonvoy by leveraging market trends, internal research, consumer research, advanced analytics, and competitive analysis as well as deep understanding of the systems and technologies required to deliver an industry leading member experience while navigating the complexities involved in simplifying the member-facing digital, above property and on-property member experience. 

This role reports directly to the Managing Vice President, Member Experience and works closely with a dedicated team tasked with the transformation efforts. This role may also include managing a consultant throughout the course or portions of the core transformational project work. 

CANDIDATE PROFILE 

Education and Experience 

Required

• 10+ years of experience in the hospitality industry, demonstrating progressive career growth and a pattern of exceptional performance 


• 4-year degree from an accredited university in Business Administration, Hospitality Management, or related major                                                                     


• Experience managing and defining transformational strategies for business units


• Experience acting as a business owner communicating business requirements to technology teams and overseeing development and delivery of loyalty products and features


• Experience using data, research and industry trends to develop strategies to drive customer value 

Preferred

• MBA 


• Loyalty program experience, e.g. airline, hospitality, cobrand credit cards, retail and/or improving customer experiences


• Experience leading others both directly and indirectly  

CORE WORK ACTIVITIES 

Define the evolution of the Elite program – including Elite benefits offered at each tier and pathways to earning each tier

• Responsible for assessing options for future benefits and Elite status earning criteria – including working with partners to model cost and impacts to customer sentiment, helping align the organization on one path forward


• Partner closely with Elite member experience and product team, Ambassador, Redemption, and Operations teams as well as cobrand to understand current program strengths and opportunities – with a goal to close any consumer shortcomings or competitive weaknesses


• Ensure changes to Elite pathways and benefits continue to motivate consumers to see value in enrolling in the program 


• Lead cross-functional teams through the entire product lifecycle—from business strategy and requirements definition to CX blueprinting and digital/technology development to maximize customer adoption, customer value, and operational efficiencies. 


• Partner with Data Analytics and AI, Revenue Management, and Global Finance to model customer behavioral changes and impact on Loyalty and Owner economics

Develop and assist with the build and implementation of technology requirements to support future member benefits and status earn criteria

• Work side-by-side with broader transformation team and all supporting and impacted disciplines to build smart and not overly complex requirements to deliver the agreed upon new benefits and Elite earn structure 


• Lead SME and business owner ensuring program elements are developed in adherence with business requirements


• Partner with Digital and Technology teams to provide direction, sign off on initiatives and epics prior to build and validate acceptance criteria are satisfied


• Work closely with broader transformation team on both internal alignment with disciplines needing to make changes to deliver new Elite program as well as Loyalty marketing to ensure consumer messaging is effective, incl. member and associate messaging