General Summary

The Director, CRM & Lifecycle Marketing plays a crucial role in driving Preferred Hotels & Resorts?۪ (PHR) customer engagement and retention strategy across platforms, the goal of driving customer lifetime value. Emphasis is on the email, web and app channels. This role will work closely with the Marketing and I Prefer Hotel Rewards (IP) teams, reporting directly to the Vice President, Performance Marketing, and with a dotted line to the Vice President, Global Loyalty. This role requires a supportive team player who thrives in a fast-paced, high impact and cross-functional work environment. The top candidate will be a self-starter who independently and consistently seeks opportunities to improve engagement and retention metrics, generate revenue opportunities, run effective A/B tests, and enhance the customer experience across the board.

Key Responsibilities

• Drive CRM and lifecycle marketing initiatives from concept to execution across PHR?۪s websites, email, paid media, SMS, and app to drive bookings and I Prefer engagement.
• Maps out the lifecycle marketing strategy, including the email automation and cross-channel journey roadmap, building out associated journey flows.
• Improve and optimize the email process fully utilizing the capabilities of PHR?۪s email service provider, delivering flawless execution every time.
• Build cross-channel personalization and segmentation roadmaps that span the entire customer journey, and coordinate with Marketing, Loyalty, IT, Brand Creative teams and external partners on implementation.
• Own overall merchandising strategy and collaborate with cross functional partners to improve customer engagement and increase revenue to PHR.
• Spearheads the testing and implementation of new channels into the lifecycle portfolio and broader journey such as SMS and push notifications.
• Identify and execute marketing initiatives, retention programs and funnel optimizations to increase customer lifetime value by moving customers up the engagement ladder.
• Develop strategies for key marketing decisions based on analytical problem solving, e.g. quantitative and qualitative consumer insights, rigorous testing of different retention strategies, customer experience feedback, demand projections, and cohort health/lifetime value.
• Build an experimentation framework across customer touchpoints and run effective A/B tests to optimize effectiveness and productivity of retention channels.
• Manage any key marketing partners or agencies.
  
  

Qualifications

In addition to the existing qualifications in the job description, the Director, Lifecycle Marketing should possess the following:

• 10+ years proven experience in marketing managing email, web, and app communication programs with increasing levels of responsibility and clear specialization; hospitality and luxury brand experience is a plus
• Proven track record building, launching and scaling personalized lifecycle marketing programs
• Proven ability to work effectively in cross-functional teams, fostering collaborative environments and open communication, achieving shared objectives through collective effort
• Proven capacity to effectively persuade and inspire others, leveraging strong communication skills and insightful reasoning to drive consensus
• Strong strategic, analytical thinker who can distill complex information into compelling narratives
• Approach to problem solving that is grounded in data but does not "boil the ocean" to find answers
• Strong analytical skills to develop and test hypotheses, assess the performance of campaigns and optimize accordingly
• Experience with Epsilon People Cloud Messaging and People Cloud Loyalty is a strong plus
• Proficient in managing a team, including oversight of direct reports, is a plus
  
  

WORKING CONDITIONS

Candidate can be remote or based out of a Preferred Travel Group office on a hybrid basis (Newport Beach, CA; NYC, or Chicago.) Travel up to 5% of time as appropriate for training, conferences, and business meetings to support the overall expectations of the position.

DISCLAIMER

The above information in this description has been designed to indicate the general nature and level of work performed by associates within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job.

Salary range: USD $125,000 - $140,000; actual compensation within this range will be based on individual skills and experience.