Manager, Elite Service Marketing

Four Seasons Hotels and Resorts is a global, luxury hotel management company. We manage over 120 hotels and resorts and 50 private residences in 47 countries around the world and growing.  

Central to Four Seasons employee experience and social impact programming is the company’s commitment to supporting cancer research, and the advancement of diversity, inclusion, equality and belonging at Four Seasons corporate offices and properties worldwide. At Four Seasons, we are powered by people and our culture enables everything we do.

Reporting to the Senior Director, Loyalty and Portfolio Insights, we’re looking for an Elite Service Marketing Manager (13 Month Contract) to be a key contributor to the overall strategy, guest acquisition and member management, marketing communication, service and benefits design, business reporting and performance of Four Seasons’ global recognition service to drive loyalty and retention of most loyal and valuable guests.

As a passionate brand and service advocate for our guest and for Four Seasons, this role will focus on setting the strategy for recognizing consumers consistently and rewarding loyalty across Four Seasons properties & channels globally. The Manager will ensure Four Seasons remains competitive, with a focus on being differentiated with a clear value proposition.

Working cross-functionally with various disciplines throughout Four Seasons (Operations, Technology, Mobile, Marketing, Sales), the Manager, Elite Service Marketing is a key contact for strategy, innovation, communication initiatives and performance related to this consumer segment.

What You’ll Be Doing:

Strategy & Execution

• Working with the Director and VP, accountable for delivering the overall strategy for recognizing and driving loyalty of Four Seasons consumers consistently across the globe
• Lead the strategic brand planning process including competitor analysis, consumer research & segmentation, brand positioning, testing, performance, measurement & reporting and governance.
• Implement strategic plan to deliver against key KPIs.
• Innovate on offer strategies and program benefits, creating project/test plans.
• Identify opportunities for program evolution and ability to action/implement with key stakeholders accordingly.
• With Director, manage annual strategic planning for the consumer recognition program, build plan and manage execution of marketing and communications activities.
• Work with Insights and Analytics teams to identify, monitor, engage and nurture different consumer segments within a population to drive desired performance around retention and satisfaction (measured through increased stays and incremental revenue)
• Partner with Operations teams to execute strategic initiatives, assess issues, solve issues, track & monitor performance of key metrics, recommend methods to optimize
• Develop and execute omni-channel and channel specific loyalty marketing initiatives to deliver against business objectives.
• Monitor and track KPIs to drive desired performance; key metrics include increased satisfaction, retention, trial, revenue and visits.
• Manage and oversee budget.
• Partner with Regional Leads, Property Directors of Marketing, PR, Brand, Operations, Technology, Residential and Reservations stakeholders as required.
• Ensure brand consistency in all channels; assist with development of any new branded materials to elevate exclusivity of service.

Partnerships

• With Senior Director, Partnerships, customize and expand partnership opportunities to elevate guest experience throughout stay journey
• Identify and build business case for new and existing partnership opportunities

Reporting & Results

• Analyze promotional campaign effectiveness (ROI, etc.), including A/B testing and recommendations to optimize future campaigns.
• Build and distribute quarterly guest KPI dashboard to Marketing and Operations senior leadership, including achievements, results and future outlook.
• Ability to align and influence other departments based on desired performance of key metrics.
• Work collaboratively with Analytics and Insights teams to better understand guests, support strategy and execute campaigns.

Research

• Keep abreast of best practices and innovations in recognition space, conduct competitive research and apply insights to develop strategies that enhance service benefits, drive incremental revenue and foster brand loyalty.

What You Bring:

• 6+ years of progressive work experience in loyalty and benefits programs, relationship marketing, nurturing, and/or brand marketing to high value consumers
• Post-secondary degree in marketing or business required. MBA an asset
• Advanced skills in Microsoft Office including Word, Excel and PowerPoint; and adept at learning new applications.
• Experience with marketing strategy and planning
• Experience partnering with analytics and insights to inform strategy and extract results.
• Comfortable working with marketing agencies and partnerships
• Experience working with Operations and Technology teams to effectively bring strategy and vision to life.
• Experience managing business performance and aligning teams to action metrics to effect desired performance.
• Understanding of high-touch service delivery and operational execution from a relevant background (Financial, Hospitality, Airline, Luxury Travel, Luxury Retailer)
• Guest facing marketing project management experience.
• Luxury and global marketing experience an asset.
• Excellent project management skills, including budgets - able to conceive and implement projects from start to finish, manage processes and expectations, and build commitment to deadlines as well as budgets.
• Data-driven and analytical mindset, ability to self-conduct analytics to measure KPIs and program successes.
• Ability to develop, articulate and deliver strategy.
• Knowledge of email marketing fundamentals, including segmentation, design and build process, testing and deployment.
• Knowledge of guest contact strategy and lifecycle management
• Familiarity with Lotus Notes an asset.

Who You Are:

• Exceptional communication (written and verbal) and interpersonal (coaching, coordinating) skills, required to support a diverse team of employees, consultants and agencies on a daily basis.
• Ability to generate innovative creative concepts to build guest recognition marketing strategy.
• Ability to think critically, work independently and solve problems.
• Strong communications, able to succinctly organize thoughts and translate through Word and PowerPoint
• Well-organized, able to set priorities and be detail-oriented.
• Flexible and adaptable, able to handle competing and changing priorities and maintain composure.
• Able to work cross-functionally and influence others.

All internal applications must be submitted and approved in Workday by December 22, 2023

This role will be a Hybrid working model, which will require 3 days per week in the Four Seasons Corporate Office located at 1165 Leslie Street, Toronto, Ontario

Four Seasons is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If contacted for an employment opportunity, please advise Human Resources if you require accommodation.