Director, Brand Analytics & Performance

Additional Information Director - Digital Marketing
Job Number 23003069
Job Category Sales & Marketing
Location Marriott International HQ, 7750 Wisconsin Avenue, Bethesda, Maryland, United States VIEW ON MAP
Schedule Full-Time
Located Remotely? N
Relocation? N
Position Type Management


JOB SUMMARY

As the Director, Marriott Select Brand Performance you will be central to supporting the brand performance measurement and analytic needs of global Select Brand Management team.  There are currently 11 Marriott Select Brands, and this role primarily supports the Classic Select brands including Courtyard, Four Points, Fairfield, Residence Inn, SpringHill Suites, and TownePlace Suites given their existing size, pipeline, and profit contribution to Marriott.

Your role will be based in research and analysis of various product and service initiatives to understand their impact on brand performance.  This role will also lead various competitive insight efforts to shape brand strategy. Projects will cover a variety of areas from food and beverage programs, product design, service and loyalty recognition, and hotel development – providing you an opportunity to learn about all facets of brand management from the guest experience to the owner/operator lens.

Overall, this role is an exciting opportunity to help shape brand strategy for Marriott’s Select Brands while gaining robust exposure and experience across all aspects of brand management.

CANDIDATE PROFILE

Education and Experience Required

• BS/BA degree in business, technology, mathematics, market research, or job-related field.
• 5+ years of relevant work experience (business analytics, market research, database management, business IT solutions, business strategy, etc.)
• Demonstrated command of data and insights from a variety of internal and external sources to shape narratives about customer and brand opportunities.
• Proven ability to work with cross-functional teams, using data and insights to influence decision making.
• Experience using analytical approaches to answer questions.
• Experience converting business needs into technology requirements and working with technology to manage the execution of projects.
• Demonstrated ability to work independently and collaboratively with others.
• Strong project management and time management skills.
• Experience with Smartsheet, Power BI, Tableau, and other data platforms.
• Exceptional skills in Excel and PowerPoint.

Education and Experience Preferred

• MBA
• Experience with Alchemer or other survey platform tool.

CORE WORK ACTIVITIES

Guest Satisfaction Analysis

• Conducts analysis within guestVoice tool to understand performance of brand initiatives and programs.
• Analyzes impact of proof of concept and pilot test programs to understand guest reactions.
• Works closely with CX team to leverage additional insights, tools, and resources where relevant.
• Collaborates with other analytic teams in partner disciplines to solve business questions and issues using data and insights.
• Creates visually appealing presentations of findings that be shared with senior leaders and key external stakeholders.
• Creates timelines, analysis plans, and potential needs for future projects.
• Maintains on-going reporting as needed for measurement over time.
• Supports the team as needed in ad hoc analytical requests.

Food & Beverage Outlet Performance

• Work salongside Global Operations to gauge performance in food and beverage, guest experience and other areas.
• Partners with other disciplines to collect and analyze information from hotels.  This may involve crafting communication messages for direct outreach to franchise partners with brand leader approval.
• Analyzes performance of food and beverage outlets of selected brands to identify key strategic and tactical opportunities for improvement.
• Identifies low performers and partners with brand leader and discipline experts to manage efforts for improvement.
• Analyzes impact of new evening beverage programs, including an evaluation of guest response, hotel staff execution, and financial performance.

Competitive Intelligence

• Conducts research on publicly available competitive data – both quantitative and qualitative – to help inform brand strategy decisions as it relates to key KPIs such as cost to build and cost to operate for owners and franchise management companies.
• Identifies industry trends and competitive efforts to innovate in guest experience – domestically and globally.
• Develops insights on brand positioning, particularly for Marriott International’s Luxury and Select brands.
• Delivers high-quality strategic perspectives on competitor brands.

Brand Performance Scorecard Execution

• Create, manage, and optimize business analytics for brand leaders from a variety of platforms into a single source scorecard for KPI brand health management.
• Partner with other teams to leverage tools and data feeds already established to drive efficiencies.
• Train team members as needed on the platform for data analysis.
• Maintain on-going data feeds and tool refinement/optimization after creation.
• Continually update and align with new and emerging best practices, to improve quality, effectiveness, and efficiency in data analysis and insights.
• Create new workflows, training guidelines and documentation (as needed) to continually improve quality and effectiveness with technology. 

Managing and Conducting Human Resources Activities

• Interviews and hires employees.
• Promotes the fair and equitable treatment of employees.
• Facilitates regular, ongoing communication in department (e.g., staff meetings).
• Fosters employee commitment to providing excellent service, participates in daily stand-up meetings and models desired service behaviors in all interactions with customer and employees.
• Incorporates customer satisfaction as a component of staff/operations meetings with an emphasis on generating innovative ways to continually improve results.
• Sets goals and expectations for direct reports using the performance review process and holds staff accountable for performance goals.
• Solicits employee feedback.
• Utilizes an “open door policy” and reviews employee satisfaction results to identify and address employee problems or concerns.
• Promotes adherence to policies consistently, follows disciplinary procedures and documents items according to Standard and Local Operating Procedures (SOPs and LSOPs) and supports the Peer Review Process.
• Conducts annual performance appraisal with direct reports according to Standard Operating Procedures.
• Champions change ensures brand and regional business initiatives are implemented and communicates follow-up actions to team as necessary.
• Identifies talents of direct reports and their teams and assists with their growth and development plans.

MANAGEMENT COMPETENCIES

Leadership

• Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
• Leading Through Vision and Values - Keeps the organization's vision and values at the forefront of decision making and action.
• Managing Change - Initiates and/or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace; serves as role model for how to handle change by maintaining composure and performance level under pressure or when experiencing challenges.
• Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
• Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
• Strategy Development - Develops business plans by exploring and systematically evaluating opportunities with the greatest potential for producing positive results; ensures successful preparation and execution of business plans through effective planning, organizing, and on-going evaluation processes.

Managing Execution

• Building a Successful Team - Uses an effective interpersonal style to build a cohesive team; inspires and sustains team cohesion and engagement by focusing the team on its mission and importance to the organization.
• Strategy Execution – Ensures successful execution across of business plans designed to maximize customer satisfaction, profitability, and market share through effective planning, organizing, and on-going evaluation processes.
• Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.

Building Relationships

• Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company’s service standards.
• Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.
• Strategic Partnerships - Develops collaborative relationships with fellow employees and business partners by making them feel valued, appreciated, and included; explores partnership opportunities with other people in and outside the organization; influences and leverages corporate and continental shared services and/or discipline leaders (e.g., HR, Sales & Marketing, Finance, Revenue Management) to achieve objectives; maintains effective external relations with government, business and industry in respective countries; performs effectively as a liaison between locations, disciplines, and corporate to ensure needed resources are received and corporate strategies are understood and executed.

Generating Talent and Organizational Capability

• Organizational Capability - Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.
• Talent Management - Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.

Learning and Applying Professional Expertise

• Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
• Continuous Learning - Actively identifies new areas for learning; regularly creates and takes advantage of learning opportunities; uses newly gained knowledge and skill on the job and learns through their application.
• Strategy Knowledge - Understanding and utilizing professional skills and knowledge in a specific functional area to conduct and manage business operations and generate innovative solutions to approach function-specific strategic work challenges.
• Basic Competencies - Fundamental competencies required for accomplishing basic work activities.
  • Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
  • Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work-related issues.
  • Oral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
  • Reading Comprehension - Understands written sentences and paragraphs in work related documents.
  • Writing - Communicates effectively in writing as appropriate for the needs of the audience.

Marriott International is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non-discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law. Marriott International considers for employment qualified applicants with criminal histories consistent with applicable federal, state and local law.

Marriott International is the world’s largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed.  We believe a great career is a journey of discovery and exploration.  So, we ask, where will your journey take you?