Hospitality - Hotel

Director of CRM Strategy and Activation

Marriott International, Inc.

Director of CRM Strategy and Activation

Marriott International, Inc.

Bethesda, MD

Hospitality - Hotel

Degrees Required:
Not Specified

Employment Type:

Manages Others:


Posting Date May 02, 2018

Job Number 180018XP

Job Category Sales and Marketing

Location Marriott International HQ, Bethesda, Maryland VIEW ON MAP

Brand Corporate

Schedule Full-time Relocation? Yes

Position Type Management

Start Your Journey With Us

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?


The Director of CRM Strategy & Platform will lead the cross-discipline delivery of the multi-year CRM roadmap and support ongoing refinement of the Omni-Channel CRM strategy for Marriott International. Reporting to the Senior Director of Omni Channel CRM Platform, the role will be accountable for the activation of the CRM roadmap, including partnering closely with discipline stakeholders across BMSC (e.g., Loyalty, iT, Digital, Sales, Distribution, Engagement Center) and Global Operations to 1) deliver use cases within the aligned CRM Playbook 2) monitor metrics and make necessary program adjustments to ensure each initiative is delivering on expected value 3) report on portfolio status and provide visibility to senior stakeholders. In addition, the role will work closely with the VP and Senior Director of CRM to refine the CRM strategy as well as align the organization on future experiences targeted for activation across the end-to-end B2B and B2C customer journeys.


Education and Experience Preferred

  • 7+ years of experience with Customer Relationship Management function (e.g., loyalty, marketing, service), in Retail, Hospitality or Travel industry preferred, demonstrating progressive career growth and a pattern of exceptional performance

  • Experience driving data driven experiences for consumers in marketing and service with experience developing customer 360 viewpoints

  • Product management experience driving business strategies in this space on a consistent basis

  • Ability to create and deliver engaging presentations to senior audiences explaining the business strategies

  • Proven skill in leading and influencing across multiple functional organizations (e.g., IT, Global, Marketing) in support of business priorities

  • Demonstrated experience and success leading with influence across a highly-matrixed, cross functional organization

  • Superior written and oral communication and executive presentation skills

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

  • MBA or advanced degree in information sciences, statistics, computer science, operations research (preferred)

  • Management consulting experience (preferred)


Lead Omni Channel CRM Delivery

  • Partner with the VP and Senior Director of CRM and Data Strategy to define the CRM playbook and roadmap

  • Drive delivery of aligned initiatives/use cases as part of the CRM playbook & associated CRM capabilities

  • Monitor established metrics and adjust program accordingly to ensure it is delivering on expected value

  • Provide visibility to key senior stakeholders on CRM portfolio progress

  • Manage CRM governance forums (working & executive levels)

CRM Strategy and Experience Development

  • Facilitate alignment across BMSC and Global Operations disciplines on future state end-to-end customer experiences

  • Understand CRM trends within and outside of travel industry to inform program strategic direction

  • Understand MI, discipline and continent strategies to drive product roadmap

  • Identify opportunities for cross-channel integration to ensure consistent delivery of omni-channel customer experience

Additional Responsibilities

  • Informs and/or updates leaders on relevant information in a timely manner.

  • Manages time effectively and conducts activities in an organized manner.

  • Presents ideas, expectations and information in a concise, organized manner.

  • Uses problem solving methodology for decision making and follow up.

  • Performs other reasonable duties as assigned.

Managing Responsibilities with Stakeholders

  • Develops and maintains effective relationships with both internal and external stakeholders across the organization. Fosters a positive climate to build effective teams that are committed to organizational goals and initiatives.

  • Updates stakeholders on key initiative wins and opportunities, responds to concerns, and solicits feedback. Engages leadership to develop and execute action plans to address gaps.

  • Assists direct reports with building and maintaining stakeholder relationships as business partnerships.

Leading and Managing Teams

  • Hires, develops, and retains diverse talent that makes a strong, positive impact on the organization.

  • Creates a team environment that encourages accountability, high standards, and innovation.

  • Sets clear organizational goals and expectations for direct reports using the performance review process and holds team accountable for performance.

  • Continuously improves team and job structures and ensures clear leadership accountabilities are in place.

  • Builds teams with the appropriate mix of talent and skills to drive innovation and performance. Identifies talents of direct reports, and assists with their growth and development plans.

  • Facilitates regular, ongoing communication in department.


Building Relationships

Customer Relationships

  • Shows an understanding of the needs of different customer/stakeholder segments and develops appropriate service strategies.

  • Creates a serviceoriented environment and empowers others to build strong customer/stakeholder relationships.

  • Monitors customer/stakeholder feedback and metrics to improve service delivery.

  • Uses appropriate risk management resources when serious customer/stakeholder situations occur.

Global Mindset

  • Creates and coaches others on promoting an environment where everyone is valued and included.

  • Champions the Company culture of service, opportunity, respect, and fair treatment.

  • Ensures processes are in place to address concerns related to equity and fair treatment.

  • Brings together people with diverse backgrounds to drive innovation and engagement.

  • Establishes diverse partnerships across the industry, profession, and Company.

  • Champions the attraction, development, and retention of a multicultural and multigenerational workforce.

  • Ensures that all associates have the opportunity to achieve their full potential.

  • Implements programs that promote inclusion and engagement.

  • Ensures strategies are in place to promote inclusion, enhance engagement, and maximize business results.

Strategic Partnerships

  • Builds strong working relationships across departments or teams.

  • Models and coaches others on creating an open, trusting, and supportive work environment.

  • Coaches others on how their behavior impacts coworkers and the work environment.

  • Coaches direct reports to work together to set expectations for achieving shared goals.

Generating Talent and Organizational Capability

Developing Others

  • Creates and holds direct reports accountable for building an environment that supports feedback and ongoing development.

  • Sets and models expectations for required behavior, knowledge, and skill levels.

  • Provides ongoing feedback and customized coaching to others.

  • Develops others by identifying needs and setting appropriate department, team, and individual goals.

  • Conducts talent reviews across the business and develops succession plans for key leadership positions.

  • Networks with high potential leaders and coaches others on targeted recruitment efforts.

  • Uses available recruiting and hiring tools, brings together hiring teams, and makes hiring decisions.

  • Supports successful onboarding of new hires.

Organizational Capability

  • Continuously improves department, program, team, and job structures and ensures clear leadership accountabilities are in place.

  • Puts systems and processes in place to manage department and program performance.

  • Brings together the appropriate talent levels and mix of skill sets to drive innovation and performance.

  • Establishes and ensures understanding of the scope of decision-making authority for team members.

  • Models and holds direct reports accountable for using meetings and other forums to regularly communicate.


Communication and Professional Demeanor

  • Actively listens and uses appropriate communication styles to deliver information in an articulate, understandable, and engaging way.

  • Influences others to accept a point of view, gain consensus, or take action.

  • Keeps leaders informed about key issues.

  • Models and coaches others on displaying a leadership style that conveys confidence and gains respect from others.

Leading Through Vision and Values

  • Models, coaches, and holds others accountable for leading ethically and with a high degree of integrity.

  • Promotes a convincing and inspiring vision for the direction of the Company, brand, and team.

  • Models and holds departments and project teams accountable for developing and implementing programs that reflect the Company's core values.

Managing Change

  • Presents the need for change in a positive way that encourages commitment and action.

  • Encourages others to identify ways to implement desired changes.

  • Models and coaches others on staying calm and focused during stressful situations.

  • Models flexibility and adjusts others' and own priorities when managing multiple demands.

  • Manages stakeholder expectations during change.

  • Develops strategies and provides resources to implement change.

  • Takes steps to minimize the stress others feel when change occurs.

Problem Solving and Decision Making

  • Models and sets expectations for offering suggestions and solving complex problems.

  • Uses data from different sources to evaluate alternatives, consider their potential impact, and make decisions.

  • Involves key stakeholders to gain agreement and support before making high impact decisions.

  • Makes key decisions and guides others to implement solutions in a reasonable amount of time.

Strategy Development

  • Demonstrates a strong understanding of Company, brand, discipline, and program strategies.

  • Uses data to thoroughly evaluate opportunities and focuses on those with the greatest potential business impact.

  • Adapts global Company and brand strategies into plans that can be implemented within the business to maximize customer/stakeholder satisfaction and profitability.

  • Uses data to build program strategies and make the business case for stakeholder commitment.

Learning and Applying Professional Expertise

Business Acumen

  • Uses an understanding of market dynamics and the business environment to identify opportunities for improvement.

  • Monitors industry and market changes and adjusts priorities as needed.

  • Sets department or team standards and uses key business metrics to evaluate performance.

  • Models and coaches others on making business decisions based on data from a variety of sources.

  • Evaluates profit and loss statements, develops operating budgets, and conducts forecasting.

  • Demonstrates sound business judgment in addressing resource needs and improving efficiencies while balancing associate, customer/stakeholder, and financial results.

Continuous Learning

  • Creates an environment where learning is valued and encouraged.

  • Models and sets expectations for others to evaluate own and others' strengths and developmental needs.

  • Secures resources and creates opportunities for self and others to improve performance through stretch assignments and other professional development activities.

  • Models and coaches others on staying current on industry and discipline trends and holds others accountable for using relevant best practices.

  • Establishes training requirements for the team and holds others accountable for meeting training goals.

Strategy Knowledge

  • Models and holds others accountable for staying current in area of expertise.

  • Shows a strong understanding of the operating principles, resource needs, terminology, and interdependence of all relevant functions to support successful discipline operations.

  • Promotes the development of partnerships across teams to solve complex issues and improve performance.

  • Ensures compliance with contractual, legal and regulatory requirements.

Managing Execution

Building a Successful Team

  • Coordinates with other departments and teams and helps clarify the responsibilities of each group.

  • Communicates clear expectations about how departments, teams, and individuals contribute to success.

  • Considers associates' strengths and team dynamics when assigning work.

  • Coaches and holds others accountable for establishing teambuilding strategies and encouraging cooperation.

  • Involves team members in making decisions that impact the team.

  • Recognizes achievements that support department and team success.

Driving for Results

  • Reinforces a team environment that encourages accountability, high standards, innovation, and strong business performance.

  • Works with others to establish shared and individual goals.

  • Monitors department, team, and individual performance.

  • Makes sure associates are clear on expectations, timelines, and budget requirements.

  • Identifies and focuses on business opportunities that have the highest value for the Company.

Strategy Execution

  • Helps others understand work requirements by explaining why the work is important and by breaking down projects into manageable tasks.

  • Analyzes department, team, and individual workload to prioritize tasks and delegate appropriately.

  • Identifies and obtains the equipment, materials, personnel, and other resources teams need to accomplish their work.

  • Establishes and coaches others on processes for monitoring work quality and project milestones.

Marriott International is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. Marriott International does not discriminate on the basis of disability, veteran status or any other basis protected under federal, state or local laws.

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