Senior Director Brand Marketing

JOB SUMMARY

The senior director, integrated brand marketing for Gaylord Hotels is a key strategic leader for the Gaylord Hotels portfolio and the JW Marriott San Antonio Hill Country. This leader is responsible for the strategy and execution of marketing, PR, and creative strategies to support unique business needs, including year-round leisure, group and catering business, and the portfolio’s annual Christmas offering including its signature ICE! programming. This leader will be responsible for creating marketing strategies to drive customer preference, brand awareness, and total revenue across group, leisure, and local customers. 

The senior director, integrated brand marketing leads an above-property brand team in developing and executing a strategic integrated marketing approach including channel marketing (e.g. web, email, social), offer and demand generation strategy, paid/trade media and advertising, public relations, and creative/content. This includes leadership of the brand’s in-house creative and content studio. They will oversee both individual contributors and managers of others. 

Reporting to the Vice President, Brand & Marketing for Gaylord Hotels, the senior director, integrated brand marketing is a key leader of the Brand, Marketing, and Creative team and will liaise regularly with hotel leaders, brand leaders, property marketing teams, and corporate teams. They will oversee relationships with key vendors, manage marketing spend, and support the ongoing development of the team’s use of data and analytics. This role is responsible for supporting the culture and engagement of the team to ensure the development of a best-in-class organization. 

EDUCATION AND EXPERIENCE PREFERRED

• 4-year degree from an accredited university in Business Administration, Marketing, or related 
• 10+ years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.
• Broad marketing leadership experience across multiple environments
• Experience leading strong, successful teams 
• Strong track record delivering measurable business results 
• Hotel/hospitality experience is preferred

CORE WORK ACTIVITIES 

Marketing, PR, and Creative Strategy

• Responsible for the development and execution of marketing strategies and tactics to support key business needs, including driving brand awareness, customer preference, and revenue across group, leisure, and local segments. This could include driving room night, ticket sales, group leads, food and beverage revenue, and more.
• Oversee the development of marketing plans, project management against these plans, and communication of these plans to key stakeholders for feedback and approval. 
• Responsible for the development and execution of full, 360-degree campaigns to support key business priorities. This includes paid (digital, social, search, TV, radio, audio, OTT, print, OOH), earned (traditional PR, influencers, buzz, experiential), Owned channels (web, social, organic search, email, app, collateral, on-property). 
• Develop KPIs, methods to measure performance, and reporting on progress
• Develop marketing briefs for team and external partners. 
• Oversee relevant project management and processes to ensure successful execution of marketing plans. 
• Manage annual marketing spend and allocate budgets based on marketing strategies. Maintain tracking and reporting of key budget operational processes and reports through the year. 
• Oversee channel marketing strategy and execution, including social media, email marketing, SEO, website content & strategy, and more. Maintain up-to-date expertise in these channels. 
• Develop and execute paid and trade media and advertising plans, including both brand and property-specific plans. Manage execution across direct buys, trade advertising, agency or vendor-managed buys, etc. Develop systems to track and report on performance. Manage associated budget processes. 
• Oversee the brand’s content and creative studio, including campaign development, stakeholder reviews and approvals, development of brand guidelines / style guides, and implementation of creative work across all relevant channels. 
• Oversee the production and execution of all relevant messaging and creative to support marketing, PR, and brand activities. This includes, but is not limited to, print, digital, OOH, paid social, organic social, press releases, paid search, TV, radio, OTT, streaming audio, influencer partnerships, PLUS, and more. 
• Monitor the overall effectiveness of marketing channels/tactics and ensure delivery of tactics. Leverage analytics, dashboards, and reporting to optimize perfo