Director Loyalty Marketing EMEA

Wyndham Hotels & Resorts is now seeking a Director Loyalty Marketing EMEA to join our team in London, United Kingdom.

Job Summary

The Director Loyalty Marketing EMEA will be accountable for the Wyndham Rewards function in EMEA. They will be responsible for the loyalty strategy in EMEA, leveraging cross-functional and global loyalty teams to develop and implement the overall marketing, operational and communications plans to drive value and visibility of the Wyndham Rewards programme in EMEA. They will also be responsible for the regional loyalty cost centre with full control over the loyalty marketing fund allocation. The Director Loyalty Marketing EMEA will be accountable for driving financial results in terms of member occupancy, member revenue and new enrolments.

Responsibilities

1. Loyalty strategy: Commission research, both internally and externally, to define the loyalty strategy for the EMEA region. Present strategic direction to Leadership both in EMEA and Global Headquarters (HQ).
2. Loyalty programme operations: Be the Subject Matter Expert (SME) for the Wyndham Rewards programme in EMEA. Support field teams to work with hotels on the day-to-day operation of the programme. Provide guidance and training to internal operations teams and hotels/ key clients where necessary. Monitor and report on programme performance.
3. Member acquisition and engagement: Drive hotel enrolments by engaging with and incentivising hotels to meet and exceed new member acquisition targets. Develop and implement member communications and marketing strategy to drive repeat stays and incremental revenue. Oversee the EMEA email marketing channel for member communications.
4. Brand awareness: Raise awareness of the Wyndham Rewards programme to both consumers and industry audiences through a variety of digital and offline marketing channels.
5. Partnerships: Identify new Wyndham Rewards partner relationships and nurture existing relationships to drive increased member acquisition and engagement.
6. Budget ownership: Full ownership of Wyndham Rewards EMEA marketing budget. Define strategy based on allocated budget and provide regular forecasting to finance teams.

Complexity

The Director Loyalty Marketing EMEA makes business decisions that will have an impact on the company’s loyalty programme revenues. This role requires the ability to manage multiple projects working in conjunction with external agencies, the US-based Wyndham Rewards team and major franchisees, acting as an ambassador for the programme and delivering upon key measurables linked to revenue and membership. They will be expected to present complex strategic plans to leadership in both EMEA and the global HQ.

This role is responsible for leading the company’s loyalty marketing programme across EMEA brands and markets. This individual will develop and implement activities that are designed to increase central reservation contribution and overall gross room revenue on time and to budget delivering ROI. This role includes ownership of the full Wyndham Rewards EMEA marketing budget.

Success will be measured by achieving the member engagement and service levels set for the properties, improving loyalty penetration and programme performance delivery of increased member stays and supporting the growth of EMEA’s overall gross room revenue. Their contribution in this area will have a fundamental impact on the bottom line for the organisation.

Experience/ Certificates/ Education

1. Degree qualified, ideally within a marketing or related discipline or equivalent experience.
2. Significant loyalty marketing, customer acquisition and CRM experience including direct marketing (particularly utilisation of email as a channel) and loyalty/ database management.
3. Experience working in a global corporate environment where it is usual to work cross-functionally with business areas such as operations, call centres, e-commerce, marketing and revenue management.
4. Previous experience managing forecasts/ budgets.
5. Fluency in verbal and written English is essential.
6. Excellent computer skills (Word, Excel, PowerPoint) as well as use of CRM databases.

Organisational Relationships

The Director Loyalty Marketing EMEA reports to the Head of Marketing EMEA. This position will have 1 direct report.

COMPANY OVERVIEW:

Wyndham Hotels & Resorts is the world’s largest hotel franchising company by the number of properties with approximately 9,200 hotels across over 95 countries on six continents. Through our network of approximately 872,000 rooms appealing to the everyday traveler, Wyndham commands a leading presence in the hospitality industry. Headquartered in Parsippany, N.J. with offices around the world in London, Shanghai, Buenos Aires, Dubai and more, Wyndham employs more than 2,000 corporate team members worldwide who are dedicated to the Company’s mission of making hotel travel possible for all. Supporting thousands of franchisees and a growing global portfolio of 24 hotel brands—think household names like Wyndham, La Quinta, Ramada, Days Inn and Super 8—Wyndham team members are a widespread group of individuals with diverse interests and backgrounds. Our unique Count on Me culture, commitment to flexibility and core values of Integrity, Accountability, Inclusivity, Caring and Fun are just part of what continues to make Wyndham an award-winning best place to work.

Job Location: WHG United Kingdom, 4th Floor, 3 Shortlands, Hammersmith, London W6 8DA
Employment Status: Full-time