Senior Director, Regional Marketing & eCommerce - Asia Pacific

Job Description - Senior Director, Regional Marketing & eCommerce - Asia Pacific (APA014JA)

Work Locations

Hilton - Area Office - Singapore
3 Temasek Avenue #14-01/05 Centennial Tower
Singapore 39190

The Senior Director, Regional Marketing & eCommerce - Asia Pacific (APACx, excluding GCM) will be responsible for building, leading, coaching, and supporting a world-class and high-performing Regional Marketing & eCommerce team. Crucial to this role is developing, driving, and delivering the regional Marketing & eCommerce strategy in support of key markets, hotels, and ownership groups, driving towards excellence in digital channel revenue and share growth. The Regional Marketing team brings to life the unique customer promise and key value proposition of Hilton's portfolio of brands by defining, creating, and delivering exceptional multi-channel integrated marketing campaigns and customer experience designed to drive business results for the region.

Reporting to the Vice President of Marketing & Loyalty - APAC, you will be the voice of the business, the region, and the customer. Through a deep understanding of consumer insights and business results, you will lead initiatives that span multiple markets including driving direct and deeper relationships with consumers, engaging audiences who are showing intent to travel so that they get to know, love, prefer, and choose Hilton for more of their travel occasions. Additionally, you will partner with other Marketing and Loyalty teams within the region, ensuring that critical regional market nuances/needs are captured and addressed, to build omni-channel marketing strategies from creative development and execution to media planning and social media. These strategies will not only drive revenue and market share but also build brand love and loyalty among existing guests and cultivate and engage new customer segments.

As the primary regional digital and marketing expert, you will cultivate, build, and leverage in-market relationships, representing the function amongst other area disciplines, including but not limited to Operations, Commercial, Brand Support, and Development. You will establish a regional culture of accountability, teamwork, collaboration, and ultimately revenue and channel performance.

HOW YOU WILL MAKE AN IMPACT

Your role is important and below are some of the fundamental job duties that make your work unique.

• Lead the Marketing & eCommerce Consulting function across the region; driving and implementing strategies and tactics to achieve asset and portfolio revenue targets.
• Design and deploy industry-leading revenue growth and channel shift strategies aimed at driving the digital agenda forward in the interests of outperforming the competitive set and market.
• Develop a multi-year roadmap to establish marketing capabilities and service levels for Regional Marketing & eCommerce Consulting teams to support the business and pipeline growth ambitions.
• Build and deploy flexible insight-driven campaigns that stimulate demand to drive direct bookings for our hotels with relevant customer-led messaging at the heart.
• Extend the reach and local resonance of the brand to incremental target audiences through rich, custom-made content, local partnerships, and in-market activations.
• Identify core research, analytics, and metrics to inform consumer insights, drive efficiency of marketing executions, and develop strong and engaging creative.
• Leverage analytical skills to determine direction and priority for both proactive and reactive situations and during forward-looking need period assessment and historical performance review. Drive the wider working team to sustain and cultivate a data-led, performance-driven, channel-growth focus.
• Develop processes, communication standards, and tools to ensure we are driving marketing activity to meet revenue and share targets for the region.
• Work with the APAC leadership team in-region to understand and address commercial performance goals for the business.
• Collaborate with key partners, and actively manage stakeholders up, down, and diagonally across the enterprise, with a focus on Owners, Regional Leadership, Operations Leadership, and Hotel Executive Committees.
• Partner with our Media Strategy & Planning team and media agency of record to plan and implement media strategies within APACx to achieve business goals.
• Measure and report on business, market, channel, and campaign performance, communicating with in-market and global stakeholders.
• Monitor success and identify opportunities for improvement in an innovative, test-and-learn environment to improve return on investment.
• Lead Regional Marketing & eCommerce Consulting teams to enhance hotel marketing capabilities through training and automation; provide proactive and reactive digital consulting, manage hotel budgeting and solicitation process, budget phasing, and hotel training and communications.
• Support the selling of hotel-funded marketing initiatives to hotels and management companies for greater economies of scale.
• Hold budget responsibility for team level expenditures and approved Regional Marketing & eCommerce initiatives.
• People management and talent development are critical to this role. Effectively lead a team spread across multiple physical locations with a mix of office-based and remote-based Team Members.
• Recruit and nurture top talent and foster a high performing environment that builds a performance-driven, dynamic, highly engaged team. They will build and sustain an entrepreneurial and agile team culture.

WHY YOU’LL BE A GREAT FIT

You have these minimum qualifications:

• BA / BS Bachelor's Degree in Marketing / Communications or related field.
• Significant experience in corporate marketing or advertising agency roles, within or related to hospitality.
• Expert level commercial and analytical skills with the ability to drive business performance.
• Creative application of analytical and critical thinking to identify and act on opportunities to grow the business.
• Accomplished in building positive relationships across a matrixed organization.
• Strong ability to collaborate while persuasively selling-in ideas that are not always immediately intuitive.
• Confidently communicate ideas to senior executive and owner audiences.
• Proven experience in online and offline marketing tactics and omni-channel, customer-centric marketing.
• Seasoned leadership experience with a proven track record of developing high-performing teams.
• Excellent communication and presentation skills (storytelling) with proficiency in presenting regular business reviews and performance updates to executive level leaders.
• Passionate about leveraging consumer insights to power marketing impact and innovation.
• Leadership and delivering partnership campaigns.
• Experience of managing budgets and P&L and working across multiple regions.
• Experience in delivering creative and innovative digital campaigns, products, plans for multiple destinations.
• Strategic leadership and timely delivery of innovative revenue related projects more than $1 million per region not limited to digital marketing campaigns.
• Experience with omni-channel integrated marketing within the APACx region.
• Extensive experience of integrated marketing strategy or digital marketing experience and eCommerce experience.
• Highly proficient in reviewing data, manipulating data, and developing insights.
• Strategic thinking, decision-making skills and takes accountability.
• Experience in leading a large team and setting strategic direction.
• 20% travel time both domestically/in-region and internationally.

It would be useful if you have:

• MBA in Marketing or related field.
• Knowledge of franchise organizations.

WHAT IT IS LIKE WORKING FOR HILTON

Hilton, the #1 World’s Best Workplace, is a leading global hospitality company with a diverse portfolio of world-class brands. Dedicated to filling the earth with the light and warmth of hospitality, we have welcomed more than 3 billion guests in our more-than 100-year history. Hilton is proud to have an award-winning workplace culture and we are consistently named among one of the World’s Best Workplaces.