The Director, Entertainment Marketing, Luxury Brands, sets direction, and establishes goals for entertainment and experiential marketing related strategies, directs/manages the development and execution of all activities related to the strategic planning and execution of entertainment/experiential marketing, including HALO openings, cultural events and trade events. The Director, Entertainment Marketing has responsibility for the experiential marketing budgets for the respective brands. In this position, he/she will be responsible for the content and implementation of the brand specific experiential marketing plan and programs.
Experiential marketing is a critical component of the overall brand marketing strategy. This individual will be the champion to ensure each brand marketing plans includes experiential entertainment marketing as a key pillar to driving the respective brand’s objectives. Further, this individual will identify regional and hotel level priorities, develop tools and resources to ensure that experiential marketing activities are executed via key stakeholders including Field Marketing Support and at the hotel level.
The Director of Entertainment Marketing ensures the planning and execution of experiential marketing events, manages agencies to establish concepts for events and activations, and to execute these events.
CORE WORK ACTIVITIES
Managing Work, Projects, and Policies
Develops experiential marketing plans for each brand to ensure that they are firmly incorporated into the overall global marketing approach for the brand. The experiential marketing activations are designed to support the brand positioning.
Ensures that the experiential marketing activities deliver appropriate integration into digital, social, PR activities (e.g. capture content to drive social media buzz).
Sets appropriate goals from a buzz, social media and PR standpoint in partnership with the respective marketing disciplines.
Plans and executes brand-level activations including the concept development for brand event, budgeting and scope development, all the way to overseeing the execution of the actual event.
Collaborates with the respective brand marketing teams to ensure the global media strategy includes experiential partnerships, presence at relevant cultural events, etc. to drive content and buzz across paid, owned and earned media channels.
Provides support and direction for internal experiential events (conferences, owner events, etc.)
Works with Global Operations to ensure that appropriate public space activation toolkits are developed for the respective brand, to be activated at the hotel level. Ensures that these property activations support the overarching entertainment marketing approach for each brand.
Demonstrating Marketing Leadership and Building Relationships across Disciplines
Provides oversight of ensuring brand voice activation at all relevant internal and external touch points, as appropriate.
Directs execution of experiential marketing efforts, once plan and strategy alignment obtained between marketing, brand strategy and brand management.
Maintains open and active communications with key stakeholders, seeking input as well as opportunities for synergy and integration: brand strategy, brand management, revenue management, sales, global marketing, field support, public relations, owner franchising, ecommerce, operations, law department, finance, accounting and others as appropriate.
Manages agencies through development and execution of concepts for each activation.
Collaborates with brand marketing and brand management to gain owner support for key activations at properties.
Supports/participates in franchisee marketing subcommittees and on-going owner-franchisee communications (as needed).
Manages brand experiential marketing budget while managing and providing the marketing scorecard results for each activation.
Delivering on the Needs of Key Stakeholders
Partners with associates at all levels within Brand Marketing, Global Marketing, Digital, Brand Management, Operations, Public Relations, Sales and Continental Marketing, as well as other corporate groups to achieve the business objectives that are set forth through annual planning and/or directed by key business leaders.
Strengthens client partnerships by applying experiential marketing insight and creative/brand acumen.
Develops specific goals and plans to prioritize, organize, and accomplish work.
Determines priorities, schedules, plans and necessary resources to ensure completion of any projects on schedule.
Collaborates with internal partners and stakeholders to support business/initiative strategies.
Communicates creative concepts in a clear and persuasive manner that is easy to understand.
Demonstrates an understanding of business priorities and consumer engagement needs to develop the right ideas and approach
MANAGEMENT COMPETENCIES
Leadership
Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace.
Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
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.
Managing Execution
Building and Contributing to Teams - Participates as a member of a team to move toward the completion of common goals while fostering cohesion and collaboration among team members.
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.
Planning and Organizing - Gathers information and resources required to set a plan of action for self and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed.
Building Relationships
Coworker Relationships - Interacts with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting 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.
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.
Applied Learning - Seeks and makes the most of learning opportunities to improve performance of self and/or others.
Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific 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.
4-year degree from an accredited university in Business Administration, Marketing, or related major.
8+ years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.
Experience working with luxury brand and partnerships highly preferred.
