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Chief Marketing Officer

Boston, MA, USA | Leading Hospitality, Travel, & Leisure Company

  • Industry:
    Hospitality, Travel, & Leisure
  • Position Type:
  • Functions:
    Marketing
  • Experience:
    15-20 years
Job Description:
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We are currently seeking a Chief Marketing Officer to focus on customer acquisition and retention to drive Vantage’s business with proven sales management, management high volume transactions and multi-departmental management. This executive will lead strategic marketing initiatives, manage the customer database, define customer communications, CRM functions, and loyalty programs and oversee the inbound and outbound customer sales interaction including the digital, e-commerce, call center and customer service functions. As a key priority, s/he will lead the direct marketing initiatives across channels, including web/interactive, digital channel development, direct mail, and advertising.


By understanding consumer segmentation, behavior, and trends relative to Vantage’s business, the Chief Marketing Officer will work closely with the senior management team to develop and implement a strategic marketing plan, including providing a solid understanding of industry-relevant, consumer insights.


In addition, the Chief Marketing Officer will spearhead the analysis of new products, services, partners and distribution channels to continue to position the Company’s diversified set of travel packages, products and services. S/he will lead the evaluation and implementation of potential changes and enhancements in the Company’s current distribution strategy. The role will take on a consultative approach as the Chief Marketing Officer works closely with operations and finance to build the strategic marketing dimension which continues to have a greater emphasis on digital channels and emerging technologies that support customer dialogue.


S/he will understand how to effectively mine the Company’s existing database to increase the lifetime values of its current members, as well as how to implement strategies to profitably grow the target audience to drive the Company’s top line revenue.


Inclusion in the Executive Bonus & Equity Plan, prorated the first year of employment.


Responsibilities

The Chief Marketing Officer will bring credibility and leadership to invigorate Vantage’s marketing function. The successful candidate should have relevant experience creating and implementing marketing plans, including a solid background in identifying customers and understanding value propositions. S/He should be competent with the collection and analysis of data and the presentation of results to a wide variety of audiences. In addition, s/he should be straightforward, fact-based, and down-to-earth, with an ability to work in partnership with the CEO who also shares a passion for the marketing functions critical to the business.


Customer Identification & Retention. The Chief Marketing Officer must have solid experience with owning the direct marketing function in relation to both customer acquisition and loyalty-building programs. This executive will need to bring a strategic approach to identifying and capturing the most profitable targets with the KPIs and ROI defined.

Marketing Strategy. The successful candidate will have led the process to develop marketing plans with the objective of growing a business. This executive should have proven experience thinking ―out of the box to identify target markets and segments through the most effective channels, including strong experience with web-based initiatives.

Service-Industry Exposure. The Chief Marketing Officer preferably should understand the dynamics of working in a high-touch service industry where customer and channel dynamics drive the business.

It is important that this executive have experience building relationships with service providers and companies that extend the brand offering. Evidence creating alliances to leverage synergies and create win-win situations is critical in the successful candidate.

Develop Revenue Strategy. Build the marketing plan and implement key marketing, sales, and customer service programs to grow the customer base and gain sustainable revenue. Work closely with key departments (e.g. – operations and finance) to implement and evaluate effective marketing and sales programs.

Oversee Online Properties. This includes the design and implementation of robust online interfaces with the customer to enhance the quality and frequency of dialogue with existing and potential customers, and ultimately to drive online bookings. Design, test and implement proactive strategies to acquire and retain customers, including creative ways to introduce customers to the differentiated products and services unique to Leading Hospitality, Travel, & Leisure Company.

Own the Direct Marketing platform. Lead the production and distribution of direct mail and email. Provide leadership to CRM initiatives and manage the quality and content of customer data. Evaluate trends and spearhead enhancements. Initiate innovation relative to what Vantage captures and how it leverages this information.

Lead direct marketing activities. Provide leadership to all marketing and sales efforts, including the branding and communication associated with new product and service launches, and will lead the development of all channels of customer contact. Identify and implement strategic marketing initiatives and create alliance partnerships.

Lead a Dynamic Team. Motivate and retain a team of approximately 40 professionals to support the growth of the strategic marketing function. Collaborate with colleagues in operations and finance to share the excitement around strategic marketing initiatives.

Qualifications

Leadership & Management Behavioral Competencies


Analytical Thinking. From a marketing strategy perspective, this executive will need to provide intellectual rigor to the interpretation of trends and data. It will be critical that the successful candidate have an ability to sift through significant amounts of information to isolate the core essence of what that data could be mean to Vantage.

This executive will roll up his or her sleeves and help to drive project-related work as appropriate. S/He will have the flexibility to change directions and assimilate feedback as appropriate, balancing confidence and credibility while incorporating helpful insights from others in the organization.

Communication & Presentation Skills. The Chief Marketing Officer will need to reach out to a wide audience both internal and external to Vantage. The executive will work closely with the CEO as well as other management. In addition, s/he will present management with the relevant trends and interpretations to enhance product positioning and definition. This executive will isolate and interpret the key drivers of the marketing mix for the various functions represented on the management team, and therefore will need to be a clear and concise communicator.

Persuade & Influence. The executive must have a proven track record in painting a vision and rallying different stakeholders behind this vision with a fact-driven approach. The Chief Marketing Officer must have the credibility of approach and delivery to achieve buy-in to new ideas and concepts.

Fifteen (15) years of Direct Marketing experience, both print and digital.

Experience in the travel and/or hospitality industry is a preferred.

Bachelors required. MBA preferred.

10 years of B2C sales and marketing experience

Experience selling luxury product highly preferred

SEO/SEM – Directing an external agency to perform the functions to achieve KPI’s

Capability of mentoring and coaching staff in lead generation, marketing analytics and product marketing

You'll be successful if you are equipped with the following...


Comprehension of Interactive and Traditional Marketing

Ability to complete and manage at least 10 projects simultaneously

Hands-on experience with defining strategy, overseeing/completing projects, and managing/assisting subordinates

Capable of frequently changing strategy, and generating metrics and Excel reports within a short notice

Knowledge of and comfort with a variety of online tools

Top Tier Content Management System

CRM (Salesforce or similar)

Web Analytics

SEM PLatforms

Social Media Managent platforms

These software will be used..


Excel Advanced (pivot tables, macros, vlookups) required

Adobe Campaign or campaign managment tool preferred

Google Analytics or similar online reporting tool highly preferred

Business Objects (pull reports) highly preferred

This company is run by the numbers and strictly adheres to weekly reporting and holding people accountable to their numbers. 


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