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Director of Digital Experience

New York City, NY, USA | Union Square Hospitality Group

  • Industry:
    Hospitality, Travel, & Leisure
  • Position Type:
  • Functions:
    General Management
  • Experience:
    10-12 years
Job Description:
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The Director of Digital Experience will drive the digital presence of all USHG brands and serve as the analytics and insights lead for the marketing organization. You will be responsible for all digital customer touch points, including developing customer data analysis frameworks and creating a more deeply engaging content strategy for email and web in particular. You will help develop our growing channels of business - ecommerce, delivery, b2b - working on everything from strategy, to partner selection, to execution. You will represent the marketing perspective in a cross-functional steering committee dedicated to digital engagement initiatives. As the lead for marketing analytics, you’ll drive the data roadmap in service of supporting revenue growth and other key business initiatives.

This role will report directly to the Chief Marketing Officer and have one direct report to start as well as a set of agency partners and vendors to manage.

Key Responsibilities:

Strategic, Analytical Problem-Solving:

Build and lead the digital experience (email, web, ecommerce, booking platforms, b2b/events, SMS, 3rd party delivery apps) for all the USHG brands, mapping and optimizing journeys for both existing and prospective customers in service of driving brand messaging and bookings.

Develop systems that surface actionable insights to operators and brand managers by mining existing data.

Craft KPIs and roadmaps to scale, measure, and continually elevate digital experience initiatives.

Market Analysis:

Conduct customer research (quantitative and qualitative) to develop richer customer profiles that can inform our marketing strategy.

Gain a deep understanding of the market and competitive landscape, and partner with brand managers to create marketing plans that reflect this industry perspective.

Project and Cross-Functional Leadership:

Partner with finance/tech and guest relations to create a data/analytics roadmap for revenue-driving activity, identifying what needs exist and how we can build or buy tools to satisfy those needs.

Work seamlessly across the entire organization - within marketing, cross-functionally, and with external partners.

Lead analytical marketing projects, e.g. pricing, to arm our team with the tools to make strategic decisions. Define the success criteria and measure the impact of marketing efforts against stated revenue goals.

Who You Are:

You are passionate about our brands. You believe in the power of enlightened hospitality and are energized by creating incredible experiences for our guests.

You are an example of our family values. You deeply resonate with the cultural values and business principles of our company as described on our website, and through our playbook, Setting the Table.

You have deep empathy for customers and are able to adapt how you communicate to best reach and engage your audience and differentiate our brands. You have excellent verbal and written communication skills and a strong perspective on visual creative assets when collaborating with our internal and external creative resources.

You’re a problem solver. You are excited to help us solve the business challenge of bringing together disparate data sources to create actionable insights. You’re at ease in unstructured environments because you’re adept at charting a course through complex problems, creating milestones and deliverables along the way.

You’re analytical. You love data, spreadsheets, business insights tools, and maybe even statistics. You’re a great listener and come with an analytical toolkit to observe and draw insights from our team and our customer data.

You thrive in cross-functional teams. Product Marketers collaborate constantly across the entire organization and you’re energized by the idea of working across a range of disciplines to build your strategy and execute your work.

You operate at all altitudes. You are a strategic thinker, but are happy to roll up your sleeves and dig into the details when needed. You gravitate towards fast-paced environments.

Skills & Experience:

10-12+ years of work experience, including in product marketing, loyalty/CRM, digital marketing, performance/growth marketing, product management, or strategy consulting. At least 3-5 years of marketing-specific experience.

Experience with direct marketing (particularly email) and marketing automation including A/B testing, customer segmentation and analytics as well as strong proficiency with technology tools that support these marketing efforts

Strong proficiency in sourcing and analyzing the data needed to make effective marketing campaign decisions. Ability to problem solve and connect the dots when data lives in disparate systems and partner with our finance/tech team to identify, prioritize, and advocate for new or improved products or tools.

Experience in developing and implementing new approaches and processes. Ability to prioritize, problem solve, multitask, and work independently in a dynamic, rapidly changing workplace

Customer-centric mindset, always optimizing the customer experience through each touchpoint with USHG.

Outstanding organizational, project management, people and communication skills, including strong writing abilities and proven experience communicating key value messages to a variety of audiences both internal and external

Bachelor’s Degree in business or a related field required. MBA or Master’s Degree preferred

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