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Manager, Digital Strategy

  • Central Location, Orlando, Florida, United States, 32821
  • Full Time
  • Travel + Leisure Group

Put the World on Vacation

 

As part of Travel + Leisure Co., the world’s leading membership and travel company, Travel + Leisure Group delivers on our mission to put the world on vacation. We offer travelers a way to turn vacation inspiration into exceptional experiences through travel booking platforms, subscription travel clubs and branded consumer products, all inspired by top online and print travel content. Together we’re shaping the future of the travel industry.

At Wyndham Destinations we know that digital is no longer a channel, it is the world we live in; a customer-controlled landscape where consumers can choose to engage at all hours or tune us out, hear what we say or listen to friends and social influencers.  With so many channels and so much content to compete against, influencing today’s consumer can be daunting. The companies that do it best are able to create a fully connected brand experience across spaces, places, and devices.  We’re seeking a dynamic, innovative, results-oriented Manager, Digital Strategy to be a strategic thought leader around our acquisition and prospecting strategies and campaigns via various marketing channels including web, e-mail, social, SEM/PPC, SEO, OLV, Mobile, Programmatic Display, and more.  The ideal candidate will be driven by data, collaborative, analytical and motivated to continually find ways to optimize and improve performance.  He/she will also have experience formulating how to leverage paid, owned and earned channels to build multi-channel marketing plans that deliver acquisition efficiently and effectively.    

Reporting to the Director, Digital Marketing, this role will focus on creating and evolving lifecycle marketing journeys to drive leads and ultimately conversions - building strategies, planning how we test and learn as well as leveraging data and creative experiences.  He/She will collaborate with several internal and external partners ensuring we exceed business objectives.  This leader will leverage technology platforms, content and data to optimize performance building strategies using tactics including retargeting, look-a-like modeling as well as various technologies (e.g. – data on boarding tools, DMP, etc.).  They will be seen as an expert in building strategies to acquire prospects into our funnel ultimately touring and purchasing our products.  This position demands close collaboration with Brand Marketing, Analytics, Web Delivery, CRM, Consumer Insights, Social, and several other teams.

We’re looking for a data-driven, customer-centric marketer with a passion for driving customer acquisition and conversion:

  • Who will drive revenue via actionable customer insights, and by creative content developing personalized experiences

  • Who will work cross-functionally to launch campaigns to improve the customer experience and efficacy of our media spend as well as our owned and earned channels

  • Who will test and leverage new ways to reach our potential customers as the digital landscape continues to evolve thinking of data and technology platforms as well as the competitive set

  • Who will play a critical role in developing and driving our engagement and communication strategy with a focus on customer acquisition and efficient media spend as well as conversion

Job Duties and Responsibilities

  • Lead the development of all digital acquisition strategies across all marketing channels – paid, owned and earned.

  • Drive effective ways to leverage our database creating effective messaging driving acquisition of customers and revenue for our Travel + Leisure and Wyndham Destinations business lines. 

  • Create and continuously evolve the customer lifecycle establishing journeys from qualified prospects to customers ultimately purchasing our product.

  • Author strategies around overall prospecting marketing efforts, including strategy, planning, execution, optimization and performance factoring in promotions, campaigns, data, creative and messaging.

  • Develop, optimize and evolve lifecycle marketing strategies using paid owed and earned media channels to increase leads and acquisition partnering closely with our CRM and Consumer Insights teams driving insights that directly impact the business.

  • Identify key drivers of engagement and churn leading to ways that continually improve prospecting efforts.

  • Be the expert leveraging marketing automation tools to develop transactional, promotional, and informational content strategies that maximize customer acquisition.

  • Define critical KPIs and test and refine marketing efforts to continually optimize results to meet KPIs.

  • Communicate key insights and findings to leadership optimizing programs based on data-driven analysis.

  • Identify opportunities to further drive revenue through customer campaigns and improve marketing efficiencies.

  • Stay up-to-date with the industry in everything from new platforms and martech innovation to best practices in creative, content and messaging as well as what partners in our competitive set are doing.  

  • Strategize and deliver compelling acquisition marketing initiatives and programs for of our all Travel + Leisure Group product lines.

  • Work collaboratively across multiple disciplines to accomplish goals, including Brand, Digital, CRM, Social & Legal.

  • Lead thinking with the CRM team closely to manage and optimize how we leverage data and use various tools including data on boarding platforms for refined targeting and measurement.  

  • In coordination with Product and Content teams, execute campaigns designed to increase personalization, engagement and acquisition via paid media advertising.

  • Establish and drive effective targeting and personalization strategies resulting in maximizing media performance as optimizing owned and earned marketing channel efforts.   

  • Partner heavily with social and e-mail resources to create and execute multi-channel marketing initiatives.

Minimum Requirements and Qualifications

  • A minimum of 5 or more years of digital marketing strategy experience

  • A minimum of 5 or more years of experience managing web based initiatives that drive lead generation and online conversion

  • Experience using digital tactics to drive online B2C conversion

  • A strong aptitude for applying strategic thought authoring documentation that will influence and drive eCommerce results

  • Experience developing customer life cycles identifying points of friction and opportunities to maximize business revenue

  • Proven leadership ability, motivational skills and enthusiasm

  • Demonstrated experience in developing integrated marketing plans across paid, owned and earned channels including e-mail, web, social, mobile, PPC, programmatic, and online video

  • Passionate about engaging potential customers and building out best practices

  • Strong attention to detail and highly analytical

  • Excellent written and verbal communication skills

  • Excellent and proven critical thinking skills to quickly evaluate issues, troubleshoot, and prioritize accordingly

  • Confident presence, executive manner, comfortable with managing complexity and navigating ambiguity. 

  • Experience in managing external media agency and other vendor partners

  • A desire to test and learn as well as innovate

  • Familiarity using LiveRamp, Adobe Audience Manager or other data tools preferred

  • Solid working knowledge of Salesforce Marketing Cloud, LiveRamp, AdWords or similar technologies.

  • Experience defining enterprise text/SMS, email, and other channel communication strategy, governance, and technology.

A Place for Everyone

Hospitality is at the heart of all we do at Travel + Leisure Co., including how we treat each member of our growing community. Here, you’ll find a team that’s inclusive, values diversity, and is built on a foundational respect for people from all over the world.

We are an equal opportunity employer, and all applicants will be considered for employment without attention to their membership in any protected class. If you require any reasonable accommodation to complete your application or any part of the recruiting process, please email your request to mycareer@wyn.com, including the title and the location of the position for which you are applying.

Job Requisition: R-39014

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