Sr. Digital Analyst, Paid Media

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JOB SUMMARY

This position is responsible for the paid media execution for Marriott’s Digital Services group, which creates and supports comprehensive in-house digital services programs for participating hotels. These centralized offerings provide individual hotels with paid media services, and functions in an agency-like model within the Global eCommerce Digital Services organization.

The Senior Analyst, Paid Media will assist in the execution of paid media tactics that support the objectives outlined in each client’s Digital Business Plan. The position focuses on implementing and measuring paid media tactics designed to acquire new customers to client hotels. All tactics will be economically viable, efficient, repeatable, KPI-driven, and scalable.

The Senior Analyst, Paid Media is tasked with staying up-to-date on industry best-practices and works to implement new ideas, techniques and tactics within the Digital Services programs. He or she will work cross-functionally with various Marriott Digital teams to advance the value of paid media marketing at the hotel level. This role includes collaboration with Analyst(s), vendors with the implementation of paid media tactics across client programs and for special projects. This position reports to the Manager, Paid Media Strategy.

CANDIDATE PROFILE

Education and Experience

• BS/BA degree in marketing, communications, advertising, or related field.
• 2-3 years of relevant work experience (digital marketing, paid media buying, communications, etc.)

CORE WORK ACTIVITIES

Managing Work, Projects, and Policies

• Manages execution of all paid media related tactics that support the overarching Marriott Digital strategies and goals.
• Assists in creating training guidelines and documentation (as needed) to continually improve paid media tactic quality and effectiveness.
• Assists in prioritizing, organizing, and accomplishing work within respective Center of Excellence.
• Manages execution of the following tactics:
• Search engine marketing (SEM)
• Meta search marketing
• Targeted and retargeted display marketing
• Online Travel Agency (OTA) marketing
• Social media marketing

Content Management and Execution

• Responsible for the daily execution of paid media strategy & tactics, including the funding, launch, optimization, and measurement of campaigns.
• Aligns paid media tactics with new and emerging best practices, to improve quality, effectiveness and efficiency.
• Executes regional specific or in-language paid media strategies supporting Marriott’s global hotel websites.
• Complies and keeps paid media guideline documentation and standards up to date, to ensure quality, consistency and adherence to Marriott’s global digital strategy.

Owning Relationships

• Works cross-functionally with enterprise and brand teams to advance paid media opportunities at the hotel level.

Tools and Vendors

• Manages day-to-day agency and vendor relationships, ensuring quality of work and timeliness of deliverables.
• Provides paid media training and support on internal Marriott paid media systems and tools.
• Secondary point of contact with outside vendors, coordinating training and support on their tools and dashboards.

Measurement and Analytics

• Analyzes campaign performance; provides tactical recommendations for increased performance.
• Assists in identifying advertising channels that are most effective at driving conversions, revenue, ROI, and scale across Digital Service programs.
• Measures the success of time-sensitive content using appropriate key performance indicator (KPI) classifications – impressions, clicks, CTR, CPC, CPA, CPM, conversions.
• Reviews and analyzes results from current program offerings & suggests changes and enhancements to help increase conversions, revenue and ROI.

Leading Team

• Assists in training on tactical processes and best practices to Analyst(s), Account Managers, vendors and freelance content writers.

Additional Responsibilities

• Attends and participates in all relevant meetings.
• Maintains positive working relations with internal partner teams, vendors, internal Client Service and Operations teams.
• Manages time effectively and conducts activities in an organized manner.
• Performs other reasonable duties as assigned by manager.

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

• Talent Management - Provides support and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.

Learning and Applying Professional Expertise

• 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.
• Digital marketing experience preferred
• Ability to multitask in a fast paced environment
• Editorial experience a plus
• Strong writing and creativity skills
• Detail-oriented, takes initiative
• Able to effectively work independently, or at times as part of a team
• Strong working knowledge of Microsoft Office, specifically Word, Excel and PowerPoint
• 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.

Marriott International is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. Marriott International does not discriminate on the basis of disability, veteran status or any other basis protected under federal, state or local laws.