Senior Manager Marketing Data and Analytics

JOB SUMMARY

The Senior Manager Marketing Data & Analytics leads the data and analytics function for the Gaylord Hotels brand and a portfolio of managed hotels. They will serve as the subject matter expert on measurement and analytics develop strategies and processes to measure marketing tactics and impact and to manage the day-to-day measurement analysis reporting and sharing of the marketing data and insights. They partner with marketing discipline and channel leaders revenue management and analytics teams across the enterprise to develop analytics and technical solutions for the marketing to operate efficiently and effectively. They will play a key role in identifying the roadmap for developing analytics and insights across the marketing ecosystem. These solutions may include tools reports models data products and others that help support the business objectives of the marketing team. The senior manager will work closely with vendors partners cross-discipline teams and marketing stakeholders to complete their work.

CANDIDATE PROFILE

Education and Experience

Required
Bachelors degree in Marketing Public Relations Communications Business or related major
2-5 years experience in sales marketing digital or related professional area
Mastery of advanced analytics tools and data products including: Microsoft Excel Power Query Power BI Power Automate Tableau Snowflake Datorama
Proficiency in marketing analytics including nuanced understanding of channel-specific KPIs and measurement limitations attribution modeling and platforms. This team supports full-funnel marketing efforts across TV Radio OTT/CTV digital social print search online video email web and more. Familiarity with Google Campaign Manager Meta Business Manager Google Analytics Adobe Analytics/Campaign and other online advertising and measurement platforms.

Preferred
Expertise using a data warehouse to access and manipulate large volumes of data using SQL or similar.
Expertise in building tools and presenting data via data visualization tools (Tableau Power BI or similar).
Experience with tagging (event tracking campaign tracking e-commerce tracking cross-domain tracking etc.)
Experience connecting disparate data sources building tools/dashboards to analyze and synthesize data and then presenting findings insights and visualizations of these findings.
Experience using genAI in marketing analysis to extract insights and streamline processes
Experience in travel/hospitality space and/or with ticketed attractions/events.

CORE WORK ACTIVITIES

Serve as the teams subject matter expert on data analytics and measurement related to marketing. Help to upskill and resource the team with the information need to scale and grow analytics capability.
Consolidate data across disparate data sources (e.g. email web paid media earned media) and build dashboards tools and resources that allow for understanding performance and trends.
Work with cross-discipline partners in special events revenue management sales and marketing to identify business trends and impact of marketing on business performance.
Lead the development and implementation of advanced analytical tools and data products using tools like Microsoft Excel Power Query Power BI Power Automate VBA and Python.
Lead the prioritization of work through strong collaboration and relationships with marketing leadership.
Work with external vendors agencies and partners to access aggregate and analyze data. For example partner with third-party ticketing vendor to get data on marketing offer performance.
Provide frequent regular updates on marketing performance
Create automated dashboards
Conduct more complex deep dives into performance
Provide targeted and timely communication of results achievements and challenges to all stakeholders through reporting presentations and other formats.
Collaborate with marketing leadership (brand and property) to identify and address analytics needs.
Identify technical tools solutions and resources. Recommend vendors manage contracting and implementation according to Marriott International policies.
Ensure compliance with all applicable Marriott International policies regarding use of data.
Collaborate with the Vice President Brand & Marketing Senior Director of Integrated Marketing and Director of Digital Product to identify priorities and address analytics needs across the team.
Perform other responsibilities as assigned.
Travel required: Up to 20%.
Excellent project management skills with the ability to independently manage multiple projects.
Team player: builds strong relationships and collaborates with regional and corporate stakeholders.
Excellent presentation and communication skills (both written and verbal).
Ability to take large volumes of complex and technical information and present it to Senior Management in a clear concise and complete manner to support executive decision-making.
Strong attention to detail both in developing tools and validating data.
Skilled at promoting a cohesive team environment and working both independently and as part of an effective team.
Demonstrates self-confidence and is capable of building credibility among peers.