Director Loyalty Operations

Position Summary

The Director of Loyalty Operations serves as a pivotal member of the CALA Continent Product and Lodging Team entrusted with leading the execution of the loyalty strategy and ensuring operational excellence throughout the region. This role functions as a strategic liaison among continent property and global teams fostering alignment and driving the implementation of loyalty initiatives aimed at enhancing guest experiences deepening member engagement and maintaining the integrity of the loyalty program.

Key Responsibilities:

1. Act as the primary loyalty operations partner to key stakeholders including Continent Operations (CLPS) the Commercial Team the Global Operations Loyalty Team at headquarters and property-level operations leaders.

1. Provide leadership and oversight in the implementation and deployment of loyalty-related programs initiatives products and services across the continent.

1. Champion service excellence by advancing guest experience frameworks supporting targeted training platforms and promoting value-driven priorities in collaboration with both property leadership and above-property teams.

1. Collaborate with Continent Loyalty Marketing and Commercial Teams to cultivate a strong Loyalty Mindset and embed a Loyalty Culture across all levels of the organization.

Capability Building

• Partner with Continent Operations and Global Loyalty Operations to develop and enhance guest experience capabilities associate-facing mobility solutions and other strategic initiatives aligned with the loyalty and guest experience roadmap.

• Conduct assessments and provide recommendations to ensure property-level input is effectively integrated into the design and development of products and services across diverse hotel environments.

• Optimize cross-functional collaboration to leverage available resources accelerating efficiency and speed-to-market for loyalty-related offerings.

• Develop content training and presentations that provide strategic insights including cross-disciplinary reporting. Engage with properties to gather best practices and promote accountability execution and compliance.

• Oversee and maintain the CALA Loyalty Operations page as a centralized resource hub.

Strategic Delivery

• Lead the delivery of innovative profitable and cost-effective design solutionsincluding guest services experience functionalities associate-facing tools and training programstailored to enhance member and associate experiences across the continent.

• Translate operational platforms and market-specific business requirements into actionable considerations during project development to ensure relevance and effectiveness of loyalty products and services.

• Demonstrate adaptability professional demeanor problem-solving decision-making and talent management.

• Foster team cohesion set high standards and provide feedback for development.

Relationship Management

• Serve as a subject matter expert for stakeholders seeking support on loyalty and guest experience platforms providing guidance on design-specific products and services.

• Collaborate on stakeholder presentations to above-property leadership during the deployment of new initiatives ensuring alignment and strategic clarity.

Deployment Sustainment and Property Engagement

• Manage the timely and effective deployment of new and existing loyalty products standards and services.

• Identify pilot properties for proof-of-concept initiatives conduct stakeholder interviews and surveys to inform operational improvements and support issue resolution during deployment phases.

• Analyze data from multiple operational systems ( Tableau GuestVoice Loyalty Scorecards) to identify trends and develop targeted action plans.

• Drive loyalty program performance by setting enrollment targets managing incentive programs and coordinating competitions to foster engagement and results and owner communication on Redemption Rates.

• Support projects and initiatives to drive knowledge and adoption of new processes or program enhancements across the portfolio.

Core Accountabilities

Operational Compliance & Audit Management

• Lead operational audits (e.g. Enrollment Audit) and ensure compliance with global/regional standards.

• Manage corrective actions follow-ups and reporting for properties to maintain program standards.

Enrollment Integrity & Risk Management

• Oversee property enrollment activities validate data accuracy and manage risk in collaboration with the Loyalty Risk team.

• Implement audit processes for enrollments and manage incentive suspensions for flagged properties.

Elite Member Experience & Benefits Delivery

• Support the delivery and tracking of elite member benefits including birthday benefits and guaranteed benefits compensation.

• Educate properties on benefit eligibility compensation workflows and standardized communications.

Program Deployment & Training

• Coordinate deployment of new loyalty initiatives cobrand cards and toolkits

• Develop and share training materials FAQs and best practices for property teams and above property teams.

• Deliver engaging and effective Loyalty Mindset training and technical support in classroom virtual and 1:1 environments.

• Provide educational support for onboarding and orientation programs.
  

Data Analysis & Reporting

• Analyze operational data (e.g. mDash tableau GuestVoice Loyalty Scorecards MBV10 reports) to identify trends gaps and opportunities for improvement.

• Communicate findings and action plans to stakeholders.

• Understand Tableau and Excel reporting analyze and summarize results prepare decks and presentations for varied audiences and support calls with property and stakeholders.

Stakeholder Engagement & Communication

• Act as a liaison between continent property and global teams.

• Collaborate with Consumer Operations partner disciplines in EMEA HQ teams and others to enhance member engagement and troubleshoot key markets.

• Manage cross-functional communications presentations and reporting.

• Proactively communicate and advocate the value of Marriott Bonvoy and program updates to internal stakeholders and property teams.

• Support incentives and recognition; advocate best practice sharing and celebrate success through collaboration with senior leaders.

Fraud Awareness & Marriott Bonvoy Connector Role

• Support fraud awareness initiatives and Marriott Bonvoy connector role adaptation for properties and maintain the database.

• Build solid relationships with Marriott Bonvoy Connectors and provide support guidance and accountability.

Member Acquisition & Engagement

• Drive member enrollments engagement campaigns and incentive programs.

• Leverage first-party data for personalized guest experiences.

Candidate Profile Key Talents and Experience Desired

• Language Proficiency: Fluency in both English and Spanish is required. Proficiency in Portugueseboth written and spokenis preferred.

• Leadership Experience: Demonstrated leadership in at least two of the following hospitality disciplines: Front Office At Your Service (AYS) Housekeeping Guest Relations Quality Assurance Training Marketing or Sales.

• Technology and Innovation: Experience contributing to projects involving mobile guest services or technology platforms such as Empower: Guest Experience Opera or Lightspeed PMS particularly those impacting operations or guest experience.

• Operational Expertise: Comprehensive understanding of hotel operations and a strong grasp of loyalty program principles and culture.

• Analytical Acumen: Proven ability to apply analytical thinking to support decision-making and resolve complex problems.

• Leadership and Communication: Exceptional leadership active listening and relationship-building capabilities. Highly effective in both oral and written communication.

• Presentation and Facilitation: Skilled in delivering presentations and facilitating discussions across diverse stakeholder groups.

• Stakeholder Engagement: Ability to collaborate effectively with multiple stakeholders across various brands and organizational levels.

• Project Management: Strong aptitude for managing multiple projects and responsibilities within a complex relationship-driven organizational structure. Project management certification is a plus.

• Attention to Detail: Excellent editing and proofreading skills with a meticulous approach to content accuracy.

• Creative Problem Solving: Innovative thinker with the ability to leverage resources to develop effective solutions.

• Travel Requirement: Willingness and ability to travel approximately 25% of the time.

• Additional Duties: Perform other responsibilities as assigned to support business needs.