Hyatt Director, Digital Media in CHICAGO, Illinois

Description:

Position Summary The Director of Digital Media will lead the successful development and execution of Hyatt’s digital media strategy including search, display, paid social, meta search, and SEO (across devices). The incumbent will manage multiple agencies that support both the corporate office and individual hotels in maximizing media returns while building brand awareness and differentiating the Hyatt brands. This director will partner closely with their peers in Hyatt’s global regional offices to share learnings. The director will be savvy in digital technology and navigating a highly matrixed organization and a strong leader of people. The director will have exceptional analytical skills and understand business objectives beyond marketing. The director will also manage an in-house agency pilot serving digital needs for a small group of hotels.

Position Responsibilities

PPC & Meta Search

  • Achieve overall performance objectives for improved ROI of campaigns
  • Develop overall learning agenda and test plan to better understand drivers of success in PPC (site links, video, fill- in-the-blank, dynamic landing pages, brand specific strategies)
  • Develop data-based point of view on upper funnel terms impact on lower funnel terms
  • Build mobile search (and display) strategies that drive measurable revenue for Hyatt
  • Develop educational modules that help hotels understand the value and role of PPC & digital marketing
  • Have a deep understanding of Google/Bing search (paid and organic) roadmap and implications for Hyatt
  • Fully understand and leverage mobile search to maximize performance
  • Work closely with regional digital marketing leads to ensure search learnings are shared across the globe
  • Develop a strategy and roadmap for Hyatt’s meta search program

Search Engine Optimization

  • Create ongoing plan to improve SEO on Hyatt.com
  • Develop strong ties w/in marketing organization including eCommerce to drive change
  • Work with local agencies to establish hotel guidelines so that content is both distinctive by brand, user friendly, yet SEO optimized
  • Develop technical SEO requirements for eCommerce Ops / Development teams

Digital Marketing

  • Develop a data platform that allows real-time optimization of digital media based on real-time attribution (spans digital display and search)
  • Build a learning agenda and test plan to better understand the drivers of success in display marketing (remarketing, mobile, rich media, dynamic creative, video, etc.)
  • Manage 'always on' digital remarketing
  • Manage all digital display campaigns, working closely with brand teams to propose and achieve digital campaign objectives
  • Understand new opportunities and formats for digital/mobile display marketing
  • Work closely with peers across the globe to share learnings

Agency Performance & Management

  • Manage agency contracts, performance, and relationships for Americas to achieve objectives
  • Ensure agencies have deep understanding of Hyatt standards and policies
  • Build broader set of local digital agencies for US/Americas hotels
  • Manage directory campaigns to achieve objectives and evaluate new directories as opportunities arise
  • Build bridges between local agencies and eCommerce/digital/field marketing departments to ensure success

People/Budget Management

  • Manage budgets to expectations including property level PPC for the N. Americas regions with oversight on global digital budgets
  • Develop and manage team so that they understand expectations and performance
  • Build and develop best in class digital media team

Serve as expert in digital search, SEO, display, paid social, and meta search (desktop & mobile) both at corporate and at the global level. Partner with regional leads to determine which channels and tactics to execute at the local level vs. corporate.

Demonstrate a commitment to Hyatt core values

The position responsibilities outlined above are in no way to be construed as all encompassing. Other duties, responsibilities, and qualifications may be required and/or assigned as necessary

Qualifications:

Experience

  • 10 years of progressive experience in Digital Marketing including SEM, SEO, Paid Social, Display, and Video channels
  • Knowledge of the hospitality industry preferred
  • Client side background preferred
  • Deep knowledge of measurement tools including Omniture, Marin, Brightedge, Kenshoo, etc.
  • Experience working with DSPs, DMPs, trading desks and agencies

Education

  • Bachelor’s degree required; Masters preferred

Primary Location: US-IL-Chicago
Organization: Global Operations Center
Pay Basis: Yearly
Job Level: Full-time
Job: Information Systems
Req ID: CHI008294

Hyatt is an equal employment opportunity and affirmative action employer. We do not discriminate on the basis of race, color, gender, gender identity, sexual orientation, marital status, pregnancy, national origin, ancestry, age, religion, disability, veteran status, genetic information, citizenship status or any other group protected by law.