About the position
The Marriott Mobile App Team is seeking an experienced product marketing professional to develop and lead internal and external product release strategies and customer communications across digital and physical channels to support new product introductions and launches that continue the momentum of our mobile app's significant user growth and engagement. Reporting to the Senior Director of Mobile Product as part of the overall Digital team, the Senior Manager, Mobile App Marketing & Product Success will play a strategic role in driving growth and adoption of the Marriott Bonvoy app in support of advancing the Company's goal of becoming the world's favorite travel company. The person in this role will be responsible for executing product launch communication campaigns from strategy and concept to production and delivery, as well as supporting key partners in marketing campaigns that drive app adoption and growth. This role will be heavily focused on creating marketing and communications content, including writing copy, developing slide decks, crafting white papers, and generating various types of content to support marketing campaigns and product launches. This leader will draw on guest insights, competitive activity, strategic skills, and creativity to ensure their work engages guests and our hotel staff globally. They will create insight-driven product positioning, messaging, and narratives, and define and support marketing partners to execute innovative marketing campaigns and initiatives that drive education, engagement, and product adoption by leveraging various channels. They will work closely with Product Managers, Marketing Managers, and Regional Leads across Marriott International to execute comprehensive marketing plans, helping communicate the value of Marriott's Mobile App and its features to global audiences. This role will also support our regions (hotel operations) by working with agencies to provide the regions with copy and assets for owned and paid media. The person in this role must stay informed about upcoming app changes and enhancements to effectively support the regions with these updates. They will collaborate closely with regional teams to understand their specific needs and challenges, ensuring that marketing materials are tailored to local markets. This includes providing timely and relevant information about app updates, training regional staff on new features, and coordinating with agencies to deliver high-quality marketing assets that drive app adoption and user engagement in various regions. Success in this role will be measured by the increase in app downloads, user growth, and user activity on the app. An ideal candidate will have the organizational skills of a project manager, the attention to detail and creativity of a designer, and the curiosity and analytical skills of a data analyst to unlock insights that generate results. They will be adept at building relationships with product, marketing, analytics, and regional teams to advocate on behalf of the mobile app roadmap. The candidate will bring a proven track record of launching new products, demonstrated leadership in driving product promotion and awareness, and experience with direct-to-consumer digital products. Additionally, they will possess a global growth mindset, a collaborative team spirit, and a passion for delivering amazing mobile product marketing experiences that audiences love. The ability to manage multiple workflows, deliver projects on an aggressive timeline, and organize complex information so it's clear, concise, and digestible for a variety of audiences is essential.
Responsibilities
- Own the Marriott Bonvoy mobile app launch communications roadmap with milestones/schedules and gain cross-functional alignment and support of the roadmap
- Drive awareness of product priorities and amplify the 'why' for new initiatives across the organization
- Develop the product positioning, messaging, narratives and value propositions grounded in data on upcoming initiatives and work with cross-functional teams across Marriott International to ensure communications continuity
- Be creative and resourceful in identifying new ways to promote the mobile app and define the opportunities, influence stakeholders to marshall the resources, and ensure support and success through your leadership and execution
- Lead Digital partners to drive user growth through paid and owned channels. Analyze results, root cause issues, track progress, and make recommendations to iterate as appropriate.
- Become the face of the owned channel workstream by creating a centralized process for mobile linking and acquisition attribution tool use, implementation, education, and reporting.
- Collaborate with the product, design, legal, and operations teams to communicate product features in the most effective, simple, and accurate way
- Work with mobile attribution partner to get the most from our partnership to support optimal marketing campaign outcomes
- Work with PR to develop effective briefing materials
- Build strong ties and strategic relationships with Marketing, Loyalty, Product, Operations, Regional Teams and others to build towards mutually beneficial objectives
- Meet regularly with team(s) to gather work statuses, discuss obstacles, provide advice, guidance, encouragement, and constructive feedback to ensure deliverables are met timely
Requirements
- 6+ years of Digital Product Marketing and/or Digital Strategy experience. Must have direct experience and fluency with the broader Consumer Mobile / Digital landscape leading new product introductions and working with internal and external partners and agencies.
- 3 - 5+ years of Product Marketing experience supporting cross-functional teams; a portion of that experience supporting mobile apps crafting strategies for product-market fit, and developing and delivering product positioning, value propositions, and narratives.
- 3-5+ years of demonstrated experience creating and delivering various types of content such as copywriting, slide decks, white papers, and marketing materials.
- Bias for action and collaboration across functions; ability to lead, influence, and collaborate effectively in a matrix-managed environment, with multiple complementary groups
- Ability to lead with strong analytical and data-driven decision-making skills; ability to incorporate research and user data into materials
- Entrepreneurial, startup attitude in a big company setting, self-starter who takes initiative in an ambiguous environment to generate momentum & positive business outcomes
- Willingness to roll up your sleeves and do whatever is necessary; general manager / owner mentality
- Superior verbal and written communications skills and able to communicate insights that resolve complex issues in creative and effective ways to internal stakeholders at different levels (front-line employee to executive-level).
- Strong attention to detail, analytical thinker, organizational, and problem-solving skills with the ability to interpret and translate data into key learnings and execution plans that drive business results
- Fluency in lifecycle performance metrics, and an ability to work with them to understand near-term and long-term impact
- Experience working closely with Marketing teams to identify and influence opportunities to better drive KPIs
- Ability to act with confidence and decisiveness and to lead and have influence over people and groups of widely varying disciplines and backgrounds, including technical, operations, and executive team members
- Global mindset that balances global solution orientation with awareness, appreciation, and adaptability for local market & customer dynamics
- Undergraduate degree or equivalent experience/certification
Nice-to-haves
- Product experience launching new products and features that required marketing and partner support to drive awareness of your product, preferably mobile apps within either large or small organizations
- Familiarity and fluency with analytics platforms; familiar with Adobe Analytics / Omniture and mobile analytics to support data-driven product marketing, feature measurement, and performance
- A strong interest in advocating for products with global experiences for a diverse, global user base
- MBA or equivalent advanced degree preferred
Benefits
- Medical, dental, vision insurance
- Health care flexible spending account
- Dependent care flexible spending account
- Life insurance
- Disability insurance
- Accident insurance
- Adoption expense reimbursements
- Paid parental leave
- Educational assistance
- 401(k) plan
- Stock purchase plan
- Discounts at Marriott properties
- Commuter benefits
- Employee assistance plan
- Childcare discounts
