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Posted: Friday, November 3, 2017 12:58 AM

***This position can be based in Dallas, TX or McLean, VA***

The Director of Digital Marketing will direct a team that works in partnership with all Hilton brands, Global Online leadership and Demand Generation leadership to set and implement strategy, allocate funding levels and performance targets for programmatic display advertising, social media, affiliate marketing, and other online marketing activities. The Director will drive advanced channel analysis and strategy across all channels, with emphasis on display advertising campaign production and optimization and inclusive of upper funnel awareness, prospecting (behavioral, contextual, direct), and retargeting.

What will I be doing?

The Director of Digital Marketing will be responsible for growing revenue by establishing our approach and setting the strategy to burgeoning programmatic marketing channels. The Director will work closely with Brands, Revenue Management, eCommerce, Media and Finance teams to establish, implement and analyze advertising profitability models and frameworks for enterprise and brand spend based on ROI hurdles and hotel occupancy needs.

Other key priorities are listed below:
  • Responsible for $35M media spend budget across display, paid social, and affiliate marketing channels
  • Direct the Digital Data Strategy and execution which will include managing our Data Management Platform and agency partners
  • Responsible for the strategic approach to Digital Marketing Technology Ad stack which includes DSP, DMP, DCO, Ad Serving, Ad Exchanges, Tag Management platforms and other partner selection, activation, and evaluation
  • Create, execute and analyze strategies and directions for online demand generation including display, BT, retargeting and direct response marketing
  • Set the central paid social media strategy, execution, and performance evaluation
  • Plan and negotiate media plans for identified business opportunities for online direct response marketing including display, affiliates, deals distribution, and behavioral targeting
  • Execute and analyze the strategic planning and coordination of online demand generation to advance company goals, while supporting communication plans of key messages to internal and external stakeholders
  • Develop an execution plan to implement long term goals for generation that become the basis for short term goals and annual operational planning
  • Work with key stakeholders to develop appropriate objectives for the business and execute those methodologies by which those objectives are going to be accomplished
  • Create and execute the communication plan as established by department head
  • Direct cross-functional lines and priorities between demand generation activities including search, online display advertising production and direct response marketing with the Brands, Customer Marketing, hotels and other Global Online departments
  • Implement and analyze measurement of generation, working with the analytics team (where applicable), to ensure effectiveness, usage and awareness
  • Direct the development and administration of demand generation activities including online display production, BT, retargeting and direct response marketing
  • Execute the directives of the organization's mission, goals and objectives and demonstrate them through ongoing and direct motivation, communication, group dynamics and leadership
  • Conduct effective management of third party partners, identify primary vendors, and negotiate and monitor the quality cost of services
  • Manage effective partnerships with outside vendors, internal constituents, other departments, etc.
  • Responsible for ensuring that demand generation activities deliver targeted ROI
  • Implement and maintain systems to ensure compliance with Hilton policies
  • Assess actual performance against standards to determine whether the campaign is on target to reach its goals and take corrective actions as necessary
  • Ensure the business plan and goals are being followed and achieved, providing feedback or revising the plan, if needed
  • Enforce policies and procedures that will improve the overall operation and effectiveness of the Company
  • Evaluate web analytics work within targeted markets
  • Review and make appropriate adjustments in activities and expenses throughout the year to ensure campaign results

Desired Attributes:
  • Absolute discretion and confidentiality regarding sensitive information
  • Ability to take initiative to identify, prioritize and implement all elements required for team to fulfill responsibilities in accordance with core strategic goals
  • Strong problem solving skills, including ability to effectively address any issue in collaboration with others as appropriate; ability to proactively identify and prevent potential problems, ability to help develop problem solving skills among other Team Members as appropriate
  • Excellent communication skills, with the ability to clearly and concisely express ideas both verbally and in writing
  • Ability to advocate and implement professional development for self and others, including capability to work with peers and other resources to provide development and mentoring opportunities; includes adherence to organization's standards for performance feedback
  • Ability to assimilate new concepts and practices into position and the department and provide effective training to peers for on-the-job training, policies and procedures, departmental training topics and professional development
  • Ability to work independently; includes the ability to recognize need for involvement of other teams and peers and capability to effectively facilitate that collaboration
  • Excellent presentation and public speaking skills
  • Strong financial acumen, budget development and management skills, including the ability to track expenses against commitments, set priorities for funding, and develop annual budgets

Job Requirements

What are we looking for?

To fulfill this role successfully, you must possess the following minimum qualifications and experience:
  • BA/BS Bachelor's Degree
  • A minimum of seven (7) years of Direct Response Media experience
  • A minimum of three (3) years of supervisory experience
  • Previous responsibility for a mutli-brand digital display advertising campaign, including performance based campaigns designed to generate high ROI and quantifiable incremental revenue
  • Demonstrated ability to direct and set strategy for online direct response demand generation and optimization activities, including the areas of performance display campaigns, paid social campaigns, affiliate marketing and effective reporting of results to all stakeholders
  • Expertise in Digital Ad Technologies of DSP, DMP, DCO, Ad Exchanges, Tag Management platforms, and Ad Servers
  • Knowledge of web and eCommerce applications, conversion metrics, landing page testing and direct marketing principles
  • Knowledge of DFA (Doubleclick)
  • Ability to travel as required

It would be advantageous in this position for you to demonstrate the following capabilities and distinctions:
  • MA/MS Master's Degree
  • A minimum of three (3) years of managerial experience
  • Experience managing display advertising for a travel advertiser
  • Hospitality industry experience, with a mix of experience from distribution or web services

What will it be like to work for Hilton?

Hilton is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands . Our vision to fill the earth with the light and warmth of hospitality unites us as a team to create remarkable hospitality experiences around the world every day. And, our amazing Team Members are at the heart of it all!



• Location: Dallas

• Post ID: 70184767 dallas is an interactive computer service that enables access by multiple users and should not be treated as the publisher or speaker of any information provided by another information content provider. © 2017