Omni Hotels and Resorts creates genuine, authentic guest experiences at 60 distinctive luxury hotels and resorts in leading business gateways and leisure destinations across North America. Omni Hotels is known for its exemplary culture, authenticity to the markets in which we operate, innovation and exceptional service. Our commitment to career development has created tenure and loyalty that enables us to perpetuate our family atmosphere.
Job DescriptionThe Senior Director, Loyalty & Customer Engagement will play a key strategic role within Omni Hotels & Resorts and be responsible for refining and leading Omni’s loyalty and customer relationship management programs to be customer-centric and highly personalized to drive engagement and revenues. They will champion the CRM and Loyalty strategy, including establishing relevant metrics/reporting and overall program performance, while leading a team and partnering closely with cross-functional teams to ensure the Omni customer-experience is delivered pre through post-stay. The Senior Director, Loyalty & Customer Engagement will oversee communications on direct marketing and loyalty channels to drive and grow customer lifetime value.
This position will report directly to the Chief Marketing Officer.
Responsibilities• Drive the innovation, design, and implementation of CRM and Loyalty programs aimed at increasing engagement across customer segments by influencing and driving transformational change in mindset, process, and technologies across the organization.
• Develop an end-to-end customer-centric engagement strategy in collaboration with Marketing, Loyalty, Operations and Technology teams that ensures the right communications and/or loyalty experiences are executed to the right customer, at the right time (across numerous communications platforms and at our properties and/or outlets)
• Develop best-in-class, quantitatively derived and insight-based targeting strategies based on robust analytics to define and prioritize the highest potential customers and deliver measurable ROI.
• Foster and ensure that analysis, testing, and learning is conducted in a systematic way to promote critical breakthroughs and optimize performance
• Own the customer database and elevate the overall data quality and insights to achieve greater personalization and engagement. Direct and oversee the day-to-day management of customer data and improve the overall profile quality of data across business segments.
• Set strategic and tactical vision for CRM email marketing automation and data-driven decision making
• Identify areas for process improvements for efficiency and quality of existing applications, datasets and processes and define/develop enhancements as needed
• Create the requirements for the improvement of infrastructure for automation, insight analysis, dynamic content production, and personalization
• Lead and develop a team to identify and recommend CRM opportunities through intelligent mining, predictive trends, campaign testing, customer engagement/disengagement, customer value and similar metrics
• Optimize the CRM platform structure and architecture ensuring it works seamlessly across the organization and captures all required information at key points in the customer life cycle in conjunction with the IT CRM/Loyalty product manager
• Monitor and maximize customer lifetime value strategies ensuring maximum profitability.
• Set the strategy for Omni’s Select Guest loyalty program to ensure it is not only relevant for existing customers and new customers while providing a clear differentiation within the hospitality industry.
• Collaborate with operations teams to drive operational excellence by ensuring Select Guest loyalty program processes are efficient and consistent across the organization, building a culture of accountability to deliver a best-in-class guest experience.
• Ensure clear communication and coordination cross-functionally to manage CRM and Loyalty strategies
• Manage the resolution of Loyalty issues including analyzing customer issues, identify solutions and tracking/reporting as needed
• Oversee the CRM and Loyalty annual planning process and related budgets including capital expenditures, operating budgets, loyalty liabilities and reconciliation, etc.
• Bachelor’s degree. Preferably in business or marketing
• 10+ years of experience in CRM, database, and loyalty/lifecycle marketing
• Demonstrated experience in working with databases, data analysis, segmentation, and email marketing platforms – preferably Salesforce Marketing Cloud
• Ability to collaborate with cross functional teams
• Ability to produce reports and derive valuable insights and analysis.
• Proven track record growing and engaging audiences online and off
• Multi-location experience is helpful, but not required.
• Experience managing and developing teams
• A forward-thinking analytical mentality with a bias towards test and learn
• High energy with a strong sense of urgency, drive to perform/deliver
• Strong communicator with the ability to build relationships at all levels of the organization
• Collaborative and flexible team player with the confidence to take the lead/guide other departments when appropriate
Omni Hotels & Resorts is an equal opportunity employer - vets/disability. The EEO is the Law poster and its supplement are available using the following links: EEOC is the Law Poster and the following link is the OFCCP's Pay Transparency Nondiscrimination policy statement
If you are interested in applying for employment with Omni Hotels & Resorts and need special assistance to apply for a posted position, please send an email to applicationassistance@omnihotels.com.