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Director, Accommodations Marketing Strategy
JOB DESCRIPTION FOR:
Director, Accommodations Marketing Strategy
Established in 1996 in Amsterdam, Booking.com has grown from a small Dutch start-up to the third largest ecommerce company in the world. Booking.com is the largest business within Booking Holdings (NASDAQ: BKNG) and accounts for the vast majority of Booking Holdings’ total revenue. Booking Holdings is a leading Fortune 500 e-commerce conglomerate with a market cap of approximately $84 billion and revenues of $15.07 billion (2019). Booking.com currently employs more than 13,000 employees in 214 offices in 70 countries worldwide.
With a mission to make it easier for everyone to experience the world, Booking.com invests in digital technology that helps take the friction out of travel. Booking.com connects travelers with the world’s largest selection of incredible places to stay, including everything from apartments, vacation homes, and family-run B&Bs to 5-star luxury resorts and even tree houses. The Booking.com website and mobile apps are available in over 40 languages, offer more than 28,984,513 total reported listings, and cover 142,259 destinations in 229 countries worldwide. Each day, more than 1,550,000 room nights are reserved on its platform. So whether travelling for business or leisure, customers can instantly book their ideal accommodation quickly and easily, without booking fees and backed up by its promise to price match. Via the customer experience team, customers can reach Booking.com 24/7 for assistance and support in over 40 languages, any time of the day or night.
At Booking.com, we are all involved in making hundreds of decisions every day. The decisions we make are a reflection of our Values - they reflect what is important to us, both as individuals and as an organization.
When we use our Values to make decisions, we make a deliberate choice to focus on what is important. When Values are made explicit, they provide clarity on what “good” looks like. And when they are shared, they build unity in a group. They build culture.
Think customer first. We obsess about adding value for our customers - guests, partners, colleagues - to make it easier for everyone to experience the world.
Own it. We deliver on our promises, make informed decisions and prioritize to get the important things done today.
Learn forever. We are resilient, take time to reflect, and seek to learn – from colleagues, from the outside world and from our failures.
Succeed together.We celebrate team success, through making connections, building trust and valuing the diverse perspectives of others.
Do the right thing. We get the right results the right way. For each other, our communities and the world around us.
As the Director of Accommodations Marketing Strategy, you will build and lead a teams that serves as the liaison between our Marketing department channel leadership, and the Product leadership within our Accommodations Business Unit.
You will be essential in setting marketing strategy, influencing product strategy, and ensuring that our business roadmap and our marketing calendar align to deliver on our ambitious objectives globally. This means translating business objectives into marketing strategies, translating marketing strategies into execution plans. You and your team will develop comprehensive marketing plans that span a wide array of channels, are both campaign-based and programmatic, and touch a number of different product areas within Booking.
To be successful, you will need to work closely with stakeholders across product and marketing, bringing your deep and diverse marketing experience to bear to help both teams be more successful. This often means being willing to challenge product and/or marketing strategy, articulate tough tradeoffs, and develop strategies that deliver results. You will need to establish and maintain strong relationships with senior leadership across teams, go deep within a given project or channel or help provide a landscape view across initiatives, and keep the customer perspective at the center of your approach.
Reports to: Director Measurement & Strategy
Hire an exceptional team and establish this critical new function for Booking.com
Support the development of cross-channel marketing strategy, in alignment with business unit and marketing strategy, tying the two together with strong relationship management and clear execution plans
Be the primary point of contact for both Marketing channel leadership and Product leadership
Represent the interests of Marketing within Product conversations, and vice versa, driving transparency, accountability, and alignment across both pieces of the business
Work with your team to develop and coordinate integrated marketing campaigns and programs across owned, earned, and paid media channels
Support long-term strategic planning and prioritisation toward shared Marketing and Product objectives.
Ideal Experience & Skills:
Minimum of 10 years of diverse marketing experience, ideally leading multiple performance marketing channels at various points in time
Deep track record of developing successful cross-channel marketing strategies, and bringing those to life via integrated campaigns and programs across channels
Highly structured and highly organized, able to bring structure to complex relationships and initiatives, and synthesize differing viewpoints into actionable recommendations
Proven management capabilities, including forming and scaling new teams
Ability to establish and maintain strong relationships across teams and at all levels of the organization
Exceptional communication skills, including the ability to develop a clear strategy and plan, as well as effectively influence others in 1:1 and small groups
Flexible and adaptable; able to work in ambiguous situations and under pressure
Ability to use quantitative and qualitative data, together with a customer-first orientation, to drive decision making
Relevant experience in product management or product marketing a bonus
OTHER PERSONAL CHARACTERISTICS
Able to function in a fast-moving entrepreneurial environment.
Humble yet confident, with high self-awareness.
A strategic thinker yet focused on execution; able to roll up the sleeves to get things done.
Self-starter with high energy and drive; fast paced and results driven; forward thinking.
Data driven, experimental, ready to learn and open to change.
Keep the customer at the centre of everything you do.
Good cultural and organizational sensitivity.
Committed to building a diverse, inclusive work environment.
CRITICAL LEADERSHIP CAPABILITIES:
Publicly identifies needed changes or directions that need adjustment, challenges assumptions and norms.
The ability to “think big” and simultaneously understand and appreciate the details necessary to operationalize overarching strategies and goals; The ability to make sense of complex issues and ambiguous situations.
Challenges assumptions about “the way things are done”.
Communicates explicitly what must change, why changes are necessary, and possible outcomes and costs.
Adjusts communication style to the audience to help them understand and accept the change.
Encourages people to support and propose changes and ideas.
Building relationships, Collaborating and Influencing
Establishes relationships and enhances the levels of cooperation, collaboration, and trust that exist between people, interacting with others personally, competently, and effectively. Establishes relationships inside and outside of the organization. Fosters a culture that makes people feel valued and respected and leverages even difficult or tense circumstances to enhance relationships.
Negotiates with a genuine give-and-take approach, where both acts as true peers and decisions are shared.
Spends time identifying all stakeholders necessary and meets or connects with all of them, neglecting no one to shape a collective consensus.
Identifies opportunities to build relationships that will help others achieve their objectives and reaches out to those people or new people.
Responds resourcefully, flexibly, and positively when faced with new challenges and demands. Willingly and effectively deals with the stress and complexities of various situations. Moves forward productively under conditions of change or uncertainty
Demonstrates and fosters a sense of urgency, a “can-do” spirit, a sense of optimism, ownership, and strong commitment to achieving goals and organizational success. Demonstrates a strong sense of ownership and a commitment to achieving meaningful results.
Checks work of self and others against required quality standards.
Reviews performance and progress on a regular basis to ensure team is achieving results.
Tests to see if goals are sufficiently challenging and implements corrective action based on deviations.