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.
Booking.com Leadership Team
Chief Executive Officer, Glenn Fogel
SVP, Chief Finance Officer (interim), Sue D’Emic
SVP, Chief Marketing Officer, Arjan Dijk
SVP, Trips, Bryan Batista
SVP, Chief Technology Officer (interim), Rob Francis
SVP, Chief Legal Officer, Maria Barros
SVP, Chief People Officer, Paulo Pisano
SVP, Accommodations, James Waters
For more information on the leadership biographies: please visit https://globalnews.booking.com/executive-biographies/
Profile Director Marketing - Messaging & Engagement
Booking.com’s Marketing organizational structure consists of 3 pillars: Marketing Channels, BU Marketing and Marketing Functions. Marketing Messaging is our direct marketing channel to reach out to our customers and it is considered a free channel. As a track, it falls under PPC, Organic & Messaging as a Marketing Channel.
Messaging & Engagement focuses on reaching out to our customers via email and push notifications with an intent of providing useful/helpful information that motivates the customer to choose Booking.com for their trip needs. As a customer goes through different phases of a trip, we focus on keeping the content relevant to the customer journey.
As Director Marketing - Messaging & Engagement you will set the strategic direction and own the execution of Direct Marketing across Booking.com in all markets, whilst supporting all business units to deliver against transaction and profit targets. This role is responsible for all proactive messages that we send to our customers and therefore crucial for maintaining the conversation with them.
The role has two main aims:
Optimise the communication to customers once they have shown interest in a particular destination and dates.
Increase Customer Equity through an engagement strategy educating customers on our new products and features as well as inspiring them to consider and book future travel.
Develop and implement a long term engagement strategy in order to maximise Customer Equity from our existing customer base (e.g. determining the frequency and content of messages with a data-driven approach)
Work with business verticals (Accommodation, Transport and Experiences) to create compelling consumer offers and other initiatives to drive long term customer engagement with the brand.
Responsible for all push notification channels
Drive direction, support development and implementation of Machine Learning to maximise customer equity and reduce customer churn
Grow subscriber base and messaging audience
Maintain and evolve Direct Marketing best practice
Set and drive the Messaging & Engagement innovation agenda
Support and drive product development together with technical leads
Ensure Customer Data Protection regulations (GDPR, CCPA, etc.) are followed
Work with FP&A and the Performance Marketing Leadership to build quarterly and annual forecasts to be used in company wide guidance used to inform the stock market on our expected performance.
Ensure delivery of the Messaging channel against quarterly & annual targets
Operational management all day-to-day operations of the team
Ensure the development of individuals within the organization. Coach and direct the team to allow them to achieve both organisational and individual objectives
Support & maintain the current culture, and actively participate in challenging and developing the culture based on changing needs
Ideal Experience & Skills:
10+ years relevant direct marketing experience within ecommerce or travel
A proven track record of effective management of people in successful teams
Knowledge of relevant industry trends shaping the online travel market
Strong analytical and problem solving abilities
Ability to envision, articulate, and execute a compelling future for the business
Ability to manage across teams, geographies, cultures and functions
Ability to garner support on important initiatives
Strong technical understanding for messaging systems including email and push notification deliverability
Bachelor degree, Master degree preferred
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 internal relationships and leverages external relationships.
Enhances the level of cooperation, collaboration, and trust between people.
Fosters a culture where people feel valued and respected and leverages even difficult or tense circumstances to enhance relationships.
Negotiates where appropriate, retaining respect for the control function the role occupies.
Takes time to identify and engage stakeholders, seeking consensus and/or understanding
Identifies’ opportunities to build and enhance relationships that help others achieve their objectives, reaching out proactively.
Responds resourcefully, flexibly, and positively when faced with new challenges and demands. 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.