Finance and Economics Management & Business Others Marketing and PR
VP Customer Insights
JOB DESCRIPTION FOR:
VP Customer Insights
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 200+ 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 Legal Officer, Maria Barros
SVP, Chief People Officer, Paulo Pisano
SVP, Accommodations, James Waters
SVP, Chief Technology Officer (interim), Rob Francis
Profile VP Customer Insights
The Accommodations business unit is at the company’s core and the largest proposition for Booking.com. As a result there are some functions that work company-wide but are housed inside this business unit, including the VP Customer Insights. As a VP Customer Insights, you are responsible for the business application of data and research across the company and will have a direct impact on the total P&L of the business. The core of your role is setting a vision and strategy for how the organisation uses data and insights to gain a competitive advantage and increase market share, revenue and profit. Your core mechanisms to achieve this are through the development of more advanced customer and partner metrics and segmentations that enable a range of business functions to increase long term business performance; your team will build research principles and intelligent predictive models that the business can utilise to make better informed decisions on our customer/partner propositions.
The VP Customer Insights owns the strategy, optimisation, maintenance and delivery of key business algorithms and KPIs including customer lifetime value, customer equity, partner lifetime value, cancellation projections and all Connected Trip reporting. You develop and maintain a range of customer segmentation approaches that are deployed across the largest expense lines in our business including performance marketing and pricing. You own the customer generated experience measures used across all product verticals and journey stages (e.g. post book and post stay customer experience measures). You take responsibility to drive sequential improvement in the quality of company decision making through tools that include user research, market research and the company experiment tool.
Your team will be instrumental in influencing the customer/partner experience within the accommodation business unit, but also more broadly across areas such as brand and the Trips business unit.
As well as the core role, as the craft leader leader for Research, Data Science and Analytics, you create and execute globally the vision and strategy for communities with the objective to grow the crafts into a long term sustainable competitive advantage for Booking.com
The role includes end to end accountability for the way of working for all employees working in the craft areas directly and/or indirectly reporting into the leader. You create high performing teams, bring-in and develop the next generation of (senior) craft leaders (internal and external pipelines) and culture that will help innovate the craft skills.
In this role you play a key part in both creating and driving the business strategy for Booking.com’s Accommodation products, across any channel, together with your peers across all the Business Units. You will also play a key role in setting long term strategy for Booking.com as a whole as part of the Leadership Group.
The role resides in Amsterdam, the Netherlands, and reports into the leader of Accommodations.
Executing: responsible for setting and meeting quarterly and annual targets together with the SVP - Accommodations. These targets may be direct financial impact or roadmap delivery to enable functions. You adopt current execution based on factors like Industry changes, Competitive changes or Company changes such as M&A integrations or new Business Units.
Optimizing: responsible for constantly challenging the status quo trying to find new and better ways to convert demand, create profit or change the market dynamics in Booking.com’s favor.
Extending: set and drive a mid and long term innovation agenda to achieve the goals mentioned above with the ultimate goal to drive Customer Equity for Booking.com.
Developing teams & talents: set the talent strategy and drive talent development, constantly raising the bar for performance, behavior and contributions to other teams within Booking.com.
Developing culture: maintain the current culture and actively participate in changing and challenging the culture based on changing needs. You are a role model of Think Customer First and promote customer centricity at all times.
Collaborate across Booking.com: play a vital part in helping peers develop their business units strategies in order to accelerate growth for Booking.com, defining goals alongside the Marketing, Technology, Finance, Trips Business Unit and other departments.
Developing: set the talent needs and develop teams to deliver the strategy of the various business areas of which you are in charge.
Company strategy: actively follow and translate developments outside Booking.com to inform our global strategy. This includes looking at market dynamics, competitor dynamics, economic dynamics and technology developments. You challenge and help set our strategy around M&A and hiring and developing Senior Talent.
Leading in: actively and rigorously drive towards being able to take complete ownership and control of the domain you are responsible for by clearly defining what success (metrics) look like, setting ambitious objectives and transparently tracking progress against those, always proactively reflecting on the ROI of the effort. You hold others to the same discipline.
Leading in: actively display, advocate and develop the leadership principles and behaviors across Booking.com, both internal and external.
Leading in: act as a shining example of rigorous, high pace execution with a healthy disregard for organisational boundaries, and conventional wisdom.
Data model and quality metrics
Business growth metrics
Ideal Experience & Skills:
10+ years of Leadership Experience with high traffic sites (1,000,000+ visitors per day), preferably E-commerce sites
Experience managing and coaching teams of senior managers across various parts of the business
Experience leading departments operationally and innovation wise (vision and KPIs/objectives setting, ideation and implementation process, people management)
Experience working with multiple senior stakeholders (finance, budgeting, team management, recruitment, external partners)
10+ years of leadership in eCommerce data and insights experience
Has lead a ‘multi-method’ research organisation that combines quantitative as well as qualitative research methods: user research, data science & analytics, a/b testing, market research & insights, customer equity
Master or PhD degree preferred
OTHER PERSONAL CHARACTERISTICS
Character traits: open mind, learning attitude, transparent behavior, positive, overachiever, strong communicator, proactive and collaborative.
Strategic thinker yet focused on execution; able to roll up sleeves to get things done.
Able to function in a fast-moving entrepreneurial environment.
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 the team is achieving results.
Tests to see if goals are sufficiently challenging and implements corrective action based on deviations.