Senior Director, Marketing
Exclusive Resorts is currently undergoing a transformation, evolving from a vacation club — to a way of life. To do this, we've made significant investments in data, technology, and an integrated business and design strategy, with the ambition of resonating with a broader audience while creating a more bespoke experience for our members.
We are actively seeking a Senior Director of Marketing who is inspiring, innovative, and ambitious. In this role, you will be responsible for crafting marketing strategies that identify new ways to engage with our existing, and prospective members. You will have extensive experience in the luxury space and a strong background in data-driven decision-making, with proficiency in utilizing marketing technology platforms like Braze and Salesforce.
In this role, you will work closely with the VP of Marketing to shape and execute marketing strategies that drive growth and engagement while delivering an exceptional member experience. Skillfully balancing short-term business targets while laying the foundation for our brand’s long-term vision.
ESSENTIAL ROLES AND RESPONSIBILITIES
- Data-Driven Decision Making: Utilize data analytics and market insights to make informed decisions, optimize campaigns, and continuously improve marketing performance.
- Braze and Salesforce Expertise: Leverage Braze and Salesforce to design and execute data-driven, personalized marketing campaigns, ensuring the highest level of engagement and retention.
- Customer Segmentation: Develop and implement customer segmentation strategies to deliver personalized content to different prospect and member segments.
- Direct Mail Campaigns: Oversee the planning and execution of direct mail campaigns, ensuring they are integrated effectively into the overall marketing strategy and deliver measurable results.
- Member Referrals & Retention: Drive member referrals and retention strategies, ensuring high member engagement and loyalty.
- Website UX Enhancement: Lead efforts to enhance the user experience (UX) on the Exclusive Resorts website. Conduct user navigation analysis, A/B test copy, and other relevant UX improvements to maximize user engagement and conversion.
- Performance Analysis: Regularly monitor and report on the performance of marketing campaigns, providing insights and recommendations for improvement.
- Budget Management: Oversee specific areas of the marketing budget to ensure efficient allocation of resources and a strong return on investment.
- Market Research: Stay updated on industry trends (including AI), competitive landscape, and member preferences to shape marketing strategies.
- Brand Partnerships: Oversee the cultivation and relationship management of strategic partners and external agencies to support acquisition efforts and drive brand awareness.
- Member Experience Enhancement: Collaborate with other departments to enhance the overall member experience, ensuring brand consistency and excellence in all touchpoints.
EDUCATION, SKILLS, AND EXPERIENCE
- Bachelor's degree in Marketing, Business, or a related field.
- Proven track record of at least 8 years in senior marketing roles within the luxury travel or hospitality industry.
- Hands-on management of functions that include combinations of the following: marketing, analytics, partnerships, lead generation, customer dedication and retention, and brand management.
- Expertise in utilizing marketing technology platforms, with a particular focus on Braze (or another leading customer engagement platform) and Salesforce. Familiarity with Full Story for user session tracking and analysis and data capture platforms like Digioh preferred but not required.
- Demonstrated success in member referrals and retention strategies within the luxury travel or hospitality industry, showcasing the ability to drive and maintain high member engagement and loyalty.
- Experience in Direct Mail campaign management and website UX enhancement, including user navigation analysis and A/B testing.
- Strong analytical skills and the ability to interpret complex data to drive marketing decisions.
- Exceptional leadership and team management skills.
- Excellent written and verbal communication skills.
- Strategic thinker with the ability to develop and execute marketing plans that deliver results.