Hilton Corporate
- Senior Manager, Brand Marketing - Luxury and Lifestyle
At a glance
Location: US-VA-McLean Map
Posted: 01/13/2018
Closing: 02/12/2018
Degree: Not Specified
Type: Full-Time
Experience: Not Specified
Job description

Luxury & Lifestyle brand marketing is responsible for building brand image, driving brand awareness and increasing consideration for Waldorf Astoria, Conrad Hotels and Resorts and Canopy by Hilton brands, while also supporting commercial performance of our hotel portfolio. Brand marketing evolves and maintains each brand's identity, and overall communications platforms which include creative campaigns, social media strategy, digital content, and advocacy strategies. Additionally, luxury and lifestyle brand marketing pioneers bespoke partnerships to elevate our brand positioning, add value to the customer experience, and drive ADR premium. Brand marketing maintains holistic oversight of brand messaging across various internal departments, and collaborates with regional and property teams to ensure alignment on communications and activations.


The Senior Manager, Brand Marketing will be responsible for managing the content production and execution of paid and organic marketing campaigns, and social media strategy and management for the Luxury and Lifestyle brands (currently Waldorf Astoria, Conrad Hotels & Resorts, and Canopy by Hilton). This will include managing our agency and global brand accounts for paid media, social media, leading social content capture at brand activations, vetting social influencers, ongoing reporting of results, managing budget, and internal collaboration with various stakeholders. This role will report to the Sr. Director, Luxury & Lifestyle Brand Marketing.


What will I be doing?

The Senior Manager, Brand Marketing will be responsible for the following:


Media Planning

  • Work with Senior Director and Brand Marketing Manager to review and provide feedback on overall media campaign strategy
  • Optimize influencer strategy and content approach for paid and organic placements
  • After campaign approval, hold ongoing calls to review influencer selection, asset requirements, budget, and timeline
  • Provide copy points, creative/imagery, and tracking links for ads. Review and approve final ad creative, and manage asset trafficking

Social Agency Management & Content Development

  • Brief agency of brand messaging priorities and ad hoc requests from properties, other brands, Honors, enterprise and regions
  • Review monthly content calendars and approve daily content across FB, Twitter and Instagram
  • Review proposed new content campaigns and provide feedback on creative and branding
  • Brief agency of brand activations and present proposed social coverage to Sr. Director; execute approved tactics with agency
  • Run weekly status calls with social agency

Brand Activations (Content Production & Social)

  • Serve as brand marketing representative for social content capture at brand activations
  • Liaise with hotel, agency, and influencer contacts leading up to activations to finalize travel, contract, and social content capture logistics
  • At activations, oversee agency and influencer content capture; Provide real-time feedback and approval of content
  • Review post-activation content production with Sr. Director, provide creative feedback to agency
  • Share final assets with other stakeholders including properties, regions and other brands for amplification
  • Review results of social campaigns and distribute reports to stakeholders

Social Influencer Management

  • Review agency recommendations on influencers to capture content and amplify through paid media throughout the year; Share finalists with Sr. Director for approval
  • Review and approve content and branding requirements in influencer agreements
  • Review requests for influencer stays at L&L properties; Forward recommendations to property contacts for execution

Reporting

  • Review brand activation and monthly performance reports with agency and Sr. Director; Distribute activation reports to key stakeholders
  • Develop ad hoc reports for ownership and property presentations as needed, 3-4c per month

Budget

  • Manage social advertising, influencer, and social content capture/brand activation budgets with agency
  • Process all invoices related to social activities

Leadership, Brand and Regional and Property Collaboration

  • Update Social Media Guidelines as necessary and distribute to property teams
  • Create social toolkits for major brand programs on how properties can amplify in social; review via webinars and distribute
  • Onboard new property social media contacts and property social media agencies; review brand guidelines and existing brand programs; flag off-brand social content to property contacts
  • Develop specific social media content series to introduce new L&L properties
  • Attend weekly property opening calls to provide social support leading up to a new property opening


What are we looking for?

To fulfill this role successfully, you must possess the following minimum qualifications and experience:

  • BA/BS Bachelor's Degree
  • A minimum of five (5) years of experience in brand marketing media planning and/or social media capacity
  • Experience with brand marketing
  • Experience with managing social content capture at live events
  • Experience vetting and/or managing social media influencers
  • Experience with paid social media advertising
  • Strong understanding of social media landscape and content best practices
  • Experience creating innovative and creative content campaigns
  • Experience managing a budget
  • Proficient in MS Word, Excel, PowerPoint, and Outlook
  • Ability to travel domestically and internationally, overnight as needed

It would be advantageous in this position for you to demonstrate the following capabilities and distinctions:

  • Loyalty program experience
  • Luxury brand experience
  • Experience working in a large, matrixed organization

What will it be like to work for Hilton?

Hilton is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Our vision to fill the earth with the light and warmth of hospitality unites us as a team to create remarkable hospitality experiences around the world every day. And, our amazing Team Members are at the heart of it all!

EOE/AA/Disabled/Veterans

Senior Manager, Brand Marketing - Luxury and Lifestyle