Senior Manager Marketing Data And Analytics

Senior Manager, Marketing Data & Analytics

The Senior Manager, Marketing Data & Analytics leads the data and analytics function for the Gaylord Hotels brand and a portfolio of managed hotels. They will serve as the subject matter expert on measurement and analytics, develop strategies and processes to measure marketing tactics and impact, and to manage the day-to-day measurement, analysis, reporting, and sharing of the marketing data and insights. They partner with marketing discipline and channel leaders, revenue management, and analytics teams across the enterprise to develop analytics and technical solutions for the marketing to operate efficiently and effectively. They will play a key role in identifying the roadmap for developing analytics and insights across the marketing ecosystem. These solutions may include tools, reports, models, data products and others that help support the business objectives of the marketing team. The senior manager will work closely with vendors, partners, cross-discipline teams, and marketing stakeholders to complete their work.

Education and Experience

Required

• Bachelor's degree in Marketing, Public Relations, Communications, Business, or related major
• 2-5 years experience in sales, marketing, digital or related professional area
• Mastery of advanced analytics tools and data products including: Microsoft Excel, Power Query, Power BI, Power Automate, Tableau, Snowflake, Datorama
• Proficiency in marketing analytics, including nuanced understanding of channel-specific KPIs and measurement limitations, attribution modeling, and platforms. This team supports full-funnel marketing efforts across TV, Radio, OTT/CTV, digital, social, print, search, online video, email, web, and more. Familiarity with Google Campaign Manager, Meta Business Manager, Google Analytics, Adobe Analytics/Campaign, and other online advertising and measurement platforms.

Preferred

• Expertise using a data warehouse to access and manipulate large volumes of data using SQL or similar.
• Expertise in building tools and presenting data via data visualization tools (Tableau, Power BI, or similar).
• Experience with tagging (event tracking, campaign tracking, e-commerce tracking, cross-domain tracking, etc.)
• Experience connecting disparate data sources, building tools/dashboards to analyze and synthesize data, and then presenting findings, insights, and visualizations of these findings.
• Experience using genAI in marketing analysis to extract insights and streamline processes
• Experience in travel/hospitality space and/or with ticketed attractions/events.

Core Work Activities

• Serve as the team's subject matter expert on data, analytics, and measurement related to marketing. Help to upskill and resource the team with the information need to scale and grow analytics capability.
• Consolidate data across disparate data sources (e.g. email, web, paid media, earned media) and build dashboards, tools, and resources that allow for understanding performance and trends.
• Work with cross-discipline partners in special events, revenue management, sales, and marketing to identify business trends and impact of marketing on business performance.
• Lead the development and implementation of advanced analytical tools and data products using tools like Microsoft Excel, Power Query, Power BI, Power Automate, VBA, and Python.
• Lead the prioritization of work through strong collaboration and relationships with marketing leadership.
• Work with external vendors, agencies, and partners to access, aggregate, and analyze data. For example, partner with third-party ticketing vendor to get data on marketing offer performance.
• Provide frequent, regular updates on marketing performance
• Create automated dashboards
• Conduct more complex deep dives into performance
• Provide targeted and timely communication of results, achievements, and challenges to all stakeholders through reporting, presentations, and other formats.
• Collaborate with marketing leadership (brand and property) to identify and address analytics needs.
• Identify technical tools, solutions, and resources. Recommend vendors, manage contracting and implementation according to Marriott International policies.
• Ensure compliance with all applicable Marriott International policies regarding use of data.
• Collaborate with the Vice President, Brand & Marketing, Senior Director of Integrated Marketing, and Director of Digital Product to identify priorities and address analytics needs across the team.
• Perform other responsibilities as assigned.
• Travel required: Up to 20%.
• Excellent project management skills, with the ability to independently manage multiple projects.
• Team player: builds strong relationships and collaborates with regional and corporate stakeholders.
• Excellent presentation and communication skills (both written and verbal).
• Ability to take large volumes of complex and technical information and present it to Senior Management in a clear, concise, and complete manner to support executive decision-making.
• Strong attention to detail both in developing tools and validating data.
• Skilled at promoting a cohesive team environment and working both independently and as part of an effective team.
• Demonstrates self-confidence and is capable of building credibility among peers.