What are the responsibilities and job description for the Senior Manager, Mobile App Growth position at Marriott International, Inc?
JOB SUMMARY
The Marriott Mobile App Team is seeking an experienced app growth specialist to drive data-driven optimization strategies and analytical insights. Reporting to the Senior Director of Mobile Product as part of the overall Digital team, the Senior Manager, Mobile App Growth combines strong analytical abilities with a growth mindset to improve key performance metrics across the user acquisition and engagement funnel in support of advancing the Company’s goal of becoming the world’s favorite travel company.
In this position, you'll need to demonstrate a unique blend of strategic thinking and tactical execution. You'll be tasked with planning and supporting Marriott campaigns to drive user growth. Additionally, you'll partner with cross-functional teams to build distinct strategies to help with customer activation efforts, driving significant impact on monthly active user growth. This dual approach will require you to balance initiatives that attract new users with those that activate existing ones.
Your responsibilities will extend to collaborating with app marketing partners, supporting owned and paid marketing campaigns, and identifying opportunities to expand the app’s reach to new Marriott Bonvoy enrollees and existing members without the app. You'll work closely with cross-functional teams, including regional and HQ product, analytics, and marketing teams to ensure alignment and maximize the impact of your initiatives.
Data analysis and performance measurement will be crucial aspects of your role. You'll establish key performance indicators, implement tracking systems, and continuously optimize your strategies based on insights derived from user behavior and market trends. Your ability to translate complex data into actionable marketing strategies will be essential for success.
The ideal candidate for this highly visible role will be a self-starter, comfortable with ambiguity, and a data-driven storyteller with a proven track record of activating and measuring customer growth initiatives. You should possess strong analytical skills, excellent project management abilities, and strong communication skills.
CANDIDATE PROFILE
Education and Experience
Required:
- 7 years of Digital Marketing and/or Digital Strategy experience
- 5 years in mobile marketing. Must have direct experience and fluency with the broader Consumer Mobile landscape leading product introductions and working with internal and external partners and agencies.
- You have worked within the mobile measurement landscape and with the primary vendors, products, and services to drive owned and app paid media, and you know how it all works from a technical perspective.
- Knowledge and experience with experimentation tactics in owned placements and paid campaigns, and experience in executing incrementality testing.
- Expertise in leveraging an MMP to measure impact, and leading and troubleshooting app attribution efforts with partners and internal engineering teams.
- You have a strong background in the execution, analysis, and presentation of quantitative data leveraging an MMP and Excel or Tableau (data manipulation, macros, charts, and pivot tables)
- Bias for action and collaboration across functions; ability to lead, influence, and collaborate effectively in a matrix-managed environment, with multiple complementary groups
- Entrepreneurial, startup attitude in a big company setting, self-starter who takes initiative in an ambiguous environment to generate momentum & positive business outcomes
- Willingness to roll up your sleeves and do whatever is necessary; general manager / owner mentality
- Superior verbal and written communications skills and able to communicate insights that resolve complex issues in creative and effective ways to internal stakeholders at different levels (front-line employee to executive-level).
- Strong attention to detail, analytical thinker, organizational, and problem-solving skills with the ability to interpret and translate data into key learnings and execution plans that drive business results
- Fluency in lifecycle performance metrics, and an ability to work with them to understand near-term and long-term impact
- Ability to act with confidence and decisiveness and to lead and have influence over people and groups of widely varying disciplines and backgrounds, including technical, operations, and executive team members
- Global mindset that balances global solution orientation with awareness, appreciation, and adaptability for local market & customer dynamics
- Undergraduate degree or equivalent experience/certification
Preferred:
- Prior experience in a high-growth consumer app environment
- Knowledge of app store optimization techniques
- Familiarity and fluency with analytics platforms; familiar with Adobe Analytics / Omniture and mobile analytics to support data-driven product marketing, feature measurement, and performance
- A strong interest in advocating for products with global experiences for a diverse, global user base
- MBA or equivalent advanced degree preferred
CORE WORK ACTIVITIES
Core Activities
- Own and drive the app attribution platform by defining taxonomy, best practices, process enforcement, owning campaign setup, support, and reporting. Educate partners on tool use and drive campaign standardization.
- Work with MMP partner to get the most from our partnership to support optimal marketing campaign outcomes
- Build strong ties and strategic relationships with Marketing, Loyalty, Product, Operations, Regional Teams and others to build towards mutually beneficial objectives
- Develop a deep understanding of existing and potential app users, and partner with key stakeholders to define the roadmap and metrics required to deliver best-in-class campaigns in owned and paid channels.
- Work cross-functionally with product, marketing, design, and analytics to deliver a roadmap, breakthrough marketing ideas, and exceed business goals.
- Work closely with global cross-functional teams to model, track and report performance.
- Develop and execute test and learn plans (copy, creative, targeting) for continuous performance improvement and optimization of campaigns, creating a repeatable reporting output process with status updates to stakeholders and senior leadership.
- Define app segmentation strategy for new and existing app users, and analyze user engagement trends to identify at-risk customer cohorts and develop data-driven retention campaigns.
- Meet regularly with team(s) to gather work statuses, discuss obstacles, provide advice, guidance, encouragement, and constructive feedback to ensure deliverables are met timely
At Marriott International, we are dedicated to being an equal opportunity employer, welcoming all and providing access to opportunity. We actively foster an environment where the unique backgrounds of our associates are valued and celebrated. Our greatest strength lies in the rich blend of culture, talent, and experiences of our associates. We are committed to non-discrimination on any protected basis, including disability, veteran status, or other basis protected by applicable law.
Marriott International is the world’s largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed. Be where you can do your best work, begin your purpose, belong to an amazing global team, and become the best version of you.