Senior Manager Mobile App Growth

Job Description

JOB SUMMARY

The Marriott Mobile App Team is seeking an experienced app growth specialst 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 plans will be essential for success.

The ideal candidate for this highly visible role will be a self-starter, comfortable with ambiguity, and a passionate product marketing leader who has a proven track record of achieving and measuring customer growth initiatives. You should possess strong analytical skills, excellent project management abilities, and strong communication skills are must-haves for this position.

CANDIDATE PROFILE

Education and Experience

Required:

• 6+ years of Digital Marketing and/or Digital Strategy experience. Must have direct experience and fluency with the broader Consumer Mobile / Digital landscape leading new product introductions and working with internal and external partners and agencies.
• 3 - 5+ years of Product Marketing experience building, executing and scaling cross-functional marketing programs supporting mobile apps using data and metrics to drive improvements.
• 3-5+ years of demonstrated experience creating and delivering various types of product growth marketing and optimization strategies.
• Experience with Excel or Tableau (data manipulation, macros, charts and pivot tables)
• Experience with customer segmentation, profiling, and targeting.
• 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
• Familarity 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 Actvities

• Own and drive the marketing attribution plantform by defining taxonomy, best practices, process enforcement, owning campaign setup, support, and reporting. Educate partners on tool use and drive campaign standardization.
• Work with mobile attribution 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

MANAGEMENT COMPETENCIES

Leadership

• Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
• Leading Through Vision and Values - Keeps the organization's vision and values at the forefront of employee decision making and action.
• Managing Change - Initiates and/or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace; serves as role model for how to handle change by maintaining composure and performance level under pressure or when experiencing challenges.
• Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
• Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.

Managing Execution

• Strategy Execution - Ensures successful execution across of business plans designed to maximize customer satisfaction, profitability, and market share through effective planning, organizing, and on-going evaluation processes.
• Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.

Building Relationships

• Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.
• Strategic Partnerships - Develops collaborative relationships with fellow employees and business partners by making them feel valued, appreciated, and included; explores partnership opportunities with other people in and outside the organization; influences and leverages corporate and continental shared services and/or discipline leaders (e.g., HR, Sales & Marketing, Finance, Revenue Management) to achieve objectives; maintains effective external relations with government, business and industry in respective countries; performs effectively as a liaison between locations, disciplines, and corporate to ensure needed resources are received and corporate strategies are understood and executed.

Generating Talent and Organizational Capability

• Developing Others - Supports the development of other's skills and capabilities so that they can fulfil current or future job/role responsibilities more effectively.
• Organizational Capability - Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.

Learning and Applying Professional Expertise

• Continuous Learning - Actively identifies new areas for learning; regularly creates and takes advantage of learning opportunities; uses newly gained knowledge and skill on the job and learns through their application.
• Technical Acumen - Understanding and utilizing professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges
  • Business Process and Analysis - Knowledge of multiple processes within sponsor department; ability to document key process flows, recognize processes for redesign, identify opportunities and translate business processes into information system's needs. Ability to define quality measures and evaluate performance against standards and to identify issues, risks and possible paths of resolution or mitigation strategies.
  • Technology - Ability to monitor and evaluate trends in technology, technology delivery mechanisms and technology organizational processes and tools. This includes the ability to redefine processes, make recommendations, and perfect process governance frameworks.
• Basic Competencies - Fundamental competencies required for accomplishing basic work activities.
  • Basic Computer Skills - Using basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
  • Mathematical Reasoning - The ability to add, subtract, multiply, or divide quickly, correctly, and in a way that allows one to solve work-related issues.
  • Oral Comprehension - The ability to listen to and understand information and ideas presented through spoken words and sentences.
  • Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
  • Writing - Communicating effectively in writing as appropriate for the needs of the audience.

The salary range for this position is $108,300 to $177,100 annually. Marriott offers a bonus program, comprehensive health care benefits, 401(k) plan with up to 5% company match, employee stock purchase plan at 15% discount, accrued paid time off (including sick leave where applicable), life insurance, group disability insurance, travel discounts, adoption assistance, paid parental leave, health savings account (except for positions based out of or performed in Hawaii), flexible spending accounts, tuition assistance, pre-tax commuter benefits, other life and work wellness benefits, and may include other incentives such as stock awards and deferred compensation plans. Benefits and incentive compensation may be subject to generally applicable eligibility, waiting period, contribution, and other requirements and conditions.

The compensation and benefits information is provided as of the date of this posting. Marriott reserves the right to modify compensation and benefits at any time, with or without notice, subject to applicable law.

Marriott International is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non-discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law.

About the Team

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.