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The Director-Digitial & Activation, Latin America & Caribbean will oversee strategic marketing, branding and loyalty efforts with Latin America and Caribbean Hotels to drive direct channel performance and technology/contactless tool adoption at the properties, with an emphasis on digital channel growth (Hyatt.com and App). Serve as a key member of the commercial services and digital teams ensuring these tactics are embraced and utilized by the region (with both internal and external stakeholders), while also leading localized marketing efforts. Lead digital strategy sessions with LAC leadership, internally and with ownership groups, and solicit feedback from these stakeholders on areas for improvement within digital and technology, including best practices from other management companies. Work with internal Hyatt stakeholders on evolving roadmaps and programs based on localization needs, and oversee all local digital agency relationships across the region.

Position Responsibilities / Essential Functions

• Collaborate across functions and develop/deliver communication and training to LAC hotels and leaders on digital and technology best practices
• Uncover localization needs of hotels related to digital and technology improvements, and work with internal stakeholders to drive enhancements if they are aligned with our overall business needs and direction. This includes identifying local marketing partnerships, potential enhancements to Hyatt.com and App, etc
• Assist in the development of data and reporting to clearly track improvements to direct channel performance, and help to quantify how these changes lead to better hotel profitability at LAC hotels
• Promote best practices of digital marketing including budget optimization, marketing channel mix (both direct and indirect marketing), etc, to drive optimal return on investment of marketing dollars at the hotel level
• Train on digital content optimization and strategy, across relevant languages, with a focus on direct digital channel optimization,while also supporting content efforts on 3^rd party channels such as TripAdvisor, Google, Expedia, Booking.com, and other relevant local travel sites
• Responsible for communicating new changes to corporate led digital marketing programs (i.e Digital Acquisition Fee strategy), as well as Website/App enhancements to the region, while ensuring that this information is updated in all communication avenues across relevant languages
• Evaluate adoption of digital/contactless technologies at LAC hotels, and drive increased adoption of these tools by working closely with hotel teams and operators, demonstrating the value these tools bring to the hotels while balancing costs. Showcase best practices and case studies from other hotels that are successfully utilizing tthese tools, and alignment with Hyatt’s overall ‘Digital Activation’ efforts will be critical
• Act as a conduit between corporate and hotels, on additional areas of Commercial Services strategy including brand strategies, loyalty programming, sales efforts, and traditional marketing activities
• Oversee local digital marketing agency relationships, and evaluate new potential agencies through comprehensive RFP processes
• Collaborate with global digital marketing brand and loyalty teams, to ensure programming for the LAC region is executed in relevant and localized fashion (i.e. content that is relevant to local marketing in the region, appropriate targeting with digital media, etc)
• Work as a liaison on Hyatt Sales Force driven digital efforts such as digital marketing with LAC based consortia/TMC/Local wholesale (OTA such as Best Day)
• Demonstrate a commitment to Hyatt core values
• The position responsibilities outlined above are in no way to be construed as all encompassing. Other duties, responsibilities, and qualifications may be required and/or assigned as necessary

Experience

• Minimum 8-10 years in online marketing, brand and loyalty strategy, hospitality marketing experience preferred
• Strong knowledge of key digital marketing channels including paid search, SEO, meta search, display advertising and social media, with a focus on marketing efforts in Latin America & Caribbean
• Strong comfort with data, ideally with direct experience in tools including Adobe Analytics and/or Google Analytics
• Knowledge of website and app design and user experience is beneficial
• Must be fluent in English, and fluency in Spanish and Portuguese strongly preferred

Education

• Bachelor’s degree in Business or Marketing is preferred

Certificates, Licenses, Registrations

• What certificates, licenses or registrations are required to do this job? No acronyms or abbreviations.

• What certificates, licenses or registrations do you prefer the applicant to have?

Computer Skills Needed to Perform this Job

• Efficient with computer skills (Word, PowerPoint, Excel)
• Adobe Analytis, Google Analytics, Hoteligence, STR Reporting

Additional Comments and Requirements

• Ability to travel as needed (10%)
• Excellent communication skills both written and oral – collaborative work style is critical
• Excellent organization and project management skills are a plus