Loyalty Marketing Specialist (EMEA)
The Loyalty Marketing Specialist EMEA will be responsible for the execution of the planned activities to support the growth of the Wyndham Rewards loyalty programme in the region. These initiatives will focus on the acquisition of Wyndham Rewards enrolments and the activation and retention of existing Wyndham Rewards members and to drive franchisee and managed hotel engagement in order to drive overall programme member revenue opportunities.
Key components of the role are analyzing and reporting on member activity and hotel engagement to identify opportunities to grow the programme and implementing promotions for members and hotels, in alignment with our global colleagues. The Loyalty Marketing Specialist should be the main point of contact in the region for all operational queries, providing support to both hotels and internal operations teams to ensure all tools and resources are optimized.
The activities of the Loyalty Marketing Specialist will have an impact on the company's loyalty programme revenues through member engagement and new acquisition and drive value for our franchisees. This role requires the ability to undertake multiple projects and campaigns working in conjunction with external agencies, the US Loyalty team, the wider EMEA team and the international franchisee community and delivering upon key measurables linked to revenue and membership.
This role is responsible for implementing the company's loyalty marketing programme across EMEA brands and markets. This individual will handle and implement activities that are designed to increase central reservation contribution and overall gross room revenue on time and to budget delivering ROI.
Success will also be measured by acquisition of new members, member stays and overall EMEA gross room revenue in addition to franchisee engagement and service levels set for the properties, improving loyalty penetration. Their contribution in this area will have a fundamental impact on the bottom line for the organisation.
This role requires implementation of internal and external communications to deliver the commercial needs of the business. This entails execution of marketing plans, creation of marketing/data briefs and collateral, working with the legal team where appropriate, ensuring creative adherence, programme testing, communicating and engaging with our partners and with our franchisees for participation to deliver the Loyalty programme on property.
Alongside the professional competencies outlined below, the successful candidate will demonstrate the fundamentals of Wyndham Worldwide's Count on Me! Service Culture to be responsive, respectful and deliver a great experience. This will form the cornerstone of their approach as they carry out all tasks with the Count on Me! Building Blocks in mind; Compassionate, Engaged, Dependable, Courteous, Engaged, Inclusive, Hospitable, Prepared and Personalised.
Analytics orientation - able to interpret data to define direction, key drivers and objectives
Cultural awareness - able to navigate different cultural environments, anticipate differences
Communication - strong interpersonal skills and able to communicate in writing, verbally and present in person or via webinar throughout all levels of the organization and externally
Flexibility - copes well with a changing landscape and shows drive, initiative, creativity and problem solving, adjusting course when necessary
Relationships building - easily builds trust and credibility with clients, colleagues and key stakeholders
Customer orientation - maintains sight of the customer perspective and strives for results which drive the value proposition
Projects and problem solving - able to work on cross functional problems and show drive, initiative and problem solving
Creativity and Innovation - able to work with creative agencies to effectively position Wyndham Rewards and develop marketing materials
Planning and Prioritisation - able to manage several projects simultaneously and remain calm under pressure
Accuracy and Detail - shows strong attention to detail, good numeracy and delivers work of high accuracy and quality
- Degree qualified, ideally within a marketing or related discipline, or equivalent professional experience
- CIM qualified desired
- Previous experience in a loyalty marketing role desired (both acquisition and retention focused) ideally within travel/hospitality sector
- Previous experience in writing copy for web or email content
- Experience of direct marketing, email, customer relationship, customer insight or loyalty marketing
- Experience of delivering promotions/initiatives across EMEA market
- Experience of liaising with external agencies
- Fluency in verbal and written English is essential. Additional business level language skills in German, Turkish or Arabic would be an advantage
- Excellent PC computer skills (Word, Excel, PowerPoint)
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