Responsibilities

• The Director of Audience Activation and Platform will be a key member of the Data Activation and Audience Strategy team at Marriott International spearheading omni-channel and data-driven experience activations for the world’s largest travel and hospitality company.
• Reporting to the VP of Data Activation and Audience Strategy, the role will be responsible for the enablement of a customer-centric audience strategy driving orchestrated experience activations across channels and Marketing and Service touchpoints.
• Ideal candidate is a natural leader who will sit at the intersection of strategy and execution – working with HQ and continent stakeholders to translate strategic goals into actionable audiences, collaborating with Data, Digital and Global Technology teams to provision the necessary customer attributes and signals, and maintaining the platform responsible for the creation and distribution of enterprise audiences.
• The audience creation and distribution function exists across several teams today. Success in our ability to bring the greatest value to our customers and organization moving forward is dependent on unifying both the strategy and the distribution/operations of audiences.
• Specifically, the role will be responsible for the creation and operationalization of key audiences in a privacy-compliant manner, and collaboration with downstream marketers and business owners to activate those audiences across channels and touchpoints.
• Platform Ownership:
• Serve as the primary business owner for the various platforms and capabilities to support audience activation (e.g., Customer Data Platform, Audience Manager, Liveramp, Google Analytics)
• Manage and prioritize the audience platform backlog, including data enhancements and feature/capability enhancements
• Define a governance and usage model that enables true democratization, scalability, and experimentation
• Stay abreast of emerging industry trends and best practices in data activation, audience management, and marketing technology to drive continuous improvement and innovation
• Collaborate with Data, Digital and Global Technology (GT) teams to integrate and streamline data sources, platforms, and systems for seamless data activation processes (e.g., Customer360 and other integrated data products, data warehouse, SDK, EventHub)
• Participate in vendor/partner product advisory councils to provide feedback and inform future product roadmaps
• Look for opportunities to rationalize audience platforms to streamline operations and drive cost efficiencies
• Perform key platform administration functions including usage advisory and user management
• Personalization Activation:
• Work with business stakeholders and GT enterprise architects to inform and align on solution architecture, specifically the role CDP will play in new use case activations
• Support the global Audience COE in the implementation of enterprise audience strategy that aligns the organization toward a common set of goals and the creation of audiences for omni-channel activations
• Translate data enhancement requests from the Audience COE into prioritized work packages for the Data and Global Technology teams
• Collaborate with the Privacy teams and Marketing Orchestration and Personalization team to develop best practices on audience driven approaches to increasing consent and educating internal stakeholders and customers
• Prioritize data governance, consent management, transparent communication, data security, and ethical data use to ensure that the organization respects customer privacy rights, maintains compliance with relevant regulations, and fosters trust with its audience