Director of Technology - Data & Performance

Responsibilities

• Own the marketing side of our technology stack, with Salesforce at the center - getting more marketing value out of what we already own before adding anything new.
• Build and run CRM and lifecycle programs: segmentation, journeys, automation, and email/SMS that produce measurable revenue across guest, resident, and homebuyer audiences.
• Ensure clean data capture, consent management, deliverability, and compliance (CAN-SPAM, TCPA, applicable privacy requirements).
• Manage marketing vendors, contracts, and the stack budget; partner with Technology on integrations and with Finance on spend.
• Evaluate partnership and innovation opportunities with external technology partners to fill data gaps and maintain competitive advantage.
• Define what marketing needs from our customer and opportunity data - including group, wholesale, and property-level views - and partner with Technology to get there.
• Develop KPIs, set goals, and deliver consistent reporting leadership can trust: pace, production, and channel performance by property, on a set monthly cadence.
• Own campaign tracking standards across the portfolio, including Google Tag Manager governance and a recurring tracking audit process for all campaigns run by NDM Studios.
• Own how we measure marketing return, and keep definitions consistent across every operating company.
• Own how our brands appear in AI-generated answers (AEO - Answer Engine Optimization: being cited inside answers from tools like ChatGPT and Google AI Overviews, not only ranking a link).

Requirements

• Bachelor's degree required; advanced degree preferred.
• 7+ years of progressive experience in marketing technology, CRM, marketing operations, performance marketing, or a related discipline.
• 3+ years of leadership experience managing teams or leading cross-functional initiatives.
• Hands-on Salesforce experience as a marketer, including segmentation, campaign management, customer journeys, automation, and reporting.
• Proven ownership of significant paid media budgets and performance measurement frameworks.
• Advanced experience with Google Analytics 4 (GA4) and Google Tag Manager.
• Working knowledge of Google Search Console, paid search platforms, and attribution methodologies.
• Advanced Excel and analytical skills, with experience transforming complex data into actionable business insights.
• Demonstrated ability to build executive-level dashboards and reporting solutions.
• Experience leveraging AI solutions within marketing operations with measurable and documented business outcomes.

Preferred

• Hospitality, resort, vacation rental, multifamily housing, retail, homebuilding, or multi-location brand experience.
• Experience supporting multi-property or multi-brand organizations.
• Salesforce Marketing Cloud and/or Salesforce Data Cloud experience.
• Agency experience, either client-side or agency-side.
• Experience with Looker Studio, Search Ads 360, enterprise reporting platforms, or advanced business intelligence tools.
• Understanding of hospitality distribution channels, including: Direct / Retail Group Sales Wholesale / Tour Operators Online Travel Agencies (OTAs)
• Knowledge of booking economics, channel mix management, and commission structures.
• Proven success maximizing the value of existing technology and vendor investments before pursuing replacement solutions.