Director Loyalty Marketing

  • Omni Hotels
  • Dallas, TX, USA
  • Feb 02, 2018
Hospitality / Restaurant / Food Service Marketing

Job Description


Omni Hotels and Resorts creates genuine, authentic guest experiences at 60 distinctive luxury hotels and resorts in leading business gateways and leisure destinations across North America. Omni Hotels is known for its exemplary culture, authenticity to the markets in which we operate, innovation and exceptional service. Our commitment to career development has created tenure and loyalty that enables us to perpetuate our family atmosphere.

Job Description

Global Hotel Alliance (GHA) is the world's largest alliance of independent luxury hotel brands, with 35 brands and over 500 hotels across 78 countries. DISCOVERY is an innovative and award-winning global loyalty program shared across all GHA Brands and has over 11 million members. (see for details)

This position oversees all marketing aspects of the DISCOVERY loyalty program including communications and promotional strategy, member acquisitions, hotel stay and revenue growth, reward redemption and member retention.


  • Responsible for all member marketing efforts, including Email, Ecommerce (front-end Website and App), Social Media, Field Marketing, and Branding.
  • Oversee the cross-channel strategy, creative direction and content curation, campaign planning, production and execution, and analysis of marketing efforts.
  • Ensure continual development of personalization, engagement, and conversion across channels, including multi-language, multi-brand, geographic, demographic, preference and activity-based dynamic content and segmentation.
  • Develop and implement marketing communications strategy and monthly and trigger based campaigns targeted to loyalty program members.
  • Oversee all elements that contribute to Lifecycle Messaging for loyalty members from concept through production to reporting results.
  • Manage the contracts, negotiations, and relationships with external vendors responsible for supporting loyalty marketing, which includes creative design, content, translation, fulfilment and other areas as needed.
  • Work with GHA member brand leadership to establish membership (enrolment and engagement) goals and oversee the execution of annual field incentive contests.
  • Monitor loyalty program KPI's and campaign performance and respond accordingly.
  • Continuously evaluate opportunities to enhance the value proposition of the loyalty program.
  • Assist with continual development and improvement of CRM database and make recommendations for identifying and collecting actionable data.
  • Manage loyalty and marketing budget and Dallas office P&L.
  • Lead team of 8 in Dallas and Dubai offices. Requires flexibility in scheduling meetings to take into account the 10 hour time difference.
  • Work closely with 35 brand corporate offices; manage 5 agencies across US, UK, and UAE (creative, web, social, SEO)


  • 7+ years of related experience; email and digital marketing required.
  • Loyalty marketing experience a plus, especially if in travel, financial services, retail or at a marketing/loyalty agency
  • Bachelor's degree required. Master's degree or MBA preferred.
  • Ability to manage multiple projects simultaneously, use sound judgement to make the best decisions, identify/address/own problems and meet tight deadlines
  • Ability to manage shifting requirements across a global team with multiple time-zones and embrace constant change
  • Demonstrated analytical ability, specifically related to program measurement and ROI, with experience in communicating findings to a variety of stakeholders, including senior management
  • Strong communication and interpersonal skills,
  • Excellent creative/marketing and business writing skills
  • Good eye for developing/designing motivating creative. Experience in A/B testing to optimize campaign performance.
  • Good presentation and public speaking skills
  • Extreme attention to detail and organizational skills
  • Curiosity and desire to find innovative solutions
  • Some domestic and international travel required