JOB SUMMARY
Shapes and executes an overall marketing strategy for the Japan market relative to all relevant Sales Distributions in Hawaii and Asia Pacific, especially the marketing strategy to achieve the tour, volume, and cost targets through Lead Generation, Day Tours, Virtual Tours and Preview Packages. Directs Field Marketing in Japan through Linkage, Encore, OPC, Outreach, Owner Events and Roadshows, and organizes market-specific programs together with The Centre, Digital and Partner Marketing teams, Communicates this strategy to the marketing and sales teams and other business units. Ensures all marketing channels are optimized, individually and in aggregate for Cost per Guest (CPG) and Volume per Guest (VPG) and overall marketing costs are managed to achieve Japan site budget goals for Volume and Cost Efficiency.. Coordinates with sales management in order to ensure alignment of marketing and sales strategies. Liaison with Member Services.
Evaluates past programs/events and develops new programs in order to generate tours and meet or exceed goals. Alter overall marketing strategies in response to location feedback. Respond to the needs of the sales operations force by providing necessary resources, offering incentives, and resolving conflicts. Participates in performance management, coaching, recruiting, and selection of the marketing workforce, and develops compensation plans that will maximize productivity.
Evaluate and report on various sources of data associated with Marketing Operations effectiveness. Alter overall marketing strategies in response to location feedback. Respond to the needs of the sales operations force by providing necessary resources, offering incentives, and resolving conflicts.
JOB SPECIFIC TASKS
Primary focus is to develop and coordinate strategies to grow tour flow for the Japan Market, supporting sales distribution in Japan and Hawaii
Provides strategic support to grow distribution in Japan based on SVP/VP direction
Develop and implement strategic plans to include budget considerations, site goals, and forecasts for appropriate activities.
Identify cost savings by leveraging existing resources to support cross market synergy
Leverage partnership opportunities in both markets into meaningful tour production programs
Coordinate with Call Centre to ensure that pricing and communications regarding previews are consistent across all channels.
Develop tour generation program initiatives, including but not limited to Linkage, Encore, OPC, Outreach, Owner Events, Roadshows, off-site locations, and travel partner promotions
Collect and analyze competitive intelligence (e.g., marketing programs/campaigns) to assist in the enhancement and development of current and future marketing strategy.
Responsible for managing and implementing appropriate marketing mix between Local Marketing and CMD to ensure attainment of overall marketing costs.
Responsible for setting tour slots, wave times to maximise tour production and show rate to meet targets, and ensure other Departments (Sales, NOA) are updated on a weekly basis.
Work closely with the Director of Sales to ensure guest tour flow is efficient and conducive to sales presentation discussions and purchase deliberations.
Monitor guest experience survey data, publish results for associate review, and follow up as appropriate.
Weekly meetings with Site and Regional leaders to ensure monthly tour flow for Japan is on target and lead implemention of immediate solutions if needed.
Use reports on individual and team production performance (e.g., Confirmations-Experiences per guest, volume-per-guest [VPG], close rate, employee satisfaction, Regional Customer Experience Report, Site Daily Flash).
Conduct performance and cost analysis of past programs/events (including budget considerations and contractual provisions) and make recommendations to improve and enhance future programs/events.
Conduct competitive market analysis (e.g., cost per tour, development plans, and marketing cost by channel and effort).
Monitor Budget versus Actual Results (BUVARS) by department and channel and prepare summaries of results for management (e.g., site, regional, and sales and marketing leadership).
Monitor reports across channels to determine focus for generating tours.
Prepare for and conduct team meetings.
Measure the performance of marketing executives/team leaders against goals and hold them accountable.
Provide one-on-one coaching and mentoring to team associates.
Reward and recognize associate performance (e.g., way-to-go letters, personal bests, top three per channel, top VPG, attendance, special contribution, top three total packages).
Motivate associates to increase production and performance (e.g., through contests, Special Performance Incentive Funds [SPIFs], motivational e-letters).
Observe and identify associate areas of strength and development opportunities (e.g., through ride-alongs, shadowing, monitoring).
Develop and/or update sales training manuals and sales process enhancements (e.g., Eagle Flight Plans, Resource Guides).
Conduct formal performance reviews and use this information to create individual development plans, career paths, and promotion development plans.
Manage associate performance, developing performance plans for associates below expectation (progressive discipline).
Identify and respond to the needs/questions/issues (both work and non-work related) brought forth by team associates.
Mediate conflict in and between teams (e.g., within marketing teams, between marketing and sales teams).
Provide guidelines for empowering associates to make decisions regarding guest experience and service issues.
Deliver and coordinate various training programs.
Develop and review policies and procedures pertaining to work flow, lead distribution, reward, recognition, and discipline.
Create an awareness and understanding of policies and procedures for conducting business (e.g., Flight Plans, Local Standard
Operating Procedures).
Participate in recruiting (e.g., make internal announcements to managers in order to generate referrals, monitor online and print ads, respond to calls and emails from potential applicants).
Participate in selection processes (e.g., interviewing).
Develop compensation plans for marketing teams that maximize production.
