Director of USA Marketing

POSITION DESCRIPTION

Title : Director of USA Marketing

Department : El Monte RV Executive Team

Reporting To : Vice President, El Monte RV

OBJECTIVE / PURPOSE

Lead the domestic revenue generation and marketing for the El Monte RV rentals and vehicle sales operations and lead the development of the USA domestic market for the Tourism Holdings Limited (thl) global group. * thl* is the world’s largest RV rental operator comprising businesses and joint ventures across the US, UK and Australasia.

This is a key role within the El Monte Executive Team and is the lead demand generation role for thl in the USA domestic market and direct channels. This position leads the development and delivery of marketing strategy for El Monte RV Rentals and Sales. This position also manages agency resources and US and global cross-functional teams for mobile/website, digital assets and content, SEO, social media, and brand reputation management.

Interactions :

Interactions include: agencies, suppliers, contractors, tourism partners, RV membership organisations, manufacturers, dealers and operators, affiliates, thl Executives, thl Global Revenue team, pricing, reservations, operations, vehicle sales, finance and other business leaders within thl and joint ventures.

REQUIREMENTS:

Education

Degree in a commercial discipline or relevant and proven experience in senior marketing positions

Criteria

· Significant online marketing and revenue generation leadership experience

· A demonstrated track record of delivering results, with a proven record of delivering strong revenue growth in the domestic USA market.

· An outstanding track record in driving sales revenue and ROI through paid (SEM) and organic (SEO) search

· A strong background in website management, content creation, customer relationship management, public relations, social media and brand management

· Strong digital agency management experience

· Extensive experience in Google Analytics

· Excellent communication skills

· The ability to work effectively as part of a leadership team within a matrix structure and geographically dispersed operation

· Excellent project leadership ability

· Demonstrated budget management, ROI analysis and planning skills

· The willingness to travel within the US from time to time

· Experience of tourism, hospitality, retail, vehicle rental or vehicle sales is advantageous but not essential

RESPONSIBILITIES:

Drive US domestic market and direct channel revenue through development and delivery of marketing strategies which deliver outstanding return on investment (70%)

· Meet and exceed ROI and revenue targets through the development and delivery of marketing strategy, including:

– Paid media programmes (eg. SEM, display, remarketing)

– Website optimisation (eg. Web content maintenance, on-page / off-page SEO)

– Merchandising of pricing and promotions

– Repeat customer database engagement

– Social media activity

– Brand management

– Partnerships and events

· Lead market, customer and product focus for the El Monte Executive team and the_ thl_ Global Revenue team

· Develop and build relationships with agencies and contractors as and where required (eg. SEO, SEM, PR, content)

· Monitor competitor strategy and industry trends

· Contribute to the development of business strategies for El Monte RV and the thl Global Group

· Support the development and execution of product and services that improve yield, grow the market and market share

· Continuously collect insights on domestic customers and build target customer segments

· Develop and build relationships with agencies and contractors as and where required (eg. SEO, SEM, PR, Creative, content)

· Oversee the management of the El Monte Rentals and Sales websites and mobile sites

· Direct the digital content development all devices and platforms, working in a cross functional team approach with specific business leaders and the IT department.

· Oversee the management of the El Monte RV brand and reputation

· Deliver business cases and executive reports that communicate marketing effectiveness in line with thl standards

Leverage thl global functions to develop and maintain marketing foundations (20%)

· Leverage thl thought leadership

· thl’s global content library and imagery repository

· Large-scale website projects or upgrades

· Marketing automation tools for the El Monte business

· Global tracking tools and best practices across the marketing lifecycle

· Product marketing collateral for websites and sales teams

· Global repeat customer databases

· Brand guidelines

· Critical customer experience components, such as phone apps, our in-vehicle tablet, and in-brand tablet

· Voice of the customer tools (e.g. Net Promoter Score)

Liaise with the global team to drive inbound international demand from other regions into the US (5%)

· Validate international paid media strategies are targeted, relevant, and efficient

· Identify opportunities to feature US content and deals in international database communications

· Share best practices between countries as and where appropriate

Liaise with the global team to drive outbound US demand into other markets (5%)

· Validate US paid media strategies employed by other regions are targeted, relevant, and efficient

· Include content and deals from other regions in US database communications

· Share best practices between countries as and where appropriate

Other duties as required

Job Type: Full-time

Required travel:

• 25% (Preferred)

Application Question:

• What is the highest level of education completed?

Work Location:

• One location

Benefits:

• Health insurance
• Dental insurance
• Vision insurance
• Retirement plan
• Paid time off

This Job Is Ideal for Someone Who Is:

• Dependable — more reliable than spontaneous
• Adaptable/flexible — enjoys doing work that requires frequent shifts in direction
• Detail-oriented — would rather focus on the details of work than the bigger picture
• Achievement-oriented — enjoys taking on challenges, even if they might fail
• Autonomous/Independent — enjoys working with little direction
• Innovative — prefers working in unconventional ways or on tasks that require creativity
• High stress tolerance — thrives in a high-pressure environment

This Company Describes Its Culture as:

• Innovative — innovative and risk-taking
• Outcome-oriented — results-focused with strong performance culture
• People-oriented — supportive and fairness-focused
• Team-oriented — cooperative and collaborative
• Detail-oriented — quality and precision-focused
• Stable — traditional, stable, strong processes
• Aggressive — competitive and growth-oriented