Director Paid Media EMEA

Job Summary

This role is responsible for holistic paid marketing strategy and planning across the Europe, Middle East & Africa (EMEA) region. The role will lead continent wide media planning full funnel strategy, in line with continent goals and marketing objectives.

This role supports EMEA Commercial Services organisation in planning and managing the strategic development, execution and optimization of Marriott Bonvoy’s paid marketing activity in EMEA markets. Using commercial performance data and insights to drive incremental room nights, revenue, consideration and direct channel performance through a considered use of full funnel media strategies and channels.

This role will report to the Vice President Marketing EMEA and is based in London, United Kingdom.

Expected Contribution

Strategy & Planning

• Develop the continent full funnel, multi-channel media strategy
• Ensure media strategy and plans align with overall commercial business objectives
• Partner with Commercial Services discipline leaders to develop media strategies to support ancillary paid media campaigns
• Identify new opportunities for growth and innovation in paid media
• Provide holistic planning insights (e.g., market research, creative reporting & best practices, and incrementality studies)

Campaign Management

• Lead the EMEA Paid Media Team to oversee end-to-end campaign execution, including briefing, optimisation, and reporting
• Manage budgets, forecasting, and pacing to maximise ROI
• Evaluate new paid media briefs to ensure they meet continent commercial and marketing objectives
• Ensure campaigns are delivered on time and to the highest standard
• Partner with creative teams and agencies to produce effective ad formats for media activations across multiple channels – display, social, native, and proactively share best practices to advance creative improvements to maximize effectiveness

Agency & Vendor Management

• Lead the relationship with appointed EMEA media agency account team
• Partner with agency account team to ensure agency performance and ensure best-in-class service
• Maintain relationships with key EMEA vendor partners, and work in conjunction with 3rd party vendors receive regular updates on new product offerings and ensure EMEA are included in alpha/beta tests
• Participate in regional Joint Business Plans (JBPs) with global and local partners as needed
• Set and activate a test and learn roadmap for all key media partners

Team Leadership

• Provide leadership to the EMEA paid media team, providing mentorship, strategic direction and fostering an environment for a high performing team
• Foster a culture of collaboration, innovation, and continuous learning

Measurement & Analytics

• Ensure EMEA paid media performance in measured against the global measurement framework, with clear KPIs and managing processes for review, optimisation and critique
• Partner with media agency account team to ensure thorough analysis of campaign performance
• Identify, analyse, and interpret trends or patterns in complex data sets to come up with insights and recommendations that drive business decisions
• Partner with Global teams and vendors to identify and enhance data feeds, tagging requirements, system integrations pertaining to EMEA needs
• Identify areas of opportunity for improving existing reporting formats and deliverables to key stakeholders
• Updates stakeholders on key initiative wins and opportunities, responds to concerns, and solicits feedback

Cross Functional Collaboration

• Partner with Global paid media team to share best practise, align on global media strategies, represent EMEA strategies and performance in global discussions
• Partner with Marketing Strategy and Planning leads, Creative and Content team and Marketing Channels team to ensure paid media is part of 360 marketing planning
• Partner with Digital and Analytics teams
• Partner with Hotel Commercial Performance teams and Digital Field Marketing teams to provide paid media strategic direction to property level paid media investment, providing consultation and education where required
• Partner with Global Continent teams on cross continent / cross boarder campaign integration to boost EMEA visibility and revenue

Industry Knowledge & Excellence

• Manage special projects as required (e.g., cookie deprecation strategy)
• Develop a paid media work showcase through case studies & award entries
• Regularly develop and deliver updates to key stakeholders through in-person presentations, conference calls, and written communications

Candidate Profile

• Proven track record in paid media management, ideally within a media agency and/or in-house brand environment
• Experience managing large budgets and complex multi-channel, multi market campaigns
• Strong understanding of the EMEA media landscape
• Deep expertise in digital media platforms (Google Ads, Meta, TikTok, programmatic, etc.)
• Advanced analytical skills; comfortable with data, attribution, and reporting tools (Adobe Analytics, Google Analytics)
• Highly advanced abilities with Excel software or similar data manipulation tools
• Demonstrated experience and success in a highly matrixed cross functional organization
• Excellent communication, negotiation, and stakeholder management skills
• Ability to lead and inspire teams
• Strategic thinker with a hands-on approach, demonstrates confidence, positive energy
• Results-driven, proactive, and adaptable
• Passionate about innovation and staying ahead of industry trends
• Team player that works well with counterparts from various functions/departments and has the ability to influence the work of counterparts without direct reporting accountability
• Skilled at establishing effective relationships with internal and external partners
• Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required

Skills & Competencies

• 7+ years of paid media and integrated marketing, digital analytics, marketing orchestration or e-commerce experience, demonstrating progressive career growth and a pattern of exceptional performance
• Demonstrated ability to deliver results under difficult conditions, particularly when faced with complexity and ambiguity
• Strong knowledge of digital performance paid media strategies – Programmatic Display, Native, Video and Paid Social
• Familiarity with Ad Tech, dynamic creative vendors and DMPs
• Knowledge of digital streaming landscape - including OTT, Connected TV, IFE (in flight entertainment)
• Knowledge of traditional media landscape – including Print, OOH, Linear TV
• Proven experience with agency management and campaign activation, finding ways to improve results and test emerging opportunities
• Proven ability to manage and work with cross-functional teams across planning, activation, optimization and reporting
• Strong desire to “push the envelope”, test new concepts, and be a change agent
• Knowledge of digital measurement, tracking methods, and analysis
• Demonstrates self-confidence, energy and enthusiasm
• Effective written and oral communications skills. Sensitivity to global communication needs
• Ability to solve problems quickly, think creatively, and simultaneously manage multiple projects
• Dynamic interpersonal skills including team player that works well with counterparts from various functions/departments and can influence the work of counterparts without direct reporting accountability
• Working knowledge of Microsoft Office 365 & Microsoft suite of tools and AI (Teams, CoPilot)
• Experience with travel industry, hospitality preferred, but not essential

At Marriott International, we are dedicated to being an equal opportunity employer, welcoming all and providing access to opportunity. We actively foster an environment where the unique backgrounds of our associates are valued and celebrated. Our greatest strength lies in the rich blend of culture, talent, and experiences of our associates.  We are committed to non-discrimination on any protected basis, including disability, veteran status, or other basis protected by applicable law.