Director, Media

1 day ago

Four Seasons Corporate Office Toronto, Canada Four Seasons Hotels and Resorts Full time
About Four Seasons:

Four Seasons is powered by our people. We are a collective of individuals who crave to become better, to push ourselves to new heights and to treat each other as we wish to be treated in return. Our team members around the world create amazing experiences for our guests, residents, and partners through a commitment to luxury with genuine heart. We know that the best way to enable our people to deliver these exceptional guest experiences is through a world-class employee experience and company culture.

At Four Seasons, we believe in recognizing a familiar face, welcoming a new one and treating everyone we meet the way we would want to be treated ourselves. Whether you work with us, stay with us, live with us or discover with us, we believe our purpose is to create impressions that will stay with you for a lifetime. It comes from our belief that life is richer when we truly connect to the people and the world around us.

About the location:
Four Seasons Hotels and Resorts is a global, luxury hotel management company. We manage over 120 hotels and resorts and 50 private residences in 47 countries around the world and growing. Central to Four Seasons employee experience and social impact programming is the company's commitment to supporting cancer research, and the advancement of diversity, inclusion, equality and belonging at Four Seasons corporate offices and properties worldwide. At Four Seasons, we are powered by people and our culture enables everything we do.

Director, Media - Americas

Working in the dynamic environment of Four Seasons, the Director of Americas Media will be an integral member of the world-class team that drives the strategic media vision for one of the world's leading luxury hospitality brands. Reporting to the VP, Global Media, the Director of Americas Media will be part of a team that leads the development and implementation of the Americas property media plans, innovation, and optimizations across Hotels and Resorts, yielding strategic guidance for the Americas region.

A successful candidate will be responsible for executing, managing, and organizing media operations and strategy across the digital landscape within the Four Seasons digital online business, focused on the Americas. As part of this role, they will manage internal & external stakeholders such as but not limited to creative, brand marketing, analytics, legal, SEO partners and paid media agencies. Channels to be managed include organic and paid search, social, display and video - executing a multi-channel strategy and analysis. They will oversee localizing Global media guidelines, crafting education, and strategy for America properties - yielding consistency across investment prioritization. They will demonstrate deep subject matter expertise for paid media and SEO with a preferred knowledge of US market data, tech & platform capabilities.

What You'll Be Doing:

Cross-Channel Media Execution
  • Lead digital marketing priorities, investment strategy, measurement requirements, and go to market approach with an emphasis on channels across the Americas region.
  • Develop channel prioritization to create media recommendations to drive innovation for the Hotel and Resort business, focused on high-net-worth consumer and media objectives.
  • Support development of media approach and experience design by delivering channel ideas and providing the link to reality of historical performance and in-market opportunities.
  • Manage communication between owned & earned team to integrate ideas and channel activations across communication vehicles.
  • Operationalize KPI framework across properties, developing benchmarks by Americas property segment.
  • Create SEO best practices with partner/Global SEO SME and work with digital team to execute changes via content & CMS tools; work hand in hand with property stakeholders.


Media Strategy & Agency Partnership
  • Develop and maintain media planning roadmap and testing plans for domestic and international geo source markets with agency partners.
  • Create and manage regional SLAs via agency partner relationships.
  • Steward property relationships and property expectations of media deliverables.
  • Create niche marketing strategies to focus on high-net-worth audiences by Americas property segments.
  • Define and develop strategies for activations in line with creative, designed to drive optimal KPI's.
  • Manage testing strategy based on best-in-class performance with goal of driving guest acquisition and revenue for the Hotel and Resort business in the Americas.


Audience Strategy & Management
  • Work with key platform partners to focus on audience & data strategy (i.e., Google/Meta, etc.).
  • Implement 2nd and 3rd party audience solutions within paid media campaigns, working alongside the Global Guest team to centralize audience operations.
  • Manage the Salesforce Ad Studio relationship and audience segmentation strategies for campaign deployment.
  • Lead the operational relationship of audience execution with CRM, IT, and analytics team.
  • Experience analyzing multiple sources of revenue data across Adobe Analytics, Double Click Manager (DCM) and Google Floodlights, social Pixels.
  • Consult with Guest Insights on segmentation to create, actively manage, and optimize across media partners.


Media Platform Operations & Controls
  • Control & lead Google & Meta campaign structure in partnership to drive data harmonization, further develop SLAs and best practices for Four Seasons ownership.
  • Lead roadmap for marketing automation, providing outline for organization management of SA360, DV360, ad exchanges and social media platforms.
  • Craft insights for the cookie less future in the Americas based on future cookie deprecation within Google Chrome.
  • Lead invoice & actualization management with agencies, analytics, and partners.
  • Responsible for campaign trafficking in line with agencies & creative production.
  • Manage & update contractual obligations across partners with legal.
  • Develop media plan governance and change management across all internal & external touchpoints.


Analytics & Reporting
  • Partner with data analytics team to track and measure results and provide analysis on the efficiency of campaigns.
  • Create a playbook of benchmarks for the Americas to roll out to the region.
  • Work with data analytics to determine ROI goals based on short term performance and guest lifetime value.
  • Implement MMX/MMM solutions for paid media in 2024 - working in partnership with the Global Paid Media COE
  • Analyze and interpret trends to ensure adherence to legal, compliance, privacy regulations and policies related to media marketing.
  • Manage KPI & measurement framework.
  • Develop and work with agency & analytics to integrate into reporting to understand performance against goals and critical learnings.
  • Partner in developing plans for centralizing media reporting for the Americas.


What You Bring:
  • College or University degree, preferably in a business or marketing/media communications program. MBA an asset.
  • A minimum of 7 years of progressive experience in an agency or client setting. Preferable experience in bid management, campaign management/optimization or digital media operations within search, publisher, display, and social media.
  • Experience with media agency management.
  • Expertise with digital & operational media strategy and activation; connecting these to brand, media, business, and guest objectives.
  • Strong analytical thinking with the ability to clearly communicate findings and solutions.
  • A deep passion and understanding of the advertising technology, innovations, and data/performance measurement trends.
  • A proven track record of creating and executing Global Media plan that answer KPIs.
  • Ability to work in a fast-paced environment managing multiple stakeholders and priorities, balancing short- and long-term needs and implications.
  • Lead key media operations including budget management, stewardship of media buys, proof of performance and budget actualization.
  • Experience in a client service role or in a marketing communications function


Key Skills/Who You Are:
  • Strong computer skills in a PC and Mac environment including: MS Office (Word, PowerPoint, Excel), Microsoft Excel Pivot tables/VLookups
  • Adept at learning new applications
  • Highly results oriented with experience increasing top line revenue and driving ROI
  • Strong project management skills, able to conceive and implement projects on time and on budget.
  • Experience with Adobe Analytics, Google Ads Manager, Google Analytics (GA/GA4), Meta Business Manager, SA360, DV360, Google Console, SEMRush
  • Exceptional communication (written and verbal) and interpersonal skills required to support a diverse team of employees, consultants, and agencies.
  • Ability to bring together, coordinate and lead projects within a matrix structure, with multiple direct and indirect stakeholders.
  • Ability to deliver key results in an environment with multiple tasks and time constraints.
  • Excellent project management skills - able to conceive and implement projects from start to finish, stay on budget, manage processes and expectations, and stay committed to deadlines.
  • Passion for media innovation & new ideas.
  • Insight to action through analytics.
  • Ability to think critically and evaluate best possible solutions and procedures.
  • Able to work independently, solve problems, take initiative, and use good judgment.
  • Well-organized, able to set priorities and be detail oriented.
  • Interest in Global variations of media strategies & modular executions fit for localization.
  • Outstanding resource and budget management skills
  • Strong leadership skills with the ability to lead, manage and train others.
  • Experience managing the strategy and articulation of media across internal & external stakeholders.


This role will be a Hybrid working model, which will require 3 days per week in the Four Seasons Corporate Office located at 1165 Leslie Street, Toronto, Ontario #LI-Hybrid

Four Seasons is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If contacted for an employment opportunity, please advise Human Resources if you require accommodation.

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