Regional Vp Distribution

2 weeks ago


Toronto, Ontario, Canada InterContinental Hotels Group Full time

Role Purpose
Create and establish strategic direction and focus for distribution, commercial, PR and loyalty marketing for Canada markets.

Develops and aligns a long-term multi-year vision based on unique market needs and customer insights to win in the competitive landscape for these unique geographies.

Ensure alignment between Americas initiatives and Canada regional commercial goals.

Oversee unique geography regional integration and alignment of distribution and marketing systems with PR, brand marketing, hotel operations, HPS (or equivalent), revenue management teams.

Accomplish revenue goals and objectives for Canada revenue through organizing, directing and executing in market with professional staff.

Leads distribution and commercial marketing representation in Canada regional satellite chapter of the IHG Owners Association meetings and key regional operational, commercial and stakeholder meetings.


Key Accountabilities

  • Identify and direct Canada marketing programs, promotions and initiatives for all hotels in these unique geographies which provide consistency between hotels and support the marketing objectives and company goals established by the Americas Commercial Team.
  • Drive the adoption of Brand, Distribution & Commercial Marketing tools, programs and resources in Canada hotels.
  • Identify and direct Partnership Marketing initiatives for the Canada markets consistent with corporate objectives for the Americas.
  • Seek actively to promote IHG, IHG One Rewards and Brands through targeted, timely, factual and relevant PR activities, working closely with corporate communications and the regional PR and Communications agencies.
  • Serve to extend IHG presence in Canada by participation in industry forums, industry associations, government advocacy groups, and by maintaining a high profile within the industry.
  • Oversee and drive implementation of corporate marketing initiatives to ensure timeliness and efficiency of implementation, and overall consistency of programs relative to Commercial marketing objectives; as well as support localization, cascading and adoption of Commercial / Brand communication guidelines.
  • Oversee the management of tracking systems used to analyze marketing program effectiveness. Maintain relevant databases of trends and historical comparisons; and ensure that observations and/or concerns are brought to management's attention.
  • Direct and manage the Advertising and PR agencies in Canada; direct and manage the partner/frequency relationships in Canada; represent and manage Canada relationship with the Canadian Tourism bodies and other Diplomatic Authorities. Identify and solicit appropriate partners for specific marketing programs to maximize benefits of strategic alliances.
  • Ensure the effective communication of all Distribution & Commercial Marketing programs to Franchisees and General Managers in a timely manner.
  • As new hotels join the system, ensure they are exposed to the full extent of the marketing resource base, and that are aligned and take full advantage of appropriate distribution, commercial marketing, loyalty and PR resources to enable IHGprojected ramp up.
  • Function as the key link between IHG Global Sales & Marketing and the Canada Owners Association chapters to ensure consistency of strategies, that objectives are meet and Owner relations are maintained.
  • Plan, organize, control and lead subordinate functions within established budgetary and manpower plans; establish goals, performance standards, and operating procedures for assigned functions. Lead the creation of department staffing, capital and marketing budgets.
  • Maintain a high profile in industry associations, seek to lobby governments on behalf of IHG and the industry, and seek to leverage this exposure to benefit the profile and standing of IHG as a company operating in the Canada markets.
  • Represent IHG's Commercial Team in the unique geographies at any high level events such as new openings, groundbreakings, etc. in close coordination with VP (s) of Operations
  • Coach and develop team members; hire, fire, assess, document performance, recommend salary and classification changes. Act as an advisor to subordinate managers or staff to help meet established schedules and/or resolve technical or operational problems. Work in concert with direct reports to set objectives and revenue targets and assure proper training and development are provided to the entire Canada marketing organization.

Key Skills & Experiences
Education

  • Bachelor's or Master's Degree in Marketing, Sales, Business Administration, or a relevant field of work, or an equivalent combination of education and work related experience.
Experience

  • 15+ years progressive work related experience in Marketing or a related capacity with demonstrated proficiency in multiple disciplines/technologies/processes related to the position as well as 5 to 7 years managing teams and/or significant complex projects, preferably in

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