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Vice President, Customer Engagement


McLean, VA
posted August 26, 2021

Our Customer Engagement, Loyalty, and Partnerships Team increases Hilton consumer growth through strategically designed partnerships and campaigns and builds awareness for our industry award-winning Hilton Honors loyalty program. The team is focused on increasing customer acquisition and retention through Hilton direct channels such as the Hilton Honors mobile app, website, and reservations agents. In addition, the team generates engagement and repeat business through recognition of loyalty benefits and earned rewards during guest stays.

What Will I Be Doing

As the vice president of customer engagement, you will lead our efforts to drive lifetime loyalty and preference to Hilton by defining and allowing our customer relationship strategy. You will be responsible for driving customer value and ensuring the organization has a deep understanding of customer needs, behaviors and outcomes that directs how we engage customers in the optimal way at various touchpoints across the entire relationship to drive business outcomes. You will manage all customer relationships and lifecycle marketing activities in support of regions, brands, Hilton Honors, and our co-brand credit card.

You will also serve as a strategic partner in the development of our MarTech and personalization efforts, ensuring we define the right engagement model to drive greater customer value. You will lead, empower and develop the Customer Relationship, Strategy, and Acquisition and Engagement Marketing teams.

This role is based in McLean, Va. During the ongoing pandemic, this role is remote (i.e., home-based).

  • Refine and optimize a measurable customer engagement strategy, in collaboration with the broader Marketing and Loyalty, Customer Experience, Channel, Analytics, and Tech teams that targets and activates the right customer segments at the right times with the right offers.
  • Lead the refinement and optimization of a customer lifetime value framework in partnership with the Marketing and Loyalty leadership team, data modeling team, and other performance and insights teams within the organization.
  • Build a comprehensive view of our core customer segments that provide the Marketing and Loyalty organization and other business partners with deep insights and understanding of our customers to encourage innovation and improvement of our products, marketing strategies and customer experience.
  • Develop personalized customer journeys at all stages of the lifecycle to deepen the relationship using critical messaging, offer and engagement methods.
  • Lead our third-party relationships with service providers that specialize in CRM, MarTech, and customer database management, helping to provide business context and prioritization in new data models and architecture decisions.
  • Manage creative agencies and internal creative partners to ensure positive relationships and facilitate groundbreaking work.
  • Manage a team responsible for reporting on customer behaviors and campaign performance connected to customer segments to continuously optimize go-to-market strategies.
  • Partner with American Express and Hilton functional leaders to influence new developments and the evolution of our credit card products to ensure value propositions are marketable and relevant to our key target audiences.
  • Develop and lead all aspects of the loyalty and co-brand marketing budgets and optimized marketing mix for the co-brand portfolio and Hilton Honors program.
  • Drive the innovation, design and implementation of experiential programs aimed at increasing engagement among various customer segments.
  • Lead and execute strategies and programs with strategic partners that drive revenue, customer growth and brand equity.
  • Collaborate closely and empower our regional teams to drive customer-led programs and marketing strategies that deliver against enterprise and market-specific business goals.
  • Develop, recruit and champion top talent. This includes encouraging a high-performing environment and building a performance-focused, dynamic and highly engaged team.
  • Drive operational excellence by ensuring processes are efficient and consistent across the organization, building a culture of accountability to deliver the highest quality of work possible, and passionately advocate for ways to improve our marketing performance.

What Are We Looking For

We believe success in this role will demonstrate itself through the following attributes and skills:

  • Passionate about CRM and lifecycle marketing with an interest specifically within loyalty and/or co-branded credit cards
  • Ability to build positive relationships up, down, diagonally, and across the enterprise
  • Strong ability to collaborate while selling in new ideas
  • Confident presenting to senior executives
  • A forward-thinking analytical mentality with a bias towards test-and-learn methodology

To fulfill this role successfully, you should demonstrate the following minimum qualifications:

  • Ten years of professional experience
  • Seven years of experience in CRM, database, and loyalty/lifecycle marketing
  • Six years spent leading a team
  • Flexibility to travel 20 percent, as required

It would be useful in this position for you to demonstrate the following capabilities and distinctions:

  • Twelve years of professional experience
  • Advanced degree (MBA in Marketing or related field)
  • Strong analytical skills and a comprehensive understanding of CRM, marketing, and loyalty programs
  • Experience working across teams in lifecycle methodology, analytics, and data-focused insights with customer profiles/segmentation, customer database mining, and predictive modeling
  • Deep understanding of MarTech, including data warehouses, CRM/ESP platforms, data analytics platforms, CDPs, personalization tools, and digital and journey orchestration tools with experience in collaborating on the design and implementation of technology integrations with internal and external partners
  • Global/cross-cultural experience
  • Knowledge of franchise organizations

What is it like working for Hilton?

The future of hospitality is bright at Hilton, a leading global hospitality company with a diverse portfolio of world-class brands. Dedicated to filling the earth with the light and warmth of hospitality, we've welcomed more than 3 billion guests in our more than 100-year history. Hilton is proud to have an award-winning workplace culture, and is consistently named among one of the World’s Best Workplaces.

We support the mental and physical well-being of all team members so they can thrive thanks to innovative programs and benefits such as workplace flexibility, career growth and development, and our Go Hilton travel discount program. Hilton prioritizes understanding and integrating our team members’ unique perspectives and voices — along with those of our guests, owners, suppliers, and partners — to cultivate a diverse and inclusive environment for all. Check out the Hilton Careers blog and Instagram to learn more about what it’s like to be on team Hilton!

We are an equal opportunity employer and value diversity at our company. We will ensure that qualified individuals with protected disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions of his or her role, and to receive other benefits and privileges of employment. Please contact us to request accommodation.