Director of Marketing and Loyalty

Northland Properties; Vancouver; On-site; CAD 150,000 - 190,000; Full time

Job summary

Northland Properties is seeking an accomplished hospitality marketing leader to direct brand strategy, campaigns, and the RSVP Rewards loyalty program across Sandman Hotel Group and Sutton Place Hotels.

Work with DM&A, Revenue Management, and Operations to optimize guest engagement, direct bookings, and loyalty value through data-driven marketing and strategic partnerships.

Qualifications

• Bachelor's degree in Marketing, Business, Hospitality Management, Communications, or related field.
• MBA or related postgraduate education considered an asset.
• 7+ years in hospitality, travel, tourism or consumer marketing.
• 5+ years in a leadership role overseeing marketing functions and teams.
• Experience managing customer loyalty programs and CRM partnerships.
• Strong understanding of revenue management, distribution, and digital commerce.
• Multi-property hotel experience preferred.

Responsibilities

• Develop and execute marketing & loyalty strategies that support revenue growth and business objectives.
• Manage marketing budgets, forecasting, and investment priorities to maximize ROI.
• Protect, strengthen, and evolve the Sandman Hotel Group and Sutton Place Hotels brands.
• Lead brand positioning, storytelling, and new product or service launches.
• Identify partnership opportunities to support marketing and loyalty objectives.
• Co-own direct booking growth targets with Revenue Management and DM&A, contributing brand, offer, promotion, and loyalty levers.
• Review digital performance, conversion, acquisition, and revenue metrics with DM&A and act on findings.
• Develop dashboards and reporting frameworks to measure marketing and loyalty performance.
• Lead the strategy, performance, and ongoing enhancement of the RSVP Rewards loyalty program.

Skills

Strategic planning

Digital marketing

Loyalty programs

Customer segmentation

Lifecycle marketing

Budget forecasting

Data-driven decisions

Cross-functional leadership

Team leadership

Communication skills

Project management

Education

Bachelor's degree (Marketing/Business)

MBA asset

Job description

The Director of Marketing & Loyalty leads the strategic direction, execution, and performance of marketing, brand, campaign, and loyalty initiatives across Sandman Hotel Group and Sutton Place Hotels. This role oversees the development of integrated marketing strategies that drive brand awareness, guest acquisition, loyalty membership growth, revenue generation, and lifetime customer value.

This role leads the strategy, design, go-to-market planning, and ongoing optimization of the RSVP Rewards loyalty program. The Director is accountable for the end-to-end oversight of the program including financial performance, loyalty liability, executive reporting, and the development of strategic partnerships that enhance member engagement, customer value, and overall program effectiveness.

Reporting to the Chief Commercial Officer, the Director of Marketing & Loyalty works closely with Revenue Management, Sales, Guest Support Centre, and Digital Marketing & Analytics (DM&A) as part of a unified Commercial team to ensure marketing investments, loyalty programs, and customer offers support the organization's commercial goals. The position also works with other shared service departments including The position also works with brand marketing leaders in other Northland business units to keep shared marketing initiatives aligned, consistent, and well executed.

Social Media & Communications and Loyalty & Guest Feedback.

The ideal candidate is an experienced hospitality marketing leader with expertise in brand management, marketing, loyalty strategy, and a working knowledge of digital marketing, performance marketing, and customer lifecycle engagement. They must possess strong cross-functional collaboration skills and a passion for innovation and emerging technology.

Key Responsibilities

• Develop and execute marketing & loyalty strategies that support revenue growth and business objectives.
• Manage marketing budgets, forecasting, and investment priorities to maximize ROI.
• Protect, strengthen, and evolve the Sandman Hotel Group and Sutton Place Hotels brands.
• Lead brand positioning, storytelling, and new product or service launches.
• Identify partnership opportunities that support marketing and loyalty objectives.
• Partner with operations to deliver a consistent brand experience across all guest touchpoints.
• Provide brand, campaign, and offer direction for digital programs delivered by DM&A (SEO, SEM, paid media, website content, CRM, and email) and by Social Media & Communications (public relations, crisis management, visual asset generation, and social media) shared services teams.
• Lead marketing & loyalty campaigns, such as seasonal promotions, partnerships, launches, and member offers. Set campaign objectives, offers, creative, and messaging, and own campaign results.
• Co-own direct booking growth targets with Revenue Management and DM&A, contributing brand, offer, promotion, and loyalty levers.
• Review digital performance, conversion, acquisition, and revenue metrics with DM&A on a regular schedule, and act on findings through brand, offer, and loyalty levers.
• Collaborate with DM&A to enhance website, booking funnel, and user experience performance.
• Lead the strategy, performance, and ongoing enhancement of the RSVP Rewards loyalty program.
• Oversee loyalty program financials, liability management, reporting, and compliance.
• Develop strategic partnerships and member benefits that increase program value and profitability.
• Co-develop customer segmentation and personalization strategies with DM&A's CRM & Strategy practice to improve engagement and conversion.
• Utilize guest insights and data to improve targeting and campaign effectiveness.
• Ensure all guest communications align with brand, privacy, and regulatory standards.
• Support demand generation, pricing initiatives, and direct booking growth.
• Collaborate on promotional campaigns, lead generation, and account-based marketing programs.
• Support hotel openings, renovations, repositioning initiatives, and brand launches.
• Develop dashboards and reporting frameworks to measure marketing and loyalty performance.
• Leverage data-driven insights to guide and optimize investment decisions and business outcomes.
• Manage relationships with agencies, technology providers, media partners, and loyalty vendors.
• Take part in joint annual planning, quarterly business reviews, and a shared scorecard with DM&A that tracks inputs, execution, and outcomes.
• Perform other duties and responsibilities as assigned in support of company objectives.

Qualifications

Education and Experience

• Bachelor's degree in Marketing, Business, Hospitality Management, Communications, or a related field.
• MBA or related postgraduate education considered an asset.
• 7+ years of progressive hospitality, travel, tourism, or consumer marketing experience.
• Minimum 5 years in a leadership role overseeing marketing functions and teams.
• Experience managing customer loyalty programs and partnering on CRM programs.
• Strong understanding of hospitality commercial disciplines including revenue management, distribution, sales, and digital commerce.
• Multi-property hotel experience strongly preferred.

Skills and Abilities

• Strategic planning and commercial acumen.
• Working knowledge of digital marketing and performance media expertise.
• Loyalty program management.
• Customer segmentation and lifecycle marketing.
• Budget management and forecasting.
• Using data and performance insights to make decisions.
• Cross-functional collaboration and influence.
• Team leadership and coaching.
• Excellent communication and presentation skills.
• Strong project management skills.

Working Conditions and Requirements

• 5 days a week in office
• Periodic travel to hotel properties, industry conferences, and partner meetings.
• Occasional work outside regular business hours may be required to support specific marketing initiatives, product launches, or industry receptions.
• Ability to manage multiple deadlines and shifting priorities within a fast-paced, multi-brand marketing environment.

Acknowledgement

This job description outlines the general nature and level of work expected. Responsibilities may be adjusted to meet operational and organizational requirements.