Senior Director Luxury Lifestyle Marketing

The Senior Director Luxury Lifestyle Marketing is responsible for leading the Luxury Leaders Alliance community of travel advisors and more broadly the overall reputation and recognition of Travel Leaders Network (TLN) within the global luxury travel space.  This role is viewed as the subject matter expert on all things luxury within Travel Leaders Network.  They oversee the strategy, execution and ongoing optimization of key marketing programs that are at the core of our supplier partner and member agency luxury travel value propositions.

The Senior Director Luxury Lifestyle Marketing has 7 primary areas of responsibility:

1. Deliver credible Luxury leadership to our members to demonstrate TLN commitment to the luxury travel space through the Luxury Leaders Alliance program
2. Develop personal 1-1 trust & relationship with 500+ advisor members of the Luxury Leaders Alliance community
3. Host TLN virtual and in-person Luxury Leaders Alliance events
4. Represent TLN and Luxury Leaders Alliance interests at Internova Travel Group hosted events
5. Develop luxury industry relationships with major luxury travel trade events & trade media
6. Complement Industry Relations and Marketing Account Manager relationships with luxury focused supplier partners
7. Support existing programs across TLN that provide benefit to the Luxury Leaders Alliance community and partner cross-department and cross-business unit within Internova Travel Group to develop new and industry leading initiatives in the luxury travel space
8. Marketing Senior Leadership Team responsibilities

The Senior Director Luxury Lifestyle Marketing works with Experience Marketing team members and key program stakeholders as well as cross functionally with aligned departments to deliver on strategic and tactical program initiatives. 

Profitability, performance, and execution goals tied to these tactics are met by working seamlessly and collaboratively with Experience Marketing, Marketing Operations, Loyalty & Acquisition Marketing, Demand Generation, Industry Relations, Account Management, Technology, Training, and Creative Studio groups.  Manage the reporting, analytics and attribution of marketing tactics to maximize budgets and deliver ROI that exceeds campaign targets.

The Senior Director Luxury Lifestyle Marketing works cross functionally to deliver on large organizational initiatives as well as delivering great customer service to our network of member agencies.

The salary range on this job posting/advertising has been developed to give applicants a wide range to comply with pay transparency laws in all states and geographical areas.  Many factors, such as years of experience, geographical location, budget etc. are considered when determining the starting rate of pay.  The salary range posted represents the pay range for U.S. candidates.  If the job posting indicates that the role is available for international candidate consideration, the salary range will be based on the local market for the country where the candidate would be working.

This role may be eligible for an incentive, commission, bonus, or a discretionary bonus program based on the company’s financial goal achievement and individual performance.

Deliver credible Luxury leadership to our members to demonstrate TLN commitment to the luxury travel space through the Luxury Leaders Alliance program

• Demonstrate subject matter expertise as the leader of the Luxury Leaders Alliance community of travel advisors
• Champion a cross-departmental initiative to enhance the reputation and recognition of TLN as a leader in the luxury travel space
• Is a known leader in the luxury travel space for changing perspectives among current and prospective member agencies
• Complement sales relationships with agency owners by supporting field sales team and developing specific relationships with agency owners, managers and frontline advisors who focus on Luxury travel
• Provide thought leadership and industry exposure for TLN luxury and Luxury Leaders Alliance visibility and credibility by presenting success stories, case studies, industry trends and other presentations to both internal, partner and industry audiences and events
• Manage assigned programs to achieve or beat revenue budget responsibility and program specific KPI’s

Develop personal 1-1 trust & relationship with 500+ advisor members of the Luxury Leaders Alliance community

• Luxury Leaders Alliance advisor members represent over $1B in qualified luxury sales volume
• Having a respected luxury leader is important to this group both for retention of their membership and industry perception that TLN is a recognized luxury producer
• Develop and grow membership of qualified advisors in the Luxury Leaders Alliance community
• Identify prospective new members for Luxury Leaders Alliance through monitoring industry recognition, internal reporting and data, and recruitment of new agency members
• Coordinate with Experience Marketing team to develop recruiting & application materials and process, onboarding program, collateral materials, communication channels, collaboration tools and overall program branding and marketing support for the Luxury Leaders Alliance program
• Become the voice of authority that our Luxury Leaders Alliance members will trust and follow

Host TLN virtual and in-person Luxury Leaders Alliance events

• Become the high profile leader and recognized authority for luxury travel within TLN among both supplier partners and Luxury Leaders Alliance advisor members
• Coordinate execution of Luxury Leaders Alliance events with the Experience Marketing team
  • Luxury Forum at EDGE
  • International Luxury Forum
  • Virtual Luxury Leaders Alliance Meet & Greets
  • Partner Fireside Chats & Webinars
  • Luxury Partner and Destination Fam, Immersion and Discovery Trips
  • Represent as needed at Partner events – Inaugurals, Awards, Road Shows, Local Events, etc…
  • Represent as needed at TLN events – EDGE, Regional Meetings, Elite Event, Golden Circle, International Summit, Owner’s Meeting, Leader’s Leisure, Advisory Boards, etc.

Represent TLN and Luxury Leaders Alliance interests at Internova Travel Group hosted events

• Coordinate allocation of TLN invitations and in-person attendance at Internova internal Luxury travel advisor events
  • Internova Plus
  • Internova Marketplace
  • ELEVATE

Develop luxury industry relationships with major luxury travel trade events & trade media

• Build relationships, recognition and respect among Luxury focused trade organizations to increase TLN authority and consideration at major industry events
  • ILTM Cannes & ILTM Americas
  • DUCO
  • Pure
  • LE Miami
  • GTM Events
• Develop TLN luxury reputation among industry and consumer luxury travel trade press to enhance coverage of TLN luxury activities and increase reputation for inclusion in coverage
  • Luxury Travel Advisor
  • T+L A-List
  • Conde Nast Specialists List

Complement Industry Relations and Marketing Account Manager relationships with luxury focused supplier partners

• Enhance TLN industry respect and recognition in relationships across high end luxury hotel, tour, DMC and cruise partnerships
• Expose Premium Luxury niche opportunities with major premium partners like Royal Caribbean, Celebrity, Oceania, AMA, Globus, etc… (suites, havens, private journeys, etc…)
• Demonstrate commitment and luxury leadership to true luxury focused partners like Micato Safaris, A&K, Regent, Silversea, Seabourn, Crystal, Belmond, etc…
• Champion internal Internova programs focused on luxury travel products like SELECT Hotels & Resorts, CURATED Hotels, SELECT Villas, In-Country Partners, Distinctive Voyages, etc…
• Encourage partner participation in Luxury Leaders Alliance membership, marketing and event opportunities
• Become a point person for luxury focused partners who don’t traditionally think of TLN as a luxury player because our large production is so diluted across thousands of agencies
• Make a statement about TLN’s volume in the luxury travel space to differentiate from competitive networks

Support existing programs across TLN that provide benefit to the Luxury Leaders Alliance community and partner cross-department and cross-business unit within Internova Travel Group to develop new and industry leading initiatives in the luxury travel space

• Grow the adoption and quality of Agent Profiler content and lead distribution among Luxury Leaders Alliance members
• Focus on Digital Marketing and Social Media opportunities within the luxury travel space
  • Monitor the voice and tone of the brand in digital content
  • Develop content strategies across digital content and social media to properly represent luxury travel interests
• Support training opportunities for rising travel advisors with TLN Certified Luxury Travel Specialist training programs
• Increase participation from Luxury Leaders Alliance advisors and agencies in the Engagement Marketing programs featuring luxury travel publications like OLTRE, targeted luxury travel marketing campaigns, and supplier partner specific direct mail and email marketing

Marketing Senior Leadership Team Responsibilities

• Be a thought leader on marketing programs and platforms throughout the TLN organization and collaborate on best practices, new initiatives and success sharing across business units
• Lead and influence the marketing team on the development and management of internal and cross-functional processes and procedures in support of all tactical campaigns and strategic objectives
• Research new marketing program and brand offerings to champion bringing new programs to market
• Participate in the planning, development and launch of new marketing programs
• Build strong and productive relationships with all outside vendors/suppliers and internal stakeholders that support marketing programs across Internova Travel Group
• Resolve issues with internal programs and member agencies and be an advocate to members for marketing programs and tactics
• Be an excellent leader for the broader TLN marketing team, both advocating for them among leadership and challenging them in areas of growth
• Complement and coordinate with the other functional areas of the marketing department – Experience Marketing (Alliances, Brand, Vertical marketing), Digital Marketing (Social, Digital, Websites), Account Management (Preferred Supplier marketing), Creative Studio (Design), Loyalty & Acquisition Marketing, and Demand Generation Marketing
• Facilitate the communication flow between the Luxury Leaders Alliance marketing team and internal colleagues to ensure transparent coordination and complete understanding of new products
• Establish Travel Leaders Network brand visibility and credibility by attending trade conferences, symposiums and meetings related to marketing activities in order to build industry relationships
• Participate in presentations as requested to expose projects or strategies to internal staff, external associates and to assist in new agency recruitment efforts
• Engage in continual collection and proactive re-distribution of competitive market information to keep the organization current with changes and developments within the marketing, destination, interest verticals and retail travel distribution arenas
• Research and identify new marketing opportunities that have maximum potential return for TLN, its members and supplier partners
• Responsibility and oversight of future direct reports
• Oversee multiple (10+) simultaneous initiatives and projects
• Other duties as assigned

• Bachelor’s degree in Business Administration, Marketing or related field
• 10+ years relevant luxury travel sales & marketing experience
• Established relationships and reputation with luxury travel supplier partner and travel agency member organizations required
• Well-developed in the areas of presenting, relationship management, planning, organizing and prioritizing
• Proven experience with brand marketing, loyalty marketing, acquisition marketing and marketing operation processes
• In depth understanding of marketing concepts, strong technical and project management skills, and excellent analytical, people and communication skills
• Proven self-motivated with the ability to work independently
• Detail-oriented with the ability to manage projects from inception through completion
• Must be extremely organized and able to work on many programs simultaneously.
• Demonstrated strong communication and/or sales skills with a variety of audiences
• Domestic and International travel up to 20% of job.
• Computer skills, including knowledge of word processing, database and spreadsheet software, marketing automation platforms, and social media channels

Our benefit offerings include choice of two medical plans and two dental plans, vision insurance, flexible spending accounts (FSAs), company-paid life insurance and AD&D, optional additional life insurance and AD&D, disability insurance, paid parental leave, paid time off, 401k Plan with company match, discounted employee travel options, access to LinkedIn Learning webinars and courses. Discounted pet insurance and auto, home, & renters insurance.

Internova Travel Group is an Equal Opportunity Employer. We make employment decisions without regard to age, race, religion, national origin, gender, disability, veteran status, genetic information, sexual orientation and gender identity or any other protected class.

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