Director of Marketing and Loyalty

Proud to be 100% Canadian-owned, Northland Properties' are recognized as one of the most trusted names in hotels, restaurants, resorts, sports, construction, and asset management. Our well-known and loved brands have been bringing people together to celebrate unforgettable experiences across Canada, the US, Ireland, and the UK for over 50 years. As Canada’s fastest-growing hospitality group, we believe the foundation of our continued success is our people and their ability to take great care of our guests.

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.

At Northland Properties Corporation (NPC), we are committed to building a network of talented professionals who can help to provide exceptional hospitality experiences. As an equal opportunity employer, we are constantly seeking motivated and enthusiastic individuals to join us in various fields, including Construction, Finance, IT, HR, Marketing, and Support Center. To join our dedicated team and be a part of our thriving hospitality community, explore the exciting career opportunities available at https://northland.ca/careers/

Submission of resume does not guarantee an interview or transfer. Qualified applicants are encouraged to apply, provided they meet the minimal requirements of the applicable skills required. You must be legally entitled to work in Canada to apply as the employer does not have a Labour Market Impact Assessment (LMIA) that would support a foreign worker. Applications will not be accepted via email or in person. We thank all applicants for their interest in Career opportunities with Company, however, only those applicants we wish to interview will receive a reply to their application.

NPC uses AI enabled tools to assist with application management. All hiring decisions are made by people. We do not use AI to screen, assess or select applicants for this posting. NPC is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. NPC does not discriminate on the basis of disability, veteran status or any other basis protected under federal, provincial or local laws. Accommodations are available at any stage of the recruitment process upon request. If you need support, please email [email protected]. NPC takes seriously its obligations under the Human Rights Code