The Power of One®

The "Power of One" is the key component of the Omni Hotels' company culture:  it's the way we work.

Omni Hotels associates are encouraged to make decisions that exceed the expectations of our internal and external customers by using The Power of One" service code.  Our culture provides associates with the training and authority to make these decisions in a positive, supportive environment and rewards them through the Omni Service Champions program.

Job Description

About GHA:
Global Hotel Alliance (GHA) is the world's largest
alliance of independent hotel brands. GHA currently
includes Anantara, Doyle Collection, First, Kempinski,
Leela, Lungarno Collection, Marco Polo, Mokara, Omni,
Pan Pacific, PARKROYAL, Shaza, Tangram and Tivoli
encompassing over 300 upscale and luxury hotels with
over 70,000 rooms in 55 different countries.
This position is based in the GHA Dallas office, located
within the Omni Hotels corporate office, and reports to
the GHA Loyalty Marketing Systems Manager.

Job Description:
The GHA Loyalty Data Specialist is responsible for
managing the ongoing data needs to efficiently support
various email and direct mail campaigns across a global
multi-country, multi-language customer base and support
sophisticated customer segmentation that help drive the
loyalty program?s marketing and overall business
strategy. The Specialist will help define customer
segmentation and suggest improvements to ensure relevant
customer data is captured and accessible for
highly-dynamic and targeted messaging.

Essential Job Duties and Requirements:
* Manage the ongoing data needs to efficiently support
various campaigns and sophisticated customer
segmentation with an acute understanding of strategies
developed by the marketing team
* Manage all operational aspects of Direct Marketing
campaign data setup/effectiveness including:
- Develop, optimize and execute complex SQL queries or
other complex query structure/automation from diverse
data sets to clearly identify customer data based on
highly-targeted attributes
- Extract the campaign and customer list selection from
SQL or other complex query structure/automation
- Load / Transfer customer lists and content to
appropriate email / direct mail tool
- Manage datafeed automation processes, monitor the
delivery of data inputs
- Build, manage and organize a cohesive streamlined data
structure in all required systems (CRM / EMail Marketing
Tool) to support dynamic content based on customer
attributes and campaign strategy
- Support and manage complex relational tables of
external content (XML or similar structure) to
dynamically populate content and offers into the emails
a customer receives based on customer attributes or
campaign strategy
- Maintain an accurate and rapid test/control strategy
for email and other direct marketing campaigns
- Test and Q/A highly complex and targeted campaign
versions from all possible data attribute combinations
- Provide timely, in-depth analysis and reporting on
marketing initiatives and campaign performance
* Collaborate with marketing team to develop new
programs to increase customer retention, acquisition and
revenue generation and recommend changes to existing
programs and structure to optimize performance
* Ensure that testing and learning is conducted in a
systematic way to promote critical breakthroughs
* Coordinate with marketing and technology teams to
ensure campaigns are consistent with strategy &
capabilities
* Support other ad hoc programs, as required
* Work with the Database Systems team to optimize the
underlying data set required to efficiently support
various campaigns and sophisticated customer
segmentation
* Employ strict data standardization and normalization
techniques and ensure business rules and data cleansing
effectiveness

Job Requirements

Basic Qualifications (Education and/or Experience):

* Must have proficiency in SQL with a minimum 2 years
direct SQL experience or extensive experience with
campaign data management systems and complex queries

* 2 or more years experience in Database Marketing/
EMarketing data support role required

* CRM, loyalty marketing, direct marketing and/or
relationship marketing background is strongly preferred

* Experience in database marketing within a
multi-channel retail or travel/leisure environment
preferred

* Knowledge/experience of data mining/ machine learning
techniques

* Prior experience with an Email Sending Service (such
as Responsys, Exact Target, CheetahMail, Blue Hornet,
etc?) preferred

* Bachelor?s degree required - ideally in Computer
Information Systems, Marketing, or a quantitative field

Required Skills and Abilities:
* Proficient SQL skills mandatory
* Must be data driven, have demonstrated superior
analytical skills and an in-depth understanding of best
analytical practices
* Must be detailed to ensure flawless execution and have
the ability to spot errors and inconsistencies in data
and analysis
* Excellent verbal and written communication and
decision making skills
* Must have the ability to meet deadlines and handle
multiple priorities
* Ability to define problems, collect and analyze data,
and draw valid conclusions
* Expert knowledge of Microsoft Excel
* Proficient communication skills, both verbal and
written
* Must be comfortable in a fluid and evolving
organization
* Passionate about delivering a positive, consistent
customer experience at all touch points