Accor Tech & Digital is the innovation and technological transformation lab of the world leader in hospitality.
Our teams, known as Heartists庐, bring together the best of hospitality with the best of tech and digital. Our ambition is to provide our customers with personalized, memorable, and sustainable experiences.
Here, we create new ways to travel within each of our 5,500 hotels, connecting closely with our 100 million clients in 110 countries.
Here, we are at the heart of an incredible playground for technological transition and the design of digital products and services for our customers and hotel teams.
Here, your scope will know no boundaries;
So join us and dare to make an impact on the world!
Here is where your greatest challenge awaits you:
As the VP Marketing Performance, you will lead the global acceleration, optimization, and scaling of our Full-Funnel (FF) marketing model. Reporting directly to the SVP E-Commerce & Customer Engagement, you will drive company-wide adoption of a unified operating model across all entities, including Premium, Midscale & Economy (PME), ALL Accor, and Luxury & Lifestyle (L&L).
Your mission is to transform marketing from a cost center into a measurable value driver by combining executive leadership, data-driven strategy, and rigorous process optimization.
Your mission:
1. Strategic Leadership & Full-Funnel Vision
- Unified Model: Lead the global expansion of the Full-Funnel marketing model across all Accor entities.
- Methodology: Define and implement best-in-class methodologies and governance models to ensure performance consistency.
- Strategic Alignment: Partner with Global Brand teams and regional leaders to align marketing strategies with business objectives.
- Funnel Stages: Define the strategic vision across the customer journey: Upper, Mid and low funnel stages
2. Performance Measurement & MMM Strategy
- Advanced Measurement: Oversee iCoE Methodologies, specifically focusing on Marketing Mix Modeling (MMM), incrementality tests, and data-driven attribution.
- KPI Standardization: Track and analyze standardized funnel metrics such as ROAS, CAC, and CLTV.
- Budget Optimization: Leverage MMM insights to provide high-level recommendations for budget allocation per funnel step and lever.
- Reporting: Ensure robust reporting frameworks to monitor marketing impact across Paid, Owned, and Earned channels.
3. Orchestration & Execution
- Omnichannel Strategy: Support the deployment of audience-first, data-driven media strategies from briefing to execution. Coordinate the Global Integrated Communication Plan (ICP) across PME, ALL, and L&L
- Consistency: Provide global creative, audiences and media perspectives to optimize campaign planning and ensure consistent customer journeys across all touchpoints.
- Tool Adoption: Lead the adoption of global tools (e.g., Asana for ICP management) and ensure compliance with data taxonomy.
4. Governance & Transformation
- Change Management: Act as a strategic lead for full-funnel marketing adoption. Continuously refine processes and methodologies to harmonize operations across global entities where impactful.
- Knowledge Sharing: Enable global team excellence through structured best-practice exchanges and proactive upskilling initiatives.
- Stakeholder Management: Serve as the primary liaison for Procurement and Legal to ensure seamless agency contract lifecycle management.
5. Strategic Agency Governance & Procurement Partnership
- Publicis Relationship Management: Serve as the primary global lead for the relationship with Publicis, ensuring operational excellence and strategic alignment across all regions and brands.
- Efficiency & Scale: Partner with the Procurement and Legal teams to lead global negotiations, leveraging Accor鈥檚 scale to optimize costs and contractual terms.
- AI-Driven Productivity: Identify and capture productivity gains enabled by Generative AI and automation within agency workflows to reinvest savings into media performance.
- Global Contract Oversight: Oversee agency contract management and performance audits for ALL Accor.