Senior Director, Creative Services, Digital & CRM

Job Description

Job Description

At Holiday Inn Club Vacations, we believe in strengthening families. And we look for people who exhibit the courage, caring and creativity to help us become the most loved brand in family travel. We’re committed to growing our people, memberships, resorts and guest love. That’s why we need individuals who are passionate in life and bring those qualities to work every day. Do you instill confidence, trust and respect in those around you? Do you encourage success and build relationships? If so, we’re looking for you.

POSITION DESCRIPTION

The Senior Director, Creative Services, Digital & CRM leads the company’s internal creative agency. This leader translates the Performance Marketing roadmap into high-quality, high-volume creative that supports customer acquisition, owner/member engagement, sales pipeline, revenue, customer journeys, and enterprise priorities.

Approximately 75% of the department’s work supports digital, CRM, lifecycle marketing, email, landing pages, personalization, and customer-journey communications. The remaining work supports internal sales events, sales enablement, print, signage, presentations, property operations, and other business needs. This is not a traditional brand advertising roll, but rather a performance / direct reponse focused role.

The Senior Director leads the full Creative Services organization, combining creative judgment with disciplined leadership of people, capacity, workflow, quality, and delivery. The Senior Director provides the creative direction and feedback,quality standards, and leadership needed for the team to deliver high-volume work that is both on brand and on strategy.  Highly effective performance based creative is central to this role.

ESSENTIAL DUTIES AND TASKS

• Lead the full Creative Services organization: Lead an organization of approximately 15 creative and production resources across Orlando and India. Set direction, standards, priorities, and accountability for Design, Content/Copy, Motion/Video, Creative Production, and related resources. Determine the most effective reporting structure, hire and develop talent, and manage performance to build a high-performing team.
• Translate the Performance Marketing roadmap into effective creative: Turn campaign priorities, audience insights, customer journeys, and performance objectives into clear creative direction and coordinated execution across CRM, email, landing pages, digital content, sales materials, internal events, presentations, and operational creative.
• Own the creative operating model with Project Management: In partnership with Project Management, establish intake, briefing, prioritization, capacity planning, resource allocation, review and approval processes, service levels, escalation paths, and clear visibility into workload, capacity, status, risks, and expected delivery dates. Creative Services owns the creative work and team accountability; Project Management owns project coordination, tracking, and workflow visibility. Prioritize work based on agreed business priorities, customer impact, revenue contribution, capacity, and timing; defer or redirect requests when appropriate.
• Lead digital, CRM, and lifecycle creative excellence: Guide high-volume, high performing, audience-centered work across email, CRM, SMS/MMS, landing pages, web, digital advertising, lifecycle communications, and personalized customer journeys. Connect creative decisions to engagement, conversion, testing, and business outcomes.
• Protect creative quality and brand consistency: Set standards for copy, design, content, motion, presentations, accessibility, and production quality. Apply approved brand direction consistently across the work without owning the enterprise brand umbrella or physical brand environments.
• Develop executive presentations and business storytelling: Create or oversee persuasive presentations for executives, sales leaders, enterprise partners, agencies, and other stakeholders. Turn complex business information into clear visual narratives, recommendations, and decisions.
• Build cross-functional partnerships: Partner with Performance Marketing on roadmap execution; MarTech on platform and deployment requirements; Analytics on measurement and insights; and business leaders on priorities, audiences, and outcomes.
• Manage resources and investment: Control creative staffing, resource allocation, contractor and agency support, and the use of external partners such as external agencies, contractors, and production partners when needed. Manage the department budget and ensure resources are aligned to the highest-value work.
• Advance production innovation: Use AI, automation, templates, modular content, and emerging tools to improve speed, personalization, scalability, quality, and team capability while maintaining human review and brand standards.

BRAND PARTNERSHIP AND SCOPE

The Senior Director partners closely with the VP of Brand to ensure Creative Services work reflects the company’s approved brand strategy, architecture, guidelines, and standards. The VP of Brand owns the overarching brand umbrella and the physical and environmental expression of the brand across resorts, sales centers, OPC locations, and new property or acquisition experiences. The Senior Director owns the day to day management of the creative team and oversight of the creative product, translating approved brand direction into digital, CRM, lifecycle, customer-journey, sales-event, internal communications, and operational creative.

MEASURES OF SUCCESS

• A high-performing Creative Services organization with clear roles, development, and accountability.
• Improved speed, throughput, predictability, and quality of creative delivery.
• Consistent execution of the Performance Marketing roadmap across digital, CRM, lifecycle, sales-event, and operational creative.
• Creative work connected to measurable engagement, conversion, sales pipeline, sales, owner/member activity, and customer-experience outcomes.
• A scalable process from brief through concept, production, approval, and deployment.
• Clear executive presentations and business narratives that support decisions and action.

EDUCATION and/or EXPERIENCE

• Bachelor’s degree in Marketing, Advertising, Communications, Graphic Design, Creative Strategy, or a related field preferred. Equivalent experience may be considered.

• 10+ years of progressive creative leadership experience in an in-house creative-services, marketing-creative, digital-content, or performance-content environment.

• Demonstrated leadership of multidisciplinary teams that include design, copy/content, motion/video, creative production, or related capabilities.

• Experience leading high-volume creative work across CRM, email, landing pages, digital content, customer journeys, sales support, presentations, events, or operational marketing.

• Strong creative-operations experience, including intake, prioritization, workflow, capacity planning, resource allocation, review, approval, and delivery accountability.

• Experience translating marketing strategy, customer insights, and performance data into creative direction and measurable digital outcomes.

• Experience creating or overseeing executive presentations and visually compelling business narratives.

• Experience managing agencies, contractors, vendors, offshore or international resources, and distributed teams.

• Experience using AI, automation, templates, modular content, or emerging technology in creative and production workflows.