VP Marketing Performance

Strategic Leadership & Full-Funnel Vision:

• Lead the global expansion of the Full-Funnel marketing model across all Accor entities.
• Define and implement best-in-class methodologies and governance models to ensure performance consistency.
• Partner with Global Brand teams and regional leaders to align marketing strategies with business objectives.

Performance Measurement & MMM Strategy:

• Oversee iCoE Methodologies, specifically focusing on Marketing Mix Modeling (MMM) , incrementality tests, and data-driven attribution.
• Track and analyze standardized funnel metrics such as ROAS, CAC, and CLTV.
• Leverage MMM insights to provide high-level recommendations for budget allocation per funnel step and lever.

Orchestration & Execution:

• 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.
• Provide global creative, audiences and media perspectives to optimize campaign planning and ensure consistent customer journeys across all touchpoints.

Strategic Agency Governance & Procurement Partnership:

• Serve as the primary global lead for the relationship with Publicis, ensuring operational excellence and strategic alignment across all regions and brands.
• Partner with the Procurement and Legal teams to lead global negotiations, leveraging Accor’s scale to optimize costs and contractual terms.
• Identify and capture productivity gains enabled by Generative AI and automation within agency workflows to reinvest savings into media performance.