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Senior Director, Member Engagement in Orlando, FL by Bluegreen Vacations

Date Posted: 4/1/2019

Job Snapshot

  • Employee Type:
    Full-Time
  • Location:
    Orlando, FL
  • Job Type:
  • Experience:
    5 to 7 years
  • Date Posted:
    4/1/2019

Job Description

Purpose:

Primary purpose of the role is to continually advance Bluegreen Vacation Club member engagement, satisfaction and retention through directing the creation and execution of comprehensive owner education, promotional (benefits) and engagement programs. This role will facilitate the development and delivery of educational and inspirational content, collateral, webinars and other programs that can be delivered through a variety of channels ranging from on-site (face-to-face) to virtual. Ensuring members understand how to use their vacation ownership to its fullest potential and are inspired to engage in their membership will result in higher levels of satisfaction, improved propensity to refer others and increased lifetime value through additional vacation ownership purchases/upgrades. Additionally, this position will manage usage and expense of out of network loyalty products such as TravelerPlus and serve Bluegreen Vacation Club as an advocate for its member rights and privileges.

Responsibilities:


Club Education & Engagement:

Build and continually improve a multi-faceted educational curriculum to accelerate owner (and associate) learning of how to use the Club, maximizing ownership utilization and loyalty with Bluegreen.
• Partner with customer service teams to identify topics that are leading to inbound calls. Use this information to develop new content and/or give existing content greater exposure to reduce inbound calls
• Partner with team members in resort operations, sales & marketing and customer support to identify gaps in product understanding. Develop new programs to address the gaps.
• Analyze “Ask Bluegreen” searches and guide development of content to fill gaps, helping to expand community functionality as approved
• Partner with Customer Experience team to conduct research through surveys, focus groups and other methods to identify areas of opportunity to improve owner understanding and product usage.
• Partner with marketing department to create/update materials that take complex ideas and make them engaging and simple to understand. This includes member onboarding, New Owner Orientation, “Understanding New Ownership campaigns, program for owners buying / transferring on the secondary market as well as ongoing educational needs.
• Design and host owner educational webinars, frequently reassessing content, promotion strategies and participation results. Package information into annual Learning Guide.
• Collaborate with Creative Marketing, Customer Experience, Product Development, and Web Services Teams to continually upgrade the content and user experience on Bluegreen online.
• Maintain all product information, video and related content on owner website and Bluegreen’s Vimeo channel.
• Tailor educational programs to meet the needs of a variety of learning styles and customer demographics.
• Lead in development of bi-annual owner directory of resorts and Power of Vacation magazine content.
• Recommend and leverage alternative mediums to disperse content that is engaged by owners.

Club and Resort Promotion:

Partner with Club Services, and Marketing teams, to develop and execute owner communication strategies, including educational programming, promotions, transactional reminders and aspirational content to drive maximum points utilization, satisfaction & engagement for Vacation Club and Traveler Plus.
• Coordinate with Program Development, Strategic Alliance and Resort Operations teams on new benefits to enhance Club membership. Assist with the product design and oversee communication strategy for launch, internally and externally, measuring and reporting results accordingly for constant improvement.
• Deliver all new information (products/programs) to customer-facing associates FIRST through “In The Know” sessions, email, newsletters, blogs and site visits.
• Continually update in-house sales teams on fresh information: new benefits/resorts, new statistics, best ways to get the most out of ownership.
• Identify and promote resorts with occupancy needs including unique off-season inventory utilization tests for soft periods in select destinations to drive occupancy and engagement.

Club Experience & Fiscal Responsibility:

• Assist SVP, Customer Engagement and VP, Customer Experience in mapping of customer pain points and solutions to enrich the buying and service experience.
• Oversee the annual member satisfaction survey, collaborating with all key departments on content updates as needed and distributing results to leadership team on a timely basis with insight and recommendations
• Prepare presentations for Executive Leadership to provide insights into business opportunities and operational needs.
• Assist with planning, coordination and hosting of “Sneak Peak” events of new resort openings and experiences offered by Bluegreen Vacations.
• Participate in the design of member focus groups to gain personal feedback on Club experience.
• P & L responsibility for Traveler Plus region and out-of-network activity.


“Our goal is to improve the quality of work/life by providing equal employment opportunities for all candidates and team members. Bluegreen Vacations Corporation believes that diversity and inclusion is critical to our success, and we seek to recruit, develop and retain the most talented people from a broad candidate pool. We are a drug-free workplace, and if offered employment, candidate must be willing to submit to a background check/drug test. EOE/DFW”

Job Requirements

Bachelors degree in marketing, communications, business or education.
5-7 years of consumer marketing experience with a proven track record for leveraging customer data to drive improvements for the customer journey.
A working knowledge of Timeshare Industry, Vacation Clubs or Membership Program Management.
• Requires the ability to work across a variety of levels within an organization and tailor communication style to each audience
• A balance of people skills, operational acumen and an independent self-starter.
• Strong cross-functional collaboration and influence skills.
• Detailed driven with actions focused on the numbers to make decisions.
• Able to effectively zoom-in and zoom-out – high level focus on the bigger picture while getting in the details to ensure flawless execution.
• Ability to become well-versed in the company’s product, management philosophy, delivery channels and data collection.
• A strong driven innovator with a can-do attitude.
• A creative problem solver who is adept at working efficiently in a fast-paced environment.
• Requires excellent verbal and written communications skills.
• Highly proficient with developing clear, visually appealing presentations in PowerPoint and/or other presentation tools
• Ability to take complex ideas and make them simple for others to understand.

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