An organisation is seeking a
Senior Director, Luxury Brands & Marketing, APEC
Job Summary
- Develop strategic overview including planning and pull-through of all Luxury Brand management & marketing initiatives and programs relevant to APEC continent. Luxury Brands for this position refer to Reserve, The Ritz-Carlton, St. Regis and JW Marriott brands.
- Partner with respective Luxury Brand Leaders at global headquarters, continent and regional/area Luxury resources and/or cross functional discipline subject matter experts to deliver exceptional on-brand execution to sustain and elevate Marriott's leading edge as the Luxury Brand Operator in APEC
- Partners with the respective global and continent brand teams to align consumer-facing messaging and drive brand reputation.
- Partners with the respective global, continent, regional/area marketing teams to localize the expression of the brands with full funnel efforts, not limited to PR, advertising, communications, etc. in the respective markets of APEC.
- Partner with the respective global brand teams to align on Luxury Brand proof-points and drive brand awareness / reputation in APEC
- Deliver a strategic Brand plan and integration for Luxury openings (in some instances; conversion hotels) will be a key focus.
- Consistently ensure all Brand activities consider the affiliation of our award-winning Luxury Brands to Marriott Bonvoy travel program.
- Partner with, not limited to, Loyalty, DDO, F&B, GDAP, Feasibility and Development teams to drive stronger understanding and knowledge of what each luxury brand represents, and ultimately increase Brand equity.
- Ensure delivery of efficient and effective media plans to boost the Brand awareness and lift reputation in the long term.
- Work with regional, area and hotel operations teams to ensure exceptional delivery of guest experience that creates consistent Brand preference, market share and topline performance.
- Works with area marketing teams to develop effective continent and country/market level marketing programs that continuously drive brand awareness, preference, market share and topline performance
- Understand and activate relevant Brand Partnerships that enhance Brand Positioning, resulting in stronger Brand equity.
- Owner and Approver of Brand photography, contents and assets in continent.
- Acts as the Brand Leader and coordinates on-brand solutions with key stakeholders.
SCOPE
Responsible for the management & marketing of the luxury brands; as determined by the VP:
- Luxury brands APEC
- Key project facilitation and integration across APEC
- Liaison between global, continent and regional operations, as well as Brand marketing teams
- Luxury openings
CANDIDATE PROFILE
Education And Experience
- Hotel operations experience is strongly preferred.
- Prior Luxury brand management experience and marketing knowledge is an advantage.
- Eight or more years of management experience, supervising and mentoring staff; international work experience strongly preferred.
- Languages: Proficiency in English and Chinese
- Knowledge of collaboration efforts with global brand management team is preferred
- Experience with establishing and managing budgets.
- Experience in managing and directing strategic partners / agencies / vendors. Demonstrated relationship marketing skills a must.
- Experience in partnering efforts with global brand management and marketing teams is strongly preferred.
- Good presentation and communication skills
- Proven ability to lead and work with cross-functional teams in support of specific business priorities.
- Demonstrated ability to take complex projects and efforts from conception to successful execution.
- Ability to solve problems quickly, think creatively, and satisfy Internet speed-to-market requirements.
- Ability to simultaneously manage multiple projects.
- Experience working with associates/ vendors/ customers in remote locations and international markets (multiple time zones).
- Strong team player and ability to foster relationships and collaborate across disciplines
CORE WORK ACTIVITIES
Managing Projects and Priorities
- Collaborate with Senior Director Brand Marketing, to develop a robust full-year marketing plan that prioritizes Brand presence and accomplish desired outcomes for the luxury brands. Ensure alignment with VP-Brand and Global Brand Leaders.
- Provides direction and assistance to other team members regarding MILUX projects to ensure timely completion of assignments.
- Analyzes information and evaluates results to choose the best solution and solve problems.
- Thinks creatively and practically to develop, plan, and implement new Brand programming or initiatives.
- Understand and able to deliver strategic reporting and presentations, etc. as requested.
- Provides recommendations to improve the effectiveness of processes or programs.
- Understands and meets the needs of key stakeholders.
- Supports achievement of performance goals, budget goals, team goals, etc.
Brand Strategy & Planning
- Partners with key stakeholders on key openings and focus hotels within the Luxury brand portfolio
- Educates/communicates on brand strategy, positioning, voice, strategic pillars and competitive environment.
- Educates/communicates consumer insights
- Co-lead strategic Brand partnerships through criteria rating to deliver desired outcomes.
- Acts as the advocate of the Luxury brands in continent.
Brand Performance & Development
- Pulls through global brand strategies while ensuring alignment to APEC and market specific objectives
- Responsible for the effective pull-through and localization of new brand management, marketing or partnerships initiatives in APEC
- Partners with VP Marketing, Brand Management and AVPs and area teams to ensure owner community and other key stakeholders are well informed with regular brand & marketing updates.
- Constantly monitor brand performance and develop appropriate actions with the relevant cross function teams to achieve the brand and continent objectives
Operations & Culture
- Responsible to communicate regular brand updates and Brand education to the field and hotels.
- Work closely with properties and regional/area operations to ensure on-brand implementation of brand operating standards, procedures, and brand programs.
- Manage luxury onboarding processes and calendar for General Managers and key stakeholders.
- Provide opening brand support for all new hotels prior to countdown, coordinates with Regional/Area Directors of Operations and Marketing to ensure all branded elements of luxury openings, opening countdown, Consumer Ops support etc. are executed on brand.
- Provide guidance to hotel opening teams to ensure branded critical path document for openings and conversions are developed and maintained.
- Manage the process and planning for off-strategy (focus) hotels as designated by the global and continent Brand VP
Style & Design
- Partner with GDAP lead to ensure brand strategy is executed in design for new builds, conversions and renovations projects.
- Partner with Brand Activation and Standards team, DDO team, F&B team to deliver on-brand Guestroom, F&B, Spa, M+E experiences.
- Provides guidance on design related aspects of experience programming (sensory experience elements, look books) and engage with Regional operations team and hotels to execute flawlessly.
Marketing & PR
- Is responsible for developing and executing effective brand marketing programs that achieve/surpass brand and continent performance goals.
- Is responsible for executing customer-facing brand communications, not limited to brand-voice copywriting, use of the various assets and materials to ensure on-brand communication style.
- Partners with the APEC PR/Communications team and the area/field marketing teams to develop and execute buzz for the lxuury brands in Asia Pacific.
- Is responsible for developing/ nurturing brand partnerships that provide brand equity benefits and enhance the guest experience.
Sales
- Partners with the Continent Sales Teams as appropriate to ensure a coordinated brand and Sales approach for all brands
- Partners with B2B teams in developing best practice luxury brand consumer events
- Ensures priorities are aligned with the brands goals. Protects and strengthens the brands competitive advantage by advocating for customer needs and preferences and supporting sound business decision-making for the brand.
- Provide relevant and up-to-date brand information and education to ensure effective sales strategies and customer interaction
Growth & Development
- In conjunction with the VP Brand, partners with Development as needed to support them in immersing prospective new owners into the brand, its strategies and positioning.
- Works with Development Marketing team to produce toolkits and resources, conducts owner brand immersions and site visits to support development in securing on-strategy projects for the brand.
MANAGEMENT COMPETENCIES
Leadership
- Communication Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
- Leading Through Vision and Values Keeps the organization's vision and values at the forefront of decision making and action.
- Managing Change Initiates and/or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace; serves as role model for how to handle change by maintaining composure and performance level under pressure or when experiencing challenges.
- Problem Solving and Decision Making Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
- Professional Demeanor Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
- Strategy Development Develops business plans by exploring and systematically evaluating opportunities with the greatest potential for producing positive results; ensures successful preparation and execution of business plans through effective planning, organizing, and on-going evaluation processes.
Managing Execution
- Building a Successful Team -Uses an effective interpersonal style to build a cohesive team; inspires and sustains team cohesion and engagement by focusing the team on its mission and importance to the organization.
- Strategy Execution Ensures successful execution across of business plans designed to maximize customer satisfaction, profitability, and market share through effective planning, organizing, and on-going evaluation processes.
- Driving for Results Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
Building Relationships
- Customer Relationships Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company's service standards.
- Global Mindset Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.
- Strategic Partnerships Develops collaborative relationships with fellow employees and business partners by making them feel valued, appreciated, and included; explores partnership opportunities with other people in and outside the organization; influences and leverages corporate and continental shared services and/or discipline leaders (e.g., HR, Sales & Marketing, Finance, Revenue Management) to achieve objectives; maintains effective external relations with government, business and industry in respective countries; performs effectively as a liaison between locations, disciplines, and corporate to ensure needed resources are received and corporate strategies are understood and executed.
Generating Talent and Organizational Capability
- Organizational Capability Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.
- Talent Management Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.
Learning and Applying Professional Expertise
- Technical Acumen Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges. Creative Expression-The ability to generate novel ideas or strategies, and to communicate them with unusual, clever, or novel methods that captivate and influence others. Brand Management-The ability to generate marketing strategies that create brand recognition and differentiation and ultimately have a positive impact on customer relationships and business profitability.
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