Senior Director | Luxury Brands & Marketing | APEC

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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