Director – Brand Management

JOB SUMMARY

•    Responsible to co-develop the GC strategy for brand development growth and experience pull-through of Brand initiatives and programs.

•    Partner with respective Brand Leaders at global headquarters, continent and regional/area resources and/or cross functional discipline - subject matter experts to deliver exceptional on-brand execution that drives the long-term health of the Brands.

•    Partner with the respective global brand teams to align on Brand proof-points and drive brand awareness / reputation in GC.

•    Deliver a strategic Brand plan and integration for HALO openings (in some instances; conversion hotels) will be a key focus.

•    Consistently ensure all Brand activities consider the affiliation of our award-winning Brands to Marriott Bonvoy travel program.

•    Partner with, not limited to, Marketing, Loyalty, Operations, Global Design, Asset Management, Feasibility and Development teams to drive stronger understanding and knowledge of what each brand represents, and ultimately increase Brand equity.

•    Partner with Brand Marketing, Performance and Digital teams to ensure delivery of efficient and effective media plans to boost the Brand awareness and lift reputation in the long term.Work with consumer insights, development, feasibility and asset management teams in devising the strategy to optimize brand growth. 

•    Work with above property, regionaland hotel operations teams to ensure exceptional delivery of guest experience that creates consistent Brand 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 brand management of Premium & Select Brands; as scoped by the Supervisors:

•    Key project facilitation and integration across Greater China

•    Liaison between global, continent and regional operations, as well as Brand marketing teams

CANDIDATE PROFILE 

Education and Experience 

•    Hotel operations experience is preferred. 

•    Prior Lifestyle brand management experience and marketing knowledge is an advantage.

•    Five or more years of management experience, supervising and mentoring staff; international work experience strongly preferred.

•    Languages: Proficiency in English required and proficiency in reading and writing in 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 Brand Marketing Teamto develop a robust full-year marketing plan that prioritizes Brand presence and accomplish desired outcomes for the Premium & Select brands. 

•    Provides direction and assistance to other team members regarding Brand 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 Premium brand portfolio

•    Educates/communicates on brand strategy, positioning, voice, strategic pillars and competitive environment.

•    Educates/communicates consumer insights 

•    Acts as the advocate of all brands in continent.

Brand Performance & Development

•    Pulls through global brand strategies while ensuring alignment to GC and market specific objectives

•    Responsible for the effective pull-through and localization of new brand initiatives in GC

•    Partners with RVPs and other market resources and provides regular brand 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 onboarding processes and brand education sessions for General Managers and key stakeholders.

•    Provide opening brand support for all new hotels prior to countdown, coordinates with Regional/ Directors of Operations and Commercial to ensure all branded elements of the openings, opening countdown 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 GDGC lead to ensure brand strategy is executed in design for new builds, conversions and renovations projects.

•    Partner with Global Design and Operations 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.

Commercial

•    Partners with the Commercial Teams as appropriate to ensure a coordinated brand and Sales approach for all brands

•    Partners with B2B teams in developing best practices for branded 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 SD 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.

At Marriott International, we are dedicated to being an equal opportunity employer, welcoming all and providing access to opportunity. We actively foster an environment where the unique backgrounds of our associates are valued and celebrated. Our greatest strength lies in the rich blend of culture, talent, and experiences of our associates.  We are committed to non-discrimination on any protected basis, including disability, veteran status, or other basis protected by applicable law.