Director, Brand Management Lifestyle – EMEA

Job description

Position Summary

The aim of this role is primary Strategic Brand Planning for Hilton’s Lifestyle & Collection brands (Canopy by Hilton, Motto by Hilton, Graduate by Hilton, Curio Collection by Hilton, Tapestry Collection by Hilton), considering internal brand position, external market development and competition in the different areas within EMEA. The objective is to identify impactful trends, working on the base of consumer insights and to translate them into Brand initiatives, products or services which resonate with current and future customers. That includes launch, implementation, and performance measurement of such initiatives & products. To drive Brand Health by defined measures, adopting and implementation the brand strategy and further develop the Brands to support the long-term goals for Net Unit Growth (NUG) of the enterprise and to keep it attractive to investors.

Position is office based (Watford) with travel required within EMEA. The position represents this group of brands in the region and is part of the EMEA Brand leadership team.

What will I be doing?

●    Act as brand guardian, championing the brand integrity at all times, and be the face and voice of the brands in reference in EMEA.
●    Identify future consumer trends in region with the aim of being ahead of competition to create and enhance Brand plans and activations.
●    Define “Brand Programs” that will build distinctiveness for our Lifestyle brand and grow revenues. Drive executions through cross-functional teams (food & drinks, design, operations and hotel teams)
●    Work with relevant departments on delivering joined KPI´s, that includes but not limited to Development, Architecture, Design & Construction (AD&C), Brand Performance Support (BPS), Brand Personality, Brand Commercial, Food & Drink (F&D), Real Estate & Asset Management, Quality Assurance (QA) teams, Hilton and 3rd party Management Companies, Franchise support in the region, as well as Global Brand Leaders of each brand and their related support teams.
●    Contribute to an annual Business plan for each Brand. Comprehensively assessing the brand’s situation, defining objectives, determining strategies and activities, and allocating resources that will enable the brand goals to be achieved.
●    Develop and execute strategies supporting Brand Health targets and product development (including brand activations and programming) considering regional and area trends, issues, and opportunities while contributing to global brand ambition and strategy.
●    To support brand/NUG development while preserving brand integrity and long-term commercial performance through development lead reviews, Property Improvement Plan validations, brand development asset / toolkit creations, relevant brand strategic plan and activities in co-operation with stakeholders like: AD&C, Development, F&D, Hilton Management company and larger ownership groups.
●    Support and work closely with Development and Hilton Managed Hotels as well as key 3rd party Management companies and large ownership groups, Franchise Support team to get feedback on business needs and identify opportunities of brand standard & services adjustments and product development.
●    Contribute to annual Brand budget planning.
●    Continuously promote and activate each brand’s personality and culture.
●    Deliver assigned projects to the agreed scope, budget, and timeline. Support planned and ad-hoc project work.
●    Attend companies, business partners and owners’ meetings as required, in person or virtual to solve issues, gain knowledge and intelligence.
●    Regularly participates in Brand & Enterprise educational opportunities to improve your personal knowledge skills required to serve customers and support Brand Management team’s success.
●    Strives in a fast-paced environment with an optimistic and positive “can do” approach on requests and tasks.
●    Drive network quality improvement and consistency by working with AD&C, Retention & Renewal and respective Heads of Operations and Directors of Franchised Support on a regular basis to identify opportunities for (and scope of) property improvement, strategic brand conversion, capital planning, etc. 
●    Safeguards brand experience consistency through periodic analysis of brand standards compliance in collaboration with QA team.

Average Percent of Time %
●    Strategy & Governance – 30%
●    Brand Programming & Innovation – 20%
●    Growth & Development – 30%
●    GM interface & Culture – 20% 

Direct Reports: n/a

What are we looking for?



Required Qualifications

To fulfill this role successfully, you must possess the following minimum qualifications and experience:

●    Extensive experience of developing Brand and Brand strategies within hospitality, tourism, or related industry. 
●    Strong personal affinity and relevant work experience in Lifestyle sector.
●    Good sense for design and architectural aesthetics, and ability to translate this in brand guidelines.
●    Experience in identifying consumer trends and analyzing consumer insights to develop brand strategies.
●    Commercial understanding, experience, and analytical skills to evaluate data/business information and translate data into knowledge and action. Strong business planning skills.
●    Able to work on short- and long-term Brand plans to maximize growth and commercial success. 
●    Demonstrate strong communication and customer service skills to internal and external stakeholder as well networking building skills.
●    Demonstrated delivering projects in planned timeline and within budget guideline. 
●    Experience in managing virtual teams, influencing decisions, and creating consensus.
●    Experiences in working with external vendors and partners.
●    Responsiveness and reactiveness with an understanding of the sense of urgency and importance for different stakeholders paired with decision-making skills to determine the best resolution within company guidelines and in the best interest of involved parties.
●    Experience and willingness to work and win within a team. Ability and willingness to further learn and to develop.
●    Experience using MS Office (Excel, Outlook, PowerPoint, Teams).
●    Education:  Degree in Brand Management and / or Brand Marketing. 
●    Must have, or be able to obtain, all necessary documents to travel internationally as needed. Ability to travel internationally on a regular basis, overnight as needed.
●    Business level fluency in English (verbal & written).

Preferred Qualifications

It would be advantageous in this position for you to demonstrate the following capabilities and distinctions:

●    Education: University degree in brand management or similar.
●    Experience and understanding of hotel operations in different countries and markets within EMEA.
●    Additional language within EMEA markets (advanced level speaking and writing).

What will it be like to work for Hilton?

Hilton is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands .  Our vision “to fill the earth with the light and warmth of hospitality” unites us as a team to create remarkable hospitality experiences around the world every day.  And, our amazing Team Members are at the heart of it all!