ATONA - Brand Manager / Director of Branding

Job description

Who we are:

The ATONA brand is a collection of luxury hot spring ryokans that offers guests an authentic immersion into Japanese culture. As the first Japan-born brand in the Hyatt portfolio, ATONA will be centered around the onsen (hot spring) experience, serving as the foundation of each guest's journey in Japan. Set in stunning landscapes, each ryokan will offer unique experiences and discoveries both within and beyond the inn, carefully tailored to its destination. Managed by a team of hospitality experts with deep knowledge of Japanese culture and international hotel standards, the ATONA brand aims to deliver a distinctive and immersive stay, with plans for future expansion to various new locations.

Summary

We are seeking a Brand Manager / Director of Branding to help build the ATONA brand from the ground up, shaping a unique identity and guest experience for our new luxury onsen ryokan collection. This role offers the opportunity to play an integral part in establishing a new brand, requiring creative vision, leadership skills, and collaboration across teams, with a deep understanding of Japanese culture and the hospitality industry. Proficiency in both Japanese and English is essential. (*Please note that the employer for this position is Atona Co., Ltd., a joint venture between Hyatt and Kiraku.)

Responsibilities:

Brand Strategy Development:

● Develop and implement a comprehensive brand strategy in collaboration with the design team.

● Establish brand guidelines and ensure consistency across all branding elements.

Brand Identity and Visuals:

● Work closely with the design team, and other stakeholders to create and maintain a strong visual identity for the brand.

● Oversee the development of brand collateral, including logos, signage, and promotional materials.

Collaboration:

● Maintain close communication with the sales & marketing team to ensure alignment with overall marketing strategies.

● Coordinate with other departments (e.g., operations, property development) to ensure a cohesive brand experience.

Brand Communication:

● Ensure all brand communications are consistent with the brand’s identity and values.

● Develop content that reinforces the brand’s message and appeals to the target audience.

Inner Branding:

● Develop and implement internal branding initiatives to ensure that all staff members understand and embody the brand’s values and culture.

● Work with HR to create training and onboarding programs that align with the brand’s identity.

● Foster a strong brand culture within the organization, ensuring that employees are brand ambassadors.

Personal Attributes:

Creativity and Innovation:

● Strong creative vision and ability to think outside the box.

● Innovative mindset with a passion for creating unique and memorable brand experiences.

Leadership and Teamwork:

● Ability to lead and inspire a team, as well as work as a team.

● Strong collaboration skills and willingness to work closely with stakeholders and cross-functional teams.

Communication Skills:

● Excellent written and verbal communication skills in both Japanese and English.

● Ability to articulate brand concepts and strategies clearly and persuasively.

Cultural Sensitivity:

● Deep understanding of Japanese culture and the hospitality industry.

● Ability to navigate cultural nuances and tailor branding efforts accordingly.

Desired profile

Qualifications :

Education:

● Bachelor’s degree, where advanced degree (MBA or equivalent) is a plus.

Professional Experience:

● 3-5 years of experience in brand management or related roles, preferably within the hospitality or luxury sectors.

● Experience in creating and launching new brands is highly desirable.

● Proven track record of managing and executing successful brand strategies.

● Familiarity with Japanese cultural nuances, as well as an international perspective, is highly desirable.

Technical Skills:

● Proficient in brand strategy development and execution.

● Experience with market research and data analysis.

● Knowledge of branding

● Knowledge of design software is a plus (e.g., Adobe Creative Suite).