Regional Vice President of Brand Marketing, Lifestyle ASPAC

Job description

Position Summary
As the RVP of Brand Marketing, you will be responsible for shaping and directing the marketing and brand strategy for Hyatt Lifestyle Group's brand portfolio in Asia Pacific. Working under and supporting the Global Head of Brand Marketing and working closely with the VP, Marketing ASPAC, you will oversee the ASPAC Lifestyle Group's development and curation of all marketing campaigns, promotional activities, and partnerships in the territory to drive new business, brand awareness, and buzz.

The RVP of Brand Marketing will lead all growth efforts across brand and marketing channels, including partnerships, social media, content creation, and email marketing. You will focus on growing brand awareness in new markets globally while ensuring efficiencies. You will be responsible for providing 360-degree strategic planning for promoting brand initiatives across our hotels, food & beverage outlets, retail, and special events & activations.

Duties and Responsibilities

Project Management

- Oversee and be accountable for the regional department calendar and key deliverable dates, including assisting in the creation of all communication (promotional flyers, social content, email marketing, etc.) with the in-house design team, respective departments, properties, and the corporate office.

- Manage and oversee the wider ASPAC Lifestyle Bangkok Marketing team to ensure they have clear direction on brand vision and business focuses with strategic tasks and objectives on a regular basis.

- Act as the primary point of contact for all Lifestyle brand communication with property marketing teams in the region and educate teams on hotel and brand initiatives and announcements.

- Meet regularly with property marketing teams to inspire, educate, strategize, and approve local campaigns or ideas before presenting them to the Global Head.

- Generate comprehensive recaps for key marketing initiatives to share with the wider team, properties, and ownership with clear focus on ROI and impact on brand awareness.

- Proactively communicate wins and challenges to ensure The Lifestyle Group enhances brand awareness and ensures successful hotel openings globally.

- Help manage, plan, and recommend marketing budgets throughout the year.

- Provide task-force support for openings or major projects to maintain a high brand standard during key ASPAC moments.

- Manage select ASPAC budgets directed by the Global Head of Brand Marketing and VP, Marketing ASPAC and ensure positive ROI.

Art + Visual Direction

- Oversee Art Director, Lifestyle ASPAC and assist in developing and executing bold, innovative visual concepts and integrated campaigns that consistently elevate Hyatt Lifestyle Brands' identity across all ASPAC platforms.

- Help ensure all creative outputs—whether internal or external—adhere to rigorous brand guidelines and legal compliance, maintaining a high standard of quality and authenticity.

- Stay at the forefront of design innovation by tracking industry trends, emerging technologies, and creative tools to push the brand's visual storytelling forward.

- Help with the creative vision for brand campaign photoshoots and come with a black book of photography and production contacts plus creative studio.

- Collaborate with Social Media and Marketing teams to develop vibrant, on-brand visual content that fuels audience engagement and brand affinity across Instagram, TikTok, Facebook, and other platforms.

Partnerships + Events

- Discover new partnerships and nurture existing relationships with regional partners that introduce the brand to new audiences, both offline and online. Ideate partnerships with varied objectives, such as data generation, social media growth, brand awareness, and authenticity.

- Oversee partnership agreements for large-scale brand and property-level partnerships and manage deliverables.

- Lead creative initiatives and ideas for effective marketing events that increase brand visibility.

- Demonstrate a strong cultural interest across fashion, music, art, culture, and culinary sectors to generate programming ideas that amplify the brand and its culture.

- Analyze ROI and value for new events and partnership requests. Evaluate annual partnership results to adjust year-over-year strategies and maximize ROI.

- Be the point-person to recommend retail needs and suggest ASPAC specific partnerships or product to Global Head of Brand Marketing.

Leadership + Property Education

- Enforce guidelines for property-level promotions to ensure proper rollout of new initiatives and effective education.

- Collaborate with the copywriters to monitor and ensure adherence to the appropriate Lifestyle branding in all marketing materials, including logos, collateral, media kits, and digital promotions in ASPAC.

- Coordinate regular meetings with property marketing teams to align on brand vision, campaigns, and cross-promotional opportunities. Inspire and advise property teams on partnership, programming, and other marketing ideas.

Digital Marketing, Email + CRM

- Build a strong relationship with the digital marketing team and paid media efforts align with brand standards and timelines. Provide input on brand storytelling and campaign messaging and ensure all messaging is on-brand whatever the platform.

- Participate in the global email calendar and navigate property requests when necessary. Work closely with the digital marketing team to manage CRM updates, support audience segmentation, and oversee email distribution.

Cross-Department Collaboration

- Collaborate with the ASPAC, marketing, sales and revenue departments to align sales and marketing strategies and support creative collateral requests.

- Establish strong relationships with the ASPAC F&B and Operations teams to meet departmental goals and budgets, including aligning with Operations for ASPAC.

- Work closely with the Director of Brand PR, ASPAC for The Lifestyle Group to guide and oversee press agencies supporting properties and the brand in the region.

- Partner with the Director of Brand PR and the Global Head of Brand to strategize and manage KOLs (Key Opinion Leaders), influencers, and talent for brand projects.