Senior Director, Luxury Brand Marketing

Job description

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.

Marriott International is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non-discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law.

Marriott International is the world’s largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed. Be where you can do your best work,​ begin  your purpose,  belong  to an amazing global​ team, and  become  the best version of you.