マーケティング シェアードサービス ディレクター、日本＆ミクロネシア (東京コーポレートオフィス）director, Marketing Shared Services, Japan & Micronesia (tokyo Corporate Office)

Director, Global Marketing Shared Services, Japan & Micronesia

Global Marketing Shared Services (GMSS) East Asia Pacific (EAPAC) EAPAC:GMSS EAPACIgniteIHGIHG

IHGIHGGMSSMSSROIROI

ROIPR

15

Purpose of the role

Lead and own an integrated, performance‑driven marketing strategy across Japan that delivers measurable growth in revenue, brand health, and loyalty. The role partners closely with Commercial leadership and the rest of the GMSS EAPAC and Global teams to translate Global, regional and divisional priorities into scalable, efficient, and locally relevant marketing solutions, balancing short‑term commercial outcomes with long‑term brand and owner value. Through disciplined investment, strong partnerships, and high‑performance team leadership, the role contributes to sustained growth in Japan and supports broader EAPAC objectives.

Key Accountabilities

• Create and own an integrated marketing strategy and delivery across Japan that drives revenue growth, brand health, and loyalty contribution.

• Partner closely with the Head of Commercial Japan and VP Commercial for the BU to deliver marketing value and enterprise contribution aligned to divisional priorities.

• Partner with the Head of GMSS EAPAC and the wider EAPAC MSS team to design and deliver EAPAC scaled marketing solutions. Lead assigned EAPAC campaigns and strategic projects as needed.

• Oversee Japan marketing execution including Ignite, Paid Media, IHG Masterbrand and Stay Brand activity, tactical marketing, and campaign management to deliver IHG global and regional priorities and market performance.

• Champion IHG's global marketing shared services strategy in market, driving adoption of scalable, efficient marketing delivery models across Category, Brand, Loyalty, and Commercial stakeholders.

• Ensure strong localisation for Japan, influencing global and regional campaigns across language strategy, translation, and transcreation to maximise relevance and effectiveness.

• Identify, build, and manage strategic partnerships in Japan that drive brand awareness, commercial performance, and loyalty growth, with clear alignment to IHG priorities and measurable business impact.

• In alignment with GMSS strategy, manage investment across short‑term trading and medium‑ to long‑term brand building to improve owner value and support sustained growth.

• Collaborate with MSS BU leads and cross‑functional teams to drive efficiencies of scale and ensure effective execution of programmes and campaigns.

• Manage marketing delivery against annual business plans, ensuring high‑ROI marketing investment in priority markets.

• Lead marketing agency relationships to continuously improve quality, performance, and cost effectiveness.

• Leverage real‑time performance data and analytics to optimise marketing ROI and inform decision‑making.

• Own annual staffing, expense, and capital budgets for the team.

• Lead team engagement and performance, fostering a high‑performance culture through clear objectives, robust performance management, and effective development planning.

Manage owner relations in market as needed.

Leadership & Strategic Capability

• Proven senior marketing leader with the ability to set strategic direction and translate enterprise and commercial priorities into clear marketing agendas and outcomes.

• Demonstrated success building, leading, and developing high‑performing teams within complex, matrixed, and multicultural organisations.

• Strong strategic thinker who can operate at both enterprise and market level - balancing long‑term brand building with short‑term commercial delivery.

• Ability to lead through influence, align diverse stakeholders, and drive accountability without direct authority.

Market, Cultural & Operating Experience

• Significant experience working in Japan, with strong understanding of Japanese customers, business culture, ways of working, and market dynamics.

• Experience operating effectively across Asia‑Pacific markets, with the ability to balance global, regional, and local priorities.

• Proven experience working within international, multi‑national organisations and large enterprise environments.

• Comfortable navigating ambiguity, scale, and complexity.

Commercial & Campaign Marketing Expertise

• Strong background in delivering both large‑scale brand awareness initiatives and performance‑led, tactical campaigns that directly support revenue growth, demand generation, and business performance.

• Deep understanding of end‑to‑end brand and campaign marketing, from insight and strategy development through concepting, creative development, media planning, activation, optimisation, and measurement.

• Proven ability to prioritise investment and resources to maximise ROI and owner value.

Marketing, Data & Technology Capability

• Strong experience planning and executing holistic, integrated, omni‑channel marketing programs.

• Deep expertise in data‑centric marketing approaches, including performance optimisation, and analytics‑led decision making.

• Solid experience working with marketing technology platforms, media ecosystems, and agency partners.

• Demonstrated ability to apply performance data and insights to continuously optimise marketing effectiveness.

Stakeholder, Partnership & Influence Skills

• Ability to lead and influence a broad ecosystem of cross‑functional stakeholders across Commercial, Brand, PR, Loyalty, Operations, and external partners

• Experience managing and evolving agency relationships to drive improvements in quality, effectiveness, and cost.

• Proven capability in building and managing strategic partnerships that deliver measurable business impact.

Language & Communication

• High level of English proficiency required

• Japanese language capability is highly beneficial

Education:

• Bachelor's or Master's degree in Marketing, Communications or Business Administration

Critical Professional Experience

• 15+ years of progressive experience with demonstrated commercial success in Marketing, Branding, and Digital.

• Experience building and leading highly effective, globally dispersed teams and inspiring teams to deliver against ambitious agendas.

• Strong experience operating within multi‑national environments, with direct exposure to Asia Pacific and Japan markets.

• Experience in the Travel and Hospitality industry, or working with large, brand‑led, consumer‑centric businesses

• Working knowledge of data privacy, compliance, and regulatory considerations relevant to marketing activities.