Director, Luxury Brand Management And Marketing, Greater China

Luxury Brand Management and Marketing Initiative Leader

JOB SUMMARY

[Location flexible in Hong Kong / Shanghai]

• Develop the strategy, including planning and execution of luxury brand management and marketing initiatives to the Greater China continent. This position will take the lead on JW Marriott, The Luxury Collection, and Luxury Group/ cross-brand luxury initiatives.

• Partner with luxury brand leaders at Global headquarters, as well as Continent, Regional/ Area teams, and cross-functional teams to deliver exceptional and on-brand execution that enhance brand awareness and elevate brand reputation.

• Partner with the respective Global and Continental brand teams to develop long-term brand strategies for both brand experiences and marketing efforts, annual brand planning and execution, aiming to drive brand reputation and awareness in Greater China.

• Partner with the respective Global, Continent, and Regional/Area marketing teams to localize brand expression through full-funnel efforts—including Commercial, PR, Media, Partnership, Portfolio and more.

• Support the Senior Director in developing the Luxury Group brand strategy, identifying partnership opportunities, and lead the planning and deploying of cross-brand initiatives in collaboration with the luxury brand team and other disciplines

• Identify potential brand specific partners and activate relevant brand partnerships that enhance brand awareness and guest experiences, resulting in stronger brand equity.

• Ensure delivery of efficient and effective media plans caters to the continent strategy and consumer landscape.

• Partner with the respective Global brand teams and Continent Operations to develop and deploy global brand programming, and adapt or drive locally relevant initiatives to elevate guest experiences, ensuring exceptional delivery that builds consistent brand experiences, market share, and topline performance.

• Integrate plans that support luxury development to drive brand growth, while also supporting new openings to ensure on-brand execution aligned with overall brand strategy.

• Partner with the Loyalty team and ensure brand execution aligns with our affiliation strategy to the Marriott Bonvoy loyalty program.

• Partner with cross-discipline teams and hotels to drive stronger understanding and knowledge of what each luxury brand represents, and ultimately increase brand equity.

• Acts the brand guardian, owning and approving brand photography, content, and assets across the continent to ensure brand consistency.

• Acts as the Brand Leader and coordinates on-brand solutions with key stakeholders.

SCOPE Responsible for the management of the luxury brands; as determined by the Senior Director.

• Luxury brands Greater China, including Brand strategy development, planning and execution of Brand Management & Marketing initiatives

• Key project facilitation and integration across Greater China

• Liaison between Global brand team, Continent luxury team, Hotels, other disciplines including Commercial, PR, Media, Loyalty, Operations, Global Design, Development and etc.

• Luxury openings

CANDIDATE PROFILE Education and Experience • Prior Luxury brand management experience and marketing knowledge are strongly preferred.

• Hotel operations experience is strongly preferred.

• Ten or more years of management experience, supervising and mentoring staff; international work experience strongly preferred.

• Languages: Proficient in English and Chinese, both verbal and written.

• Knowledge of collaboration efforts with global brand management team is preferred.

• Strong ability for brand strategy development

• 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.

• Strong presentation and communication skills

• Proven ability to lead and collaborate 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 • Develop a robust full-year marketing plan that prioritizes Brand presence and accomplish desired outcomes for the luxury brands. Ensure alignment with Senior Director and Global Brand Leaders.

• Lead and work with other team members regarding Luxury Group/ cross-brand 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 • Lead the annual and long-term 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.

Brand Performance & Development • Pulls through global brand strategies while ensuring alignment to GC and market specific objectives.

• Responsible for the effective pull-through and localization of new brand initiatives in GC.

• Provide regular brand updates to provide visibility to key stakeholders, including luxury team, hotel, global brand, etc.

• 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 for General Managers and key stakeholders.

• Provide opening brand support for all new hotels prior to countdown, coordinates with Luxury Operations and Field 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 Senior Director.

Style & Design • Partner with Global Design to ensure brand strategy is executed in design for new builds, conversions and renovations projects.

• Provides guidance on design related aspects of experience programming (sensory experience elements, look books) and engage with continent operations team and hotels to execute flawlessly.

Sales • Partners with the Continent Commercial as appropriate to ensure a coordinated brand and sales approach.

• 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 Senior Director, 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 • Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace.

• Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.

• 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.

Managing Execution • Building and Contributing to Teams - Participates as a member of a team to move