Full-Time Global VP Brand Management & Guest Experience

Reports to: Senior Vice President, Brand Management and Guest Experience Midscale / Eco Brands. The Vice President, Brand Leader is a key member of the Global Brand Leadership team and a key partner of the Brand Marketing organization. He/she functions as the strategic guest experience leader for the brand.

This requires driving mission-critical, cross-functional initiatives that align the efforts of multiple stakeholder groups to deliver excellence in the Guest Experience.

This role will also partner closely with SVP Brand Management and Guest Experience to develop brand positioning, target consumer definition, design strategy and portfolio & growth strategy.

Brand Strategy & Planning:

• Partners with President / SVP Brand Management and Guest Experience to develop the global long-term strategy for the brand.
• Acts as the face of the Brand across the organization to guide on strategy execution of the brand from other functions.
• Ensures that business model, positioning and core proof points are clearly articulated for the brands.
• Develops, drives and owns the strategy to improve operational performance for the brand globally.
• Partners with Regions to drive renovation strategy globally.

Brand Performance & Development:

• Develops clear applications of business and brand strategies that can be translated by other functions into tactical implementation.
• Establishes, communicates and coordinates work priorities to achieve the brand strategies.
• Serves as the primary point of contact to ensure that new brand initiatives are being designed and deployed within market effectively.
• Regularly interfaces with key regional stakeholders, SVP Audit and Compliance and other market resources to better understand environmental factors impacting current and future brand initiatives and standards and to provide regular brand updates.
• Partners with development as needed to support them in immersing prospective new owners into the brand, its strategies and positioning.

Operations & Culture:

• Leads a culture of operational excellence across the brand and engages key stakeholders across functions to drive performance.
• Drives brand culture, Talent development, Talent acquisition and brand training.
• Leads mission-critical cross-functional brand initiatives to further enhance brand experience and build out the brand core proof points.
• Establishes communication platforms for the brand with the field / market (e.g. webinars, immersions, training tools).
• Works closely with SVP Audit and Compliance and the Go-To-Market leader to develop, refine and implement brand operating standards, procedures, and brand operations-driven programs.

Style And Design:

• Provides consumer direction on the brand design strategy and guides the ongoing refresh in partnership with DT&S.
• Provides input to DT&S on design for new builds, conversions and renovations projects.
• Directs the design and selection of brand product standards (OS&E) globally in partnership with the respective discipline resources.

Marketing & PR & Digital:

• Partners with Brand Marketing team to create the visual identity strategy for the brand and the creation and execution of all visual touchpoints throughout the guest experience.
• Partners with Brand Marketing team to develop brand identity and brand assets, including digital, as well as the photography strategy for the brand.
• Partners with the Brand Marketing organization to ensure all global marketing initiatives are appropriately mirrored in the guest experience and Heartist experience of every hotel.
• Partners with Brand Marketing and Partnerships teams to develop and execute partnerships that impact the guest experience and global consumer perception.
• Acts as spoke person on behalf of the brand with media, influencers, B2B customers and owners

Education and Experience Preferred:

• 4-year degree from an accredited university in Business Administration, Marketing, or related; MBA.
• 15+ years of relevant professional experience in hotel industry, both in operations and brand fields or related function, demonstrating progressive career growth and pattern of exceptional performance.

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