Purpose of the Role: The Senior Brand Manager for Mainstream brands supports and work in partnership with the Director, Mainstream Brands, EAPAC (based in Singapore), to deliver the Mainstream brand strategy, focused on driving growth and performance. Primary scope would cover geography within EAPAC, but may also include priority projects with broader EMEAA and Global scope to meet company objectives.

Key Accountabilities

Actively involvement in initiatives that drives growth and performance for the Mainstream brand category, with a primary focus on EAPAC, but may also include broader EMEAA and Global scope to meet company objectives.

Co-lead the development and implementation of insights and data-driven brand strategy and brand plans for the BU, in line with broader global category and regional strategies/goals

Lead or participate in new brand launch or market entries, brand localisation, development of brand tools and assets to enable brand sale & hotel-ready, with scalability as objective

Lead development and embedment of product and service innovations, as well as toolkits to support high quality and consistent guest experience and brand tools for other stake holders teams (eg Development, D&E etc).

Develop thorough category understanding and analysis to identify gaps and opportunities in key markets to win in the mainstream segment

Support management of key stakeholders in the BU/Brand community

Brand custodian of Mainstream brands, providing brand expertise and consultation to support key functions to drive growth ie. Development, Hotel Lifecycle, Marketing/PR, Hotels etc

Involved in the brand standards development and measurement process, working with cross functions to ensure brand standards are up-to-date and accurate at all times

Monitor and track project budgets and relevant processes

Key Shared Accountabilities

Brand marketing and commercial performance

Support operations in achieving brand compliance and guest love scores

Support NHOPs to be on-brand and able to ramp up quickly

Brand marketing and commercial performance

Support development and implementation of regional stakeholder communications

Required Education, Experience, Technical Skills and Knowledg

Education

Bachelor's or Master’s Degree in Brand Management, Marketing, Communications, advertising, or an equivalent combination of education and work related experience.

Experience

Min 8 years in hospitality or other consumer-focused sector, preferably within a large multi-national company, with roles focused on brand management, or marketing

Experience in a multi-national operating environment, preferably in APAC

Required Skills

Excellent ability to put together and synthesize data/market analysis into clear and succinct reports. Market research knowledge is an advantage

Strong project management, preferably with leadership experience in project management

Superior oral and written communications skills including presentation skills, public speaking ability, and group decision facilitation.

Ability to see big picture and deliver work with a region/global mindset, and with scalability as objective

Content development for tools and guidelines

Ability to flex between leadership and team player roles for different projects

Excellent senior stakeholder management skills

Demonstrates accountability and is able to meet tight deadlines and multi-task

Ability to manage agency relationships with clarity in brief and to drive quality, cost-effective and timely outcome

Ability to take initiative, work independently and propose and implement effective.

Demonstrated understanding of the market research process

Culturally aware and sensitive across a broad geography