Marriott International

Director, Select Brands and Brand Marketing (APAC) (Integration)

Marriott International
Full Time
Junior (less than 3 years)
Bachelor
English

Job Description

Director, Select Brands and Brand Marketing (APAC) (Integration)

Location: CHN-China-Hong Kong-Asia/Pacif/Australia Region

Marriott International offers you the opportunity to find the hospitality job and career journey that’s right for you. With more than 5700 properties and 30 brands you’ll find us in your neighborhood and in more than 110 countries across the globe. Find Your World™ at Marriott.

Qualifications

JOB SUMMARY
  • Develops strategy and manages execution of brand and brand marketing programs for the Asia Pacific Select Brands.
  • Partners with the respective global brand teams and operations services to ensure on-brand execution in the hotels.
  • Partners with the respective global brand marketing teams to localize the expression of the brands through advertising, communications, etc. for the Asia Pacific markets.
  • Partners with the loyalty team to develop relevant programs to grow and activate our key source markets.
  • Partners with the digital team to deliver efficient and effective media plans and develop and define the brands’ social media strategy.
  • Works with area marketing teams to develop effective continent and country level marketing programs that drive brand awareness, preference, market share and topline performance.
  • Acts as the brand champion in the continent.
 
SCOPE
  • Responsible for the management and marketing of the following brands:
    • Courtyard by Marriott
    • Four Points by Sheraton
    • Fairfield by Marriott
    • aLoft Hotels
    • AC Hotels by Marriott
    • Moxy Hotels
    • Element by Westin
  • Responsible to manage at least 1 direct report.
  • Responsible for controlling the budget.
 

CANDIDATE PROFILE

 
Education and Experience
  • University degree required.  Master’s degree in related field preferred but not essential.
  • Lodging industry experience is strongly preferred.
  • Prior brand management experience required.
  • Prior experience developing integrated brand marketing campaigns across channels (digital, social, buzz, PR, sales) is required.
  • Experience partnering with global brand management and marketing teams is strongly preferred.
 
CORE WORK ACTIVITIES
 
Brand Strategy & Planning
  • Partners with the Area Directors of Marketing and key hotels within the Select brand portfolio to develop their annual business plans.
  • Educates/ communicates on brand strategy, positioning, voice, strategic pillars and competitive environment.
  • Educates/ communicates consumer insights.
  • Acts as the owner and advocate of the Select brands in continent.
 
Brand Performance & Development
  • Pulls through global brand strategies while ensuring alignment to APAC or country specific objectives.
  • Is responsible for the effective pull-through and localization of new brand initiatives in the APAC region.
  • Partners with AVPs and other market resources and provides regular brand updates.
  • Constantly monitors brand performance and develop appropriate actions with the relevant cross function teams to achieve the brand and continent objectives.


Operations & Culture

  • Is responsible for regular brand communication with the field and hotels.
  • Works closely with properties and CLS organization to ensure on-brand implementation of brand operating standards, procedures, and brand operations-driven programs.
  • Provides opening support for all new hotels, coordinates with openings and regional teams to ensure all elements of the ‘opening countdown’ including opening countdown, training, etc. are executed on brand. Provides guidance to opening teams to ensure branded critical path document for openings and conversions are developed and maintained.
  • Provides input on the turnaround process for off-strategy hotels.
 

Style & Design

  • Partners with A&C lead to ensure brand strategy is executed in design for new builds, conversions and renovations projects, including model room reviews.
  • Provides guidance on design related aspects of experience programming (sensory experience elements, look books) and engages with the AVPs/ADOPs /hotels to execute.
 
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, brand voice/collateral development, photography, etc. and ensuring those materials are on-brand.
  • Partners with the APAC communications team and the field marketing teams to develop and execute buzz for the brands in Asia Pacific.
  • Is responsible for developing / nurturing brand partnerships that provide brand equity benefits and enhance the guest experience.
Sales
  • Partner with the Continent Sales Teams as appropriate to ensure a coordinated Sales approach for all brands.
  • 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 to ensure effective sales strategies and customer interaction.


Growth & Development

  • Partners with development as needed to support them in immersing prospective new owners into the brand, its strategies and positioning.
  • Works with development 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

  • 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 toward the completion of common goals while fostering cohesion and collaboration among team members.
  • 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.
  • Planning and Organizing - Gathers information and resources required to set a plan of action for self and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed.
Building Relationships
  • Coworker Relationships - Interacts with others in a way that builds openness, trust, and confidence in the pursuit of organizational goals and lasting 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.
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
  • Applied Learning - Seeks and makes the most of learning opportunities to improve performance of self and/or others.
  • Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
  • 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.
    • 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.
    • Owner Relations - Building relationships with property owners that lead to positive branding and business results by anticipating and assessing needs, actively looking for ways to help, exceeding expectations for service, evaluating satisfaction for owners, and partnering on branding strategy implementation.
  • Basic Competencies - Fundamental competencies required for accomplishing basic work activities.
    • Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
    • Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work-related issues.
    • Oral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
    • Reading Comprehension - Understands written sentences and paragraphs in work related documents.
    • Writing - Communicates effectively in writing as appropriate for the needs of the audience.
 
Marriott International is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. Marriott International does not discriminate on the basis of disability, veteran status or any other basis protected under federal, state or local laws.

Technical Skills

  • Advertising
  • BASIC
  • Brand Awareness
  • Brand Management
  • Brand Marketing
  • Branding
  • Budgets
  • Business Plans
  • C (Programming Language)
  • Corporate Communications
  • Equities
  • Guest Experience
  • Marketing
  • Marketing Campaigns
  • Mathematics
  • Microsoft Word
  • Photography
  • PR
  • Sales
  • Training