Director, Brands (Shangri-La brand) (95612)

Lead (more than 10 years)


Technical Skills

  • Agile
  • Brand Management
  • Branding
  • Compliance
  • Customer Service
  • Guest Experience
  • HR
  • Marketing
  • PR
  • Project Management
  • Quality Assurance
  • Revenue Management
  • Sales
  • Training

Job Description

Director, Brands (Shangri-La brand) (95612)

Shangri-La International Hotel Management Ltd.

The Director, Brands, Shangri-La Hotels and Resorts, is a key member of the global brand team and will be responsible for supporting the ongoing brand evolution work. He/She will focus primarily on the strategic development of a guest experience framework throughout the various touch points across the guest journey, in order to support the brand values, define and differentiate the brand, drive guest consideration, satisfaction and increase brand loyalty.



  • Supports the overall brand evolution work in collaboration with relevant internal and external partners
  • Supports in the creation of brand strategies in line with the brand positioning, specifically supporting guest experience programmes
  • Defines the customer experience at various points throughout the guest journey and in line with the brand positioning. This includes but is not limited to arrival experience, rooms, F&B, service, programming and events design
  • Ensures unique experience proposition is based on business needs, and customer driven data and insights that add value to the guest experience and drive financial performance
  • Partners with our Strategy teams to identify trends and opportunities, brand tracking and research, in order to identify potential innovation opportunities


  • Partners with stakeholders to implement high impact on-brand guest experiences including piloting where required to ensure data-driven decisions and localization efforts
  • Leads the development of hotel toolkits, SOPs and other resources around guest programme launches, closely collaborating with relevant departments
  • Revises existing brand defining standards with relevant stakeholders, in order to identify what needs to stay, be revised, removed, or added in line with new positioning
  • Ensures implementation of brand operating standards, procedures, and brand operations-driven programs
  • Works with Strategy, Finance and other groups to develop/maintain ongoing measurements for branded guest experience programmes (metrics could include: program revenue, profit, key awareness and perception shift measurements, marketing results and other metrics as pre-established in the marketing plan
  • Partners with the brand operations leaders in communicating strategic focus areas and plans for the brand - including brand defining elements, brand standards and coordinating quality assurance / property compliance
  • Identifies signature brand guest experience efforts for Golden Circle members and monitors guest satisfaction scores with our members
  • Presents at internal and external company meetings as required; addresses owner, associate and guest issues and gains their feedback
  • Works with HR and relevant departments to identify brand culture building opportunities, supports brand orientation and new programme training needs
  • Supports pre-opening teams and Regional Operations with tools (e.g. brand immersion, collaterals) for on-brand openings


  • Develops processes to enhance communication and sharing of best brand definition and operation practices across the continents
  • Sets up and leads an on-property Brand Activation group focused on rolling out, measuring brand programmes and supporting brand culture building initiatives (e.g. celebrating brand weeks and brand programme launches)
  • Supports implementation of strategic brand partnership programs to provide enhanced guest experiences and marketing value
  • Partners / works with key organizations including global marketing, public relations, sales, finance, owner / franchise services, development, revenue management, digital, regional sales/marketing leaders and other functions to drive effective, on-brand execution and results requirements of the plan
  • Drives the organizational alignment and accountability for successful outcomes of brand initiatives with the market, and other functional areas
  • Partners with Development as needed to support them in immersing prospective new owners and interior designers into the brand, its strategies and positioning
  • Day to day contact for various brand strategy and guest experience agencies
  • Primary contact for guest experience related issues for the regional offices


  • Minimum 10 years of work experience in Hotel Operations (preferably in rooms and/or food and beverage)
  • Marketing experience required
  • Good understanding of the luxury market
  • Strong strategic thinker – able to independently author executable plans with clear business rationale, provide options with pros and cons, and have a POV on why something should be done, what needs to be done, how it should be done, and how we know it has been done
  • Strong team player – collaborates across disciplines and fosters a collaborative environment
  • Strong communication skills – has the ability to align cross-functional teams around brand priorities and build brand culture
  • Strong project management skills – ability to define, scope and lead projects from start to finish
  • Has a hands-on approach – proven ability to execute
  • Works fast and is agile with a high comfort with navigating around uncertainty to get to a great result


  • Ability to work independently, take own initiative and use good judgment
  • Works well under pressure and can manage multiple tasks under time constraints
  • Strategic thinking but also an eye on the detail
  • Appreciation of Asian culture and Asian business culture
  • Works fast and is agile (not linear and rigid), with a high comfort with navigating around uncertainty to get to a great result


  • Able to travel up to 50% of the time
Employment TypeFull-time
Career LevelLead (more than 10 years)
Education LevelNon-specified
Shangri-La HotelsHospitality, Food and Beverage

Supreme Ct Rd, Central

directions_walk12 mins walk from Admiralty Station