JOB SUMMARY
• Stay abreast of most recent consumer trends, market insights and competitor insights
• Consolidate relevant consumer and market insights to map out opportunities for enhanced brand experiences
• Leverage customer experience journey maps and blueprints to map out the future state experience for growth opportunities (e.g. what will the customer experience be like, where are the emotional high and low points)
• Support facilitation of cross-functional workshop to elicit input from key stakeholders to support the future state design of initiatives
• Collaborate with key stakeholders to create, execute and/or implement new initiatives to enhance brand experiences
• Set up monitor system to ensure on-brand and consistent delivery of branded initiatives
• Work with regional and hotel operations teams to ensure exceptional delivery of guest experience that creates consistent Brand preference, market share and topline performance.
• Support strategic planning of Premium and Select brands to drive for enhanced brand equity in GC
• Understand and activate relevant partnerships that enhance brand experience, resulting in stronger brand equity.
• Support and coordinate work to ensure on-brand solutions for key stakeholders.
• Support team in adhoc projects
SCOPE
Responsible for the management of the premium and select brand experiences; as determined by the Senior Director,
• Consolidate consumer trends, market insights, competitor insights, etc. to derive opportunities to enhance brand experience and map out the future state experience
• Create brand tier experiences that drive company goals
• Key project facilitation and integration across GC
• Support liaison between global, continent and regional operations, as well as brand marketing teams
CANDIDATE PROFILE
Education and Experience
• Hotel operations experience is strongly preferred.
• Prior customer experience design and brand management experience are an advantage.
• Five or more years of management experience. International or regional work experience strongly preferred.
• Languages: Proficiency in English & Chinese required
• Knowledge of collaboration efforts with global brand management team is preferred
• Experience with coordinating the work to be within budget.
• Experience in executing work with strategic partners / agencies / vendors. Demonstrated relationship marketing skills a must.
• Good presentation and communication skills
• Proven ability to co-lead and work 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
Consumer, Market & Competitive Insight Synthesis
• Stay current on consumer trends, market dynamics, and competitor activity.
• Consolidate consumer, market, and competitor insights to identify opportunities for enhancing brand experience and growth.
• Constantly monitor brand performance to find correlation on brand activities and performance change
Experience Strategy & Future-State Design
• Use customer journey maps and experience blueprints to define future-state brand experiences, including emotional high and low points.
• Translate insights into clearly defined experience opportunities aligned with brand and company goals.
• Create and manage premium and select brand tier experiences that support brand equity, preference, and business performance.
• Map experience strategies into tangible initiatives that drive company and brand objectives.
• Support and facilitate cross-functional workshops to gather stakeholder input for experience and initiative design.
Localization & Brand Pull Through
• Drive effective localization and pull-through of global brand initiatives within GC.
• Ensure initiatives are delivered on-brand and consistently across markets and properties.
Initiative Execution, Implementation and Governance
• Act as a key integrator across global, continent, and regional teams to ensure alignment on brand experience initiatives.
• Collaborate with stakeholders to create, execute, and implement new brand experience initiatives.
• Support execution of global brand strategies while ensuring relevance to GC and market-specific needs.
• Establish monitoring systems to ensure consistent, on-brand delivery of branded initiatives.
• Work with operations teams to maintain brand standards that drive preference, market share, and topline performance.
Project & Portfolio Support
• Manage and support key projects related to brand experience development.
• Support strategic planning for premium and select brands in GC to strengthen brand equity.
• Understand and activate relevant partnerships that enhance brand experience and brand equity.
• Coordinate workstreams to ensure on-brand solutions for key stakeholders.
• Contribute to ad hoc initiatives as required by the Senior Director and broader brand organization.
• Ensure all presentations of any form reflect the Brand tone of voice, with clear, concise and compelling writing.
• Analyze information and evaluates results to choose the best solution and solve problems.
• Think creatively and practically to develop, plan, and implement new Brand programming or initiatives.
• Provide recommendations to improve the effectiveness of processes or programs.
• Understand and meet the needs of key stakeholders, related to Brand management work.
• Supports achievement of performance goals, budget goals, team goals, etc.
