Shangri-La Group

Headquartered in Hong Kong SAR, the Shangri-La Group has grown from a single hotel business to a diverse and integrated global portfolio comprising quality real estate and investment properties, wellness and lifestyle facilities. Today, the Group owns, operates and manages 100+ hotels under our family of four brands: Shangri-La, Kerry Hotels, JEN by Shangri-La, and Traders.

We are part of Kuok Group, one of Asia's most dynamic multinational conglomerates and a leader in properties, logistics, agribusiness, maritime and hospitality. From our strong base in Asia, we have expanded into key gateway cities and markets around the world. Our properties sit on some of the world’s most prestigious addresses and exotic destinations. Through the environments we have created, we enable people to come together to live, work, play, eat, and rest well.

We are now looking for an Assistant Vice President, Brands (Brand Marketing) to join our Brands team at Headquarter.The AVP, Brands, Brand Marketing is a key member of the global brand team and will be responsible for leading the strategic and creative development, implementation, execution and measurement of brand marketing initiatives and campaigns for the Shangri-La Hotels and Resorts.In this position, he/she will lead teams at a hotel, regional and global level to deliver exciting and engaging branded content and experiences, that deliver on Shangri-La’s brand promise across the consumer touchpoints.

The AVP will be responsible for collaborating with key commercial and operational team leaders (Sales, Revenue Optimization, Digital Marketing, Shangri-La Circle, Corporate Communications, Rooms, F&B) to identifying opportunities to enhance the brand experience across the customer journey and drive consumer preference and business growth through data driven insights an understanding of consumer needs and industry trends. As one of the key gatekeepers of the Brand, this role will also have the responsibility of partnering with key stakeholders in HR , Learning and Development, and Employee Communications and Engagement in developing trainings and toolkits to immerse and educate colleagues on existing and new brand initiatives and programs, to ensure that our colleagues are knowledgeable and well equipped to deliver on the brand promise.

As our AVP, Brands (Brand Marketing & Merchandising), we will rely on you to:

Brand Marketing and Communications

Lead the development and implementation of brand marketing initiatives across Shangri–La. Work with teams to develop activation toolkits, supporting documentation & websites to support key initiatives at a global, regional and hotel level
Lead hub marketing teams and work with operations leaders to ensure effective and impactful launch of brand marketing initiatives
Identify and implement brand partnerships that drive awareness and enhance brand perception and preference
Drive the execution of the scope of work for internal/external creative partners; directs, manage and oversees projects to ensure high quality delivery
Communicate effectively success of key brand marketing initiatives and follow up with accountable teams to ensure implementation and measurement

Shangri-La Brand Programs

Collaborate with Operations and Hub teams to develop high impact brand programs and customer experience initiatives that reinforce Shangri-La brand experience
Identify best practices and opportunities to expand implementation and develop consistent marketing of brand initiatives
Summarize activities and impact on monthly basis – share best practices across hotels where appropriate and drive implementation to identified hotels

Brand Operations & Culture

Establish communication platforms & content for the brand to immerse hub and field teams (e.g., webinars, immersions, and training tools)
Partner with Talent Management and Employee engagement to deliver against consumer focused talent management and cultural engagement strategy for the brand including driving key training programs forward
Provides opening support for all new hotels, coordinates with openings and regional teams to ensure all elements of the pre-opening critical path are executed on brand
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

We are looking for someone who has/ is:
An excellent analytical, critical thinker with an expert-level understanding of branding, business and strategic planning; able to understand business objectives and develop brand programs that support the business goals
Ability and experience to analyze and extract consumer insights through data and research to lead end to end planning and execution of marketing campaigns across omnichannel touchpoints and influencer marketing
Creative and storytelling and development of branded content
Proven track record of developing brand strategies, guidelines, creatives and content; expertise in translating brand vision to impactful brand communication, activation and experiences
Proven track record of planning and executing consumer quantitative and qualitative research; draw insights and drive good decision-making
Proven track record of creating and managing brand assets including brand book, collaterals, copywrites and etc
Solid experience in brand governance management
Strong project management skills with proven track record; solid skill and experience rallying partners and external agencies to do work that not only delivers but pushes to go beyond expectation
Ability to work effectively in ambiguity, adapt to changing priorities and drive with urgency
Effective team leader with strong intellectual agility, interpersonal skill and organizational savvy to build strong collaborative relationships with a diverse range of partners; solve complex issues and find win-win solutions in a demanding environment
Excellent verbal and written communication skills; able to speak-up and share a defined and well-articulated point of view; able to influence at multiple levels of the organization