This role is to lead the brand strategy and on-going brand management to support
Upper Luxury brands growth in GC, ensuring alignment with the global brand
strategy as well as customized for regional needs.
Your day to day Key role responsible for brand equity management and development
in-line with the short & long-term brand strategy and to facilitate hotels
revenue share and brand growth. Identifies business opportunity, creates,
evaluates and analyzes proposals for end-to-end integrated brand
campaign/activation, brand partnership and branded experience & products, based
on consumer insights, market opportunities and competitor landscape. Work
closely with Development team, Design team and Operations team to drive growth.
This encompasses the brand management function, specifically the development
and delivery of brand strategy and positioning of the assigned brands in
the Greater China Region including clear definition, monitoring and evaluation
of the brands through qualitative and quantitative research, Branded Guest
Experience, product development and innovative enhancements. The role will work
closely with Greater China Operations and Guest Experience, etc. teams to ensure
‘Hotel Ready’ deployment of initiatives. This will also involve the planning,
conceptualizing, development and implementation of integrated brand marketing
and promotional programs and activities to drive measurable upside and revenue
opportunities to the assigned brands in Greater China. • Brand
Strategy/Regionalization - Leads the brand strategy, based on the Global
framework, adapted where appropriate for the Greater China Region. Become
the Brand Leader/Champion by developing products for each brand to strengthen
brand health/attribute perception and raise brand awareness within the Greater
China. Take ownership for Branded Guest Experience project for assigned brands
within Greater China. • Brand Marketing - Lead the brand advertising,
partnership, and brand communications agenda and implementation for Greater
China, working closely with wider Greater China Commercial & Marketing group
to ensure integrated activity, IHG system/channels leverage and activity
optimization. Develops needs-based, non-traditional campaigns which are fresh,
creative and brand supportive to the specific brand audiences. •
Planning/Budgeting - Development of annual plans, strategy and budgets for each
year for assigned brands, working with Global Brand Teams. Ongoing management
of budgets working with Finance BP; champion IHG budgeting/forecasting
protocols; PO system; • Research/Insights - Identifies and develops
the knowledge agenda relating to assigned brands in Greater China with GC
Consumer Insights to develop a thorough understanding of the market, the brands
and the opportunities.
What we need from you • Bachelor’s degree
or equivalent international degree in Marketing, Business or Commerce • At least
8 years’ experience in marketing and brand management. • Previous International
company experience. • Good understanding and solid experience with branding
and guest experience. • Marketing project management with budget responsibility.
• Marketing experience in Luxury, FMCG, or Tourism and Hospitality,
is preferred. • Ability to analyze, interpret and extract trends from data,
and to formulate strategies • Demonstrated ability to understand consumers, draw
insights, and use insights in marketing strategies and programs. • Strong verbal
and written presentation and communication skills. • Ability to lead and to deal
with people of diverse backgrounds and cultures. • Fluency in verbal and written
English and Mandarin.
At IHG Hotels & Resorts, we work together to deliver True Hospitality for Good
on a global scale. With corporate offices and over 6,000 hotel destinations
worldwide, a career at IHG is the perfect way to broaden your horizons. You’ll
experience our unique culture and brilliant colleagues who will support
and inspire you. With a host of corporate opportunities to choose from, wherever
you are on your career journey, and whatever you want to achieve there’s Room
for You at IHG.
Over recent years, we’ve
transformed our company. We have bold ambitions to drive performance
and maintain our relentless focus on growth in order to be the hotel company
of choice that guests & owners love.
We are
a hospitality business at our core and value connections and being together
helps us foster a unique sense of belonging that also supports productivity.
That’s why here at IHG, we give our colleagues flexibility and balance – working
in a hybrid way, blending office and remote working collectively. We recognise
that every role is different, that’s why leaders work with teams to determine
how and when they collaborate.
We provide a wide
range of benefits designed to help you live your best work life. These include
impressive room discounts across our many properties, recharge days
and volunteering days throughout the year. Through our myWellbeing framework,
we are committed to supporting wellbeing in your health, lifestyle,
and workplace. We offer a unique and inclusive culture, where there is always
Room for You to belong, grow and make a difference.
Our mission is to welcome everyone and create inclusive teams where
we celebrate difference and encourage colleagues to bring their whole selves
to work. IHG Hotels & Resorts provides equal employment opportunities
to applicants and employees without regards to race, color, religion, sex,
sexual orientation, gender identity, national origin, protected veteran status,
disability, or any other category protected by applicable laws. We promote
a culture of trust, support, and acceptance. Always welcoming different
backgrounds, experiences, and perspectives.
