As the brand owner, this role will lead the overall brand management and drive
the brand and business growth.
Your day to day Responsible for the overall brand equity management and brand
strategy development of Essential brand in Great China. Identifies business
opportunity, creates, evaluates and analyzes proposals for 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 brand
growth. Lead the development and execution of marketing programs, promotions
and communications for assigned portfolio of brands. Ensure that marketing
programs are operationally feasible at all levels, and provide a direct feedback
loop from the respective stakeholders to the Greater China Commercial &
Marketing team. Ensure that all programs are coordinated with and support
the overall Company vision as well as the objectives and goals of the Greater
China Commercial & Marketing organization. This will also involve the planning,
conceptualizing, development and implementation of synergistic, creative
and brand-focused marketing and tactical programs and activities with
the various sub-regions to drive measurable revenue opportunities. The role
will be underpinned by a unique and extensive consumer-based understanding
of the Greater China hotel market. Essential Duties and Responsibilities • Brand
Management/Development – Leads the brand strategy with the Senior Brand Manager,
based on the Global framework, adapted where appropriate for the Greater China
Region. Become the Brand Owner by developing products to strengthen brand
health/attribute perception and raise brand awareness within the Greater China.
• Brand Marketing & Communications - Lead advertising and communications
activities in line with the agreed strategy & priorities for Greater China.
Develop needs-based, non-traditional campaigns and communications which
are fresh, creative and brand supportive to the specific brand audiences. •
Marketing Planning - Develop, communicate and/or implement marketing plans
which detail the objectives, goals, strategies, measures and tactics for
the assigned marketing segment, and which builds into the overall Greater China
Commercial & Marketing annual brand plans. Develop processes and delivery
systems for all programs and initiatives that result in a continuous improvement
of actual performance versus strategy. • Strategic Alliance Management: Develops
and manages relationships with strategic partners in support of the brand
agenda; explores opportunities for co-branding, revenue-driving opportunities
and other activities which support the strength and relevance of assigned
brands. • Monitor all relevant competitive activity across all elements of
the marketing mix and make appropriate recommendations to management. • Work
with finance and procurement to make sure contracts and Pos compliant
with process; and payment to vendors in time.
What we need from you •
Bachelor’s degree or equivalent International degree in Marketing, Business
or Commerce. • Experience in Marketing and Brand management within China, in
a multinational company • Min 6-8 year experience in Marketing or Brand role •
Brand Marketing project management with budget responsibilities experience •
Experience in managing multi-partner relationships • Hotel, Tourism
and Hospitality experience not essential but preferred • Ability to analyze,
interpret and extract trends from data • Demonstrated an understanding of
the market research process • Proficiency in marketing fundamentals, and
in advertising development and media planning • Strong business mindset
and structured thinking • Fluency in verbal and written English and Mandarin
class="beisen-job-desc-spacing">
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.
