Job Description

Job Category: Brand Management
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Role Purpose
The primary role of this position is to support the Director, Mainstream Brands, IMEA in developing, managing and executing end-to-end brand management and guest experience workstreams for the IMEA region that differentiates the brand, drive commercial advantage and brand preference through consumer and owner-centric growth strategies.
Brand Management

• Support Director, Mainstream Brands in developing the strategic brand plans and executing brand initiatives.

• Manage implementation of brand strategy and brand plans for IMEA inline with wider EMEAA priorities, including adaptation where appropriate from global workstreams.

• Management and support to corporate cross function teams and field with lens on hotel brand needs, including brand induction programmes, updated brand presentations, and monitoring brand platforms like brand central for relevant information availability.

• Analysis of internal data and conduct additional desktop or field research to diagnose or pre-empt brand performance issues and propose action plans to tackle performance. Where required, work with Insights team to identify and develop research programme for thorough understanding of the market, the brands and the opportunities

• Support brief development for brand marketing initiatives aimed at delivering brand objectives and provide brand guidance to Marketing Shared Services team to develop and deliver campaigns

• Develop and ensure effective implementation of regional toolkits and resources to support high quality and consistent hotel brand tools for other stake-holders teams (eg Development, D&E, HLG, hotels etc)

• Brand standards management to ensure that brand standards is up-to-date and accurate, for consistency of brand experience delivery and clarity for hotels' compliance

Guest Experience

• Supporting the hotel team in delivering an on-brand hotel guest experience, with a focus to drive Guest Love scores, preference and loyalty.

• Lead / manage selected projects in region, focused on development and delivery of brand innovation, including review and localisation of brand hallmark and guest experience executions, design innovations, food and beverage proposition, service training including delivery and embedment in the field.

• Identify critical regional nuances required to be market-relevant

• Support the roll-out of global / regional guest experience projects and plan, set up and lead required project meetings with internal and external stakeholders to ensure timely project delivery.

• Ensure proper tracking and measurement systems are in place to evaluate returns on brand investments through performance while conducting monthly brand performance tracking for gaps and continuous improvement

Brand Custodianship

• Serve as a Brand Custodian providing brand guidance to cross functions and hotels to protect integrity of brand and consistency, including brand induction, attending to hotel enquiries

• Support new hotels opening process to ensure our hotels are not only on-brand, but also ramp up quickly to deliver Heartbeat and Commercial performance

• Brand standards management and brand standards audit, and provide alternative arrangements or waivers support to hotels

• Budget management, payment procedures, tracking and reporting

Owns

• Brand standards and waivers, including supporting Design Guides, Collateral, Service philosophy and visual identity

• Regional budget

• Delivery of regional brand initiatives

Influences

• Advice on appropriateness of global brand initiatives to IMEA market

• Support regional stakeholder engagement on brand initiatives

Education

• Bachelor's or Master's Degree in Brand Management, Marketing, Communications or an equivalent combination of education and work related experience

Experience:

• Minimum 5 years of brand management , strategy or brand marketing experience in a consumer and customer focused vertical with demonstrated proficiency in brand management, strategy and/or marketing management including market research and insight. Hospitality experience with a global brand preferred.

• Experience working in lifestyle brands, MNC with awareness of global trends and passion for culture, design, F&B would be an added advantage.

• Track record in project management and delivery of complex end to end workstreams from project chartering to launch and embedment. Ability to demonstrate ownership and accountability to deliver projects on time.

• Experience as a team player in a highly diverse team of different geographies and background, to develop innovations and solutions for our brands including guest experience project roll-out, brand identity embedment and marketing initiatives.

• Constantly using data-driven approach to analyse business

Required Skills:

• Strong project and stakeholder management skills

• Ability to develop and maintain excellent working relationships across functions, especially Brand Management, Marketing, Commercial and Operations team

• Strong team player with the ability to work independently and collaboratively.

• Ability to use data analytics and visualizing tools for strategic understanding and storytelling to influence decision making will be an advantage

• Experience in third party agency/vendor management

• Possess sense of aesthetics in assessing brand creatives and collateral designs

• Keen sense of commercial and financial acumen to ensure project feasibility and owners' returns

• Excellent oral, written communication and presentation skills, with ability to influence stakeholders in a matrix organization

About Us: At IHG, we've made a promise. As one of the world's leading hotel groups, we're here to deliver True Hospitality for Good. Making our guests and colleagues feel welcome, cared for, recognised and respected - wherever they are in the world. Want to be part of the journey?
About the Team:
Who we are
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.

Skills Required