Senior Brand Manager, AMEA

Hotels Clubs and Spas
Sales and Marketing/PR
Department Head
Salary Description:
Intercontinental Hotels Group (IHG)
Job Ref:

What's your passion? Whether you're into jogging, reading or sky-diving, at IHG we're interested in YOU. We love people who apply the same amount of care and passion to their jobs as they do their hobbies - people who help us create great hotels guests love.

At the moment we're looking for a Senior Brand Manager - Asia, Middle East, Africa (AMEA) to join our fun and energetic team at Singapore Corporate Office.

Job Summary

The Senior Brand Manager - AMEA, is a key role within the brand management and marketing function. This role supports the brand promise, vision, and position by leading the guest experience design (product/service) process for the assigned brands and the development of strategic consumer marketing plans and their implementation in order to drive competitive advantage, revenue performance, and brand preference to deliver on market share in the region.

This role will collaborate across global and regional sales and marketing teams as well as work with experts in other functions such as food and beverage, design and engineering, human resources and global technology to develop product/service roadmaps as well as integrated marketing plans across owned, earned and bought media channels.

Essential Duties and Responsibilities -

Brand Planning & Marketing Activation

• Brand Planning & Strategy - taking a data and insights driven approach to develop multi-year brand plans that delivers on the regional growth plans and focus areas. Key outputs include updates on 'where we play' - how we invest our internal resources; 'how we win' - a clear customer activation strategy and roadmap of initiatives that will deliver on brand health metrics, guest satisfaction and owners' returns.
• Develop and implementation of 360 integrated marketing plans that activates target consumers and our guests across the end to end guest journey by leverage owned, earned and bough media channels.
• Co-manage creative and media agency partners to design and implement regional brand campaigns
Brand Guest Experience Development

• Determines insight gaps and leads research programs (working with the brand services team) to enhance regional consumer understanding in order to address brand performance challenges or inform guest experience development for one or more brands
• Leads the development and evolution of the regional guest experience/journey for product/service design, within global brand frameworks and guiding principles. Focus on the discovery and design phases, including determining where/how to regionalize, and measurement of initiatives developed
• Leads the agency engagement and management of guest experience development projects: including sessions to guide development of insight platforms, generate innovative solutioning, and leading specialist agencies (food and beverage, kids/family platforms, service solutions etc) in concept development
• Leads communication and engagement with other specialist functional teams - Food & Beverage, Design & Engineering, Human Resources (service program development and training), Global Technology, in order to deliver on concept design solutions
• Leads projects requiring regional implementation of global brand hallmark/innovations being developed for the brands, determining regionalization requirements
• Develops return on investment analysis of concept designs to guide business case development <br><br>Required Skills

• Demonstrated experience in framing market research programs to generate insight, and drawing conclusions then used to inform brand product/service strategy
• Demonstrated experience in leading brand product/service design process for one or more brands, from insight through concept development to market testing
• Demonstrated creative development and marketing execution planning that delivers on brand health and revenue performance.
• Ability to analyze, interpret and extract trends from data, and to formulate strategies
• Innovative thinking, exploring new ideas and different ways of doing things.
• Evaluation and effectiveness: Performance focused with the ability to establish appropriate metrics to evaluate effectiveness of marketing plans and initiatives
• Strong stakeholder engagement and influencing skills: Can effective partnerships with key stakeholders through building understanding, in order to seek buy in
• Agency management: Ability to manage agency relationships to drive quality in a cost-effective and timely manner.
• Strong project management skills, demonstrated accountability and able to meet tight deadlines and multi-task.
• Strong verbal and written presentation and communication skills, including strong presentation skills
• Ability to work with, and guide people of diverse backgrounds and cultures
• Fluency in verbal and written English. Asian/Arabic language skills an advantage

• Bachelor's degree or equivalent International degree in Marketing, Business or Commerce.

• At least 10 years' experience in a holistic Marketing/Brand management role in a services industry, with a minimum 6+ years in a manager or higher level position
• Experience at leading product and/or service development for one or more international brands
• Experience in managing businesses across more than one market. Previous experience in a regional role within Asia and/or Middle East is preferred.
• Previous International company experience
• Project management with budget responsibilities experience
• Leadership role influencing multifunctional teams
• Team Management experience a plus

In return, we'll give you a competitive benefits package including salary, discounted accommodation world wide and the opportunity to progress your career with IHG. You'll have the chance to work with a great team of people, and most importantly, we'll give you Room to be yourself.

So what's your passion? Please apply on-line and tell us how you can bring your individual skills to IHG.

To find out more about us or any other jobs with IHG please look at

Contact Details:
Intercontinental Hotels Group (IHG)
Tel: .
Contact: HR Department

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