Manager, Upscale Brands, Southeast Asia & Korea

Industry:
Hotels
Department:
Other Department
Job Role:
Other Role
Level:
Management
Location:
Asia
Area:
Unspecified
Salary Description:
Competitive
Posted:
20-Jun-19
Recruiter:
Intercontinental Hotels Group (IHG)
Job Ref:
R166290

About us
Work in collaboration with the Director, Brand Management to development and delivery of brand strategy and positioning in South East Asia and Korea (SEAK)including clear definition, monitoring and evaluation of the brands through qualitative and quantitative research, Unique Guest Experience (UGE), product development and innovative enhancements. The role will work closely with the Business Unit Operations and Compliance teams to ensure 'Hotel Ready' deployment of initiatives, and integrate with the Global Brand Management (GBM) group with direct working relationships with Global Brand teams. This role is accountable for the brand health and performance of IHG's upscale brands within the Business Unit (SEAK) and will collaborate closely with BU commercial and Marketing Shared Services teams to develop key strategy to ensure performance. Our Upscale brands include Crowne Plaza, Hotel Indigo, voco and EVEN. 
 

Your day to day
Brand Management/Development and Delivery

•Manages the implementation of brand strategy and brand plans, based on the Global framework, adapted where appropriate for the AMEA Region. Supports development, piloting and hotel implementation of product and service innovations for each brand to strengthen brand health/attribute perception and raise brand awareness within AMEA. Integrate roll-out with global project groups as appropriate. Ensure 'Hotel Ready' process adopted. Take ownership for Unique Guest Experience project for assigned brands within AMEA.
•Manage rollout of brand induction programme for internal, corporate, owners, and hotel employees.   Brand Standards

•Manage and execute implementation and measurement of brand standards and guest experience standards, working with Operations and Quality & Continuous Improvement (QCI) team colleagues to ensure all relevant product and service enhancements are reflected in the brand standards and ensure brand standards are up-to-date and accurate at all times   Pipeline Growth & Property Lifecycle

•Support pipeline development and PIP lifecycle of upscale brands and properties. Ensure delivery of NHOP is on-brand and lead on brand stewardship of existing properties in brand portfolio.
•Lead development and ensure effective implementation of regional toolkits and resources to support high quality and consistent hotel brand marketing and brand tools for other stakeholders teams (eg development, D&E etc).   Brand Marketing

•Work with key BU stakeholders on briefing brand communication needs/targets to the internal marketing, Marketing Shared Services, and public relations teams, in order for them to develop and execute relevant regional brand campaigns
•Support hotel operations and regional marketing teams in achieving brand marketing compliance in hotels.
•Serve as brand guardian and contact point for sub regional corporate offices in order to maintain consistent brand communication guidelines for all brands.   Planning & Budgeting

•Lead the brand strategy planning by identifying opportunities and risks for each brand and working closely with global and BU stakeholders to define strategies to improve brand performance and health in market.
•Monitor and track project and campaign budgets, cost estimates and invoices and provide a filing system for all brand marketing communication materials produced in the region.   Measurement and Evaluation

•Ensures proper tracking and measurement systems are in place to quantify the returns of all brand investments and be accountable for ensuring maximum returns on dollars spent against business priorities.   Research/Insights/Commercial Performance

•Work with Insights team to identify and develop research requirements for thorough understanding of the market, the brands and the opportunities. Analyze existing data and field additional research as is required to maximize knowledge of current and future consumer needs, product and brand awareness, price/value perceptions, and consumer and intermediary trends in order to strengthen the brands.   Stakeholder Communications

•Support development and implementation of regional stakeholder communications programme.
•Ensure internal and hotel colleagues have clear understanding of the brand and strategies and are engaged to support embedment of brand initiatives in the market.  

What we need from you
Required Skills

•Excellent written and spoken communication skills.
•Strong project management skills, demonstrates accountability and is able to meet tight deadlines and multi-task.
•Ability to manage agency relationships to drive quality in a cost-effective and timely manner.
•Ability to take initiative, work independently and propose and implement effective.
•Ability to build a network across different levels of the organisation.
•Proven team player who is also able to lead virtual teams.
•Strong understanding of brand standards and brand management.
•Demonstrated understanding of the market research process. Qualifications 

•Marketing, Communications or Business degree preferred Experience

•Typically, a minimum of 5 years marketing experience, with at least 2 years in brand management
•Ideally have marketing experience in hospitality or travel related industries
•Experience within a multi-national operating environment with Asia Pacific coverage would be desirable.
•Previous experience in brand and/or marketing management an advantage.<br><br>${descr2}

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

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