Manager, Mainstream Brands Management

Key Accountabilities

Strategic Planning & Project Management

• Support the Director, Mainstream Brands, in the development and execution of strategic brand plans and initiatives across the EAPAC region.
• Manage the localisation and launch of new brands in EAPAC, including leadership of key workstreams, and on-brand hotel openings.
• Ensure alignment with global and EMEAA brand priorities, adapting initiatives to suit regional needs where appropriate.
• Develop and manage regional toolkits and resources to support consistent, high-quality brand implementation across stakeholder groups (e.g. Development, Design & Engineering, HLG, and hotel teams).

Guest Experience & Innovation

• Lead or support the delivery and embedment of global and regional brand projects in coordination with cross-functional corporate teams and external partners with a focus on enhancing Guest Love scores, brand preference, and loyalty i.e. Localisation and implementation of brand hallmarks , design and service experience to address key regional nuances

Performance Monitoring & Insights

• Conduct brand performance diagnostics through internal data analysis, desktop research, or field assessments
• Collaborate with the Insights team to identify and execute research programmes that support market understanding, brand perception, and opportunity identification.
• Track and report on monthly brand performance metrics to inform action plans and drive continuous improvement.
• Ensure effective measurement of brand investments and initiatives, linking performance outcomes to ROI.

Brand Custodianship

• Ensuring brand integrity and consistency across all touchpoints and communications.
• Act as a key point of contact for brand-related support to hotels and internal teams, including brand induction programmes, updated presentations, and access to brand platforms such as Brand Central.
• Provide brand guidance to the Marketing Shared Services team, ensuring campaign development aligns with brand objectives and positioning.
• Support hotel openings to ensure alignment with brand standards and effective ramp-up to deliver Heartbeat and commercial performance targets.
• Maintain up-to-date brand standards; support standards publications and support hotels with compliance or waivers requests. Oversee brand standards audits and provide necessary support to audit teams and hotels to execute the audit process.
• Manage brand budgets, including payment processing, expense tracking, and reporting.

Required Education, Experience, Technical Skills and Knowledge

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 or brand marketing  experience in a consumer and customer focused vertical with demonstrated proficiency in brand management, F&B strategy and/or marketing management including market research and insight. Hospitality experience preferred.
• Experience in a global MNC with matrix management environment preferred.
• Prior exposure in multiple Asia Pacific markets preferred
• 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 to aid in storytelling and influence decision making will be an advantage. Strong command in generative AI tools will be a plus
• 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
• Sensitive to cultural nuances