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Director, Luxury Brand Marketing, APEC

Singapore Regional Office
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JOB SUMMARY

  • Manages the forward planning with agile execution of marketing initiatives to drive audience awareness and engagement across all Luxury Brands, markets, and multi-channels in APEC
  • Orchestrate brand creatives connected with insightful thought leadership, systematic frameworks, as well as unparalleled storytelling for brands at the right time, right audience, right market, right channel
  • Lead and collaborate for effective marketing and transparency of efforts across continent to drive brand awareness, preference, market share and topline performance
  • Interface with the loyalty marketing team to drive for association our Brands with affiliation to Marriott Bonvoy loyalty program
  • Partners with respective cross functions including Global, regional, area, property teams as well agencies to localize the expression of our brands 
  • Promote connectivity of full funnel efforts, not limited to digital, social, PR, advertising, communications, publications etc. in the respective markets of APEC
  • Manages assignments with efficient and effective plans seamlessly to ensure brands’ presence both online and offline to target consumers
  • Instill a culture of hypothesis testing, measurement and insight driven approach as well as business case justifications
  • Lead and collaborate on the execution of destination marketing programs for APEC with a focus on leisure travel
  • Brand asset management consistently updated into Marriott eco-system and communicate on access to rest of organization 
  • Represent as the subject matter for designated marketing initiatives to support the APEC Luxury Brand team


 

SCOPE

  • Planning and execution of marketing initiatives and programs that supports the Luxury Brands in the continent.
  • Destination marketing, focusing on leisure travel, partnering with Area teams to deliver desired results. 


 

CANDIDATE PROFILE 
Education, Experience & Requirements 

  • Twelve or more years of multi-brand marketing operations experience at scale for APEC market focus is required.
  • Ensure consistent brand audience awareness, engagement, recognition and trust connected through Marriott as well as partner eco-systems
  • University degree required.
  • Agency experience is required.
  • Marketing project planning experience is required.
  • Hospitality or digital/social marketing experience is strongly preferred.
  • Languages: Proficiency in English required; proficiency in other Asian languages strongly preferred.
  • Experience briefing and managing the work related to agencies and vendors is required.
  • Demonstrated ability to take complex projects and efforts from conception to successful execution.
  • Demonstrated ability in creative content development and management is required.
  • Acumen to solve problems quickly, think creatively, and satisfy speed-to-market requirements.
  • Acumen to simultaneously manage multiple projects with critical path planning to budget.
  • Team player and contribute to a positive as well as engaging culture.
  • Knowledge and experience in working on Adobe platforms is desirable
  • Knowledge of destination marketing and love for travel and lifestyle experiences.


 

CORE WORK ACTIVITIES 

Brand Strategy & Planning

  • Set, communicate and ensure smooth execution of vision and strategy for brand and destination marketing
  • Work with internal and external partners on key brand messaging including new openings to promote in multi-channels.
  • Understands clearly the brand strategy, positioning, voice, strategic pillars and competitive environment.
  • Lead and collaborate with the work related to strategic Brand partnerships through criteria rating to deliver desired outcomes.

Brand Localization & Development

  • Responsible for the effective pull-through of brand marketing programs or partnerships initiatives relevant for local markets in APEC
  • Localizes global brand marketing messaging while ensuring alignment to APEC or country/market specific objectives.
  • Ability to develop and manage multi-language creatives, copy and content

Operations & Culture

  • Responsible to partner with Brand Leaders and Area Director of Marketing for regular brand marketing communication with the field and hotels
  • Provides new hotel openings and/or conversions marketing support are communicated on brand 
  • Constantly monitors and shares industry and cross industry trends with suggested actions to achieve brand and continent objectives

Marketing & PR 

  • Responsible for executing effective brand marketing programs that achieve/surpass brand and continent performance goals.
  • Responsible for executing customer-facing brand communications, not limited to brand-voice copywriting, use of the various assets and materials to ensure an on-brand communication style.
  • Partners with the APEC PR/Communications team and the area/field marketing teams to develop and execute buzz for the brands in APEC.

Integrated Marketing Planning and Execution

  • Ensure consumer messaging is clear as well as compelling across omni-channels and multi-touchpoints
  • Lead and collaborate the continent brand and destination marketing strategy
  • Focused on key source markets, leisure destinations and KPIs planned in advance 
  • Develop presentations and accurate reporting to ensure stakeholders are well informed with brand marketing updates and results.
  • Engage agencies, as required, to deliver the creative design and execution process by budget and scope
  • Develop and update specific initiative toolkits for multi-team and property use
  • Responsible for ensuring outcomes of a project are aligned to the vision of the key stakeholders
  • Review program critical path and performance in real time and modifies as needed

Partnerships

  • Manages the brand partnerships planning and execution to ensure win-win synergy 
  • Partner with teams to ensure proper tracking, reporting, and communication of all programs


 

MANAGEMENT COMPETENCIES 

Leadership

  • Mentorship – Manage manager and coach senior managers with a growth mindset to ensue credibility, effectiveness, and efficiency of the team
  • Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace. 
  • Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
  • Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
  • Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values. 
     

Managing Execution

  • Planning and Organizing  - Gathers information and resources required to set a plan of action that is robust but agile for self and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed.
  • Building and Contributing to Teams - Participates as a member of a team to move toward the completion of common goals while fostering cohesion and collaboration among team members.
  • Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
  • Content Management – Ensure content assets with respective usage rights are well managed in the Marriott Asset Library and accessible for organization

Building Relationships

  • Coworker Relationships - Interacts with others in a way that builds continual openness, trust, and confidence in the pursuit of organizational goals. 
  • Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company’s service standards.
  • Growth Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.

Generating Talent and Organizational Capability 

  • Talent Management - Provides support and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.

Learning and Applying Professional Expertise

  • Applied Learning - Seeks and makes the most of learning opportunities to improve performance of self and/or others.
  • Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
  • Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges.
     ◦ Brand Management-The ability to generate marketing strategies that create brand recognition and differentiation and ultimately have a positive impact on customer relationships and business profitability.
  • Basic Competencies - Fundamental competencies required for accomplishing basic work activities. 
     ◦ Project Management – Ability to scope and plan end-to-end critical path, project mapping, dependencies, funding, and thoughtful communication 
     ◦ Photoshop & Design Software – Fluency to use photoshop & design software
     ◦ Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
     ◦ Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work-related issues.
     ◦ Oral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
     ◦ Reading Comprehension – Understands written sentences and paragraphs in work related documents.
     ◦ Writing - Communicates effectively in writing as appropriate for the needs of the audience.

 

 

 

 

Marriott International is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non-discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law.

Marriott International is the world’s largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed. Be where you can do your best work,​ begin your purpose, belong to an amazing global​ team, and become the best version of you.