Senior Manager, Luxury Brands
Hotel Brand: IHG Corporate
Location: China, Shanghai, Shanghai
Hotel: 上海市, Shanghai, Shanghai, China
Job number: A561217849
This role is to lead the brand strategy and on-going brand management to support Upper Luxury brands growth in GC, ensuring alignment with the global brand strategy as well as customized for regional needs.
Your day to day
Key role responsible for brand equity management and development in-line with the short & long-term brand strategy and to facilitate hotels revenue share and brand growth. Identifies business opportunity, creates, evaluates and analyzes proposals for end-to-end integrated brand campaign/activation, brand partnership and branded experience & products, based on consumer insights, market opportunities and competitor landscape. Work closely with Development team, Design team and Operations team to drive growth.
This encompasses the brand management function, specifically the development and delivery of brand strategy and positioning of the assigned brands in the Greater China Region including clear definition, monitoring and evaluation of the brands through qualitative and quantitative research, Branded Guest Experience, product development and innovative enhancements. The role will work closely with Greater China Operations and Guest Experience, etc. teams to ensure ‘Hotel Ready’ deployment of initiatives.
This will also involve the planning, conceptualizing, development and implementation of integrated brand marketing and promotional programs and activities to drive measurable upside and revenue opportunities to the assigned brands in Greater China.
• Brand Strategy/Regionalization - Leads the brand strategy, based on the Global framework, adapted where appropriate for the Greater China Region. Become the Brand Leader/Champion by developing products for each brand to strengthen brand health/attribute perception and raise brand awareness within the Greater China. Take ownership for Branded Guest Experience project for assigned brands within Greater China.
• Brand Marketing - Lead the brand advertising, partnership, and brand communications agenda and implementation for Greater China, working closely with wider Greater China Commercial & Marketing group to ensure integrated activity, IHG system/channels leverage and activity optimization. Develops needs-based, non-traditional campaigns which are fresh, creative and brand supportive to the specific brand audiences.
• Planning/Budgeting - Development of annual plans, strategy and budgets for each year for assigned brands, working with Global Brand Teams. Ongoing management of budgets working with Finance BP; champion IHG budgeting/forecasting protocols; PO system;
• Research/Insights - Identifies and develops the knowledge agenda relating to assigned brands in Greater China with GC Consumer Insights to develop a thorough understanding of the market, the brands and the opportunities.
What we need from you
• Bachelor’s degree or equivalent international degree in Marketing, Business or Commerce
• At least 8 years’ experience in marketing and brand management.
• Previous International company experience.
• Good understanding and solid experience with branding and guest experience.
• Marketing project management with budget responsibility.
• Marketing experience in Luxury, FMCG, or Tourism and Hospitality, is preferred.
• Ability to analyze, interpret and extract trends from data, and to formulate strategies
• Demonstrated ability to understand consumers, draw insights, and use insights in marketing strategies and programs.
• Strong verbal and written presentation and communication skills.
• Ability to lead and to deal with people of diverse backgrounds and cultures.
• Fluency in verbal and written English and Mandarin.
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.
Don't quite meet every single requirement, but still believe you'd be a great fit for the job? We'll never know unless you hit the 'Apply' button. Start your journey with us today.
