Senior Director Luxury Brands - Europe - Europe Office - London

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POSITION SUMMARY

The Senior Director Luxury Brands| Europe is a key member of the Luxury Brands
team and is responsible for developing strategy and pull-through of brand
initiatives and brand marketing programs for the portfolio of Luxury Brands
across Europe. This position partners with the respective global brand teams
and key Continent functional teams to ensure an on-brand portfolio. The role
will manage the brand marketing fund expenditure while localizing the
expression of the luxury brands where necessary| to enhance performance and
positioning within their competitive segments. This includes| and not
exclusive to| establishing Continent specific brand strategies and activating
experience proof points| creative messaging| localized partnerships and
advertising/marketing communications| including paid| owned and earned media
planning and execution in conjunction with the Continent performance marketing
teams. This employee will collaborate closely with the Area Directors of
Marketing| as well as the digital| loyalty| sales and communications teams to
develop effective continent and country level marketing programs that drive
brand awareness| preference| market share and topline performance for the
hotels. The Senior Director acts as a brand advocate in the continent for the
Luxury brands.

SCOPE

EXPECTED CONTRIBUTIONS

Brand Strategy & Planning
• Annual brand management and marketing planning for the continent
• Partners with the Area Directors of Marketing and key hotels within the
Luxury brand portfolio to develop their annual business plans
• For Brand Marketing| educates/communicates brand marketing strategy|
positioning| voice| strategic pillars and competitive environment.
• For Brand Management| supports efforts in defining the guest experience in a
way that is consistent with the global vision| brand business models and
creates maximum profitability
• Communicates consumer insights
• Acts as the advocate of the Luxury brands in continent

Brand Performance & Development
• Pulls through global brand strategies while ensuring alignment to Europe and
market specific objectives
• Responsible for the effective pull-through and localization of new brand
initiatives for region
• Partners with Luxury AVPs and other market resources and provides regular
brand updates
• Constantly monitor brand performance| including guest voice via Marriott
proprietary tools| and develop appropriate actions with the relevant cross
function teams to achieve the brand and continent objectives
• Supports with delivery and implementation of brand initiatives to create
compelling and differentiated guest experience| in conjunction with the CLS
organization.
•

Operations & Culture
• Responsible for regular brand communication with the Area teams and hotels
• Works closely with properties and (Continent Operations) CLS organization to
ensure on-brand implementation of brand operating standards| procedures| and
brand operations-driven programs
• Supports communication platforms for the brand with the field / market
(e.g.| webinars| immersions| training tools).
• Provides opening brand support for all new hotels| coordinates with CLS and
Area Directors of Operations and Marketing to ensure all elements of the
‘opening countdown’ including opening countdown| training| etc. are executed
on brand. Provide guidance to hotel opening teams to ensure branded critical
path document for openings and conversions are developed and maintained.
• Provides input on the turnaround process for off-strategy hotels.
• Partners with the CLS organization and HR/Learning & Development to deliver
talent strategies (as appropriate) for associates| high potential GMs and
Excom leaders.
• Drive brand responsibilities related to Service & Culture programs and
launches.

Style & Design

• Provides guidance on design related aspects of experience programming
(sensory experience elements| look books) and engages with the AVPs/ADOPs
/hotels to execute.
• Support continent VP in partnering with Global Design luxury leads to ensure
brand strategy is executed in design for new builds| conversions and
renovations projects.

Marketing & PR

• Responsible for developing and executing effective brand marketing programs
that achieve/surpass brand and continent performance goals
• Responsible for executing customer-facing brand communications| brand
voice/collateral development| photography| etc. and ensuring those materials
are on-brand
• Partners with the Continent Communications team to develop and execute
experiential marketing for the brands
• Responsible for developing/nurturing brand partnerships that provide brand
equity benefits and enhance the guest experience

Sales

• Partners with the Continent Luxury Sales Teams as appropriate to ensure a
coordinated Sales approach for the luxury brands
• Ensures priorities are aligned with the brands’ goals. Protects and
strengthens the brands’ competitive advantage by advocating for customer needs
and preferences and supporting sound business decision- making for the brand
• Provide relevant and up-to-date brand information and education to ensure
effective sales strategies and customer interaction

Growth & Development

• Works with Development Marketing team to produce toolkits and resources|
conducts owner brand immersions and site visits to support development in
securing on-strategy projects for the brand
• Support Continent VP in working with Development as needed| specifically in
immersing prospective new owners into the brand| its strategies and
positioning| as well as ad-hoc development brand support

Food and Beverage

• Works with CLS luxury leaders and luxury F&B Discipline Leads on brand
driven food and beverage programs to support localization while in-market roll
out via Area teams
• Collaborates with brand nightlife/bar experts on requirements for nightclubs
and ensure build out is appropriate with local market needs
• Support on luxury brand marketing with PR and Loyalty to drive business from
the local community and create awareness in key source markets.

CANDIDATE PROFILE – KEY TALENTS AND EXPERIENCE DESIRED

• Lodging industry experience is strongly preferred
• Luxury experience is required
• 7-10 years of brand marketing and brand management experience required
• Experience developing integrated brand marketing campaigns across channels
(digital| social| experiential| PR| sales) is required
• Experience partnering with global brand management and marketing teams is
strongly preferred
• Ability to handle the complexities of working with owners and key
stakeholders
• Strong leadership skills and experience managing teams
• Strong presentation and communication skills
• Strong team player and ability to foster relationships and collaborate
across disciplines

SKILLS AND COMPETENCIES

• University degree required