Senior Director, Premium Brands

Job Number

24014993

Job Category

Brand Management

Location

Marriott International HQ, 7750 Wisconsin Avenue, Bethesda, Maryland, United States VIEW ON MAP

Schedule

Full-Time

Located Remotely?

N

Relocation?

N

Position Type

Management

Job Summary

The Senior Director, Premium Brands is a member of the Brand Management team, supporting Distinctive Brands (specifically Renaissance and Le Meridien). The core focus of this role is to monitor, assess and improve the short- and long-term health of the Renaissance and Le Meridien brands. This role will also drive a unique and differentiated end-to-end brand experience for the respective target customer for each brand, by partnering with a diverse group of disciplines within the organization. Within this framework, this role is a key contributor toward the strategic direction and growth of the brands, directing resources and key business partners to ensure adherence to strategic plans, business objectives are met, and resource allocations are profitably managed. 

This role leads efforts in defining the guest experience in a way that is consistent with the brand business models and creates maximum profitability.  This experience ranges from building brand preference for both customers and investors, to on-site product and service touch points.  To support these efforts, the Senior Director, Premium Brands will focus on supporting the development of the long-term brand strategies and multi-year planning efforts, directing the execution of the brand priorities by cross-functional resources, and managing the business model & driving brand performance.  This role also focuses on driving the experience internally, through training programs and strong engagement with continent teams and properties globally. 

CANDIDATE PROFILE 

Education and Experience Required

• 4-year degree from an accredited university in Business Administration, Marketing, or related major
• 9+ years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance. 
• Experience managing and defining transformational strategies for business units.
• Demonstrated ability to deliver results under difficult conditions, particularly when faced with complexity and ambiguity.

Education and Experience Preferred

• MBA

Core Work Activities 

Managing Projects And Priorities

Brand Strategy & Multi Year Planning 

• Leads in the development of a compelling and differentiated brand strategy, leveraging the brands' consumer, competitive, and other stakeholder profiles and needs. 
• Leads the creation of strategic brand business plans for the brands, inclusive of a viable economic strategy, product and service model, brand positioning, value proposition definition, competitive strategies (for product, service, talent & culture, growth, demand generation). 
• Identifies and executes new initiatives and projects for the brand to pull through strategy for the designated brand. 
• Creates project plans, guides and engages respective project teams throughout the project from kick off to implementation 
• Informs business strategies, plans and initiatives with relevant consumer and market trend data 

Strategy Execution 

• Partners with Enterprise Intelligence & Strategy team to spot trends, innovative ideas, and practices relevant for the brand. 
• Sets direction for initiatives that improve brand performance and oversee that brand standards review and approval process. Serves as customer advocate by helping resources understand target consumer needs 
• In partnership with the brand service programs and the brand talent organization, establishes the brand-specific direction of the talent strategy, service culture programs and training tools as well as talent strategy recruitment resources and processes. 
• Partners with the marketing organization on the development of customer facing brand communications, brand voice / collateral development, photography, etc. Establishes brand approach to experiential marketing and global brand partnerships with the brand marketing team and discipline experts. 
• Acts as a liaison and resource for the global design team to execute specific, differentiated brand design foundations and supporting design standards and guidelines. 
• Defines and develops compelling brand promotions in partnership with the brand marketing team that can be executed globally to drive revenue and PR buzz. 
• Leads brand experience projects to drive brand differentiation and preference. Directs the development of brand proof points and related resources in partnership with the global operations team 
• Partners with owner - franchise services organization to further drive owner satisfaction, owner communication and support, building a competitive value proposition for owners and franchisees to drive growth for the brand 
• Provides opening support for new hotels, coordinates with openings and regional team to ensure all elements of the 'opening countdown' including opening countdown, training, etc. are executed on brand 
• Provides guidance to opening teams to ensure branded critical path document for openings and conversions are developed and maintained. 

Business Model & Brand Performance 

• Acts as Brand Champion to stakeholders - owners, franchisees, customers, executives and associate within HQ and market. Builds strong relationships with continent teams and hotels to ensure the brand culture comes to life on property, driving pull-through of the brand promise Helps develop and drive execution of communication strategies associated with launching tactics/deliverables in support of the brand strategies and stated performance goals 
• Represents brand in external forums (e.g., GM conferences, owner's meetings, Franchise Advisory Committee meetings, etc.) by reviewing / evolving brand standards and operations practices
• Defines brand performance metrics and recommends performance targets 

Delivering On The Needs Of Key Stakeholders

• Understands and meets the needs of key stakeholders.
• Communicates concepts in a clear and persuasive manner that is easy to understand.
• Demonstrates an understanding of business priorities.
• Directs achievement of performance goals, budget goals, team goals, etc.

Providing Technical Support And Consultation

• Provides technical expertise and technical leadership within own and other teams.
• Provides recommendations to improve the effectiveness of processes and programs.
• Demonstrates advanced knowledge of job-relevant issues, products, systems, and processes. 
• Demonstrates advanced knowledge of function-specific procedures.
• Applies knowledge/judgment to achieve business goals.
• Foresees, identifies and resolves problems.
• Keeps up-to-date technically and applies new knowledge to job.
• Performs other reasonable duties as required for this position.

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.

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