Senior Manager, Brand Management (Premium Brands)

JOB SUMMARY

The Senior Manager, Brand Management (Premium Brands), supports the strategic planning, pull-through and execution of Premium Brand initiatives and programs relevant to the APEC region. The role is responsible for the management and development of assigned Premium Brands and works closely with Global Brand teams, Continent Leadership, Area Operations, Marketing, Loyalty, Development and hotel teams to drive exceptional on-brand execution.

In addition to direct brand management responsibilities, the role supports strategic priorities across the Premium Brands portfolio, partnering with stakeholders across disciplines to drive cross-brand initiatives, portfolio growth opportunities, business planning and brand differentiation.

The position serves as a key liaison between Global Brand teams and APEC stakeholders, ensuring brand strategies are localized appropriately while remaining aligned with global intent and business objectives.

The role will be based in Singapore.

SCOPE
Responsible for the management of Premium Brands, as determined by the Senior Director, Brand Management, APEC – Premium Brands.

Brand Responsibilities (Will be rotated on business need basis)

• Westin Hotels & Resorts
• Renaissance Hotels

Additional Responsibilities

• Support strategic priorities and cross-brand initiatives across the Premium Brands portfolio.
• Support long-range planning, business case development and portfolio growth opportunities.
• Partner with Global Brand teams and APEC stakeholders to ensure effective pull-through of brand and portfolio initiatives.
• Support integration and alignment of key initiatives across Operations, Marketing, Loyalty, Development, Design and other cross-functional teams.
• Support executive presentations, strategic reviews and leadership updates related to Premium Brands.

CANDIDATE PROFILE 
Education and Experience 

• Hotel operations experience is highly preferred.
• Prior brand management experience is required. Operations and Marketing knowledge is an advantage.
• Three or more years of brand management experience.
• Languages: Proficiency in English required.
• Knowledge of collaboration efforts with global brand management teams is preferred.
• Experience with project management and coordinating work within budget.
• Experience in executing work with strategic partners, agencies or vendors.
• Demonstrated relationship-building skills are essential.
• Strong presentation and communication skills.
• Enjoys numbers, Excels and PowerPoints
• Proven ability to lead and work with cross-functional teams in support of business priorities.
• Demonstrated ability to take complex projects and initiatives from conception to successful execution.
• Ability to think strategically while maintaining strong execution discipline.
• Ability to simultaneously manage multiple projects and competing priorities.
• Experience working with associates, vendors and stakeholders in remote locations and international markets.
• Strong team player with the ability to foster relationships and collaborate across disciplines..

CORE WORK ACTIVITIES 

Managing Projects and Priorities
 

• Demonstrate proficiency in project management, including planning, execution and evaluation of initiatives to ensure successful outcomes.
• Execute annual brand plans and initiatives that strengthen brand presence and achieve desired business outcomes.
• Ensure presentations and communications consistently reflect brand positioning and tone of voice.
• Provide support and assistance to other team members to ensure timely completion of assignments.
• Analyze information and evaluate results to identify opportunities and solve business challenges.
• Think creatively and practically to develop, plan and implement new brand programs, initiatives and solutions.
• Provide recommendations to improve the effectiveness of processes, programs and stakeholder engagement.
• Understand and respond to the needs of key stakeholders related to brand management work.
• Support achievement of performance goals, financial objectives and team priorities.

Brand Strategy & Planning

• Support the development, localization and pull-through of brand strategies across assigned brands.
• Educate stakeholders on brand strategy, positioning, voice, guest experience pillars and competitive landscape.
• Represent and champion the vision and purpose of the assigned brands across the region.
• Partner with key stakeholders on strategic hotels, openings, conversions and brand-defining projects.
• Support annual planning processes and regional brand priorities for assigned brands.
• Identify opportunities to strengthen brand equity, guest preference and market relevance.

Brand Performance & Development

• Execute global brand strategies while ensuring alignment to regional and market-specific needs.
• Lead the effective pull-through and localization of new brand initiatives and programs.
• Monitor key business and brand performance indicators and identify opportunities for improvement.
• Provide regular brand updates, insights and recommendations to stakeholders and leadership.
• Partner with cross-functional teams to develop action plans that support brand and business objectives.
• Ensure all brand activities consider the affiliation and value proposition of Marriott Bonvoy.

Portfolio Strategy & Cross-Brand Initiatives

• Support the development and execution of strategic priorities across the Premium Brands portfolio.
• Lead and coordinate cross-brand initiatives that drive portfolio growth, guest experience enhancement, brand differentiation and business performance.
• Support portfolio planning, strategic projects, business case development and funding proposals.
• Identify opportunities to scale successful programs, best practices and capabilities across multiple brands.
• Partner with cross-functional stakeholders to align portfolio priorities with commercial, operational and brand objectives.
• Support the development of executive presentations, strategic recommendations and leadership updates.
• Monitor the progress of key portfolio initiatives and provide insights and recommendations to leadership.
• Act as a liaison between individual brand teams and broader portfolio priorities to ensure alignment and execution.

Operations & Culture

• Communicate regular brand updates and educational content to field teams and hotels.
• Work closely with properties and Operations teams to ensure effective implementation of brand standards, programs and experiences.
• Support onboarding of General Managers and key stakeholders to assigned brands.
• Provide opening brand support, in partnership with Operations and Development stakeholders, for new hotels and conversions.
• Support activation and implementation efforts to ensure brand initiatives are operationally sound and scalable.
• Foster a strong culture of brand understanding and advocacy across the region.

MANAGEMENT COMPETENCIES 
 

Leadership

• 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; develops and evaluates alternatives and solutions.
• Professional Demeanor – Exhibits behaviors that convey confidence, professionalism and credibility.

Managing Execution

• Building and Contributing to Teams – Participates as a member of a team to achieve shared goals while fostering collaboration.
• Driving for Results – Sets high standards for performance and proactively takes action to achieve objectives.
• Planning and Organizing – Prioritizes and organizes work to ensure timely and successful delivery.
• Project Management – Effectively manages multiple initiatives, stakeholders and deadlines.

Building Relationships

• Coworker Relationships – Builds openness, trust and confidence in pursuit of organizational goals.
• Customer Relationships – Develops and sustains strong relationships based on stakeholder needs.
• Global Mindset – Effectively works with stakeholders and teams from diverse backgrounds, cultures and markets.
• Stakeholder Management – Successfully partners across functions and levels of the organization to achieve business objectives.

Learning and Applying Professional Expertise

• Advanced Business and Presentation Skills – Demonstrates a strong affinity for numbers, data analysis and financial planning, with advanced proficiency in Excel and the ability to translate data into actionable business insights and recommendations.
• Digital & AI Agility – Embraces digital innovation and continuously explores new technologies, including Artificial Intelligence, to improve productivity, streamline processes, enhance collaboration and drive operational efficiencies across brand and portfolio initiatives.
• Applied Learning – Seeks opportunities to continuously improve performance and professional capability.
• Business Acumen – Understands business priorities and applies commercial thinking to decision-making.
• Technical Acumen – Applies functional expertise and project management discipline to achieve results.
• Brand Management – Ability to develop and execute brand strategies that create differentiation, preference and long-term value.
• Strategic Thinking – Connects brand priorities to broader portfolio and business objectives.
• Strong proficiency in basic computer and presentation software.
• Excellent communication, analytical and interpersonal skills.