Director, Marketing Shared Services – South East Asia & Korea (Singapore based) | IHG Army Hotels
Job Description
Role Purpose
Lead the development and delivery of key brand marketing activities that drive measurable contribution to brand health and revenue delivery for the SEAK BU.
Key Accountabilities
- Assist in championing IHG’s global marketing shared services strategy in supported Markets to drive significant change in how scalable marketing activities are created and delivered to Category, Brand, Loyalty, and Commercial Leads
- Deliver and execute global strategy for all language, translation and transcreation needs. Partner with other key teams within marketing for tactical execution and delivery of related activities.
- In alignment with Category leads, BU MD and BU VP Commercial manage a balanced investment between short term trading needs and medium / long term brand building improving owner value bolstering growth opportunities in the supported Markets.
- Lead assigned region’s campaign management, paid media, omni-channel marketing, creative and content that support Category and Brand Leads in executing integrated, holistic marketing campaigns.
- Oversee process within supported Markets for receiving and executing on prioritised briefs from Category, Brand, and Commercial Leads globally.
- Manage business unit field marketing efforts delivering annual business plans driving high ROI marketing in key markets; leverage all Management estate hotel-level Marketing budgets to extend above property efforts. Maintain influence over Franchise hotel Marketing budgets.
- Manage marketing agency relationship management to drive improvements in quality, performance, and cost.
- Manage execution of campaigns; manage overall quality and service to Category, Brand, Loyalty, and Commercial Leads
- Leverage real-time performance data and analytics to optimise marketing ROI.
- Lead the team’s annual staffing, expense, and capital budgeting process.
- Manage owner relations and IHG Owners Association relationships in market.
Key Skills & Experiences
Educational Attainment:
- Bachelors or Masters degree in Marketing, Sales, Business Administration or an equivalent combination of education and experience
Critical Expertise & Experience:
- 10+ years progressive experience with demonstrated commercial success in Marketing and Digital
- Experience in building and leading highly-effective globally-dispersed teams and inspiring teams to achieve challenging agendas
Technical Skills & Knowledge:
- Strong experience planning and executing holistic, integrated marketing campaigns
- Deep expertise in using a data-centric approach to Marketing (e.g. programmatic)
- Strong experience working with Marketing Technology solutions
- Deep understanding of hospitality and IHG’s organization
- Ability to lead a community of cross-functional stakeholders
- Knowledge of data privacy laws
Role Purpose
Lead the development and delivery of key brand marketing activities that drive measurable contribution to brand health and revenue delivery for the SEAK BU.
Key Accountabilities
- Assist in championing IHG’s global marketing shared services strategy in supported Markets to drive significant change in how scalable marketing activities are created and delivered to Category, Brand, Loyalty, and Commercial Leads
- Deliver and execute global strategy for all language, translation and transcreation needs. Partner with other key teams within marketing for tactical execution and delivery of related activities.
- In alignment with Category leads, BU MD and BU VP Commercial manage a balanced investment between short term trading needs and medium / long term brand building improving owner value bolstering growth opportunities in the supported Markets.
- Lead assigned region’s campaign management, paid media, omni-channel marketing, creative and content that support Category and Brand Leads in executing integrated, holistic marketing campaigns.
- Oversee process within supported Markets for receiving and executing on prioritised briefs from Category, Brand, and Commercial Leads globally.
- Manage business unit field marketing efforts delivering annual business plans driving high ROI marketing in key markets; leverage all Management estate hotel-level Marketing budgets to extend above property efforts. Maintain influence over Franchise hotel Marketing budgets.
- Manage marketing agency relationship management to drive improvements in quality, performance, and cost.
- Manage execution of campaigns; manage overall quality and service to Category, Brand, Loyalty, and Commercial Leads
- Leverage real-time performance data and analytics to optimise marketing ROI.
- Lead the team’s annual staffing, expense, and capital budgeting process.
- Manage owner relations and IHG Owners Association relationships in market.
Key Skills & Experiences
Educational Attainment:
- Bachelors or Masters degree in Marketing, Sales, Business Administration or an equivalent combination of education and experience
Critical Expertise & Experience:
- 10+ years progressive experience with demonstrated commercial success in Marketing and Digital
- Experience in building and leading highly-effective globally-dispersed teams and inspiring teams to achieve challenging agendas
Technical Skills & Knowledge:
- Strong experience planning and executing holistic, integrated marketing campaigns
- Deep expertise in using a data-centric approach to Marketing (e.g. programmatic)
- Strong experience working with Marketing Technology solutions
- Deep understanding of hospitality and IHG’s organization
- Ability to lead a community of cross-functional stakeholders
- Knowledge of data privacy laws
