Director, Luxury Brand Management

Overview

In this role you drive luxury brand positioning for the EMEA region, translating global strategy into regional plans that boost guest experience and owner value. You collaborate with cross-functional teams across Operations, Development, Architecture, Design & Construction, Marketing, HR, and more to ensure consistent brand experiences. You’ll lead multi-market initiatives, balance strategic framing with practical execution, and manage complex programs in a matrixed environment. A key objective is advancing brand development and ensuring regional relevance while protecting brand identity.

Responsibilities

• Translate global strategies into regional plans that drive brand growth and owner value
• Monitor brand health and portfolio performance across development, operations, guest experience, and product delivery
• Translate insights and market intelligence into clear recommendations and action plans
• Localize global brand initiatives while preserving distinct brand positioning
• Support hotel openings, conversions, renovations, and portfolio optimization with strong brand guidance
• Advance brand development workstreams including positioning, product evolution, and regional personality
• Prepare presentations and business cases for senior leaders, owners, and hotel teams
• Foster partnerships across Global Brand teams and regional functions
• Lead cross-functional projects with defined plans, timelines, governance, and success metrics
• Develop practical tools to help hotel teams implement brand programs consistently
• Evaluate brand standards through guest and owner perspectives, including investment and ROI
• Lead brand sessions and forums to align priorities across the portfolio
• Manage multiple initiatives and track regional brand budgets

Key requirements

• Ten years of experience in luxury brand strategy, brand management, or related hospitality/consumer sectors
• At least eight years of experience leading complex cross-functional projects
• Ability to translate broad strategy into executable plans
• Strong commercial and analytical acumen with experience interpreting performance data
• Understanding of hotel operations and delivering brand experiences across markets
• Ability to navigate a matrixed, multicultural organization and influence without direct authority
• Strong written, verbal, and presentation skills with senior stakeholders
• Highly organized, proactive, and able to manage multiple priorities under time constraints
• Experience managing external agencies, budgets, timelines, and deliverables
• Ability to travel up to 30% of the time

• Cross-functional collaboration
• Strategic storytelling
• Stakeholder influence
• Brand strategy development
• Performance analysis and benchmarking
• Market intelligence interpretation

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