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Senior Vice President, Premium Brands

3 months ago

Bethesda, Maryland, United States Marriott International Full time
Job Description

One of the overarching roles of Global Brand Management is to enhance the positioning and performance of brands within their competitive segments, and to ensure that Marriott International's portfolio of brands provide maximum value to the enterprise. Each of Marriott International's brands, or combination of brands, are managed by a designated leader and corresponding infrastructure. The Senior Vice President, Premium Brands will provide executive brand leadership to the following portfolio of brands: Westin, Marriott, Sheraton, Le Meridien, Renaissance, Autograph, Tribute, Delta, Apartments by Marriott Bonvoy, All-Inclusive by Marriott Bonvoy and others.

This leader is accountable for defining, developing and executing the guest experience at all designated brands globally in a way that is consistent with each brands' strategic business model and creates maximum profitability and enhances the long-term health of the brand. This experience spans from building brand preference for both customers and investors, to on-site product and service touch points and driving the future vision and execution of the guest experience ensuring its relevance and differentiation to the target consumer. To enable this, the leader is responsible for: 1) establishing the brand strategy and multi-year planning across brands, 2) execution of the brand strategy through cross-functional/matrixed resources, 3) managing the business model & driving brand performance, 4) ensuring long-term brand health and growth and 5) partnership with brand marketing team.

CANDIDATE PROFILE

Education and Experience Required

  • 4-year degree from an accredited university in Business Administration, Marketing, or related major; AND
  • 16+ years of relevant professional experience in brand management, marketing, or related function; demonstrated progressive career growth and pattern of exceptional performance OR
  • 18+ years of relevant professional experience in a related function, demonstrating progressive career growth and patterns of exceptional performance
  • Prior track record of "breakthrough" consumer brand development
  • Experience managing and defining transformational strategies for business units.
  • Demonstrated ability to deliver results under difficult conditions, particularly when faced with complexity and ambiguity
  • Experience with franchising of brands and over-sight of franchise and/or owner advisory boards.

Education and Experience Preferred

  • MBA

CORE WORK ACTIVITIES

Brand Strategy & Planning

  • Anticipates and identifies strategic business opportunities and challenges and responds with a profitable strategy that aligns and supports the overall growth strategy for the assigned portfolio.
  • Leads brand teams across the assigned brand portfolio to advance new initiatives, products, and services (including evaluation of initiative impact, ROI, and sustainability).
    • Participates with Global development and supports the on-strategy growth of the brands
    • Ensures that the portfolio affiliation is pulled through elegantly and thoughtfully preserving the brand equity for each brand
    • Collaborates with the Continent brand teams to pull through on the brand execution in product and service
    • Engages and participates in the relevant forums outside of the industry to keep these brands in the consideration set of the target consumer
    • Actively manage and participate in owner relationships to drive the brand objectives forward
  • Establishes a strategic brand and operations business plan for each brand and brand extension within the assigned portfolio. Secures senior executive alignment, specifically the objectives, priorities, and support required to successfully execute.
  • Leads the annual business planning process for the portfolio of brands, to include development and alignment of priority initiatives and securing the associated funding required.
  • Provides executive leadership approval for project requests; accesses team and appropriate resources to spearhead projects, according to agreed upon governance structure; ensures brands garner funding for major capital projects. Oversees and approves the development of "solution"/project implementation plans and acts as escalation point for implementation challenges/decision points.
  • Provides strategic guidance and partners with disciplines/market to set Brand Performance Scorecard targets. Reviews scorecard performance across assigned brand portfolio.
  • Provides oversight to ensure the appropriate resources are applied to surface and analyze trends, identify root causes of issues, and make improvement recommendations and/or adjust targets as appropriate.
  • Translates internal and external research and trends into actionable brand strategies. Analyzes data to frame up a business issue/concept; determines feasibility and understands how to operationalize the concept; converts research data into actionable options for moving the brands forward.
  • Educates/communicates on brand strategy, positioning, voice, strategic pillars and competitive environment.
  • Partners with Owner and Franchise Services on global brand owner communications, key owner account management, and oversees the planning and execution of global brand owner meetings.

Brand Performance & Development

  • Owns end-to-end brand innovation process outcomes across brands within the assigned portfolio of brands.
  • Develops clear applications of business and brand strategies that can be translated by other functions into tactical implementation. Establishes, communicates and coordinates work priorities to achieve the brand strategies.
  • Serves as the primary point of contact for the assigned portfolio to ensure that new brand strategies and initiatives are being designed and deployed within market effectively.
  • Regularly interfaces with AVPs and other market resources to better understand environmental/regional factors impacting current and future brand initiatives and standards and to provide regular brand updates.
  • Champions brands' GM advisory board, or related forums, to align and obtain input and feedback on strategies, initiatives and general brand priorities.
  • Monitors collective impact of all innovations/products/services to ensure they achieve overall objectives outlined in the Brand Business Plan, while maintaining the integrity of the Brand Business Model.

Brand Growth & Development

  • Identifies opportunities to strategically grow the assigned portfolio for Marriott International.
  • Partners with development to develop and oversee the execution of strategic growth pipelines in key markets for the brands he/she supports.
  • Works with development team to produce toolkits and resources, conducts owner brand immersions and site visits to support development in securing on-strategy projects for the brand
  • Ensures that business model, positioning and core proof points are clearly articulated for their brands, understood by key stakeholders and scalable to drive system growth.
  • Provides opening support for new hotels; coordinates with openings and regional teams to ensure all elements of the 'opening countdown' including training, 'culture day', etc. are executed on-strategy.
  • Provides guidance to opening teams to ensure branded critical path document for openings and conversions are developed and maintained.
  • Leads strategic research and insights work to test, pilot, and implement brand extensions (i.e., retail) for key brands

Stakeholder Relations

  • Provides executive partnership with key stakeholders to ensure execution, including but not limited to: Marketing & PR, A&C, Style & Design, Culture & Operations, Creative, Sales, Owner Franchise Services, Managed AVPs and each of the key leaders in the continents.
  • Drives the organizational alignment and accountability for successful outcomes of brand initiatives with the market, and other functional areas; ensures strategies address relevant stakeholder needs and competitive environment; executes accordingly.
  • Establishes and execute a communication platform for the brand with General Managers and other key hotel and market stakeholders. Represent the brand portfolio during General Managers Conferences and other key conferences.
  • Creates informal mentor relationships with other brand representatives to create a climate of teamwork and learning.

Leading and Managing Teams

  • Creates a synergistic leadership team and business environment that encourages accountability, high standards, and innovation to consistently deliver positive business results.
  • Hires, develops, and retains diverse talent that makes a strong, positive impact on the organization.
  • Sets clear organizational goals and expectations for direct reports using the performance review process and holds team accountable for performance.
  • Continuously improves team and job structures and ensures clear leadership accountabilities are in place.
  • Builds teams with the appropriate mix of talent and skills to drive innovation and performance. Identifies talents of direct reports and assists with their growth and development plans.

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.