Manager, Brands (Brand Marketing & Merchandising)

Shangri-La Group

Headquartered in Hong Kong SAR, the Shangri-La Group has grown from a single hotel business to a diverse and integrated global portfolio comprising quality real estate and investment properties, wellness and lifestyle facilities. Today, the Group owns, operates and manages 100+ hotels under our family of four brands: Shangri-La, Kerry Hotels, JEN by Shangri-La, and Traders.

We are part of Kuok Group, one of Asia's most dynamic multinational conglomerates and a leader in properties, logistics, agribusiness, maritime and hospitality. From our strong base in Asia, we have expanded into key gateway cities and markets around the world. Our properties sit on some of the world’s most prestigious addresses and exotic destinations. Through the environments we have created, we enable people to come together to live, work, play, eat, and rest well.

We are now looking for a Manager, Brands (Brand Marketing & Merchandising) to join our Global Brands team based in our Headquarter office in Hong Kong. The Manager will be a key member of the global brands team and will be responsible for driving the strategic brand-building & consumer engagement/ experience initiatives, including but not limited to planning, development, implementation, execution and measurement of brand marketing initiatives and campaigns for the Shangri-La Group. Collaborating with key commercial and operational team leaders to identify opportunities to enhance the brand experience across the customer journey and drive consumer preference and business growth through data driven insights, he/ she will drive exciting and engaging branded content, products & experiences, that delivers on Shangri-La’s brand purpose & promise across the consumer touchpoints.

As our Manager, Brands (Brand Marketing & Merchandising), we will rely on you to:

• Drive the development and implementation brand building & consumer engagement initiatives across Shangri-La Group. Work with teams to develop global marketing, activation toolkits, campaign & product assets, deployment guidelines and supporting documentation to support key initiatives at a global, regional or hotel level.
• Drive the development of retail consumer products (merchandising) from idea to finished goods, including but not limited to F&B, beauty & personal care, home fragrances,lifestyle accessories, gifts etc.
• Work with operations leaders to ensure effective and impactful launch of brand marketing initiatives.
• Identify and implement brand partnerships that drive awareness and enhance brand perception and preference.
• Drive the execution of the scope of work for internal/external creative partners; directs, manage and oversees projects to ensure high quality delivery.
• Communicate key brand marketing initiatives effectively and follow up with accountable teams to ensure implementation and measurement
• Collaborate with various internal partners to understand business needs, timing, business impact and expectations; consolidate and translate the company’s vision, internal needs and consumer understanding into desired brand products & experience across HEOS, F&B, Wellness, Family Experience, Rooms, Events, Environment and Communication with implementation plan including key priorities, success metrics, content and required investment etc

We are looking for someone who has/ is:

• 8 – 10 years of relevant experience and track record in brand marketing development & crafting: consumer engagement campaigns & activation, consumer products & experiences. Experience in world-class consumer goods, luxury, or hospitality will be a plus.
• Ability and experience to analyse and extract consumer insights through data and research to lead end to end planning and execution of marketing campaigns, developing products & experience and activate across omnichannel touchpoints and influencer marketing
• An excellent analytical, critical thinker with an expert-level understanding of branding, business and strategic planning; able to understand business objectives and develop brand programs that support the business goals.
• Creative and storytelling and development of branded content
• Proven track record of developing brand strategies, guidelines, creatives and content; expertise in translating brand vision to impactful brand communication, activation and experiences.
• Proven track record of planning and executing consumer quantitative and qualitative research; draw insights and drive good decision-making.
• Strong project management skills with proven track record; solid skill and experience rallying partners and external agencies to do work that not only delivers but pushes to go beyond expectation.
• Demonstrating an entrepreneurial mindset. Ability to work effectively in ambiguity, adapt to changing priorities and drive with urgency.
• Excellent verbal and written communication skills; able to speak-up and share a defined and well-articulated point of view; able to influence at multiple levels of the organization.