Senior Manager, Family Experience (Marketing)

Shangri-La Group

Shangri-La Group is a global leader in luxury hospitality with unique Asian heritage.

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 the 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.

Family has always been at the heart of the Shangri-La brand. We are dedicated to creating heartfelt and unforgettable experiences to families as they explore, bond, and grow together as a family. The COVID-19 pandemic has further reminded us about the importance of family time and maintaining family ties. And as more multigenerational families are travelling together, a family-centric experience is needed more than ever. As we continue to introduce thoughtfully designed family-oriented products and programs, we aim to become top-of-mind for family guests around the world.

Family Experience team is the end-to-end owner of Shangri-La’s family-oriented offers. From strategy to implementation – we pioneer and build new business offers that is pivotal to the organization’s overall strategy. In view of our business development, we are looking for a Senior Manager, Family Experience (Marketing) who will develop the branding and experience marketing for our Family Experience team. He/ she will identify opportunities to enhance brand communication across the customer journey and drive consumer preference and business growth through data driven insights and strategizing lower funnel marketing initiatives.

As our Senior Manager, Family Experience (Marketing), we rely you on to

• Branding strategy: Be the mastermind and lead the strategic development of Family Experience branding across Shangri-La. Work with corporate and hotel teams to develop global marketing plan, activation toolkits, campaign & product assets, deployment guidelines and relevant documentation to support key initiatives at a global, regional or hotel level.
• FamEx experience offer development: Contribute inputs from branding, communications, social media and marketing perspective in offer development, work with teams to identify and create most marketable unique selling points. Drive execution among internal/external creative partners; directs, manage, and oversees projects to ensure deliverables are on time and in high quality.
• FamEx experience offer marketing & launch strategy: lead the creation to strategy and 360-degree marketing, work with operations leaders to ensure effective and impactful launch of our Family Experience initiatives. Communicate effectively on key initiatives and follow up with accountable teams to ensure smooth implementation, timely tracking and measurement on return of investment.
• Brand partnerships: Identify and implement brand partnerships that drive awareness and enhance Family Experience brand perception and strategically support business growth.

We are looking for someone who is/ has:

• Passion in family-friendly entertainment offerings, hospitality, and/or education
• Bachelor’s degree in Marketing, Advertising, Branding or Related disciplines from a top-tier university with consistent outstanding academic record.
• 8-10 years of experience from leading companies; prior experience in entertainment & attraction business, luxury retail/ marketing, or family-oriented industries is a plus.
• Proven track record of developing brand & marketing strategies, guidelines, creatives and content; expertise in translating brand vision to impactful brand communications, activations, and experiences. Social & digital marketing experience is a plus.
• Creative, at the same time an analytical, critical thinker with an expert-level understanding of branding, business, and strategic planning; able to understand business objectives and develop brand & marketing plans that support the business goals.
• Independent and proactive, but also collaborative with strong interpersonal skills and experience working with cross-functional teams, able to influence at multiple levels of the organization.
• Strong written and oral communication skills, fluency in English, Mandarin and Cantonese required.