Vice President, Brand Management – Residence Inn, TownePlace…

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Company: Marriott International, Inc
Location: Bethesda, MD 20817

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Posting Date Dec 13, 2019
Job Number 19158274
Job Category Brand Management
Location Marriott International HQ, 10400 Fernwood Road, Bethesda, Maryland, United States VIEW ON MAP
Brand Corporate
Schedule Full-time
Relocation? No
Position Type Management

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One of the overarching roles of Global Brand Management is to enhance the performance and positioning of brands within their competitive segments, and to ensure that Marriott International’s portfolio of brands provide maximum value to the enterprise. Within Global Brand Management, each of Marriott International’s brands, or combination of brands, are managed by a designated leader and corresponding infrastructure.

For the assigned brand(s), the Vice President, Brand Management – Residence Inn, TownePlace Suites, Fairfield & SpringHill Suites is accountable for defining, developing and executing the guest experience globally in a way that is consistent with the 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. To enable this, the leader is responsible for: 1) driving the brand strategy and multi-year planning across brands, 2) implementing the strategy through cross-functional/matrixed resources, and 3) managing the business model & driving brand performance.

Brand Strategy & Planning

  • Drives the brand forward via new initiatives, products, and services (including evaluation of initiative impact, ROI, and sustainability).
  • Leads the development of the annual brand business plan. Assists in the development and execution of Long Range Plan (LRP) – specifically brand enhancement impacts.
  • Provides strategic guidance and partners with disciplines/market to set Brand Performance Scorecard targets. Reviews scorecard performance across brand.
  • 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.

Brand Performance & Development

  • 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 to ensure that new brand initiatives are being designed and deployed within market effectively.
  • Regularly interfaces with AVPs and other market resources to better understand environmental 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.
  • Owns end-to-end brand innovation process outcomes.
  • 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.

OPERATIONS & CULTURE
o Leads and drive key, mission-critical and innovative cross-functional brand initiatives to further enhance brand experience and build out the brand core proof points. Leads multi-functional teams to achieve these critical initiatives.
o Establishes communication platforms for the brand with the field / market (e.g., webinars, immersions, training tools).
o Provides direction on internal marketing efforts to include associate rallies, communications platforms, training efforts and culture initiatives.
o Works closely with GOS to develop, refine and implement brand operating standards, procedures, and brand operations-driven programs. Oversee the development of brand specific Quality Assurance program with the QA team. Advocates for brand standards in operating and capital budget guidelines. Establishes brand manifesto activation success measures and tracking mechanisms. Works with quality assurance teams to provide guidance to AVPs, OFS, and other continent leadership teams on individual property performance against brand core proof points and related initiatives.

STYLE & DESIGN
o Establishes the brand design strategy and guides the ongoing refresh in partnership with A&C.
o Provides input to A&C / ID and AVP on design for new builds, conversions and renovations projects.
o Leads the development of design tools and resources and guidelines in partnership with A&C and other disciplines.
o Directs the design and selection of brand product standards (OS&E) globally in partnership with the respective discipline resources.

MARKETING & PR

o Ensures alignment and coordination with brand marketing on strategies, platforms and programs.

o Support, as needed, the brand marketing organization on the development of customer facing brand communications, brand voice / collateral development, photography, etc.

o Helps define the need for compelling brand promotions and experiential events that can be executed globally to drive revenue and PR buzz.

o Provides support in developing / nurturing brand partnerships that provide brand equity benefits and enhance the guest experience.

o Acts as a resource, as needed, to regional and field marketing teams on the brand positioning, priorities and pull through of core proof points.

Brand Growth & Development

  • Partners with development as needed to support them in immersing prospective new owners into the brand, its strategies and positioning.
  • 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 the brand, understood by key stakeholders and scalable to drive system growth.
  • Provides opening support for all new hotels, coordinates with openings and regional teams to ensure all elements of the ‘opening countdown’ including opening countdown, training, etc. are executed on brand. Provide guidance to opening teams to ensure branded critical path document for openings and conversions are developed and maintained.

Stakeholder Relations

  • Partners with key stakeholders to ensure execution, including but not limited to: Marketing & PR, Culture & Operations, Style & Design.
  • 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 executes a communication platform for the brand with General Managers and other key hotel and market stakeholders. Represent the brand 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 & 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.

CANDIDATE PROFILE

Education and Experience Preferred

  • 4-year degree from an accredited university in Business Administration, Marketing, or related major; MBA.
  • 12+ years of relevant professional experience in brand management, marketing, or related function; demonstrated progressive career growth and pattern of exceptional performance.
  • Prior track record of “breakthrough” consumer brand development.

Marriott International is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. Marriott International does not discriminate on the basis of disability, veteran status or any other basis protected under federal, state or local laws.