Vice President, Brand Marketing

It’s an exciting time at SH Hotels & Resorts as we have significant global expansion underway with locations such as Cabo, China, Toronto, London, Australia, Paris and beyond, in our future! With our growth comes new opportunities to hire even more extraordinary people as we branch out into new territories.

QUALIFICATIONS

What is this role all about?

The Vice President, Brand Marketing is a vital member of the leadership team for SH Hotels & Resorts, responsible for driving global brand marketing strategy and execution. This individual excels at crafting and implementing integrated marketing plans that align with business objectives, resonate with diverse audiences, and drive measurable results. They possess a deep understanding of building meaningful connections with consumers, creating innovative marketing campaigns, and leveraging insights to inform strategic decisions.

With experience in global marketing, this leader has a proven track record of launching brands in new markets, developing strategies to ensure local relevance while maintaining global consistency, and deploying campaigns across multiple channels, including experiential, digital, and social media. They are adept at managing high-performing teams, fostering a collaborative and innovative culture, and establishing processes that streamline marketing operations within both corporate and property environments.

This role requires a forward-thinking leader with expertise in the luxury, wellness, sustainability, and lifestyle space, who can bring brands to life for distinct consumer audiences through holistic messaging, engaging content strategies, and groundbreaking experiential activations. The Vice President, Brand Marketing will play a pivotal role in elevating SH Hotels & Resorts’ brands, ensuring they remain culturally relevant, emotionally resonant, and consistently impactful.

Some of the highlights of experience we’re looking for:

• Experience in global marketing, launching brands, deploying marketing strategies in a variety of global markets.

• Track record in establishing brands and brand proof points through a variety of strategies, in a variety of channels – with focus on experiential, digital, social media and content marketing.

• Experience in creating and leading a high-performing team, with strong culture and values.

• Ability to establish processes and marketing operations structure within both the corporate and property environment. Ability to manage teams directly and indirectly (e.g. property marketing teams).

• Experience in the luxury / lifestyle brand marketing space a must, with understanding of bringing different brands to life to the respective consumer audience.

• Strong ability to craft compelling brand narratives and storytelling that resonate with diverse audiences and drive engagement.

• Expertise in creating polished, visually engaging, and impactful presentations and decks to effectively communicate strategies and ideas to stakeholders.

• Proven track record in strategic planning, from conceptualizing big-picture marketing initiatives to executing detailed action plans.

What does this person actually do? Here are some examples:

• Develop and implement an integrated marketing strategy that aligns with business objectives, ensuring consistency across all marketing channels

• Lead efforts to integrate campaigns across owned, third party, content, and experiential marketing channels for a cohesive customer experience

• Launch brands in new markets by developing and executing strategic plans that ensure successful market entry, local relevance, and long-term growth.

• Oversee the creation of impactful marketing campaigns, ensuring alignment with target audience insights and business goals

• Collaborate with creative teams to produce engaging content that drives organic and paid media performance.

• Develop and manage content calendar aligned with brand goals and cultural moments

• Integrate campaigns across digital, print, in-property, and event channels to deliver a cohesive brand message

• Own the vision and develop strategies to grow and strengthen guest loyalty through the loyalty program.

• Translate insights into actionable strategies to deepen brand resonance.

• Utilize market research, customer insights, and data analytics to identify opportunities for customer engagement, segmentation, and personalized experiences.

• Conceptualize and execute innovative events and activations to bring the brand story to life.

• Collaborate with brand management to bring positioning and visual identity to life across all paid touchpoints, ensuring consistency and alignment with overarching brand strategies.

• Develop programs that deepen emotional connections with the target audience.

• Set and track key performance indicators (KPIs) for all campaigns.

• Manage budgets effectively to maximize return on investment (ROI) and ensure accountability.

• Develop and oversee a comprehensive influencer marketing strategy, building authentic relationships with influencers, creators, and tastemakers to amplify brand visibility and engagement across key markets.

• Establish and implement insights and data driven marketing strategies, assess and refine tactics based on KPI results in real time, and leverage the brand marketing performance results to inform future plans.

• Have your finger on the pulse in culture, trends and global consumer behavior and attitudes – being the voice of the consumer for the company as a whole.

• Collaborate with other departments to help bring the brands to life for the consumer – with a lens of “everything communicates”, everything is a form of marketing.

• Develop messaging strategies across all engagement platforms and channels to build an emotional connection with consumers every step of the way.

• Oversee the content marketing with various teams (e.g. digital team) to ensure the brands show up in the most relevant ways – including website social media, brand blog, email marketing, etc.

• Partner with brand communications on all media relations, advertising and public relations efforts, connecting these efforts to the overarching brand marketing activities.

• Continuously identifies opportunities to enhance our marketing efforts, supporting and guiding the hotel marketing teams.

• In tune with the competitive landscape of the brands, both inside the hotel industry and beyond. Conducts ongoing assessment of ever-changing market dynamics and devises strategies to meet the evolving market landscape.

• Drive experiential programming that bring the brands’ mission to life for consumers.

• Establish strategic brand partnerships that present a symbiotic value-add for consumers and each partner; build strong relationships with potential brand partners, like-minded brands, aligned NGOs and other organizations.

• Inspire the corporate marketing team, property marketing leaders and all stakeholders, driving a strong team culture, strong team member engagement and instilling desire to achieve and surpass aspirational goals as a team.

Must-Have’s and Nice to Have’s

• International experience is a must (even if prior roles have been U.S. based)

• 15+ years of relevant brand marketing experience

• Previous experience in establishing and leading teams

• Has extensive knowledge of marketing principles

• Strong ability to inspire and motivate team members motivate team members; strong leadership skills are a must, demonstrating the ability to build a team, rally an organization around a shared objective.

• The right balance of a creative and analytical thinker

• Excellent verbal and written communication skills are required to facilitate clear and concise communication with a high level of professionalism.

• Must possess legal work authorization to work in the United States

• Overall, a people person who works well with others.