Role Purpose

IHG is one of the world’s leading hotel companies, promising to provide True Hospitality for everyone; making you feel welcome and cared for, recognised and respected, wherever you are in the world. Strong future plans and recent successes, especially across the Mainstream Brand portfolio is what has made us stand out from the crowd.

The Director of Mainstream Brands, IMEA leads brand management, growth strategy and performance delivery of Holiday Inn Express, Holiday Inn Hotels & Resorts, Staybridge Suites, Garner Hotels in IMEA. The Director will also launch EVEN Hotels in the region / EMEAA

As a member of the Mainstream Brand team, the Brand Director is fully knowledgeable of the global brand strategy, leads the regional growth strategy and works to ensure the appropriate localisation and execution of the brands in target growth countries. The Director maintains brand integrity within the established framework and develops regional brand executions, where necessary, to maximise performance in a particular region or culture, e.g. India, Middle East, Africa. The Director works closely with the IMEA Leadership Team, as well as the VP EMEAA Mainstream Brands and Global Brand teams, to determine the agreed plan.

Key Accountabilities

• Strategic Direction – Leads the strategic direction for assigned brands in IMEA, to both grow existing brand presence and introduce new brands and brand extensions as appropriate. This includes creation of comprehensive brand plans including long-term IMEA vision by brand, objectives, performance targets, positioning, strategy and action plans, based on key consumer insights and in line with global brand objectives, values and personality. Actively works on a cross-functional basis to understand and represent IMEA consumer insights, customer preferences and regional variances based upon qualitative and quantitative research

• Brand Development & Delivery - Develops and rolls out new concepts and innovations across Guest Experience (e.g. F&B, service) and Brand Design (e.g. guest room, public space, visual identity), supported by customer and commercial insights. Creates compelling business case for all brand developments, clearly demonstrating owner and corporate ROI in case for change. Works cross-functionally in order to deliver these e.g. with Insights, Hotel Operations Support, Development, Sales, Marketing, PR, Finance teams. Participates in the design and delivery of all brand standards innovation, including review and development of brand hallmarks, food and beverage proposition, brand design, service training and technology provision.

• Brand Growth & Performance - Supports Development and D&E to grow IHG’s brands in the right locations. Represents Brand Management at the Development Approval Committee when required. Partners with Marketing Shared Services and Commercial teams to drive brand preference and revenue through marketing activity and commercial activation. Manages the brand initiatives and participates in the briefing of marketing communications, collateral and internal brand educational materials.

• People Development & Stakeholder Engagement - Leads succession planning, performance management and development of direct reports. Represents IHG with owners during the owner forums and owner advisory boards. Manages relationships with key, regional vendors Is a Brand Ambassador both internally and externally, championing profitable Brand Management. Ensures the wider business is educated on the brand DNA, key differentiators and guiding principles.

Required Skills

• Effective and persuasive verbal and written communication skills . Ability to influence owners and operators . Commercially astute with the ability to influence those outside own reporting structure, working through people to achieve results in a matrix environment and adjust by audience. Ability to manage upwards and influence Global Brands and Global Marketing Leadership Team. Ability to effectively and efficiently manage agencies as required

• Exceptional project management and co-ordination skills (including budget management), ability to lead multiple complex initiatives across the brand portfolio, priority markets and functional areas (e.g. F&B, Guest experience, Design, Development, Strategy and Commercial Performance)

Team oriented and culturally sensitive and with outstanding coaching and networking skills. Ability to effectively lead junior team members, providing technical and leadership development for Brand Managers and others as appropriate.

• Strategic and analytical thinker who can demonstrate a broad perspective and an ability to recognise the wider business environment, diagnose root cause issues, and independently develop brand strategy and recommendations

• Knowledge of marketing principles , innovation process and strategic planning process. Ability to develop effective marketing strategies / in hotel comms strategies in a multi-unit hotel environment. Ability to analyse and interpret research data on consumer preferences and market trends.

• Ability to deputise for Head of Mainstream Brands EMEAA when required.

Required Qualifications

• Graduate/Bachelor’s degree

Experience

• Minimum 10 years in brand management or marketing experience acquired in dynamic service/consumer-led organisations., including organisations with a global, multi brand environment.

• Experience of working across different geographies.

• Experience of effectively managing a marketing programme budget.

• Experience in third party agency/vendor management.

• Operational marketing experience in a service branded environment.

• Strong project management expertise, especially in managing logistically complex programmes.

• Experience in analysing and interpreting research data on consumer preferences and market trends.

• Excellent computer literacy skills (including Microsoft PowerPoint, Excel and Word).

• Excellent verbal communication and presentation skills.

• Marketing experience within the hotel or travel industry an advantage.

• Hotel operations experience is desirable.

At IHG, we’ve made a promise. As one of the world’s leading hotel groups, we’re here to deliver True Hospitality for Good. Making our guests and colleagues feel welcome, cared for, recognised and respected – wherever they are in the world. Want to be part of the journey?

We need people like you to make a difference and create exceptional experiences every single day. Don’t just join a growing team of 370,000 colleagues across 100 countries. Let your passion shine. Innovate and collaborate around the world. Embrace your ambition.

Don't quite meet every single requirement, but still believe you'd be a great fit for the job? We'll never know unless you hit the 'Apply' button. Start your journey with us today.

At IHG Hotels & Resorts, we are proud to be an equal opportunity employer. We firmly believe that all our colleagues deserve to be treated equally and have the same opportunities to develop and grow their skills within our business and provide equal employment opportunities to all applicants and colleagues without regard to an individual's, race, color, ethnicity, national origin, religion, sex, sexual orientation, gender identity or expression, age, disability, marital or familial status, veteran status or any other characteristic protected by law.