Senior Manager, Brand Management, W Hotels

JOB SUMMARY

The Senior Manager W Hotels is an integral member Global W Team. This role is critical in supporting and driving forward the brand strategy for the

iconic W Hotels brand with an emphasis on the branded guest experience differentiated brand programming and brand service and culture

initiatives. This indivdiual will act as a brand ambassador ensuring the strategic direction and growth of the brands aligns with the overall vision while

driving adherence to strategic and business objectives. This leader must understand the value of and how to drive and sustain brand

addition this leader manages the team resources and budget allocation.

The Senior Manager supports efforts in defining and enhancing the guest experience in a way that is consistent with the brand business models and

drives brand relevance awareness and perception. This experience ranges from building brand preference for both customers owners and

investors to on-site product and service touchpoints. To drive these efforts the Senior manager will focus on supporting the strategic direction and

execution of the brand strategy and multi-year planning efforts executing the brand priorities and drive brand performance.

CANDIDATE PROFILE

4-year degree from an accredited university in Business Administration Hospitality Management or related major AND

7 years experience in the hospitality industry demonstrating progressive career growth and a pattern of exceptional performance with a

preference for Luxury hospitality.

Relevant operational and brand experience

CORE WORK ACTIVITIES

Support the Brand Positioning develops and manages the Brands Visual Identity and develops communication tools and templates to ensure

consistent execution by broader organization and hotels.

Support the Brand Culture work including the evolution of our service ethos Whatever/Whenever W Insider W Service Culture training and

other critical brand differentiators

Deeply understands the target audience especially next-gen and its nuances as relates to opportunities for brand marketing and programming.

Conducts a regular pulse-check on the consumer and uses insights to inform presentation materials and go-to-market strategies.

Develops on-strategy materials for Development continent teams and other partners to support W Hotels growth.. Ensures the success of new

openings and support through brand marketing.

Identifies and develops a roadmap for executing new initiatives and projects for the brand from initiation to completion. Identifies internal and

external partners as appropriate to ensure success.

Creates project plans guides and engages respective project teams throughout the project from kick off to implementation.

Strategy Execution

Serves as brand advocate by helping resources and extended teams understand the brand direction.

Ensures a luxury lens on all presentations materials and toolkits working with the team to ensure a keen understanding of brand direction .

Develops materials to support guest programming and collaborates on ways to drive press for those initiatives.

Acts as a liaison and resource for the Global Design team to execute specific differentiated brand design foundations and supporting design

standards and guidelines.

Drives new GM onboarding as appropriate and plans and executes new GM immersion meetings in partnership with broader brand and

continent teams.

Helps progress brand experience projects to drive brand differentiation and preference.

Provides guidance to opening teams to ensure branded critical path document for openings and conversions are developed and maintained.

Business Model & Brand Performance

Acts as brand champion to stakeholders owners consumers guests executives and employees within HQ and market

Builds strong relationships with continent teams and hotels to ensure the brand culture comes to life on property driving pull-through of the

brand promise.

Educates and communicates on brand strategy framework positioning voice and strategic pillars brand standards and competitive

environment

Helps develop and drive execution of communication strategies associated with launching tactics/deliverables in support of the brand strategies