Director, Collection Brands, APAC
Marriott International, Inc.
Hong Kong, Hong Kong, Hong Kong


  • Develop strategic overview including planning and pull-through of The Luxury Collection Brand initiatives and programs relevant to Asia Pacific continent.
  • This position is also responsible and accountable for the strategic and execution oversight of Autograph Collection and Tribute Portfolio Brands.

  • Partner with respective Brand Leaders at global headquarters, continent and regional / area resources and / or cross functional discipline - subject matter experts to deliver exceptional on-Brand execution that drives the long-term health of the Brands.
  • Partner with the respective global Brand teams to align on Brand proof-points and drive Brand awareness / reputation in APAC.
  • Deliver a strategic Brand plan and integration for Luxury and Halo openings (in some instances; conversion hotels) will be a key focus.
  • Consistently ensure all Brand activities consider the affiliation of our award-winning Brands to Marriott Bonvoy travel program.
  • Partner with, not limited to, Marketing, Loyalty, DDO, F&B, GDAP, Feasibility and Development teams to drive stronger understanding and knowledge of what each
  • Brand represents, and ultimately increase Brand equity.

  • Partner with Brand Marketing, Performance and Digital teams to ensure delivery of efficient and effective media plans to boost the Brand awareness and lift reputation in the long term.
  • Work with regional, area and hotel operations teams to ensure exceptional delivery of guest experience that creates consistent Brand preference, market share and topline performance.
  • Understand and activate relevant Brand Partnerships that enhance Brand Positioning, resulting in stronger Brand equity.
  • Owner and Approver of Brand photography, contents and assets in continent.
  • Acts as the Brand Leader and coordinates on-Brand solutions with key stakeholders.

  • Responsible for the management of the said Brands; as determined by the VP Brand and Senior Director Luxury Brands :
  • Key project facilitation and integration across APAC.
  • Liaison between global, continent and regional operations, as well as Brand marketing teams.
  • Luxury + Halo openings.

    Education and Experience

  • Hotel operations experience is strongly preferred.
  • Prior Luxury or Lifestyle Brand management experience and marketing knowledge is an advantage.
  • Five or more years of management experience, supervising and mentoring staff; international work experience strongly preferred.
  • Languages : Proficiency in English required; proficiency in reading and writing in Chinese or other Asian languages strongly preferred.
  • Knowledge of collaboration efforts with global Brand management team is preferred.
  • Experience with establishing and managing budgets.
  • Experience in managing and directing strategic partners / agencies / vendors. Demonstrated relationship marketing skills a must.
  • Experience in partnering efforts with global Brand management and marketing teams is strongly preferred.
  • Good presentation and communication skills.
  • Proven ability to lead and work with cross-functional teams in support of specific business priorities.
  • Demonstrated ability to take complex projects and efforts from conception to successful execution.
  • Ability to solve problems quickly, think creatively, and satisfy Internet speed-to-market requirements.
  • Ability to simultaneously manage multiple projects.
  • Experience working with associates / vendors / customers in remote locations and international markets (multiple time zones).
  • Strong team player and ability to foster relationships and collaborate across disciplines

    Managing Projects and Priorities

  • Collaborate with Senior Director - Brand Marketing, to develop a robust full-year marketing plan that prioritizes Brand presence and accomplish desired outcomes for the Collection Brands.
  • Ensure alignment with continent VP-Brand and global Brand Leaders.

  • Provides direction and assistance to other team members regarding Collection Brands projects to ensure timely completion of assignments.
  • Analyzes information and evaluates results to choose the best solution and solve problems.
  • Thinks creatively and practically to develop, plan, and implement new Brand programming or initiatives.
  • Understand and able to deliver strategic reporting and presentations, etc. as requested.
  • Provides recommendations to improve the effectiveness of processes or programs.
  • Understands and meets the needs of key stakeholders.
  • Supports achievement of performance goals, budget goals, team goals, etc.
  • Brand Strategy & Planning

  • Partners with key stakeholders on key openings and focus hotels within the Collection Brands portfolio.
  • Educates / communicates on Brand strategy, positioning, voice, strategic pillars and competitive environment.
  • Educates / communicates consumer insights
  • Acts as the advocate of the Collection Brands in continent.
  • Brand Performance & Development

  • Pulls through global Brand strategies while ensuring alignment to APAC and market specific objectives.
  • Responsible for the effective pull-through and localization of new Brand initiatives in APAC.
  • Partners with AVPs and other market resources and provides regular Brand updates.
  • Constantly monitor Brand performance and develop appropriate actions with the relevant cross function teams to achieve the Brand and continent objectives.
  • Operations & Culture

  • Responsible to communicate regular Brand updates and Brand education to the field and hotels.
  • Work closely with properties and regional / area operations to ensure on-Brand implementation of Brand operating standards, procedures, and Brand programs.
  • Manage onboarding processes for Collection Brands General Managers and key stakeholders.
  • Provide opening Brand support for all new hotels prior to countdown, coordinates with Regional / Area Directors of Operations and Marketing to ensure all Branded elements of openings, opening countdown, Consumer Ops support etc. are executed on Brand.
  • Provide guidance to hotel opening teams to ensure Branded critical path document for openings and conversions are developed and maintained.
  • Manage the process and planning for off-strategy (focus) hotels as designated by the global and continent Brand VP.
  • Style & Design

  • Partner with GDAP lead to ensure Brand strategy is executed in design for new builds, conversions and renovations projects.
  • Partner with Brand Activation and Standards team, DDO team, F&B team to deliver on-Brand Guestroom, F&B, Spa, M+E experiences.
  • Provides guidance on design related aspects of experience programming (sensory experience elements, look books) and engage with Regional operations team and hotels to execute flawlessly.
  • Sales

  • Partners with the Continent Sales Teams as appropriate to ensure a coordinated Brand and Sales approach for all Brands.
  • Partners with B2B teams in developing best practice Brand consumer events.
  • Ensures priorities are aligned with the Brands’ goals. Protects and strengthens the Brands’ competitive advantage by advocating for customer needs and preferences and supporting sound business decision-making for the Brand.
  • Provide relevant and up-to-date Brand information and education to ensure effective sales strategies and customer interaction
  • Growth & Development

  • In conjunction with the VP Brand and Senior Director Luxury Brands, partners with Development as needed to support them in immersing prospective new owners into the Brand, its strategies and positioning.
  • Works with Development Marketing team to produce toolkits and resources, conducts owner Brand immersions and site visits to support development in securing on-strategy projects for the Brand.


  • Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
  • Leading Through Vision and Values - Keeps the organization's vision and values at the forefront of decision making and action.
  • Managing Change - Initiates and / or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace;
  • serves as role model for how to handle change by maintaining composure and performance level under pressure or when experiencing challenges.

  • Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
  • Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
  • Strategy Development - Develops business plans by exploring and systematically evaluating opportunities with the greatest potential for producing positive results;
  • ensures successful preparation and execution of business plans through effective planning, organizing, and on-going evaluation processes.

    Managing Execution

  • Building a Successful Team - Uses an effective interpersonal style to build a cohesive team; inspires and sustains team cohesion and engagement by focusing the team on its mission and importance to the organization.
  • Strategy Execution Ensures successful execution across of business plans designed to maximize customer satisfaction, profitability, and market share through effective planning, organizing, and on-going evaluation processes.
  • Driving for Results - Sets high standards of performance for self and / or others; assumes responsibility for work objectives;
  • initiates, focuses, and monitors the efforts of self and / or others toward the accomplishment goals; proactively takes action and goes beyond what is required.

    Building Relationships

  • Customer Relationships - Develops and sustains relationships based on an understanding of customer / stakeholder needs and actions consistent with the company’s service standards.
  • Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and / or cultural perspectives;
  • utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.

  • Strategic Partnerships - Develops collaborative relationships with fellow employees and business partners by making them feel valued, appreciated, and included;
  • explores partnership opportunities with other people in and outside the organization; influences and leverages corporate and continental shared services and / or discipline leaders HR, Sales & Marketing, Finance, Revenue Management) to achieve objectives;
  • maintains effective external relations with government, business and industry in respective countries; performs effectively as a liaison between locations, disciplines, and corporate to ensure needed resources are received and corporate strategies are understood and executed.

    Generating Talent and Organizational Capability

  • Organizational Capability - Evaluates and adapts the structure of assignments and work processes to best fit the needs and / or support the goals of an organizational unit.
  • Talent Management - Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.
  • Learning and Applying Professional Expertise

  • Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges.
  • o Creative Expression-The ability to generate novel ideas or strategies, and to communicate them with unusual, clever, or novel methods that captivate and influence others.

    o Brand Management-The ability to generate marketing strategies that create Brand recognition and differentiation and ultimately have a positive impact on customer relationships and business profitability.

    o Creative Expression-The ability to generate novel ideas or strategies, and to communicate them with unusual, clever, or novel methods that captivate and influence others.


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