Define, lead, and deliver the regional brand marketing, communications, content, and partnerships strategy for Minor Hotels and its brands across Asia, aligned with global direction and regional business priorities.
Act as the regional Brand Guardian, ensuring consistent brand identity, positioning, tone of voice, and standards across all marketing, communications, digital, content, and experiential touchpoints at both regional and property level.

Marketing, Content & Campaign Leadership

Define and lead the regional content strategy, proactively shaping narratives, themes, and storytelling opportunities that support brand positioning, partnerships, and key business initiatives, in close collaboration with the global marketing team.
Lead and oversee the planning and execution of regional and property-level campaigns, including strategic, awareness, launch, teaser, and tactical initiatives across owned, earned, and paid channels.
Work closely with global marketing teams to ensure integrated execution of traditional and digital campaigns at both brand and hotel level, while maintaining a strong regional point of view.
Define and oversee the regional approach to social media, ensuring effective hotel-level activation aligned with brand guidelines, content strategy, and performance objectives.
Provide strategic guidance to e-Commerce teams on website content, digital advertising, and performance-driven initiatives in line with brand and regional priorities.

Partnerships, Business Generation & Stakeholder Engagement

Proactively identify, develop, and lead strategic partnerships, collaborations, sponsorships, and cross-promotional opportunities across Asia that strengthen brand relevance, visibility, and long-term equity.
Identify and drive initiatives and partnerships at a regional, macro level that support business generation, enhance demand for the region, and contribute to overall commercial performance beyond individual properties.
Build and maintain strong relationships with key stakeholders, including owners, developers, institutions, government entities, and business partners, to support diverse brand, hotel, and regional strategies.

Brand Governance & Standards

Ensure brand compliance and consistency across all marketing, communications, content, and digital touchpoints for hotels and brands within the region.
Oversee the development, adaptation, and use of brand and corporate collateral, ensuring quality, consistency, and alignment with brand standards.
Provide guidance and final sign-off on property photo and video shoots to ensure adherence to brand guidelines.

Hotel Support, Development & Pre-Opening

Support hotel marketing teams in the development and execution of annual marketing plans, ensuring alignment with brand strategy and commercial priorities.
Provide marketing leadership and support for all pre-opening, rebranding, and conversion projects, including planning, budgets, execution, timelines, and brand compliance.

Budget, Agency & Performance Management

Develop and oversee regional marketing budgets and forecasts, ensuring effective allocation of resources and return on investment.
Appoint and manage external marketing agencies and partners as required to deliver regional and property objectives.
Monitor marketing, digital, social, and content performance against agreed KPIs and action plans, identifying opportunities for optimisation and improvement.
Develop monthly and annual performance reports highlighting results, achievements, risks, and recommended actions.

People, Capability & Insights

Provide brand induction, training, and ongoing support to new and existing hotel marketing team members, supporting capability building and professional development.
Conduct ongoing market and competitor analysis, sharing insights and recommendations with regional and corporate stakeholders.
Support key stakeholders with marketing input for business reviews and strategic discussions as required.

Sustainability & Corporate Initiatives

Support sustainability and corporate initiatives, where applicable, ensuring on brand execution at both regional and hotel levels.

Qualifications

Bachelor's or master's degree in Brand Management, Marketing Communications, or an equivalent combination of education and work-related experience

Experience

Min 8 years in hospitality or other consumer-focused sector, preferably within a large multinational company
Strong knowledge and experience in the luxury hospitality sector
Experience in the luxury sector outside of hospitality an advantage

Required Skills

Strong leadership, team building, interpersonal and communication skills
Demonstrated strategic proficiency in Hotel, Loyalty, Digital and Partnership Marketing and Social Media
Ability to set the strategic direction for brand and marketing communications activities across multiple brands, with clear tactics and measurements to achieve business objectives
Experience within a multi-national and cross functional operating environment
In-depth analytical skills, strategic thinking, strong communication and presentation skills
Advanced computer literacy and detailed knowledge of Microsoft Office experience in using CMS and CRM systems
Excellent writing and editing skills (English language)
Solutions-oriented with the desire to grow
Solid expertise in creating and implementing media outreach and response strategies for both offline and online media
Willingness to travel as required

Regional Director of Marketing - Asia