Director, F&B Marketing & Strategy – Lifestyle, ASPAC

The Director, F&B Marketing & Brand Strategy - Lifestyle Group (ASPAC) is a corporate strategic role responsible for shaping the direction of F&B marketing and F&B brand strategy across Hyatt's Lifestyle portfolio in the region.

This role focuses on:

.Elevating F&B brand positioning and storytelling across existing hotels

.Driving F&B promotional strategies and partnerships to enhance visibility, cultural relevance, and commercial performance

.Creating and launching distinctive F&B concepts for new developments

The role blends creative vision, cultural insight, and commercial acumen, ensuring F&B is a core brand driver and growth engine. This position works in close partnership with property teams, providing strategic direction and guidance.

F&B Promotion, Strategy & Storytelling:

.Define and guide F&B promotional strategy & storytelling across new and existing properties, including:

-Storytelling and narration copy

-Strategic social media partnerships

-Strategic local & regional media relationships

-Recognition and planning of hero elements

-Highlighting venue experience

-Innovative brand promotions & content opportunities

.Advising and giving feedback on property F&B marketing plans and digital media calendars

.Roadmap & pursue F&B opportunities that make sense for the brand - awards, accolades & spotlights, team accolades, menu awards, co brand placement on menus, etc. that reinforce and elevate the brand's positioning in the hospitality space

.Relationship building: Identify, engage, and manage short and long-form collaboration opportunities with brands, and creative talents in the F&B industry especially in strategic beverage partnerships

.Collaborate with property F&B, Marketing, and Design teams to guide storytelling, content direction, and visual standards for F&B marketing assets

.Partnerships on branded activations, promotions, and events

.Actualizing and presenting reporting, analytics and key results to marketing efforts and contributions

.Partner with Digital teams + Systems to oversee all digital marketing efforts, ensuring creative assets, messaging, and campaign timing are on brand and optimized for target audiences.

.Reviewing performance and accuracy of digital presence, with emails, SEO, web content

.Seek, analyze and report trends and data driven recommendations on websites, digital and social content updates and new partnership opportunities

F&B Promotion Strategy for New Development:

.Developing a promotional strategy and/ or advising on an opening strategy for F&B outlets including:

-Brand Storytelling - contributing marketing copy and narration for media to develop compelling narratives around new concepts, ensuring they are immersive, cohesive, and commercially viable

-Approving digital media and social channels & content, inclusive of interviewing, spotlighting, and cross promotions for an opening

-Organizing shoots and digital assets for distribution

-Strategic planning of opening events, dinners and practices with media guests or special partners/ guests

F&B Activation & Programming

.Support ideations and course correcting for new & existing F&B activations and pop-ups, and seasonal takeovers/activations

.Support marketing implementation from outlines above for said activations

Brand Governance & Property Enablement

.Establish and enforce F&B marketing guidelines across properties, ensuring consistency and adherence to Hyatt Lifestyle's identity in all F&B promotional materials and campaigns

.Collaborate with RVP brand marketing and property marketing teams to police brand imagery, collateral, media kits, and digital promotions, maintaining strict brand compliance.

.Lead regular alignment meetings with property marketing departments to synchronize campaign strategies, inspire innovative marketing ideas, and leverage cross-promotional opportunities for F&B

.Serve as a trusted advisor and coach for property marketing and F&B teams, fostering a culture of creativity and excellence.

Experience

.Minimum 10 years+ of experience in F&B, hospitality marketing, lifestyle brands, or related fields

.Proven experience in F&B concept development and/or pre-opening environments

.Strong track record in brand building, storytelling, and partnership development

.Experience working across multiple markets, preferably within Asia Pacific

Education

.Bachelor's degree in Marketing, Business, Communications, Hospitality, or related field required.

Certificates, Licenses, Registrations

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Computer Skills Needed to Perform this Job

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Skills & Competencies:

.Strong creative and cultural sensibility with a passion for food, beverage, and lifestyle experiences

.Solid commercial acumen with understanding of revenue drivers and performance metrics

.Strategic thinker with the ability to influence without direct authority

.Excellent stakeholder management and communication skills

.Ability to navigate complex, matrixed organizations and multiple JV environments

.Highly adaptable, proactive, and solutions-oriented