Senior Manager / Manager, Hospitality & Lifestyle Brand Strategy

To lead the hospitality and lifestyle brand strategy and guest experience development for RWS, with a primary focus on building, defining, and elevating brand identity and presence across all touchpoints. This role will champion the creation and implementation of compelling brand narratives that connect with guests and reinforce RWS's position as a standout destination.

This role drives strategic brand positioning, concept development, and systemization of hospitality and lifestyle brand assets, ensuring every venue and guest interaction consistently reflects and strengthens the core brand values. The focus is on unified brand storytelling, creating distinctive brand experiences, and fostering strong brand ownership throughout the organization.

Job Responsibilities

1. Hospitality & Lifestyle Brand Strategy & Positioning

• Define and drive unified hospitality and lifestyle brand positioning for RWS
• Develop clear portfolio strategy across hotels, venues, and lifestyle offerings, ensuring differentiation while maintaining cohesion
• Lead naming, narrative, and identity development for new hospitality and lifestyle concepts
• Translate business goals into brand-led, experience-driven strategies

2. Experience & Concept Development

• Ensure consistency across all hospitality and lifestyle touchpoints, including:

- Physical spacE

- Service presentation

- Guest interaction points

• Shape end-to-end hospitality and lifestyle guest experiences, including brand story and narrative, as well as spatial and sensorial elements (architecture, interior design, guest amenities, and environment).
• Embed brand intent into execution

3. Systemisation & Scaling

• Develop scalable hospitality and lifestyle brand systems and toolkits, including:
• Templates
• Service frameworks
• Visual and messaging guidelines
• Enable business units to execute with greater speed and consistency without constant central involvement
• Reduce reliance on one-off creative development or ad-hoc decision making

4. Transformation

• Shift hospitality and lifestyle team engagement from:
• Enable teams with:
• Clear frameworks
• Decision-making tools
• Defined ownership models
• Introduce AI / tools for faster concepting, naming, and visual development

5. Alignment & Integration

• Ensure hospitality and lifestyle strategies are integrated across business, guest experience, and brand outcomes

Key Skillsets & Capabilities

• Strong background in hospitality and lifestyle brand strategy or concept development
• Ability to translate strategy into multi-sensory, on-ground guest experiences
• Experience building scalable brand systems and frameworks for hospitality and lifestyle offerings
• Strong storytelling and narrative development capability
• Comfortable operating across strategy, creative, and operations
• Familiarity with AI-enabled creative tools and modern content workflows

Profile

• 7–10 years experience in branding, hospitality or lifestyle sectors
• Proven track record in concept-to-execution brand development
• Experience managing complex, multi-stakeholder environments