Senior Brand Director

Highgate Hotels•New York, NY

About The Position

We are seeking a Senior Brand Director to join our brand marketing team at Viceroy. This role is a senior strategic leader responsible for shaping, stewarding, and activating the Viceroy brand globally. The ideal candidate is a seasoned brand leader with a proven track record developing and executing brand strategy for lifestyle or luxury brands, ideally within hospitality or adjacent cultural categories. This leader will drive world‑class brand storytelling, oversee PR and communications strategy, and build high‑impact strategic partnerships that reinforce Viceroy’s position in modern luxury hospitality. The Sr. Brand Director will serve as a cross‑functional connector, partnering closely with Operations, Design, Digital, Integrated Marketing, Sales, Development, and Property teams to ensure brand integrity and alignment. The Senior Brand Director will report into SVP Brand Marketing & Wellness Overview This individual will oversee the evolution and implementation of Viceroy’s refreshed global brand identity, ensuring alignment across portfolio marketing, guest experience, communications, and property-level execution. The role requires a strong command of brand architecture, storytelling, and experience design—translating strategic vision into cohesive, high-impact expressions across all touchpoints. A core component of this role will be driving global brand campaigns and leading the development of creative platforms that elevate awareness, deepen emotional engagement, and strengthen Viceroy’s positioning in modern luxury. The Sr. Brand Director will also oversee PR strategy and lead strategic partnerships that bring cultural relevance, guest value, and brand differentiation to life. Success in this role requires a unique blend of strategic clarity, creative excellence, operational partnership, and cross-functional leadership. The ideal candidate will be adept at navigating the intersection of brand strategy and guest experience, ensuring that Viceroy’s brand pillars and refreshed identity are consistently expressed—from digital channels to on-property moments to global communications. This individual will thrive in a fast-paced, collaborative environment and excel at translating brand vision into inspiring, scalable, and meticulously executed programs that resonate with discerning global travelers.

Requirements

8–12+ years of brand leadership experience in hospitality, luxury lifestyle, consumer brands, or related categories.
Proven experience leading brand strategy, identity systems, and integrated marketing campaigns.
Strong background in PR/communications management and partnership development.
Experience leading cross-functional teams and managing agencies/partners.
Deep understanding of brand building, storytelling, and consumer behavior.
Strong strategic thinker able to translate vision into actionable plans.
Highly creative with a sharp aesthetic sensibility.
Exceptional communication, presentation, and stakeholder management skills.
Comfortable operating at both the strategic and executional levels.
Collaborative, curious, culturally aware, and passionate about shaping modern luxury experiences.

Nice To Haves

Global brand experience is a strong plus; hospitality experience preferred but not mandatory if supported by lifestyle/luxury sector expertise.

Responsibilities

Lead the rollout of Viceroy’s global brand strategy in alignment with corporate vision and commercial goals.
Own and operationalize the refreshed brand identity across all touchpoints—design, marketing, digital, guest experience, property openings, and communications.
Build and manage a comprehensive brand governance framework, ensuring consistency and quality across the global portfolio.
Work closely with Marketing, Digital, Sales, Operations, Design, and Development to ensure cohesive brand execution.
Present brand strategy and performance updates to senior leadership, and influence decision-making across the organization.
Translate brand strategy into actionable guest experience standards that differentiate the brand and drive guest satisfaction and loyalty.
Collaborate closely with Operations leadership to embed brand behaviors, rituals, service cues, and cultural elements across all properties.
Oversee property brand onboarding and support GM and property teams in executing brand programming, amenities, and signature experiences.
Lead the development of annual brand campaigns and creative platforms that drive awareness, desire, and brand heat.
Manage agency relationships, creative partners, and content production from brief through execution.
Ensure all storytelling reflects Viceroy’s brand voice, tone, and aesthetic at the highest level of craft.
Oversee global PR strategy to elevate Viceroy’s brand visibility, positioning, and executive thought leadership.
Manage PR agencies, ensuring alignment with business priorities and brand strategy.
Oversee the global organic social strategy, ensuring content consistently reflects Viceroy’s brand voice, aesthetic, and refreshed identity.
Manage team (agency or contract-based) in planning and publishing of social content across key platforms, identifying cultural moments and storytelling opportunities that elevate relevance and engagement.
Partner with Creative, PR, and property teams to source and curate high-quality content that brings campaigns, partnerships, and brand-led programming to life.
Develop and manage high-impact partnerships that enhance the guest experience, elevate brand equity, and drive cultural relevance.
Identify, evaluate, and negotiate partnership opportunities across key categories including wellness, fashion, design, culinary, and more.
Lead partner integrations across digital, on-property, and experiential channels.
Concept, develop, and oversee brand-led programming that brings Viceroy’s brand pillars to life through signature experiences, seasonal moments, and portfolio-wide initiatives.
Partner with Operations to execute scalable programming frameworks that strengthen differentiation and drive guest engagement.