Senior Director, Brand Marketing & Management

Marriott•Bethesda, MD

22h•Hybrid

About The Position

Marriott International is seeking a strategic and visionary Senior Director, Brand Marketing & Management to lead the launch, global introduction, and long-term growth of a new ultra-luxury brand within the Luxury Group portfolio. This role is responsible for building the brand from the ground up—defining its vision, positioning, guest experience, and brand architecture—while establishing a strong foundation for sustainable global expansion. The Senior Director will oversee all core components of a new brand launch, including brand strategy development, branded guest experience design, brand operational standards, differentiated programming, go-to-market planning, and early portfolio storytelling. This role will work closely with a broad set of internal and external stakeholders—including continent teams, development, design, operations, marketing, PR/communications, creative agencies and owner groups—to ensure the brand vision is clearly articulated, consistently executed, and compelling to both guests and owners. A critical aspect of the role is partnering with ownership and development stakeholders to grow the brand portfolio, articulating the brand value proposition, supporting owner engagement, and ensuring alignment between brand intent and commercial objectives. The Senior Director will advocate for the brand’s strategic vision with owners, advisory boards, and senior leadership, helping position the brand as a highly desirable ultra-luxury investment and lifestyle proposition. This role will also oversee brand campaigns, strategic partnerships, and high-impact activations; translate market research and consumer insights into actionable brand strategies; and track brand performance to inform decision-making. The Senior Director will manage brand budgets, ensuring disciplined investment, strong ROI, and scalability as the portfolio grows. The ideal candidate brings a founder’s mindset—combining strategic vision with hands-on leadership—to build the brand from the ground up. They are equally effective shaping long-term brand ambition and driving near-term execution across multiple workstreams, with deep experience in luxury brand creation, exceptional cross-functional leadership skills, and a passion for building an iconic ultra-luxury brand in close partnership with owners and stakeholders around the world.

Requirements

4-year degree from an accredited university in Marketing, Business, Hospitality Management, or a related field.
10+ years’ experience in brand management/marketing, with a significant portion in luxury or ultra-luxury hospitality.
Demonstrated ability leading cross-functional teams and managing large-scale projects.
Proven ability to lead complex, cross‑functional teams and initiatives involving brand, development, design, operations, marketing, communications, and external partners.
Experience developing and executing global brand strategies across multiple regions and markets.
Strong track record managing brand budgets and ensuring disciplined investment and return on investment.

Nice To Haves

Direct experience launching a new luxury or ultra‑luxury brand, sub‑brand, or major brand platform, with accountability for brand foundations, positioning, and early portfolio growth.
Deep understanding of ultra‑luxury guest expectations, service philosophies, and experiential differentiation.
Experience partnering with ownership groups, developers, and advisory boards, including articulating brand value propositions that balance creative ambition with commercial objectives.
Exposure to global luxury markets and culturally nuanced brand development.

Responsibilities

Lead the end‑to‑end launch of the new ultra Luxury Heritage Brand, define a clear brand vision, positioning, narrative, and guest experience framework that can scale globally while remaining distinctive and authentic.
Establish the foundational brand architecture, including guest experience principles, service philosophy, and signature brand programs that differentiate the brand in the ultra‑luxury landscape.
Develop integrated brand business plans that align creative vision with operational realities and commercial objectives.
Drive innovation across brand initiatives to ensure the brand sets a new benchmark for ultra‑luxury hospitality.
Partner closely with Development and Continent teams to support portfolio growth, positioning the brand as a compelling ultra‑luxury investment proposition.
Engage directly with owners, developers, and advisory boards to articulate the brand vision, build advocacy, and ensure alignment between brand intent and owner expectations.
Serve as a senior brand ambassador, advocating for the brand with internal leadership and external stakeholders globally.
Oversee global brand campaigns and go‑to‑market strategies, ensuring cohesive storytelling across digital, social, experiential, and PR channels.
Define and steward the creative strategy for the brand, including brand identity, visual language, and content approach.
Create scalable brand frameworks, toolkits, and guidelines that enable consistent execution across regions while allowing for cultural nuance.
Ensure brand consistency and excellence across all guest touchpoints and communications.
Leverage market research, consumer insights, and competitive intelligence to inform brand strategy and portfolio decisions.
Monitor brand performance and health metrics, translating insights into actionable recommendations for optimization and growth.
Manage and evolve the global brand budget with a focus on disciplined investment, return on investment, and long‑term scalability.