Senior Manager, Brand Management, W Hotels

Marriott•New York, NY

4h•$121,300 - $156,800•Hybrid

About The Position

The Senior Manager, W Hotels is an integral part of the Global W Team, critical in supporting and driving the brand strategy for the W Hotels brand. This role emphasizes the branded guest experience, differentiated brand programming, and brand service and culture initiatives. The individual will act as a brand ambassador, ensuring strategic direction and growth align with the overall vision and business objectives, while also managing the team, resources, and budget. The Senior Manager supports efforts in defining and enhancing the guest experience to be consistent with brand business models, driving brand relevance, awareness, and perception. This includes building brand preference among customers, owners, and investors, and focusing on on-site product and service touchpoints. The role supports the strategic direction and execution of the brand strategy, multi-year planning, brand priorities, and performance.

Requirements

4-year degree from an accredited university in Business Administration, Hospitality Management, or related major
7+ years’ experience in the hospitality industry, demonstrating progressive career growth and a pattern of exceptional performance
Relevant operational and brand experience

Nice To Haves

Preference for Luxury hospitality experience

Responsibilities

Support the Brand Positioning, develop and manage the Brand’s Visual Identity, and develop communication tools and templates for consistent execution.
Support Brand Culture work, including the evolution of service ethos, W Insider, W Service Culture training, and other critical brand differentiators.
Understand the target audience, especially next-gen, and its nuances for brand marketing and programming. Conduct consumer pulse-checks and use insights for presentations and go-to-market strategies.
Develop on-strategy materials for Development, continent teams, and partners to support W Hotels growth and ensure success of new openings.
Identify and develop a roadmap for executing new initiatives and projects from initiation to completion, identifying internal and external partners.
Create project plans, guide, and engage project teams throughout projects from kick-off to implementation.
Serve as brand advocate, helping resources and extended teams understand brand direction.
Ensure a luxury lens on all presentations, materials, and toolkits, working with the team to ensure a keen understanding of brand direction.
Develop materials to support guest programming and collaborate on driving press for those initiatives.
Act as a liaison and resource for the Global Design team to execute specific, differentiated brand design foundations and supporting design standards and guidelines.
Drive new GM onboarding and plan/execute new GM immersion meetings in partnership with broader brand and continent teams.
Help progress brand experience projects to drive brand differentiation and preference.
Provide guidance to opening teams to ensure branded critical path documents for openings and conversions are developed and maintained.
Act as brand champion to stakeholders – owners, consumers, guests, executives, and employees within HQ and market.
Build strong relationships with continent teams and hotels to ensure brand culture comes to life on property, driving pull-through of the brand promise.
Educate and communicate on brand strategy, framework, positioning, voice, strategic pillars, brand standards, and competitive environment.
Help develop and drive execution of communication strategies associated with launching tactics/deliverables in support of brand strategies and stated performance goals.