Responsibilities

• Define, evolve, and articulate the brand positioning for each brand, ensuring clear strategic direction across guest-facing and internal touchpoints.
• Serve as a steward of the brand vision, ensuring it is expressed consistently across the customer journey, team member experience, and brand communications.
• Identify opportunities to strengthen and modernize the brand through innovation, emerging technologies, consumer insights, and cultural trends.
• Develop and refine brand proof points, experience concepts, and strategic initiatives that support portfolio growth and differentiation.
• Act as a key liaison between Brand Marketing, Operations, and other critical Home Office teams to ensure brand strategy is effectively translated into operational standards and execution.
• Partner with Operations, Procurement, and Design on OS&E development and standardization, uniform design and development, and other physical brand touchpoints.
• Lead the development and ongoing evolution of brand standards in collaboration with Operations and People Operations.
• Support key cross-functional initiatives such as brand immersions, training content, employer branding, mentorship, DEI-related programming, and other team member experience efforts.
• Build strong relationships across the organization to align stakeholders, drive progress, and embed brand thinking into decision-making.
• Shape the end-to-end customer journey by identifying and developing branded experience touchpoints and proof points.

Requirements

• 10+ years of relevant experience in brand management, brand marketing, or experience strategy, ideally within luxury, lifestyle, hospitality, or consumer brands.
• Proven experience developing and evolving brand positioning and translating it into meaningful consumer and team member experiences.
• Strong understanding of brand strategy, marketing, guest experience, and the role of operational touchpoints in bringing a brand to life.
• Experience partnering cross-functionally with Operations, Design, Procurement, People Operations, Digital, and Marketing teams.
• Ability to influence and drive alignment across a matrixed organization through strong relationships, sound judgment, and clear communication.
• Experience guiding creative development from a brand strategy perspective, ensuring work is on-brand and aligned to positioning.
• Excellent verbal and written communication skills, with the ability to present ideas clearly and professionally to a range of stakeholders.
• Strong attention to detail and a high bar for quality and consistency across all brand expressions.
• Experience in the luxury and/or lifestyle space is required.
• Collaborative, thoughtful, and team-oriented approach.