Regional Director of Marketing - Asia

Company Description

Minor Hotels is at the heart of the world's most exciting cities, nestled on the world's most beautiful beaches, and hidden within the most remote jungle retreats. Let us show you the world, from seamless city stays to exclusive safari lodges and luxury resorts on private islands.

Savour world-class dining at our collection of Wolseley restaurants, or sip cocktails with trendy socialites at SEEN. Embrace holistic wellness through revitalising therapies, or embark on the journey of a lifetime by train, luxury cruise or private jet.

Wherever your adventure takes you, we're there. Discover the world with Minor Hotels.

Responsibilities

• Define, lead, and deliver the regional brand marketing, communications, content, and partnerships strategy for Minor Hotels and its brands across Asia, aligned with global direction and regional business priorities
• Act as the regional Brand Guardian, ensuring consistent brand identity, positioning, tone of voice, and standards across all marketing, communications, digital, content, and experiential touchpoints at both regional and property level
• Define and lead the regional content strategy, proactively shaping narratives, themes, and storytelling opportunities that support brand positioning, partnerships, and key business initiatives
• Lead and oversee the planning and execution of regional and property-level campaigns, including strategic, awareness, launch, teaser, and tactical initiatives across owned, earned, and paid channels
• Work closely with global marketing teams to ensure integrated execution of traditional and digital campaigns at both brand and hotel level
• Define and oversee the regional approach to social media, ensuring effective hotel-level activation aligned with brand guidelines, content strategy, and performance objectives
• Provide strategic guidance to e-Commerce teams on website content, digital advertising, and performance-driven initiatives
• Proactively identify, develop, and lead strategic partnerships, collaborations, sponsorships, and cross-promotional opportunities across Asia that strengthen brand relevance, visibility, and long-term equity
• Identify and drive initiatives and partnerships at a regional, macro level that support business generation and enhance demand for the region
• Build and maintain strong relationships with key stakeholders, including owners, developers, institutions, government entities, and business partners
• Ensure brand compliance and consistency across all marketing, communications, content, and digital touchpoints for hotels and brands within the region
• Oversee the development, adaptation, and use of brand and corporate collateral, ensuring quality, consistency, and alignment with brand standards
• Provide guidance and final sign-off on property photo and video shoots to ensure adherence to brand guidelines
• Support hotel marketing teams in the development and execution of annual marketing plans
• Provide marketing leadership and support for all pre-opening, rebranding, and conversion projects
• Develop and oversee regional marketing budgets and forecasts, ensuring effective allocation of resources and return on investment
• Appoint and manage external marketing agencies and partners as required
• Monitor marketing, digital, social, and content performance against agreed KPIs and action plans
• Develop monthly and annual performance reports highlighting results, achievements, risks, and recommended actions
• Provide brand induction, training, and ongoing support to hotel marketing team members
• Conduct ongoing market and competitor analysis, sharing insights and recommendations with regional and corporate stakeholders
• Support sustainability and corporate initiatives, ensuring on brand execution at both regional and hotel levels

Qualifications

• Bachelor's or master's degree in Brand Management, Marketing Communications, or an equivalent combination of education and work-related experience
• Minimum 8 years in hospitality or other consumer-focused sector, preferably within a large multinational company
• Strong knowledge and experience in the luxury hospitality sector
• Experience in the luxury sector outside of hospitality an advantage

Skills

• Strong leadership, team building, interpersonal and communication skills
• Demonstrated strategic proficiency in Hotel, Loyalty, Digital and Partnership Marketing and Social Media
• Ability to set the strategic direction for brand and marketing communications activities across multiple brands, with clear tactics and measurements to achieve business objectives
• Experience within a multi-national and cross functional operating environment
• In-depth analytical skills, strategic thinking, strong communication and presentation skills
• Advanced computer literacy and detailed knowledge of Microsoft Office; experience in using CMS and CRM systems
• Excellent writing and editing skills (English language)
• Solutions-oriented with the desire to grow