Programme & Strategy Director

About Elmwood

Elmwood Design Consultancy is a leading global design agency renowned for creating impactful and innovative brand experiences. With a rich history of design excellence, we are committed to pushing the boundaries of creativity and design to deliver outstanding results for our clients.

As an agency, our goal is to be an invaluable agency partner to our clients and help them grow their brands based on evidence based marketing principles. With access to MSQ's broader capability set, particularly in digital and tech, we bring greater insight and channel specific expertise to meet the needs of today's leading brands.

MSQ group has been appointed by one of the world's largest and most respected hospitality companies to establish a new, next-generation Creative & Content Intelligence Unit (CCIU) for Asia-Pacific. This unit will sit at the centre of the client's Destination Marketing and mid-funnel strategy, bringing together insight, content, creativity, data and performance into a single, integrated operating model.

We are now seeking an exceptional Programme & Strategy lead to own the strategic direction, operational execution and performance outcomes of this regional programme.

The Role

As Programme & Strategy Lead, you will own the end-to-end delivery and performance of the Destination Marketing (DM) programme across APAC. You will act as the single point of accountability for the CCIU engagement, translating business objectives and performance signals into clear creative, content and production direction. This is a senior, high-trust leadership role combining strategy, governance, execution oversight and performance optimisation. You will operate as the primary strategic partner to the client, ensuring the programme delivers measurable commercial impact at regional scale.

Key Responsibilities

• Own the strategic direction and operational execution of the Destination Marketing programme across APAC, acting ass the single point of ownership and accountability for the project.
• Lead the DM framework refresh, annual roadmap and quarterly prioritisation cycles.
• Translate business & performance goals into clear creative, content and production guidance.
• Provide senior-level decision-making, escalation management and programme sign-off.
• Deliver performance read-outs, optimisation recommendations and quarterly learning loops.
• Align closely with media and planning partners to ensure joined-up strategy without duplication.
• Produce senior leadership decks and strategic recommendations for stakeholders.
• Ensure all activity remains tightly focused on mid-funnel performance and business outcomes.

What We're Looking For

• Senior experience leading complex, multi-market marketing or content programmes.
• Strong background in strategy, performance-led marketing, or digital commerce.
• Proven ability to translate performance data into operational and creative direction.
• Experience operating as a senior client partner with end-to-end accountability.
• Confidence working across strategy, creative, content, media and production disciplines.
• Exceptional communication, leadership and stakeholder-management skills.
• Comfortable operating in fast-moving, high-ambiguity environments.

Why This Role

• Own and scale a new regional mid-funnel operating model from the ground up.
• Lead a high-profile APAC programme for a globally recognised hospitality brand.
• Shape how strategy, creative and performance come together at regional scale.
• Work inside a senior, agile team backed by advanced data, media and technology capabilities.