Vice President, Brand Marketing & Communications

Pan Pacific Hotels Group is a young and dynamic company comprising three well-established and trusted brands; Pan Pacific®, PARKROYAL COLLECTION® and PARKROYAL®. We have aggressive expansion plans and as such, we are looking for motivated and energetic people to be part of our growing team. If you have a passion for the industry and are driven by the desire to create Service Excellence Culture, Pan Pacific Hotels Group is able to offer you great opportunities as we continue to strengthen our global footprint.

Based at our Corporate Office in Singapore, we are looking for a passionate and energetic individual to join us as Vice President, Brand Marketing & Communications.

Job Responsibilities

Reporting to Chief Commercial & Marketing Officer, the position is based at the Singapore Corporate Office, the primary role of Vice President, Brand Marketing & Communications is to ensure that the integrity of the three brands under Pan Pacific Hotels Group – namely Pan Pacific, PARKROYAL COLLECTION and PARKROYAL – is upheld and well positioned in the market. ice President, Brand Marketing & Communications will be responsible for positioning, strengthening, aligning, and operationalizing the of the brand standard and to build brand signature experiences for differentiation through branding programs and marketing campaigns to create brand loyalty and , and awareness

A key responsibility of the role will be to work in tandem with all business units to reinforce the brand guidelines, drive consistent brand standard, ensure that the brand strategy and brand messaging are all effectively executed across all platforms with the key objective of building long term brand equity for Pan Pacific Hotels Group.

Primary Responsibilities

Brand Custodian

• Acts as custodian of the three brands by directing the development and assurance of consistent corporate formats for each brand, across numerous platforms.
• Provides strategic direction for the three brands with the aim of maximising awareness and brand loyalty amongst key stakeholders.
• Conducts brand compliance audits and identifies where gaps exist and then implements appropriate strategies and action plans to close the gap.
• When appropriate, drives change management in relation to brand standard guidelines – corporate visual identity, brand voice, brand design guidelines and so on.
• Develop and manage an ongoing strategy to elevate our brand reputation to attract amazing talent and inspire our customers and communities.

Brand Marketing

• Works with Chief Commercial & Marketing Officer to develop creative global campaigns and programmes to maximise brand awareness and drive traffic and bookings to the brand websites.
• Reviews hotels individual marketing campaigns and all consumer-facing communications to ensure there is total alignment with brand positioning and messaging.

Digital Marketing

• Works closely with the Digital Marketing team, supporting them in the development of the branded content on website and social media assets, ensuring the look and feel and tone of voice is in line with the brand personality.
• Assists in the preparation of all communications, including internal communications, e-newsletters and the content for corporate e-DM pieces to ensure tone of voice is reflective of the brand positioning.

Building Brand Partnerships

• Identifies, develops and builds strong marketing alliances with key strategic partners with a view to extending our customer reach globally and introducing the brands to new audiences.
• Explores promotional opportunities with Frequent Flyer Programme (FFP) and financial partners.

Corporate Communications

• Supports the Corporate Communications Manager/Director in the delivery of an integrated communications plan to heighten the profile of the three brands to our external stakeholders.
• Leverage data / sentiment to help guide our communication strategy, messaging and critical focus areas to align with brand positioning. Use our results as a key selling point to attract new candidates partnering with communications and employer brand team.

Community Outreach

• Work with Asset & Lifestyle department on branding related support when partnering with charitable organisations to position Pan Pacific Hotels Group as a caring member of the communities in which we operate as part of the brand positioning program.

New Hotel Openings

• Responsible for ensuring that all branding requirements are in place in a timely manner for all new hotel openings – collateral production, external and internal signage, photography, and marketing assets, etc.
• Oversees the creation of all new hotel positioning statement, local branding initiatives, marketing campaigns to drive brand awareness.
• Approves the selection of all third party support agencies for advertising, design and printing, whilst ensuring that all brand guidelines are strictly adhered to.
• Works alongside the Corporate Communications Manager/Director and/or appointed PR agency to develop a detailed communications roll-out plan to maximise publicity of the hotel opening through the strategic placement of editorial and media coverage.

Customer Insights

• Drives consumer research through obtaining trend analysis reports and the like, and if required, commissions independent consumer market research in support of new initiatives and direction.

The Person:

• A minimum of 10 years experience in branding and marketing, of which at least five must be at a Vice President / leadership level at corporate office
• Must have a hospitality or travel related background, international network and connection with first tier media and publications
• Possess a University Degree / MBA
• One who is an excellent communicator – written and oral
• Candidates who are bilinguals in English and Chinese are preferred
• Possess experience in managing external agencies (branding, advertising and PR)
• Strong ability in project management

Pan Pacific Hotels Group is dedicated to providing equal employment opportunities, including individuals with disabilities.

We regret that only shortlisted candidates will be notified.