Assistant Vice President - Chinese Cuisine & Brand Development

Shangri-La Group; Hong Kong; On-site; HKD 1,200,000 - 2,000,000; Full time

Job summary

Shangri-La Group in Hong Kong seeks a senior Marketing Leader to drive the global Shang Palace brand strategy and the Shang Palace 3.0 transformation. You will translate positioning into guest experiences, communications and market execution standards across markets.

You will lead integrated campaigns, go-to-market plans for new concepts, and collaborations with chefs, luxury brands and cultural partners. Manage agencies, set KPIs, budgets and ROI, and empower regional marketing teams.

Qualifications

• 12+ years of marketing experience, including 5+ years in a senior leadership role.
• Experience in premium F&B, luxury hospitality, or premium consumer brands.
• International or Asia-Pacific exposure with cross-functional leadership.
• Strong budget management, agency leadership and executive presentation skills.

Responsibilities

• Lead the development and implementation of the global Shang Palace brand strategy.
• Translate positioning into guest experience, communications and market execution standards.
• Build global guidelines, marketing toolkits and scalable support frameworks.
• Manage brand, creative and design agencies for consistent expression across markets.
• Develop annual integrated marketing strategy, calendar and priority roadmap.
• Lead campaigns through digital, social, CRM, content and on-ground experiences.
• Create go-to-market plans for new concepts, seasonal menus and product innovations.
• Partner with loyalty and commercial teams to drive acquisition, repeat visits & revenue.
• Establish marketing KPIs, budget governance and ROI reviews.
• Develop marketing strategies for branded retail products and partnerships.
• Collaborate with e-commerce, commercial, procurement and operations teams to grow DTC/hotel-channel sales.
• Identify and develop collaborations with chefs, luxury brands, and cultural institutions.
• Build partnership models, co-branded products, events and multi-channel amplification plans.
• Lead category, competitive, consumer and trend research; translate data into decisions.
• Lead a high-performing marketing team and external partner network.

Skills

Brand strategy

Integrated marketing

Leadership

Budget management

Agency management

Executive presentations

Cross-functional collaboration

Multi-market marketing

Tools

CRM

E-commerce

Job description

1. Brand Strategy & Shang Palace 3.0 Transformation

• Lead the development and implementation of the global Shang Palace brand strategy.
• Translate positioning into guest experience, communications and market execution standards.
• Build global guidelines, marketing toolkits and scalable support frameworks for openings and renovations.
• Manage brand, creative and design agencies to ensure consistent expression across markets.

2. Integrated Marketing & Campaign Management

• Develop the annual integrated marketing strategy, calendar and priority roadmap.
• Lead campaigns through digital, social, CRM, content and on-ground experiences.
• Create go-to-market plans for new concepts, seasonal menus, signatures and product innovations.
• Partner with loyalty and commercial teams to drive acquisition, repeat visits and revenue.
• Establish marketing KPIs, budget governance and ROI reviews.
• Develop marketing strategies for branded retail products including sauces, tea, festive gifting and packaged foods.
• Define positioning, launch plans, channel communications and lifecycle marketing.
• Collaborate with e-commerce, commercial, procurement and operations teams to grow DTC and hotel-channel sales.
• Explore licensing, co-branding, merchandising and always-on retail growth opportunities.

4. Partnerships & Strategic Collaborations

• Identify and develop collaborations with chefs, KOLs, luxury brands, lifestyle partners and cultural institutions.
• Build partnership models balancing brand fit, reach and commercial value.
• Lead co-branded products, brand events and multi-channel amplification plans.
• Establish partner evaluation, rights management and performance tracking.
• Develop the global PR, media relations and thought-leadership strategy.
• Manage PR agencies and annual editorial priorities.
• Drive focused roadmaps for Michelin, Black Pearl, Asia’s 50 Best and other relevant industry recognition.
• Monitor brand reputation, communications performance and share of voice.
• Lead category, competitive, consumer and trend research.
• Build insight into priority segments, dining occasions and purchase motivations.
• Track brand health, awareness, consideration and guest feedback.
• Translate data and insight into brand, product and communications decisions.

7. Team Leadership & Stakeholder Management

• Build and lead a high-performing marketing team and external partner network.
• Collaborate closely with F&B operations, culinary, brand, commercial, loyalty, e-commerce and hotel teams.
• Equip regional and property marketing teams with clear tools, training and implementation support.
• Use strong executive communication to enable decisions, alignment and accountability.
• 12+ years of marketing experience, including at least 5 years in a senior leadership role.
• Experience in premium F&B, luxury hospitality, lifestyle or premium consumer brands.
• Proven success in brand transformation and multi-market integrated marketing.
• International or Asia-Pacific exposure with the ability to lead complex cross-functional programs.
• Strong experience in budget management, agency leadership, commercial analysis and executive presentations.

2. Preferred Experience

• At least two of the following: brand transformation, F&B marketing, and food retail marketing.
• Background in restaurant groups, hotel groups, premium food retail or FMCG.
• Experience in digital, social media, CRM, loyalty and e-commerce.
• Exposure to Chinese cuisine, Chinese cultural storytelling or global Asian brands.
• Experience with chef collaborations, co-branding or awards and PR programs.