Vice President, Brand Marketing & Communications

Pan Pacific Group; Singapore; Presencial; SGD 320.000 - 460.000; Jornada completa

Descripción de la vacante

Pan Pacific Hotels Group seeks a visionary Vice President, Brand Marketing & Communications based at our Singapore corporate office. You will safeguard brand integrity across Pan Pacific, PARKROYAL COLLECTION and PARKROYAL, drive global campaigns, and build enduring brand equity through strategic branding, marketing and communications initiatives.

You will lead multiple teams, collaborate with business units, manage agency partners, and ensure a consistent tone of voice and messaging that

Formación

• Minimum 10 years in branding and marketing.
• At least 5 years in VP/leadership role at corporate office.
• Hospitality or travel industry background preferred.

Responsabilidades

• Brand Custodian: direct development and ensure consistent corporate formats across brands.
• Brand Marketing: develop global campaigns to maximise awareness and drive bookings.
• Digital Marketing: support branded content and ensure tone aligns with brand personality.
• Social Media: guide social content, KPIs, and campaigns across brands.
• Building Brand Partnerships: identify alliances to extend reach globally.
• Corporate Communications: support integrated communications and brand messaging.
• Community Outreach: align branding with charitable initiatives and openings.

Conocimientos

Brand management

Marketing leadership

Hospitality knowledge

Stakeholder management

Bilingual English/Chinese

Educación

Bachelor's degree or higher in Marketing/Business

MBA

Descripción del empleo

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 in Singapore Corporate Office, 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. Vice 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 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, etc.
• 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.

Social Media

• Provides strategic direction for the social media presence of the three brands (Pan Pacific, PARKROYAL COLLECTION and PARKROYAL), working with the Digital Marketing team to set KPIs and to review and approve social content and campaigns, including the social aspects of integrated marketing campaigns, so that they are impactful, socially-native and aligned to brand positioning and guidelines.
• Establishes and enforces the standard operating procedures and policies for managing social media platforms across the Group and drives best practices and brand consistency across the hotels through periodic social media audits, training and best-practice sharing.
• Oversees social listening, user-generated content (UGC) curation and crisis monitoring, and acts as the escalation point for any social media crisis. Uses performance insights to refine content and campaign direction, and guides the appointed agencies on social and long-form editorial content that supports travel intent, SEO objectives and the brand website.

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.
• 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.

Other Responsibilities:

• Carries out any other ad hoc duties as directed by Chief Commercial & Marketing Officer, which are not outlined above.

Requirements:

• 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.
• Possesses a university degree / MBA
• An excellent communicator – written and oral
• Due to work requirement, candidates who are bilinguals in both English and Chinese are preferred
• One who is culturally adept
• Possesses experience in managing external agencies (branding, advertising and PR)
• Strong in managing projects

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

We regret that only shortlisted candidates will be notified.