Hilton
Director, Luxury Brand Personality
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Job Description
You will help bring the distinct positioning and personality of each luxury brand to life across EMEA, working with regional and global teams to translate brand strategy into meaningful guest, hotel, and owner outcomes. Your work will span Operations, Openings, Brand Performance Support, Development, Architecture, Design & Construction, Commercial, Marketing, Communications, HR & Talent, and other key functions.
Reporting to the Vice President, Luxury Brand Management - EMEA, you will support the regional planning and execution of agreed priorities for the luxury brands within your remit. You will provide strategic input into the evolution of those brands and work closely with global teams to align priorities and enable effective execution across the region.
As a brand advocate, you will lead cross-functional initiatives, establish clear plans and timelines, and build trusted relationships across Hilton’s matrixed organization. You will move confidently between strategic framing and practical detail, applying analytical rigor, sound judgment, and strong project management discipline to deliver results.
Responsibilities
What your day-to-day will be like:
- Support the regional planning and execution of agreed priorities for the luxury brands within your remit, translating global strategies into relevant EMEA plans that drive brand growth, guest experience, and owner value.
- Monitor brand health and portfolio performance across development, operations, commercial performance, guest experience, and product delivery, identifying emerging risks and opportunities.
- Translate performance insights, customer and owner research, benchmarking, and market intelligence into clear recommendations and action plans.
- Drive the effective localization of global brand initiatives, ensuring regional relevance while protecting the integrity and distinct positioning of each brand.
- Support hotel openings, conversions, renovations, and portfolio optimization opportunities through strong brand guidance and stakeholder alignment.
- Advance priority brand development workstreams, including brand positioning, product evolution, F&B concepts, and the regional expression of each brand’s personality.
- Develop clear and persuasive presentations, business cases, and brand storytelling materials for senior leaders, owners, General Managers, hotel teams, and other internal and external stakeholders.
- Build strong partnerships across Global Brand teams, Operations, Brand Performance Support, Development, Architecture, Design & Construction, Commercial, Marketing, Communications, Openings, HR & Talent, Franchise teams, and other regional functions.
- Partner with Architecture, Design & Construction to articulate brand requirements and evaluate design, planning, and brand standard decisions across new developments and renovations.
- Lead cross-functional projects and pilot programs, establishing clear plans, timelines, governance, dependencies, and success measures.
- Develop practical guidance and tools that help hotel teams implement brand programs and initiatives consistently and effectively.
- Evaluate proposed brand standards and programs through both a guest and owner lens, including operational implications, required investment, and anticipated return.
- Lead brand sessions, calls, and forums with confidence and clarity, building alignment around priorities and strengthening engagement across the portfolio.
- Manage multiple concurrent initiatives and track relevant regional brand budgets to support disciplined and effective delivery.
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Qualifications
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- Ten years of experience in luxury brand strategy, brand management, hospitality operations, travel, or a related consumer sector.
- At least eight years of experience leading complex, cross-functional projects or programs.
- Proven ability to translate broad strategic questions and multiple sources of input into clear recommendations and executable plans.
- Strong commercial and analytical acumen, including experience interpreting performance data, conducting benchmarking and market assessments, and evaluating strategic trade-offs.
- Understanding of hotel operations and the requirements of delivering brand experiences across diverse markets.
- Ability to navigate a complex, matrixed, and multicultural organization and influence stakeholders without direct authority.
- Strong written, verbal, and presentation skills, with the confidence to engage senior leaders, owners, General Managers, and hotel teams.
- Highly organized and proactive, with the ability to manage multiple priorities, maintain momentum, and deliver under time constraints.
- Experience managing external agencies, budgets, timelines, and deliverables.
- Ability to travel up to 30% of the time.
Preferred qualifications:
- Experience in a regional or multi-market EMEA role, particularly involving the Middle East.
- Experience within luxury hospitality or another premium consumer brand environment.
- Experience supporting hotel openings, conversions, renovations, or portfolio growth initiatives.
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