VP Experience - Economy Brands

Company Description

"Leading the hospitality revolution", Accor is more than a hotel group. With luxury to economy, homestays to resorts, we are a holistic ecosystem of 40 brands in 110 countries, Talent and Solutions, ready to engage with the future’s endless possibilities. Accor has an offer to bring new life to the way you live, work, play and do business with a personalized guest experience.

Job Description

We are looking for an ambitious VP Experience - Economy Brands for our eco Brands to join our Global Brand & Marketing Team. This is an exciting role leading transformation and evolution of Ibis, Ibis Styles, Ibis Budget and Greet .

Reporting to SVP of Economy Brands, the VP will play in integral role within the Global Brand & Marketing organisation and will provide thought leadership and strategic thinking for defining culturally relevant experiences that are conscious, and drive brand desirability, relevance, and preference.

The VP in close collaboration with marketing, design, regional and transversal teams (e.g., loyalty, digital, sponsorships, partnerships…) will lead key workstreams related to defining and executing brand experience, signature experiences, product strategy and operating standards.

What we value as a brand team:

• We are all about building brands with a purpose, putting cultural relevancy at the heart.
• Our role is to make our brands a canvas of collective creativity that is co-created with our communities.
• We believe in progressing and thriving as a diverse collective of open-minded individuals. 
• We are all about consistency but love a little bit of grey – as this is where huge leaps happen.
• With our kind hearts we bring richness and relevancy to all our stakeholders. 
• We harness our diverse backgrounds to create experiences that put people and community at the core of our strategy.
• We are progressive and humble, consciously building a path to an inclusive future for all. 

What is in it for you:

• An opportunity to embark on an exciting career in a large ecosystem of brands, know-how and solutions present in 110 countries.
• The opportunity to be yourself and collaborate with other bright minds in a relaxed, innovative, start-up like culture. 
• The opportunity to challenge the status quo and work in a rewarding environment, building global brands.
• Great healthcare, nifty rewards, competitive salary, and hybrid work solutions.
• Learning opportunities to broaden your skillset and development. 
• A calendar of events and programmes to learn, celebrate and make a positive impact. 

What you will be doing: 

Brand experience design

• Develop and maintain brand visual identity, merchandising and operational assets 
• Develop and co-own the 360-brand customer journey (offline and online) with brand marketing teams
• Develop new products, sub-brands, signature moments (arrival, stay, service, food & drink, well-being, entertainment, sustainability, family, meetings & events etc.) - from strategy/definition to in-market deployments through pilots including validation, measurement and optimization 
• Deliver 360 solutions - from concept, feasibility, insights, positioning, commercials to design and go-to-market strategies for the new products/services 
• Develop robust brand & OS&E standards and ensure deployment in hubs
• Brief and co-create global brand partnership programmes with partnerships team 
• Lead development of operational toolkits and frameworks in close collaboration with brand and transversal marketing teams
• Develop & execute the vision for talent experience, service culture, and trainings 
• Map and lead on-property touchpoint optimisation and integration of ALL Loyalty Programme 
• Oversee and define digital/technology enabled experience (on-property)
• Support development & delivery of sustainability standards and commitment 
• Document and manage all established brand standards, guidelines and assets; keep all assets up to date. Monitor, review and respond to governance & compliancy related queries 

Brand product strategy

• Obsess about portfolio management and champion consistency of product for the segment (pure) 
• Develop robust brand development and investment cost models in partnership with design and development teams 

Design & development guidelines 

• Partner with design teams to develop new concepts, guidelines & technical specifications 
• Support build of architectural and spatial designs, construction and renovation standards, way finding & signage standards

Brand health: measure, optimise

• Responsible for ongoing brand health (commercials, awareness, product standards, guest experience)
• Champion consumer sentiment & experience/performance optimisation
• Co-design operational delivery with hubs, and follow-up on implementation (objective is 70%) 

Strengthen marketing capabilities 

• Establish a 'brand-centric' organisation to orchestrate key departments & develop new operating models & RACIs with hubs
• Drive marketing transformation and create high-performing, multi-country diverse team that build brand culture & relationship with hubs​ 

Qualifications

• Master’s degree preferred in business or marketing 
• 10+ years in international brand management & marketing
• Strong affinity with hospitality, with background in hotel operations 
• Strategically oriented with analytical and creative mind
• Excellent communications and interpersonal skills
• Ability to work transversally
• Ability to influence
• Project management