Director, Global Brand Strategy

The Role

The Director, Global Brand Strategy is a strategic brand leader responsible for shaping and advancing brand strategy across Hyatt’s Classics portfolio. This role partners closely with the VP, Global Brand Strategy to refine positioning, experience, and brand priorities, while ensuring alignment across marketing, guest experience, and operational execution.

This individual sits at the intersection of strategy, experience, and marketing—guiding how brands are defined, expressed, and delivered across all guest touchpoints. They will help define the brand and how it comes to life across the end‑to‑end guest journey, translating strategy into tangible brand experiences delivered through design, brand standards, and on‑property execution.

The role includes direct people leadership, with responsibility for leading and developing team members to drive clarity, consistency, and impact across strategy, marketing, and brand experience initiatives.

Primary Responsibilities

Brand Strategy & Evolution

• Partner with the VP, Global Brand Strategy to shape and refine brand positioning and long‑term strategic direction
• Support and contribute to the development of annual brand plans and strategic priorities, ensuring alignment to portfolio and business goals
• Drive brand evolution initiatives informed by guest insights, competitive trends, and market dynamics
• Partner with Consumer Insights and Analytics teams to translate data into actionable strategy
• Own and manage brand strategy budgets, including prioritization and allocation across initiatives

Brand Expression, Identity & Creative Direction

• Own and steward brand identity systems, including visual, verbal, and experiential expression
• Define brand narrative, messaging frameworks, and storytelling principles
• Establish creative direction across campaigns, content, and brand storytelling
• Guide campaign positioning and overall brand guardrails across all brand expressions
• Lead photoshoot strategy and creative direction, including concept development, shot lists, and on‑set brand guidance to ensure alignment with brand positioning
• Ensure consistency and strength of brand expression across all channels and guest touchpoints
• Guide global brand marketing strategy, partnering with World of Hyatt, Commercial Services, and cross‑functional teams to drive integrated execution
• Ensure integrated marketing plans align to brand positioning and support broader brand and guest experience objectives
• Provide a clear brand lens into audience strategy, channel planning, and activation
• Ensure marketing efforts reinforce brand positioning and support overall brand and commercial performance

Brand Experience & Execution Leadership

• Define and lead the translation of brand strategy into the end‑to‑end guest experience, including ownership of the guest journey and brand experience framework across all touchpoints
• Guide the operationalization of brand strategy through design, brand standards, and operations, ensuring cohesive and high‑quality execution across the portfolio
• Ensure brand execution aligns with the intended strategy, delivering a consistent, differentiated guest journey across all touchpoints
• Establish and monitor key metrics to evaluate brand experience delivery and guest perception, ensuring continuous improvement and alignment with brand intent
• Lead and develop direct reports, ensuring clarity of roles and strong delivery across brand strategy, marketing, and experience execution

Hotel Enablement & Brand Delivery

• Oversee brand enablement across openings, conversions, and repositioning initiatives
• Direct development of scalable tools, playbooks, and brand immersion programs
• Guide regional teams and property leaders to ensure consistent brand delivery and guest experience
• Support owner and operator alignment with brand positioning, standards, and expectations

Qualifications

Experience Required:

• Significant experience developing and evolving brand positioning, identity, and overall brand strategy
• Proven experience leading integrated brand strategies that span marketing, guest experience, and operational execution
• Demonstrated ability to translate brand strategy into both impactful marketing and consistent brand experience across guest touchpoints
• Experience connecting brand strategy to commercial outcomes, including awareness, demand, guest satisfaction, and revenue impact
• Strong cross‑functional experience partnering with marketing, operations, design, and commercial teams to deliver cohesive brand execution
• Experience managing end‑to‑end photoshoot planning and production
• Proven ability to translate insights and data into actionable brand, marketing, and experience strategies
• Experience working within a global, matrixed organization and aligning diverse stakeholders
• Experience managing budgets and prioritizing investments to maximize brand and business impact
• Experience managing a team of individual contributors

Experience Preferred:

• Experience in hospitality, travel, or lifestyle brands
• Experience working with or within loyalty programs (e.g., World of Hyatt or similar ecosystems)
• Experience supporting hotel openings, conversions, or brand repositioning initiatives
• Experience developing brand storytelling frameworks and overseeing creative direction and campaign development
• Experience working across multiple regions and markets globally
• Familiarity with performance marketing, digital ecosystems, and multi‑channel campaign execution
• Experience leveraging AI tools (e.g., ChatGPT, Copilot, Gemini) to enhance productivity, streamline workflows, and support content development

Benefits

• Annual allotment of free hotel stays at Hyatt hotels globally
• Work‑life benefits including wellbeing initiatives such as a complimentary Headspace subscription and a discount at the on‑site fitness center
• A global family assistance policy with paid time off following the birth or adoption of a child as well as financial assistance for adoption
• Paid Time Off, Medical, Dental, Vision, 401K with company match

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