Director, Marketing – Lifestyle, ASPAC

Director, Marketing – Lifestyle Group (ASPAC) is a corporate strategic role responsible for shaping Hotel and F&B marketing across Hyatt’s Lifestyle portfolio in the region. This role focuses on: • Provide 360-degree strategic planning for marketing initiatives spanning hotels, F&B outlets, retail, special events, and activations in ASPAC * Elevating hotel and F&B positioning and storytelling across existing properties • Driving integrated rooms and F&B campaigns, partnerships, and promotions to enhance visibility, cultural relevance, and commercial performance • Collaborating on and launching distinctive F&B concepts for new developments The position blends creative vision, cultural insight, and commercial acumen, ensuring F&B is a core brand driver and growth engine. It works in close partnership with property teams to provide strategic direction and guidance. Responsibilities: • Define and guide room packages and F&B promotional strategy & storytelling across new and existing properties, including: - Storytelling and narration copy - Strategic social media partnerships - Strategic local & regional media relationships - Recognition and planning of hero elements - Highlighting venue experience - Innovative brand promotions & content opportunities • Advising and giving feedback on property Hotel and F&B marketing plans and digital media calendars • Roadmap & pursue opportunities that make sense for the brand - awards, accolades & spotlights, team accolades, menu awards, co brand placement, etc. that reinforce and elevate the brand’s positioning in the hospitality space • Relationship building: Identify, engage, and manage short and long-form collaboration opportunities with brands, and creative talents in the F&B industry especially in strategic beverage partnerships • Collaborate with property Marketing, and Design teams to guide storytelling, content direction, and visual standards for marketing assets • Partnerships on branded activations, promotions, and events • Actualizing and presenting reporting, analytics and key results to marketing efforts and contributions • Partner with Digital teams + Systems to oversee all digital marketing efforts, ensuring creative assets, messaging, and campaign timing are on brand and optimized for target audiences. • Reviewing performance and accuracy of digital presence, with emails, SEO, web content • Monitor and report on marketing KPIs and campaign effectiveness to senior leadership, recommending adjustments to optimize performance and ROI. • Seek, analyze and report trends and data driven recommendations on websites, digital and social content updates and new partnership opportunities • Developing a promotional strategy and/ or advising on an opening strategy for Hotel and F&B outlets including: - Brand Storytelling – contributing marketing copy and narration for media to develop compelling narratives around new concepts, ensuring they are immersive, cohesive, and commercially viable - Approving digital media and social channels & content, inclusive of interviewing, spotlighting, and cross promotions for an opening - Organizing shoots and digital assets for distribution - Strategic planning of opening events, dinners and practices with media guests or special partners/ guests F &B Activation & Programming • Support ideations and course correcting for new & existing F&B activations and pop-ups, and seasonal takeovers/activations • Support marketing implementation from outlines above for said activations Brand Governance & Property Enablement • Establish and enforce brand marketing guidelines across properties, ensuring consistency and adherence to Hyatt Lifestyle’s identity in all promotional materials and campaigns • Collaborate with RVP brand marketing and property marketing teams to police brand imagery, collateral, media kits, and digital promotions, maintaining strict brand compliance. • Lead regular alignment meetings with property marketing departments to synchronize campaign strategies, inspire innovative marketing ideas, and leverage cross-promotional opportunities • Serve as a trusted advisor and coach for property marketing and F&B teams, fostering a culture of creativity and excellence. Director, Marketing – Lifestyle Group (ASPAC) is a corporate strategic role responsible for shaping Hotel and F&B marketing across Hyatt’s Lifestyle portfolio in the region. This role focuses on: • Provide 360-degree strategic planning for marketing initiatives spanning hotels, F&B outlets, retail, special events, and activations in ASPAC * Elevating hotel and F&B positioning and storytelling across existing properties • Driving integrated rooms and F&B campaigns, partnerships, and promotions to enhance visibility, cultural relevance, and commercial performance • Collaborating on and launching distinctive F&B concepts for new developments The position blends creative vision, cultural insight, and commercial acumen, ensuring F&B is a core brand driver and growth engine. It works in close partnership with property teams to provide strategic direction and guidance. Responsibilities: • Define and guide room packages and F&B promotional strategy & storytelling across new and existing properties, including: - Storytelling and narration copy - Strategic social media partnerships - Strategic local & regional media relationships - Recognition and planning of hero elements - Highlighting venue experience - Innovative brand promotions & content opportunities • Advising and giving feedback on property Hotel and F&B marketing plans and digital media calendars • Roadmap & pursue opportunities that make sense for the brand - awards, accolades & spotlights, team accolades, menu awards, co brand placement, etc. that reinforce and elevate the brand’s positioning in the hospitality space • Relationship building: Identify, engage, and manage short and long-form collaboration opportunities with brands, and creative talents in the F&B industry especially in strategic beverage partnerships • Collaborate with property Marketing, and Design teams to guide storytelling, content direction, and visual standards for marketing assets • Partnerships on branded activations, promotions, and events • Actualizing and presenting reporting, analytics and key results to marketing efforts and contributions • Partner with Digital teams + Systems to oversee all digital marketing efforts, ensuring creative assets, messaging, and campaign timing are on brand and optimized for target audiences. • Reviewing performance and accuracy of digital presence, with emails, SEO, web content • Monitor and report on marketing KPIs and campaign effectiveness to senior leadership, recommending adjustments to optimize performance and ROI. • Seek, analyze and report trends and data driven recommendations on websites, digital and social content updates and new partnership opportunities • Developing a promotional strategy and/ or advising on an opening strategy for Hotel and F&B outlets including: - Brand Storytelling – contributing marketing copy and narration for media to develop compelling narratives around new concepts, ensuring they are immersive, cohesive, and commercially viable - Approving digital media and social channels & content, inclusive of interviewing, spotlighting, and cross promotions for an opening - Organizing shoots and digital assets for distribution - Strategic planning of opening events, dinners and practices with media guests or special partners/ guests F &B Activation & Programming • Support ideations and course correcting for new & existing F&B activations and pop-ups, and seasonal takeovers/activations • Support marketing implementation from outlines above for said activations Brand Governance & Property Enablement • Establish and enforce brand marketing guidelines across properties, ensuring consistency and adherence to Hyatt Lifestyle’s identity in all promotional materials and campaigns • Collaborate with RVP brand marketing and property marketing teams to police brand imagery, collateral, media kits, and digital promotions, maintaining strict brand compliance. • Lead regular alignment meetings with property marketing departments to synchronize campaign strategies, inspire innovative marketing ideas, and leverage cross-promotional opportunities • Serve as a trusted advisor and coach for property marketing and F&B teams, fostering a culture of creativity and excellence. Experience • Minimum 10 years+ of experience in hospitality marketing, lifestyle brands, or related fields • Proven experience in F&B concept development and/or pre-opening environments • Strong track record in brand building, storytelling, and partnership development • Experience working across multiple markets, preferably within Asia Pacific Education • Bachelor’s degree in Marketing, Business, Communications, Hospitality, or related field required. Skills & Competencies: • Strong creative and cultural sensibility with a passion for food, beverage, and lifestyle experiences • Solid commercial acumen with understanding of revenue drivers and performance metrics • Strategic thinker with the ability to influence without direct authority • Excellent stakeholder management and communication skills • Ability to navigate complex, matrixed organizations and multiple JV environments • Highly adaptable, proactive, and solutions-oriented Experience • Minimum 10 years+ of experience in hospitality marketing, lifestyle brands, or related fields • Proven experience in F&B concept development and/or pre-opening environments • Strong track record in brand building, storytelling, and partnership development • Experience working across multiple markets, preferably within Asia Pacific Education • Bachelor’s degree in Marketing, Business, Communications, Hospitality, or related field required. Skills & Competencies: • Strong creative and cultural sensibility with a passion for food, beverage, and lifestyle experiences • Solid commercial acumen with understanding of revenue drivers and performance metrics • Strategic thinker with the ability to influence without direct authority • Excellent stakeholder management and communication skills • Ability to navigate complex, matrixed organizations and multiple JV environments • Highly adaptable, proactive, and solutions-oriented