Vice President Brand Marketing

1 week ago

Pathum Wan Bangkok City, Thailand Centara Hotels & Resorts Full time

About the Company

Centara Hotels & Resorts is committed to delivering exceptional hospitality experiences. Our mission is to create memorable moments for our guests while fostering a culture of innovation and inclusivity.

About the Role

The VP of Brand Marketing will lead Centara Hotels & Resorts' brand marketing, digital transformation, and guest engagement strategy across all brands. This role is accountable for driving brand equity, digital performance, and marketing innovation through data, creativity, and technology — including the application of AI-driven marketing and analytics.

Responsibilities

Strategic Leadership

  • Develop and execute a future-ready brand and digital marketing strategy that supports Centara's commercial and guest experience goals.
  • Partner with the EVP Commercial and property leaders to align marketing objectives with occupancy, ADR, and RevPAR performance.
  • Champion brand storytelling and creative excellence, ensuring consistency across all brands and markets.
  • Lead transformation initiatives integrating AI, automation, and data analytics into marketing operations and decision-making.

Provide strategic direction and leadership to functional heads:

  • Digital Marketing
  • Marketing & Creative Services
  • Corporate Public Relations
  • Social Media
  • CRM & Customer Service
  • Digital, AI & Performance Marketing
  • Drive a data- and AI-enabled marketing ecosystem across Centara's digital channels (web, app, SEO, SEM, CRM, and social).
  • Integrate generative AI tools for creative production, content optimization, and audience targeting to improve efficiency and personalization.
  • Manage digital advertising budgets across Google, Meta, and affiliate networks to maximize ROI and reduce OTA dependency.
  • Oversee advanced analytics and attribution modeling to measure channel effectiveness and customer lifetime value.
  • Partner with IT, Revenue, and Commercial teams to optimize technology platforms (CRM, CDP, CMS, DMP) for real-time insights and activation.

Brand & Creative Management

  • Lead the evolution of Centara's brand architecture and identity systems, ensuring consistency and relevance across all sub-brands.
  • Oversee creative direction for brand campaigns, partnerships, and property openings, leveraging data and AI to enhance creative impact.
  • Ensure all brand expressions — visual, verbal, and experiential — meet global hospitality and luxury standards.

CRM, Loyalty & Guest Experience

  • Drive CRM and personalized marketing to strengthen loyalty, retention, and direct engagement.
  • Partner with CentaraThe1 to evolve the loyalty experience through data-driven insights and automated communication.
  • Embed AI-powered guest journey mapping to optimize touchpoints across awareness, booking, and post-stay engagement.

Public Relations & Social Media

  • Oversee corporate PR and brand communications strategy to protect and enhance Centara's reputation.
  • Lead a social-first content strategy, integrating influencer partnerships and real-time engagement.
  • Ensure crisis communication readiness and alignment with corporate communications standards.

Change Management & Capability Building

  • Lead change management initiatives to embed digital and AI adoption within marketing and cross-functional teams.
  • Develop training and upskilling programs to future-proof marketing capabilities in data, technology, and storytelling.
  • Build a culture of innovation, agility, and accountability within the marketing organization.
  • Manage relationships with key external partners — including agencies, data providers, and technology vendors — to scale marketing transformation.

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