Vice President Digital Marketing and Branding

Duties and Responsibilities

Strategic Leadership

• Develop and execute a future-ready brand and digital marketing strategy that supports company'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 data- and AI-enabled marketing ecosystem across company'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 company'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 company 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 company'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.

People Leadership

• Lead and inspire a multi-disciplinary, high-performing marketing team, fostering collaboration and empowerment.
• Establish clear KPIs, performance metrics, and succession plans across key marketing roles.
• Model company's leadership values and act as a visible champion for digital innovation and organizational excellence.

Qualifications & Experience

• Bachelor's degree in marketing, Business, Communications, or related field (master's preferred).
• Minimum 15 years of marketing experience, including 5+ years in senior leadership within hospitality, travel, or consumer sectors.
• Proven track record in digital transformation, AI adoption, and brand growth.
• Strong understanding of hospitality KPIs, CRM systems, and digital media economics.
• Experienced in leading multi-disciplinary teams and managing multi-million-baht marketing budgets.
• Strong stakeholder management, change leadership, and cross-functional collaboration skills.