Director, Focused Service & All Suites Brand Management - Asia Pacific (APACx)
The Hilton portfolio of hotels is comprised of 27 industry leading and world-class brands, spanning more than 125 countries and territories. In addition to our flagship brand, Hilton Hotels & Resorts, the portfolio of brands includes Waldorf Astoria, LXR, Conrad, NoMad, Signia, Canopy, Curio Collection, Graduate, DoubleTree, Tapestry Collection, Embassy Suites, Tempo, Motto, Hilton Garden Inn, Hampton, Tru, Spark, Homewood Suites, Home2 Suites, LivSmart Studios, Hilton Club, Hilton Grand Vacations Club, and Hilton Vacation Club. In Asia Pacific, the company has over 1,300 trading and over 1,000 pipeline hotels. A dedicated team of industry experts in the domains of hospitality, brand management, innovation, food and beverage, wellness, owner relations, and more, lead our Brands organization with the steadfast goal of strengthening and growing the Hilton portfolio.
Across the region, Hilton’s Focused Service & All Suites Brands play an important role in expanding Hilton’s reach, creating compelling guest experiences at attractive price points, and offering owners scalable, efficient business models backed by Hilton’s commercial engine and global enterprise platform. Currently, our brands in APAC include Tempo by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Spark by Hilton, and Home2Suites by Hilton.
Reporting to the Regional Head, Focused Service & All Suites Brands – APAC, this role will help shape the growth, positioning, and competitiveness of Hilton’s Focused Service & All Suites portfolio across Asia Pacific excluding China (APACx). The Director will develop and implement strategy across the category, translating brand ambition into scalable owner propositions, regionally relevant guest experiences, and pragmatic brand initiatives that support growth. This role requires someone who can move fluidly between brand strategy, owner economics, guest experience, development support, and portfolio-level problem solving, and who is comfortable using data, benchmarking, and structured thinking to turn ambiguity into actionable recommendations.
HOW YOU WILL MAKE AN IMPACT
Your role is important, and below are some of the fundamental job duties that make your work unique.
Shaping Brand Strategy and Owner & Guest Propositions
Shape the role, positioning, and growth priorities of Hilton's Focused Service & All Suites brands across APACx, including where each brand should win by market.
Define compelling owner and guest propositions for each brand, translating brand positioning into clear investment, operating, commercial, and guest experience logic.
Lead competitive analysis across the focused service & extended stay landscape in APACx, including brand positioning, product and prototype approaches, owner value propositions, operating models, and whitespace opportunities to identify implications for Hilton's portfolio strategy and growth priorities.
Address key brand questions including prototype direction, conversion friendliness, F&B and meeting space positioning, and the level of flexibility or standardization needed to support growth without diluting brand integrity.
Conduct benchmarking, market analysis, and cost-benefit evaluation of brand standards, programs, and product decisions to support pragmatic, commercially grounded decision-making.
Create professional owner-facing narratives and materials that clearly articulate why each brand matters, where it fits, and how it creates value for owners and guests in APACx.
Executing for Results
Deliver competitive, locally relevant offerings for owners and guests alike.
Drive brand growth activities with cross-functional partners, including research, prototype and design development or optimization, F&B programming, and brand personality localization.
Lead, manage, and assist with enterprise and brand initiatives to enhance the on-property guest experience while driving owner-friendly economics.
Develop and maintain guides for brand programs and initiatives for successful implementation by hotel teams.
Conduct cost-benefit analysis for brand standards and programs to ensure they drive guest experience and positive owner returns.
Work closely with the Development team to ensure a pragmatic approach to new deals while balancing a growth mindset with long-term brand equity and support with presentations and pitches.
Work closely with Communications team on brand launches, media fam trips, press releases, and brand promotional content.
Create and maintain impactful regional brand storytelling materials for diverse audiences including prospective and current owners, General Managers, internal audiences, media, etc.
Monitor holistic brand health and liaise across the enterprise to develop strategies and tactics for trending portfolio opportunities.
Driving Cross-Functional Alignment and Influence
Build strong working relationships across a highly matrixed regional and global organization.
Partner effectively across Development, Operations, AD&C, Commercial, and Communications to move initiatives forward and ensure brand decisions are both commercially grounded and operationally practical.
Use influence, judgment, and credibility to align stakeholders around brand priorities, growth opportunities, and key trade-off decisions.
Lead brand sessions and calls with confidence and clarity, using them to inspire hotel leaders, build alignment around brand priorities, and create enthusiasm for the portfolio.
Be comfortable moving between strategic framing and practical detail, whether supporting a strategic recommendation, a development pitch, or helping evaluate the trade-offs of a prototype or brand-standard decision.
WHY YOU’LL BE A GREAT FIT
You have these minimum qualifications:
BA/BS/Bachelor’s degree.
5 to 7 years’ experience in brand management or strategy consulting in hospitality or a related field.
Excellent verbal and written communication and presentation skills.
Strategic and structured thinker with the ability to bring clarity to ambiguity, synthesize different inputs, and translate broad brand questions into practical recommendations and action plans.
Strong commercial and analytical acumen, with the ability to interpret data, conduct benchmarking and market analysis, and evaluate trade-offs through both a guest and owner lens.
Strong instinct for brand positioning and owner proposition development, with the ability to connect guest needs, market dynamics, prototype and product choices, and commercial logic into a compelling brand strategy.
Comfortable moving between high-level strategic framing and practical execution, whether shaping a recommendation, supporting a development pitch, or helping refine a prototype, standard, or program.
Ability to develop clear, persuasive materials and to represent the brands with confidence to senior leaders, owners, and hotel teams.
Strong stakeholder management and influencing skills, with the judgment and credibility to work effectively across a highly matrixed regional and global organization.
Ability to lead brand sessions, calls, and forums in a way that builds alignment, creates enthusiasm, and inspires confidence among hotel leaders and other stakeholders.
Proactive and resourceful, with a willingness to take ownership, solve problems independently, and keep moving work forward in a fast-paced environment.
Highly organized, with strong project management and prioritization skills and the ability to manage multiple workstreams at once.
Passion for hospitality and brand-building, with a genuine interest in growing a long-term career in the hotel industry.
High degree of professionalism, discretion, and comfort handling sensitive information.
Excellent Microsoft Word, PowerPoint, and Excel (PivotTable) skills.
Ability to travel domestically and globally as required, approximately 50%.
It would be useful if you have:
Additional regional language.