Job Description

Director, Lifestyle Brand Management - Asia Pacific


The Brand Management function is responsible for ensuring that Hilton's global brands are compelling to owners and guests in the region. This means shaping Hilton's lifestyle brands in ways that resonate with diverse regional markets, while keeping true to global positioning. The broader APAC Brands team includes a range of other functions, including ensuring hotels open on time, comply with brand standards, and have the tools to consistently deliver industry-leading guest experiences.


Hilton's Lifestyle brands include Canopy by Hilton, Motto by Hilton, Curio Collection by Hilton, and Tapestry Collection by Hilton. These brands celebrate creativity, modern culture, and individuality, attracting a new generation of travelers who seek hotels that enable them to express themselves. The Director, Lifestyle Brand Management - APAC will be a passionate, creative leader who thrives on bringing unique narratives and distinctive experiences to life at scale. Critical to this role is the ability to understand the essence of Lifestyle and translate what is often intangible into clear direction for teams across diverse cultures.

HOW YOU WILL MAKE AN IMPACT

Your role is important, and below are some of the fundamental job duties that make your work unique.


What your day-to-day will be like:

Adapt Hilton's global Lifestyle brands to owners and guests in the APAC region, balancing global consistency with regional relevance Distill the intangible aspects of Lifestyle, such as design ethos, service style, and cultural energy, into clear and practical guidance that hotel and corporate teams across different cultures can understand and implement Support the conversion of independent hotels into Collection properties, shaping each hotel's existing character into a compelling narrative, brand pillars, and personality that elevates the guest experience Work with hotels to craft compelling positioning and bring it to life through collateral, service rituals, and distinctive guest interactions Identify and close capability gaps in how Lifestyle hotels operate; design and implement tools, training, and processes to address them Partner with Hilton's global Lifestyle design, F&B, and marketing teams to ensure best-in-class capabilities are deployed in APAC Review hotel design, F&B, and property activations, giving clear feedback and guidance to ensure accurate execution Work with cross-functional teams and hotels to drive greater owner preference, consumer awareness, and guest preference for Hilton Lifestyle brands and hotels in APAC Engage across diverse APAC markets by visiting hotels, monitoring competitive landscapes, and adapting approaches to different cultural contexts. Build strong relationships with internal and external stakeholders, navigating complex conversations in a heavily matrixed environment

How you will collaborate with others:

Work closely with Hilton Lifestyle brand leaders, design, and food & beverage as well as APAC development and operations to ensure Hilton Lifestyle brands are presented to potential owners and brought to life in hotels effectively Partner with diverse hotel teams across Asia to bring Hilton Lifestyle Brands to life in the guest experience Work with team members from independent hotels converting into the Collections brands to sharpen their unique narratives Collaborate with Hilton Brand Marketing and Hilton Honors to embed Lifestyle priorities into enterprise campaigns and drive dedicated Lifestyle activations where appropriate

What are examples of projects you will take ownership of:

Lead regionalization projects to define APAC guest experiences and ensure attractive owner value propositions Uncover the character behind an independent hotel by identifying hidden assets, creating a thematic direction, building the narrative and personality Audit an existing Collection hotel recommending service, F&B, and collateral adjustments to improve its emotional appeal to guests Develop and implement a Lifestyle Leadership Pipeline Program to strengthen talent and succession for brand-aligned leaders Create and deliver playbooks, workshops, and presentations to help hotels translate strategy into execution Plan and deliver brand activations and booths at development events, internal Hilton meetings, and external sales/trade shows

WHY YOU'LL BE A GREAT FIT

You have these minimum qualifications:

Bachelor's degree required 7+ years of brand, strategy, and/or hospitality experience preferred Proficient English creative writing and verbal communication skills Proficiency in creating PowerPoint presentations Strong creative and storytelling capabilities Analytical capabilities to identify relevant analyses needed and to make conclusions from data Ability to guide execution of concepts that are hard to define, ensuring consistency of Lifestyle experiences across varied cultural contexts Ability to travel up to 50%

It would be useful if you have:

Experience working in lifestyle and/or luxury brands Experience working in the APAC Awareness of global lifestyle trends and a passion for culture, design, and/or food & beverage Proficiency in Mandarin Chinese or Japanese to handle business communications in Greater China & Mongolia (GCM) or Japan, Korea & Micronesia (JKM) region

WHAT IT IS LIKE WORKING FOR HILTON

Hilton, the #1 World's Best Workplace, is a leading global hospitality company with a diverse portfolio of . Dedicated to filling the earth with the light and warmth of hospitality, we have welcomed more than 3 billion guests in our more than 100-year history. Hilton is proud to have an award-winning workplace culture, and we are consistently named among one of the World's Best Workplaces. Check out the and to learn more about what it's like to be on Team Hilton!