Manager, Brand Strategy

Four Seasons Hotels and Resorts is a global, luxury hotel management company. We manage over 100 hotels and resorts and 44 private residences in 45 countries around the world and growing. At Four Seasons, we are powered by people and our culture enables everything we do.

Working in the dynamic environment of Four Seasons global headquarters, the Manager, Brand Strategy will be an integral member of the world-class team that drives brand strategy for one of the world’s leading luxury hospitality brands.

Reporting to the Director, Brand Strategy and Marketing Communications, the Manager, Brand Strategy will be part of a team that leads the development and implementation of global brand marketing standards, Masterbrand campaigns and initiatives for Four Seasons. This includes the implementation of Four Seasons strategic brand identity both internally and externally, across all touch points. The successful candidate will lead the development of marketing communications to support strategic branding efforts, driving impact across the Masterbrand, various lines of business, and the portfolio of hotels, while working in close collaboration with functional marketing leads to develop content and progress the overall strategic narrative in the marketplace. As part of this role, they will manage brand Masterbrand advertising, brand collateral, and other strategic brand initiatives, all rooted in strategic and compelling insights.

They will also oversee brand health tracking, as well as the global brand guidelines, templates, visual identity, brand training and protocols for corporate and hotel use, ensuring all marketing communications are consistent and on brand. The successful candidate will manage Four Seasons global brand agencies and will play an internal facilitation role with cross-functional stakeholders.

Key Activities

Marketing Communications:

• Manage Masterbrand global brand campaigns, including strategic messaging, creative articulation, integration with broader cross-functional teams, considerations for hotel integration, and all administrative details (agency contracts, briefings, creative reviews and final approval for launch)
• Partner with Brand Content and Creative team to ensure brand photography and video is planned and produced on strategy and within brand guidelines
• Manage brand health tracking in partnership with the insights team, with a focus on Four Seasons brand equity
• Manage creative strategy for any brand collateral and lead ongoing production of worldwide hotel directory
• Ongoing management of global brand agencies

Brand Positioning and Training :

• Manage global brand strategic positioning to drive impact across Masterbrand, all lines of business, and the portfolio of hotels. Support hotel specific positioning, specifically with new openings
• Manage development of internal marketing and sales academy brand training courses in partnership with cross-functional teams and area marketing teams
• Partner closely with Insights and Analytics teams to manage brand health tracking, with a keen focus on driving equity and affinity across our guest segments

Brand Identity, Guidelines, and Governance:

• Manage ongoing strategic updates to Brand Guidelines, including brand identity, copy, photography and video, as well as marketing templates, working closely with cross-functional marketing and communication leads as required.
• Lead content audit plan, including strategic updates to the framework as required, to ensure adherence to brand strategy and guidance
• Manage ongoing logo production and governance across worldwide project portfolio
• Consult on global branded projects with global Product and Operations teams as required

Desired Skills

• Exceptional communication (written and verbal) and interpersonal skills required to support a diverse team of employees, consultants and agencies
• Ability to bring together, coordinate and lead projects within a matrix structure, with multiple direct and indirect stakeholders
• Ability to deliver key results in an environment with multiple tasks and time constraints
• Excellent project management skills - able to conceive and implement projects from start to finish, stay on budget, manage processes and expectations, and stay committed to deadlines
• Ability to think critically and evaluate best possible solutions and procedures
• Able to work independently, solve problems, take initiative and use good judgment
• Well-organized, able to set priorities and be detail-oriented
• Strong computer skills in a PC and Mac environment including MS Office (Word, PowerPoint, Excel)
• Knowledge of Photoshop and InDesign is an asset
• Adept at learning new applications
• Highly results oriented with experience increasing top line revenue and driving ROI
• Strong project management skills, able to conceive and implement projects on time and on budget

Experience, Education and Professional Qualifications

• College or University degree, preferably in a business or marketing communications program. MBA an asset
• A minimum of 5 years of progressive experience in a corporate marketing communications or agency function.

All internal applications must be submitted and approved in Workday by March 3, 2022.

Four Seasons is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If contacted for an employment opportunity, please advise Human Resources if you require accommodation.