Director, Premium Classic Brands
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Director, Premium Classic Brands

Marriott Worldwide



Director, Premium Classic Brands

About the job

Job Number 22107893
Job Category Brand Management
Location Marriott International HQ, 7750 Wisconsin Avenue, Bethesda, Maryland, United States VIEW ON MAP
Schedule Full-Time
Located Remotely? N
Relocation? N
Position Type Management


The Director, Premium Brands supporting the Marriott Brand is centered around driving a unique and differentiated end-to-end brand experience for the respective target customer, by partnering with a diverse group of disciplines within the organization. Within this framework, the role is a key contributor toward the strategic direction and growth of the brand, directing resources and key business partners to ensure adherence to strategic plans and business objectives are met, and manages resource allocation profitably as assigned. 

This role leads efforts in defining the guest experience in a way that is consistent with the brand business models and creates maximum profitability.  This experience ranges from building brand preference for both customers and investors, to on-site product and service touch points.  To support these efforts, the Director, Premium Brands will focus on these priorities 1) support the development of the long-term brand strategies and multi-year planning efforts, 2) direct the execution of the brand priorities by cross-functional resources, and 3) manage the business model & driv3 brand performance.  This role also focuses on driving the experience internally, through training programs and strong engagement with continent teams and properties globally. 


Education and Experience

  • 4-year degree from an accredited university in Business Administration, Marketing, or related major and 6+ years of relevant professional experience, demonstrating progressive career growth and a pattern of exceptional performance;  


  • 8+ years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance. 
  • MBA preferred.  
  • Experience managing and defining transformational strategies for business units.
  • Demonstrated ability to deliver results under difficult conditions, particularly when faced with complexity and ambiguity.


Brand Strategy & Multi-Year Planning

  • Actively participates in the development of a compelling and differentiated brand strategy, leveraging the brands' consumer, competitive, and other stakeholder profiles and needs. 
  • Supports the creation of strategic brand business plans for the brands, inclusive of a viable economic strategy, product and service model, brand positioning, value proposition definition, competitive strategies (for product, service, talent & culture, growth, demand generation).
  • Identifies and executes new initiatives and projects for the brand to pull through strategy for the designated brand.
  • Creates project plans, guides and engages respective project teams throughout the project from kick off to implementation.
  • Informs business strategies, plans and initiatives with relevant consumer and market trend data.


Strategy Execution

  • Partners with Consumer Insights (CX) team to spot trends, innovative ideas, and practices relevant for the brand.
  • Sets direction for initiatives that improve brand performance and oversee that brand standards review and approval process.
  • Serves as customer advocate by helping resources understand target consumer needs.
  • In partnership with the brand service programs and the brand talent organization, establishes the brand-specific direction of the talent strategy, service culture programs and training tools as well as talent strategy recruitment resources and processes.
  • Partners with the marketing organization on the development of customer facing brand communications, brand voice / collateral development, photography, etc. Establishes brand approach to experiential marketing and global brand partnerships with the brand marketing team and discipline experts. 
  • Acts as a liaison and resource for the global design team to execute specific, differentiated brand design foundations and supporting design standards and guidelines.
  • Defines and develops compelling brand promotions in partnership with the brand marketing team that can be executed globally to drive revenue and PR buzz.
  • Leads brand experience projects to drive brand differentiation and preference. Directs the development of brand proof points and related resources in partnership with the global operations team.
  • Partners with owner - franchise services organization to further drive owner satisfaction, owner communication and support, building a competitive value proposition for owners and franchisees to drive growth for the brand.
  • Provides opening support for new hotels, coordinates with openings and regional team to ensure all elements of the 'opening countdown' including opening countdown, training, etc. are executed on brand.
  • Provides guidance to opening teams to ensure branded critical path document for openings and conversions are developed and maintained.


Business Model & Brand Performance

  • Act as Brand Champion to stakeholders - owners, franchisees, customers, executives and associate within HQ and market. Builds strong relationships with continent teams and hotels to ensure the brand culture comes to life on property, driving pull-through of the brand promise.
  • Educates and communicate on brand strategy, framework, positioning, voice and strategic pillars, competitive environment.
  • Helps develop and drive execution of communication strategies associated with launching tactics/deliverables in support of the brand strategies and stated performance goals.
  • Represents brand in external forums (e.g., : GM conferences, owner's meetings, Franchise Advisory Committee meetings, etc.) by reviewing / evolving brand standards and operations practices.
  • Defines brand performance metrics and recommend performance targets.

Delivering on the Needs of Key Stakeholders

  • Understands and meets the needs of key stakeholders.
  • Communicates concepts in a clear and persuasive manner that is easy to understand.
  • Demonstrates an understanding of business priorities.
  • Supports achievement of performance goals, budget goals, team goals, etc.

Providing Technical Support and Consultation

  • Provides technical expertise and technical leadership within own and other teams.
  • Provides recommendations to improve the effectiveness of processes and programs.
  • Demonstrates advanced knowledge of job-relevant issues, products, systems, and processes.
  • Demonstrates advanced knowledge of function-specific procedures.
  • Applies knowledge/judgment to achieve business goals.
  • Foresees, identifies and resolves problems.
  • Keeps up-to-date technically and applies new knowledge to job.
  • Performs other reasonable duties as required for this position.



  • Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
  • Leading Through Vision and Values - Keeps the organization's vision and values at the forefront of decision making and action.
  • Managing Change - Initiates and/or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace; serves as role model for how to handle change by maintaining composure and performance level under pressure or when experiencing challenges.
  • Problem Solving and Decision Making - Identifies and understands issues, problems, and opportunities; obtains and compares information from different sources to draw conclusions, develops and evaluates alternatives and solutions, solves problems, and chooses a course of action.
  • Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
  • Strategy Development - Develops business plans by exploring and systematically evaluating opportunities with the greatest potential for producing positive results; ensures successful preparation and execution of business plans through effective planning, organizing, and on-going evaluation processes.

Managing Execution

  • Building a Successful Team - Uses an effective interpersonal style to build a cohesive team; inspires and sustains team cohesion and engagement by focusing the team on its mission and importance to the organization.
  • Strategy Execution – Ensures successful execution across of business plans designed to maximize customer satisfaction, profitability, and market share through effective planning, organizing, and on-going evaluation processes.
  • Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates, focuses, and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.

Building Relationships

  • Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the company’s service standards.
  • Global Mindset - Supports employees and business partners with diverse styles, abilities, motivations, and/or cultural perspectives; utilizes differences to drive innovation, engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.
  • Strategic Partnerships - Develops collaborative relationships with fellow employees and business partners by making them feel valued, appreciated, and included; explores partnership opportunities with other people in and outside the organization; influences and leverages corporate and continental shared services and/or discipline leaders (e.g., HR, Sales & Marketing, Finance, Revenue Management) to achieve objectives; maintains effective external relations with government, business and industry in respective countries; performs effectively as a liaison between locations, disciplines, and corporate to ensure needed resources are received and corporate strategies are understood and executed.

Generating Talent and Organizational Capability

  • Organizational Capability - Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.
  • Talent Management - Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.

Learning and Applying Professional Expertise

  • Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
  • Continuous Learning - Actively identifies new areas for learning; regularly creates and takes advantage of learning opportunities; uses newly gained knowledge and skill on the job and learns through their application.
  • Strategy Knowledge - Understanding and utilizing professional skills and knowledge in a specific functional area to conduct and manage business operations and generate innovative solutions to approach function-specific strategic work challenges.
  • Basic Competencies - Fundamental competencies required for accomplishing basic work activities.
    • Basic Computer Skills - Uses basic computer hardware and software (e.g., personal computers, word processing software, Internet browsers, etc.).
    • Mathematical Reasoning - Adds, subtracts, multiplies, or divides quickly, correctly, and in a way that allows one to solve work-related issues.
    • Oral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
    • Reading Comprehension - Understands written sentences and paragraphs in work related documents.
    • Writing - Communicates effectively in writing as appropriate for the needs of the audience.

This position requires proof of full vaccination against COVID-19 prior to the first date of employment, subject to applicable law. If you are offered employment, this requirement must be met by your date of hire, unless a reasonable accommodation request is received and approved.

Marriott International is an equal opportunity employer. We believe in hiring a diverse workforce and sustaining an inclusive, people-first culture. We are committed to non-discrimination on any protected basis, such as disability and veteran status, or any other basis covered under applicable law.

Marriott International is the world’s largest hotel company, with more brands, more hotels and more opportunities for associates to grow and succeed.  We believe a great career is a journey of discovery and exploration.  So, we ask, where will your journey take you?


Director, Premium Classic Brands

Bethesda, MD, United States

Full-time, Indefinite

Start Date:As soon as possible

Latest start date:

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