工作职责：Position Statement We’re hiring a strategic, hands－on marketing leader to own full－funnel marketing across Greater China and Mongolia—from brand building to performance. This role sets the China enterprise marketing strategy and leads multi channel execution to maximize commercial impact and strengthen brand equity. Grounded in consumer insights and business results, you will refine our customer promise, define the marketing strategy, and deliver integrated marketing plans for China, while managing a team and partnering closely across the organization. You’ll collaborate with key stakeholders to create culturally resonant above－the－line and below－the－line campaigns, guiding creative from concept through localized execution. You will rigorously localize and activate global campaigns for Greater China, ensuring brand consistency while maximizing local relevance. Success will be measured by Brand Health Index, revenue, ROI, and hotel－level performance. Are you ready to join the team responsible for leading the marketing strategy for our iconic and award－winning brands?What will I be doing? As the Director, Brand & Enterprise Marketing － GCM, you will be responsible for performing the following tasks to the highest standard:Strategy and Planning• Own the integrated GCM marketing strategy and annual plan across the full funnel （awareness → conversion）, aligning with in－country commercial goals and the global enterprise platform.• Translate global brand strategy into China/APAC－ ready GTM playbooks: clear segmentation, channel mix, and activation frameworks that localize and operationalize global positioning for China and the region （e.g., content, channels, partnerships, cadence）, without revenue framing.• Build an insights－led operating cadence: define the research/analytics roadmap, surface consumer and market insights （incl. China ecosystem）, and translate findings into creative briefs, media choices, and ongoing optimization.Integrated Marketing Strategy, Execution, and Enablement• Launch and localize global enterprise strategies to deliver “more stays, more people” by partnering with APAC/Global brand and media teams to bring global platforms to life in GCM—applying rigorous localization, cultural nuance, and compliance—to increase stays, drive guest acquisition and strengthen brand equity.• Design segment－led initiatives from the GTM plan across the full funnel by translating go－to－market playbooks into tailored programs/marketing initiatives for priority segments （e.g., family/leisure, young elite travelers） at each stage—awareness, consideration, and conversion —with clear segment－specific messaging, offers, creatives, channels, partnership, etc.• Lead omnichannel activation by deploying the optimal mix per segment and objective across paid social/search, programmatic, KOL/influencer, content, etc. Lead the team to grow brand buzz, community engagement, influencer cooperation, and UGC, ensuring storytelling is consistent and performance－ready across channels.• Work closely with MECC and eCommerce to better support hotels for both trading and new openings—empowering properties to leverage regional and global campaigns, providing stronger on－the－ground support, and driving more meaningful traffic and bookings to individual hotels/cluster/areas—while delivering practical enablement through clear playbooks, toolkits, and asset packs; include comprehensive social media support across influencers/KOLs, social content and community guidelines, paid social amplification, UGC programs, social listening, and influencer stays/seeding to amplify results• Partner with the Brand Management team on all brand matters—from new brand launches to ongoing positioning, portfolio strategy, identity/voice, messaging, and campaign stewardship—ensuring aligned go－to－market and locally resonant activation across Greater China.• Manage agencies end－to－end by overseeing day－to－day communications, briefs, stand－ups, and reviews; defining SOWs with clear KPIs and SLAs; managing budgets and invoices; ensuring compliance and brand governance; driving performance optimization through reviews and action plans; and leading or supporting agency pitches, RFPs, and transitions to ensure continuity and quality.• Operate a rigorous test－and－learn loop by using consumer insights, brand lift and incrementality testing to refine targeting, creative, and channel mix, then scaling proven tactics.Commercial and Performance Management• Set and own KPIs: Brand Health Index （awareness, consideration, preference）, revenue contribution, ROI/ROAS, CPC, CPE and campaign effectiveness.• Implement robust measurement: MMM frameworks, brand lift studies, incrementality testing, and always－on optimization loops in a test－and－learn environment.• Monitor success and improvement opportunities: establish hypotheses, run experiments, and scale proven tactics to maximize return on investment.• Play a critical role in achieving key commercial KPIs—market share, budget delivery, channel mix —through consistent execution, measurement, and optimization.Team Leadership• Lead, coach, and develop a high－performing team with clear goals, regular feedback, and defined growth paths.• Cultivate a culture of collaboration, accountability, experimentation, and continuous learning.• Lead through ambiguity; drive adoption of new processes, tools, and org designs with clear communications and stakeholder alignment.• Set objectives and key results, conduct regular check－ins and reviews, and address performance issues promptly and fairlyGovernance and Compliance• Brand and creative governance: Enforce global brand standards across markets and languages while enabling compliant, culturally relevant localization; maintain approval workflows, rights management, and asset quality checks.• Regulatory and data privacy compliance: Adhere to data－privacy, platform, and regulatory requirements in all markets （including China’s digital ecosystem）; ensure compliant data capture, consent, targeting, and measurement in partnership with Legal.• Financial controls and audit readiness: Uphold budgeting controls, invoice accuracy, and spend governance; maintain documentation and evidence for audits, with clear remediation paths for any findings.任职资格：To successfully fill this role, you should maintain the attitude, behaviours, skills, and values that follow:• Experience: 10＋ years in integrated marketing, brand leadership, or advertising agency roles, including at least 3＋ years of people management and experience operating at the Director level or equivalent scope.• Education: BA/BS in Marketing, Communications, or related field.• Global brand experience: 4＋ years working on global brands with proven localization and market adaptation.• Omnichannel expertise: Hands－on experience with integrated, full－funnel programs across China and broader APAC （e.g., paid social/search, programmatic, KOL/influencer, content, partnerships）.• Matrix collaboration: Proven success building positive relationships and influencing across a matrixed organization and cross－functional stakeholders.• Executive communication: Ability to confidently distill insights and recommendations to senior executives and owners; strong storytelling and persuasion skills.• Consumer insight–led: Passion for turning consumer insights into impactful strategy, creative, and innovation.It would be advantageous in this position for you to demonstrate the following capabilities and distinctions:• MBA in marketing or related field• Hospitality experience• Multi－lingual knowledge of franchise organizationsWhat will it be like to work for Hilton?Hilton, the #1 World’s Best Workplace, is a leading global hospitality company with a diverse portfolio of world－class brands. 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 Hilton Careers blog and Instagram to learn more about what it’s like to be on Team Hilton！
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