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 and results-driven brand leader who thrives on connecting global strategy with regional context. This role requires not only creativity and analysis, but also 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.
• Review hotel deals for brand fit, providing recommendations and approvals that align with both owner return and brand positioning.
• 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 market positioning, giving clear feedback and guidance to ensure accurate execution.
• Develop strategies 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 F&B 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.
• 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.
• 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.