Overview
Banyan Group is one of the world’s leading independent, multi-branded hospitality groups centred on the purpose-driven mission of stewardship and wellbeing while offering exceptional, design-led experiences. The Group’s diversified portfolio of hotels, resorts, spas, galleries, golf and residences features an ecosystem of 12 global brands, including the award-winning flagship Banyan Tree, Angsana, Cassia, Dhawa, Folio, Garrya, Homm, Laguna, and Skypark, as well as the brand extensions, Banyan Tree Escape, Banyan Tree Veya, and Angsana Heritage Collection.
The Role
We are seeking a highly skilled and motivated individual to join our team as a Brand Marketing & Communications to create and foster brand love for Banyan Group, our portfolio, and with a focus on upscale and midscale categories.
You will play a key role in designing the brand marketing and communication strategies, drive the end-to-end development of campaigns and content that enhances and also safeguards the brand's integrity. In close collaboration with our PR and social teams and agencies, you will spearhead brand awareness efforts with media, and influencer marketing and partnerships with content creators.
Your oversight includes, although not limited to:
- Banyan Group
- Upscale – Angsana and its brand extension Angsana Heritage Collection, and Garrya
- Midscale – Cassia, Dhawa, Homm & Folio
We are looking for a bold and dynamic individual with fresh ideas and a co-creative mindset yet grounded to grow these brands.
Responsibilities
Elevating Brand Awareness:
- Work closely with our PR team to develop and implement brand awareness and engagement campaigns for greater reach, engagement and share of voice. Collaborate on media relations efforts, press releases, and media events to maximize brand exposure.
- Collaborate with the Social Media Community team to identify and partner with relevant influencers and content creators. Ensure their content aligns with our brand values and objectives to reach new audiences.
- Partner closely with the Brand & Commercial team to optimize owned channels such as brand.com and CRM. Tailor messaging to suit various funnel stages, ensuring targeted and impactful marketing efforts.
On-Brand Content Strategy and Execution:
- Develop and execute compelling and on-brand content across various channels to engage and resonate with our target audience.
- Ensure consistent brand expression across all customer-facing materials used by Corporate and Hotel teams:
- Verbal: Manage messaging and tone of voice.
- Visual: Oversee the development and approval of marketing and communication assets, including photos and videos.
Support Hotels:
- Partner pre-opening properties in the development of their Marketing and Communication plans.
- Executing re-positioning projects for key outlets or properties based on business needs and/or market changes
- Planning and executing HQ-led activations and/or partnerships on property alongside other functions
Brand Campaign Development:
- Assist in the creation and execution of brand campaigns, including concept development, messaging, and creative direction.
- Collaborate with cross-functional teams to ensure the successful implementation of brand campaigns.
- Consult on and advise segment-specific campaigns targeting various customer segments such as families, couples, or wellbeing enthusiasts alongside the Customer Insights team. Collaborate with internal teams to identify key messages and creative elements that resonate with each segment.
Requirements
- Minimum of 10 years of experience in marketing communications; hospitality industry experience is a plus.
- Experience with building brands through psychographic targeting and utilizing data to inform decision-making and campaign development.
- Proven track record of end-to-end development of engaging and impactful campaigns across multiple channels and mediums.
- Skilled in brand storytelling with experience customizing global brand narratives for different regions, considering regional needs and nuances.
- Team player with good interpersonal and project management skills.
- Ability to multitask and prioritize projects effectively in a fast-paced, agile environment.
- Excellent verbal and written communication skills, with an eye for detail.
- Creative thinker with the ability to develop innovative marketing strategies.
- Strong project management and organizational skills.
- Strong understanding of graphic design, photography, videography, and social media platforms.
