Brand and Guest Experience Director

Overview of role

This role is responsible for crafting, implementing, and overseeing brand identity, this role will oversee the end-to-end guest experience to ensure that every interaction, from marketing to customer service delivery, is consistent, memorable, and reinforces the company's core product proposition. This role brings together brand management, marketing, loyalty and customer experience.

You’ll play a pivotal role on the Executive Leadership Team, shaping the future of our brand strategy. Reporting directly to the Managing Director, you’ll be based in Edinburgh, with travel across our UK sites.

Key accountabilities

• Market insights: Identify emerging market trends that will impact upon the competitiveness of the Apex Hotels brands
• Product innovation: product development of brand and guest experience standards across all service offerings, considering all physical and digital touchpoints.
• Developing strategy: Creating comprehensive brand experience and forward-thinking marketing strategies that align with broader business objectives, target audience expectations and leverage the latest in digital tools, data analytics, and CRM.
• Marketing delivery: Lead the Marketing team to develop and execute physical and digital marketing strategies to reach the target audience, drive business growth and build loyalty for Apex Hotels and its sub brands. Drive brand awareness and direct bookings through SEO, PPC, social media, and content marketing.
• Embrace new technologies to maximise the effectiveness of digital content and campaign strategies.
• Partnerships & PR: Collaborate with influencers, travel agencies, and media outlets to promote the properties and all service lines. Identify partnership opportunities with products and service providers that align with Apex Hotels products, to promote and enhance our customer experience.
• Analysing data: Analysing market trends and monitoring performance metrics (Marketing – ROAS, Guest Feedback -NPS/ GRI) to identify trends and areas for improvement. Leverage the CRM and customer insights to identify opportunities for personalisation and enhancement of the guest stay.
• Ensuring consistency: Serving as the "guardian" of brand integrity, monitoring guest feedback and mystery audit results, to ensure the brand is maintained and delivered consistently across all locations/ services, starting with marketing channels and guest communication through to service delivery.
• Collaborating across teams: Working closely with Operations and P&C teams, ensure that the operational training team to embed brand values and the Apex Hotels brand service standards consistently, fostering a unified, customer-centric approach throughout the organization.
• Leading initiatives: Brand-building initiatives, such as new product lines offerings and service innovations, leveraging support from the Technology, Property and People teams.

Skills Required:

The Brand and Guest Experience Director will possess a blend of strategic, creative, and interpersonal skills.

• Strategic thinking: The ability to develop a long-term vision for the brand and its positioning in the market.
• Leadership and communication: Strong interpersonal skills to effectively inspire teams, influence stakeholders, and clearly articulate the Apex Hotel’s vision.
• Analytical skills: The capacity to interpret customer data and market trends to make data-driven decisions.
• Creativity and innovation: A mindset for generating fresh, original ideas that enhance the brand image and resonate with the target audience.
• Innovation and technology: Deep understanding of digital marketing and data-driven decision-making
• Customer-centricity: A deep understanding of the customer journey, customer needs, and how to deliver exceptional experiences.
• Adaptability: The flexibility to respond to evolving market dynamics and customer expectations.
• Proven expertise in marketing and product development with excellent team management skills

What we offer

• Executive board level visibility and influence
• A collaborative and values-driven culture
• Competitive salary, performance-based bonus, Pension contributions and comprehensive benefits
• Travel across our UK sites and the chance to make a real impact
• 36 days holiday
• Life Assurance cover
• Various company benefits including Employee Assistance Programme, Financial Wellbeing App, discounts and wellbeing platform, long service recognition, probation and annual anniversary complimentary guest experience overnight stay and dinner for two, 50% discount in our restaurants, Cycle to Work Scheme, discounted room rates for employees, friends, and family, Spa treatments and product discounts