Senior Manager - Brand Management

JOB SUMMARY
The Senior Manager, Luxury Brand Management, Mexico, is responsible for the disciplined implementation and pull-through of approved Luxury brand strategies, standards, proof points, service culture, programming, and guest experiences across operating hotels and pipeline projects in CALA, while supporting selected CALA Luxury initiatives as assigned.
The role translates Global Brand and CALA direction into practical hotel and project implementation plans and serves as the day-to-day Brand Management partner for hotel leaders, owners, developers, consultants, and cross-functional teams. The Senior Manager coordinates execution with Global Brand, Operations, Development, Feasibility, Global Design, Openings, Food & Beverage, Spa, Residences, Owner and Franchise Services, Talent, Marketing, Loyalty, and hotel teams.
The position provides hands-on support across brand performance, guest experience, development, design, openings, conversions, renovations, brand education, and owner engagement. It monitors delivery, identifies risks, recommends actions, and escalates material decisions through the Senior Director and established CALA governance.
This role does not independently set CALA Luxury strategy, portfolio priorities, decision rights, or enterprise resource allocation. Those accountabilities remain in collaboration with the Senior Director and Vice President.
ROLE DISTINCTION
The Senior Manager leads day-to-day Luxury Brand Management execution in CALA. The Senior Director sets the CALA portfolio agenda, governance, priorities, and senior owner strategy. Brand Marketing owns consumer-facing communications and market activation.
CANDIDATE PROFILE Required
Four-year degree in Business Administration, Hospitality Management, Brand Management, Operations, or a related discipline.
Progressive experience in brand management, luxury hotel operations, product development, guest experience, design, development, or hotel openings.
Experience managing complex cross-functional projects in a matrixed organization.
Demonstrated ability to translate brand strategy into hotel-level tools, standards, programs, activations and guest experiences.
Experience working with hotel leaders, owners, developers, consultants, or regional teams.
Strong written and verbal communication skills in English and Spanish.
Preferred
Luxury hotel property, multi-property, or above-property experience.
Experience supporting openings, conversions, renovations, repositionings, or brand transformations.
Working knowledge of the CALA luxury lodging and owner environment.
Spanish, Portuguese proficiency
Experience working across multiple CALA markets.
CORE WORK ACTIVITIES 1. Brand Strategy Pull-Through and CALA Implementation
Implements approved Global Brand and CALA Luxury strategies and annual priorities across assigned hotels, projects, and workstreams in CALA.
Translates brand positioning, strategic pillars, business models, proof points, and regional direction into practical implementation plans and hotel communications.
Develops workplans, milestones, reporting, tools, and follow-up routines for assigned brand initiatives.
Provides CALA market, owner, operational, and guest insights to the Senior Director and Global Brand teams.
Supports regional adaptation recommendations while protecting brand integrity and escalating material decisions through established governance.
Coordinates defined reviews and approvals for hotel positioning, naming, visual identity, operational narratives, and regional adaptations.
2. Brand Performance and Operational Execution
Monitors brand health, guest experience, quality, standards, and operational execution across assigned operating hotels.
Coordinates hotel brand-performance reviews with Operations, Owner and Franchise Services, and property leadership.
Supports corrective action planning and tracks implementation, ownership, timing, and sustained completion.
Monitors pull-through signature elements, service behaviors, brand programs, proof points, and guest journey requirements.
Identifies recurring issues and portfolio trends and escalates systemic or material risks to the Senior Director.
Documents best practices, hotel learnings, and scalable solutions for use across Mexico and the broader CALA Luxury portfolio.
3. Brand Experience, Programming, and Product Integrity
Coordinates deployment of brand guest journeys, service concepts, signature programs, experiences, activations, and operational toolkits.
Reviews proposed hotel experiences, amenities, programming, wardrobe, collateral, partnerships, and sensory elements for brand alignment.
Partners with Operations, Food & Beverage, Spa, Rooms, Residences, Talent, and Global Design to integrate the brand promise across the end-to-end guest experience.
Supports culturally relevant programming that strengthens destination connection while maintaining global brand consistency.
Manages assigned pilots and proofs of concept, including hotel coordination, implementation support, feedback, and recommendations.
Supports on-property brand visual identity and operational collateral execution.
4. Development, Design, and Owner Support
Provides day-to-day Brand Management support for prospective new builds, conversions, adaptive reuse, residences, and repositioning projects in CALA.
Supports brand fit assessments, owner immersions, HDC preparation, PIPs, conversion requirements, and defined project approval milestones.
Participates in project kickoffs, provides feedback on design reviews and model-room reviews, concept reviews, and experience-programming discussions.
Communicates approved brand positioning, target guest, design foundations, signature spaces, service model, and experience requirements to owners and project teams.
Coordinates owner and consultant education and supports the onboarding of branding and positioning agencies.
Identifies and escalates material deviations from approved strategy, product requirements, design intent, or guest experience.
5. Openings, Conversions, Renovations, and Reopenings
Manages Brand Management deliverables and branded critical-path requirements for assigned CALA openings, conversions, major renovations, reopenings, and residences projects.
Coordinates project timelines, property narratives, guest experience development, naming validation, consultant engagement, brand immersions, and countdown readiness.
Participates in opening and conversion governance calls and provides transparent reporting on progress, risks, decisions, and support required.
Coordinates pre-opening and post-opening Brand Management support covering programming, proof points, wardrobe, collateral, guest journey, culture, training, and operating standards.
Supports hotel leadership and ownership teams through countdowns and escalates material readiness risks.
Coordinates post-opening stabilization reviews and tracks completion of remaining brand requirements.
Supports strategically important and halo openings under the direction of the Senior Director.
6. Brand Culture, Education, and Leadership Onboarding
Delivers brand immersions and education for owners, consultants, General Managers, Executive Committees, property leaders, associates, and cross-functional stakeholders.
Supports and provides content for Brand Management onboarding for newly appointed Luxury General Managers and key hotel leaders.
Partners with Talent Management, Human Resources, Operations, and Global Brand on branded service behaviors and culture programs.
Maintains scalable training materials, webinars, brand calls, and learning resources.
Tracks participation and implementation and follows up on material education or culture gaps.
Builds capability among hotel leaders so they can make day-to-day decisions consistent with the brand.
7. Stakeholder, Owner, and Global Brand Partnership
Serves as the day-to-day Luxury Brand Management contact for assigned hotels, owners, developers, consultants, and project teams.
Builds effective relationships with General Managers, Executive Committees, Area leaders, Operations, Owner and Franchise Services, Global Brand, Development, Design, Openings, and other disciplines.
Prepares clear updates, recommendations, decision materials, and escalations for the Senior Director.
Supports owner meetings, property visits, Global Brand reviews, development discussions, and senior stakeholder engagements.
Ensures Global Brand and CALA leaders receive structured feedback on implementations, opportunities, risks, and results.
Coordinates follow-through on decisions and commitments made in owner, project, and portfolio forums.
8. Partnership with Brand Marketing
Provides Brand Marketing with approved positioning, proof points, experience narratives, program priorities, visual identity requirements, and hotel-operational context.
Partners with Brand Marketing and Senior Director on property positioning and halo openings while maintaining clear functional accountability.
Connects Brand Marketing with hotel and operational stakeholders when consumer activations require pr

Skills
Brand Management, Onboarding