VP Brand Leader, Canopy

***This role is based at one of our corporate offices in McLean, VA or New York, NY***

This is your chance to be part of an in-house Brands team of industry experts in the domains of hospitality, brand management, innovation, food and beverage, wellness, owner relations, and more, for all of Hilton's unique brands!

What will I be doing?

As a Brand Leader, Canopy you will oversee the global strategy and support the team that leads our brands with the steadfast goal of strengthening Hilton's presence in the Lifestyle space. You will also work to ensure on-property experiences meet the brand's strategy and ethos. On the Lifestyle team reporting to SVP Lifestyle Brand Management, you will operate as the chief strategist and champion for the Canopy for Hilton.

Your responsibilities will also include:

• Contribute to the success of the Canopy brand by leading the Brand's global strategy and defining its purpose and distinct position in the Hilton brand portfolio and competitive landscape.
• Work across the Hilton matrix building annual plans underpinned with alignment, accountability and creations of solutions as defined by Brand strategies to ensure Canopy is achieving stated budget annual goals and Key Performance Indicators (KPI).
• Execute the global rollout of a Brand repositioning, with a strong understanding of Brand identity, strategy and experience, across many internal and external stakeholder groups.
• Understand the importance and complexities of Food & Beverage to the Canopy guest experience, and partner with Lifestyle Food & Beverage teams to execute concepts and programming at scale.
• Partner with Brand Marketing to ensure development of meaningful consumer marketing and social campaigns and content.
• Draft, maintain and review Canopy Brand Standards to be consistent with the agreement including AD&C standards, on property requirements, technology requirements, standard products, and compliance processes.
• Ensure the open portfolio and pipeline properties deliver the Brand positioning and design narrative, through close partnership with Lifestyle Design and Architecture & Construction teams.
• Participate in Canopy's annual strategic and operational planning, quarterly business reviews, and performance reports, partnering with Commercial, Owner Relations, Brand Performance Support, and other key stakeholders.
• Shape the Canopy guest experience to include delivering on Hilton's Customer Promise, while ensuring hotels maintain their unique Brand identity and personality.
• Work with current and potential future owners to ensure the Brand goals are being met and work through hotel issues.
• Work with Development on the global growth strategy, visit hotel sites and pitch for potential deals.
• Connect with regional teams to ensure global alignment.
• Visit properties to ensure understanding of the hotels within the Brand.
• Be the global spokesperson for the Brand, internally and externally, to strategically message the Brand across all audiences, driving excitement and brand love.

How you will collaborate with others:

• Work with various teams (including Marketing, Partnerships, Development, F&B, Design, Openings, Brand Performance Support, Owner Relations, Architecture & Construction, Hilton Honors/CRM, HRCC, Legal, IT, Planning & Strategy, and Commercial) to help drive performance for Canopy.
• Partner with Development teams to identify opportunities to purposefully grow the brand and fulfill strategic portfolio gaps.
• Define specific Commercial Support needed for Canopy with Commercial Services and Brand Performance Support.
• Oversee Brand Owner Advisory Council, liaising with owners at important industry events for the strategic advancement of Canopy; build intentional trust and loyalty with owners to drive new deals and NUG growth.
• Work with Hotel Leadership to manage Brand programming and initiatives.

What are we looking for?
Success will demonstrate itself through the following attributes and skills:

• Navigate and lead through large, matrixed organization with multiple cross-functional teams and partners.
• Experience with data analysis, interpretation, identifying insights, and developing recommendations.
• Strong interpersonal skills to identify appropriate opportunities and ability to share with appropriate groups, and influence internal and external partners.
• Communication skills to work through the organization, build trust with partners, foster relationships with owners, and influence target audiences through strengthening Canopy's relevance.
• Develop a strategy, pulling together the components and tell a story for the desired outcome.
• Understanding of the lifestyle hotels space and how to create an experiential, lifestyle hotel.
• Understanding of Brand Marketing to provide input on the strategy.

To fulfill this role successfully, you must possess the following minimum qualifications and experience:

• Ten (10) years of experience in hospitality or related industries
• Experience repositioning or launching a consumer/hospitality brand
• Three (3) plus years of working directly with owners (either from a corporate or hotel role)
• Four (4) years of management experience
• Willing to travel up to 40-50%

It would be useful in this position for you to demonstrate the following capabilities and distinctions:

• BA/BS/Bachelor's Degree (MS/MA/MBA Preferred) or equivalent on the job experience

What is it like working for Hilton?

Hilton is proud to support the mental and physical wellbeing of all Team Members so they can Thrive personally and professionally in a diverse and inclusive environment, thanks to our benefits such as the Go Hilton travel program, employee stock purchase program, and paid time off including parental leave.

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!

We provide reasonable accommodations to qualified persons with disabilities to perform the essential functions of the position and provide other benefits and privileges of employment in accordance with applicable law. Please contact us if you require an accommodation during the application process.

Hilton offers its eligible team members a comprehensive benefits package including medical and prescription drug coverage, dental coverage, vision coverage, life insurance, short-and long-term disability insurance, access to our employee stock purchase plan (ESPP) where you can purchase Hilton shares at a 15 percent discount, a 401(k) savings plan, 20 days of paid time off accruing over your first year of employment and increasing up to 25 days after completing one year of full employment, up to 12 weeks of paid leave for birth parents and 4 weeks for non-birth parents, 10 paid holidays and 2 floating holidays throughout the year, up to 5 bereavement days, flexible spending accounts, a health savings account, an employee assistance program, access to a care coordination program (“Wellthy”),  a legal services program, an educational assistance program, adoption assistance, a backup childcare program, pre-tax commuter benefit and our travel discount. The annual salary range for this role is $224,000 - $336,000 and is determined based on applicable and specialized experience and location. Subject to plan terms and conditions, you will be eligible to participate in the Hilton Annual Incentive (Bonus) Plan, and the Company's long-term incentive plan, consistent with other team members at the same level and/or position within the Company.