Group Director of Marketing (brand marketing focus)
Reporting to Chief Operating Officer
Position Overview
The role is responsible for shaping and driving the Pulse Hotels & Resorts and its distinct brand portfolio vision, market positioning, and overall marketing strategy. This executive leader oversees all marketing functions, with a strong emphasis on brand building, storytelling, customer experience, and long-term strategic growth. The role ensures that Pulse's & its sub-brands brand identity, products, and values are consistently communicated across all communication channels and markets, strengthening recognition, loyalty, and revenue performance.
Key Responsibilities
Brand Strategy & Positioning
- Develop and own Pulse's and each sub-brands brand strategy, ensuring clear, differentiated, and compelling brand identities.
- Lead all brand architecture initiatives, including product positioning, messaging frameworks, and brand CID guidelines.
- Oversee market research and insights to guide brand decisions, consumer segmentation, and competitive positioning.
- Ensure brand consistency across all corporate, marketing, and guest-facing touchpoints.
- Conduct regular guests journey audits and reports across the Pulse portfolio.
Marketing Leadership & Vision
- Build and lead a high-performing Pulse marketing team, fostering creativity, innovation, and cross-functional collaboration.
- Ensure the marketing team has clarity on vision and deliver coaching and mentorship actorss the Pulse marketing organisation.
- Build, train, lead (vacation cover) and coach the Marketing Communication Leads of each sub-brand property.
- Set annual marketing goals and KPIs aligned with Pulse's and each sub-brands strategy and revenue targets.
- Support the individual resorts in budgeting, planning, and performance measurement of all marketing activities.
- Collaborate closely with the executive leadership team, particularly operations, commercial development and sales to drive integrated growth initiatives.
- Collaborate closely with the HR & L&D teams to foster understanding of brand culture, brand values, belonging and empowerment across the organisation.
Brand Marketing & Communications
- Own the brand marketing roadmap, including campaigns, content strategy, creative direction, and storytelling.
- Oversee public relations, thought leadership, brand partnerships, and influencer/partnership strategies.
- Launch high-impact PR campaigns tied to sustainability in close collaboration with the Head of Sustainability.
- Co-create the development of advertising campaigns across digital channels with the CCO.
- Ensure consistent brand tone of voice and creative quality across the organisation.
- Review all creative output and provide feedback and coaching to the in-house Design & Content Creation team.
Digital Marketing & Customer Experience
- Oversee digital brand presence, including website experience, social media, SEO/SEM, and performance marketing in coordination with the CCO and specialised teams (e-commerce & dig. Marketing team).
- Ensure a seamless and cohesive guest journey across all online and offline touchpoints.
- Utilise analytics and data-driven insights to optimise brand engagement, campaign performance, and market reach.
Innovation & Growth
- Identify emerging market trends, technologies, and guest behaviours to inform brand strategy and long-term planning.
- Champion new ideas, creative concepts, and modern approaches to brand storytelling and engagement.
- Develop compelling and valuable strategic concepts and brands for new Pulse properties in-house, by ensuring brand cohesion across the Pulse portfolio.
- Drive the brand's expansion into new markets and channels.
Qualifications
- 10+ years of experience in senior marketing roles with a strong track record in brand marketing leadership.
- Proven experience building, evolving, and scaling brands, preferably in luxury hospitality, a fast-growing or consumer-focused environment.
- Demonstrated expertise in developing integrated marketing strategies that combine brand, digital, content, and communications.
- Strong analytical capabilities with experience using data to inform strategic decisions.
- Exceptional leadership, communication, and stakeholder management skills.
- Experience managing creative teams, agencies, and significant marketing budgets.
- Bachelor's degree in Marketing, Business, Communications, or related field; MBA or advanced degree preferred.
Key Competencies
- Strategic thinker with a strong operational focus and a proactive, hands-on mindset
- Results-oriented and execution-focused
- Strong brand storyteller and communicator
- Data-driven decision maker
- Creative leader with high design and brand sensibility
- Collaborative and influential at the executive level
- Guest-centric mindset
