Overview
Banyan Group is an independent, global hospitality company with purpose. The Group prides itself on its pioneering spirit, design-led experiences and commitment to responsible stewardship. Its extensive portfolio spans over 90 hotels and resorts, more than 140 spas and galleries, and 20 plus branded residences in over 20 countries. Comprising 12 global brands, including the flagship brand Banyan Tree, each distinct yet united under the experiential membership programme withBanyan. The founding ethos of “Embracing the Environment, Empowering People” is embodied through the Banyan Global Foundation and Banyan Academy. Banyan Group is committed to remaining the leading advocate of sustainable travel, with a focus on regenerative tourism and innovative programmes that elevate the guest experience.
The Role
We are seeking a highly skilled and motivated individual to join our team as a Senior Manager – Brand Marketing & Communications, focusing on our luxury category and Banyan Tree flagship brand.
You will play a key role in designing the brand marketing and communication strategies, including brand campaigns, annual tactical campaigns, and segment campaigns targeting specific audiences such as families, couples, or wellbeing enthusiasts. Additionally, you will drive the end-to-end development of content that not only enhances but also safeguards the brand’s integrity. In close collaboration with our Communications PR team and agencies, you will spearhead brand awareness efforts through influencer marketing and partnerships with content creators.
Your oversight includes, although not limited to:
- Banyan Tree Hotels and Resorts
- Brand extensions of Banyan Tree Escape and Banyan Tree Veya
- Banyan Tree Residences and Private Collection
- Banyan Tree Spa and Banyan Tree Essentials (working with specialist functions)
We are looking for a dynamic individual with fresh ideas seeking to uplift and evolve our beloved Banyan Tree brand in partnership with our properties and HQ teams. Bold insight and creativity will be valued, as well as a co-creative mindset with a practical lens.
Responsibilities
Elevating Brand Awareness
- Work closely with the Communications PR team to develop and implement brand awareness and engagement campaigns to win greater share of voice
- Collaborate on media relations efforts, press releases, and media events to maximise brand exposure.
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 messaging and tone of voice across all customer-facing materials.
- Collaborate with internal stakeholders to gather information and create content that aligns with the brand’s objectives.
- Oversee the selection, editing, and approval of media assets, including photos and videos, to be used in marketing campaigns and other promotional activities
Influencer and Content Creator Collaboration
- Working with Social Media Community team to identify and partner with relevant influencers and content creators to amplify brand awareness and reach new audiences.
- Develop and manage relationships with influencers, ensuring their content aligns with our brand values and objectives.
- Leverage materials for brand awareness reach out and adaptation for social ads campaign.
Support Hotels
- Supporting pre-opening properties Sales & Marketing and PR/Marcomms plan
- 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 for the Banyan Tree brand alongside other functions
Brand / Segment Campaign Development
- Assist in the creation and execution of brand campaigns, including concept development, messaging, and creative direction.
- Collaborate with cross-functional teams, including Marketing, Design, and PR, 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, preferably in the luxury or hospitality category.
- Experience with building brands through psychographic targeting and utilizing data to inform decision-making and campaign development.
- Strong understanding of graphic design, photography, videography, and social media platforms.
- Team player with good interpersonal and project management skills.
- Ability to multitask and prioritise projects effectively in a fast-paced environment.
- Proven track record of creating engaging and impactful marketing collateral across multiple channels and mediums, campaign management and execution.
- 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.