Vice President - Brand Management & Guest Experience – Movenpick (F/M/X)

Movenpick Hotels & Resorts operates more than 140 hotels and resorts in over 40 countries, with a strong development pipeline of 100+ properties globally, including key markets like Türkiye, UAE, Saudi Arabia, and rapidly expanding regions like China and Switzerland.

Founded in Switzerland in 1948 by restaurateur Ueli Prager, Movenpick began with a revolutionary approach to dining, offering high-quality food in a welcoming, modern setting. This philosophy of doing ordinary things in an extraordinary way became the foundation of the Movenpick spirit. From its inception, the brand stood for moments of connection and elevating the everyday, principles that shaped its distinctive hospitality and naturally evolved into an international hotel brand with convivial food and drink experiences at its heart.

Today, Movenpick invites joyful reconnection, bringing families, friends, colleagues, and communities closer together through meaningful moments. Whether through catchups in the lobby, a joyful gathering over dinner, a multi-generational holiday, or a celebratory business event, Movenpick curates experiences for both everyday and milestone moments that are good for people and good for the world, always infused with generous, heartfelt care.

The Vice President, Brand Leader is a key member of the Global Brand Leadership team and a key partner of the Brand Marketing organization. He/she functions as the strategic guest experience leader for the brand. The Vice President, Brand Leader plays the central leadership role in driving successful operational execution of the brand promise, ensuring that every Hotel in the world lives up to the expectations of our target consumers across product, service and experiential programming pillars.

This requires driving mission-critical, cross-functional initiatives that align the efforts of multiple stakeholder groups to deliver excellence in the Guest Experience, including but not limited to Regional Brand Teams, Regional Operations, DT&S, F&B, Owners relations, Development, Learning & Culture.

This position is responsible for the brand’s operational performance and leads all aspects of the Guest Experience, including identification of critical business needs, strategy development, concept design, roll out strategy and flawless execution, all in partnership with the above stakeholder groups.

This role will also partner closely with SVP Brand Management and Guest Experience to develop brand positioning, target consumer definition, design strategy and portfolio & growth strategy.

Brand Strategy & Planning

• Partners with President / SVP Brand Management and Guest Experience to develop the global long-term strategy for the brand, including positioning, evolution of target consumer, development strategy and business goals.
• Acts as the face of the Brand across the organization to guide on strategy execution of the brand from other functions, including operations, finance, HR, DT&S, Public Relations, Sales, Owner services
• Ensures that business model, positioning and core proof points are clearly articulated for the brands, understood by key stakeholders and scalable to drive system growth.
• Develops, drives and owns the strategy to improve operational performance for the brand globally
• Partners with Regions to drive PURE Hotels strategy globally, to improve product modernity through operational engagement, owner negotiations on product investment, accelerated renovations and in some cases managing portfolio exits
• Secure commitment and investment to improve product quality, elevate staffing levels, refresh B&F concepts, drive guest experience
• Drives the brand forward via new initiatives, products, and services (including evaluation of initiative impact, ROI, and sustainability).
• Leads the development of the annual brand business plan and the 3-year brand vision plan
• Assists in the development and execution of long term goals, specifically the ones impacting brand enhancement.
• Provides strategic guidance and partners with disciplines/market to set Brand Performance Scorecard targets.
• Reviews scorecard performance across, globally and by regions.
• Provides oversight to ensure the appropriate resources are applied to surface and analyze trends, identify root causes of issues, and make improvement recommendations and/or adjust targets as appropriate.
• Translates internal and external research and trends into actionable brand strategies. Analyzes data to frame up a business issue/concept; determines feasibility and understands how to operationalize the concept; converts research data into actionable options for moving the brands forward.
• Educates/communicates on brand strategy, positioning, voice, strategic pillars and competitive environment.

Brand Performance & Development

• Develops clear applications of business and brand strategies that can be translated by other functions into tactical implementation.
• Establishes, communicates and coordinates work priorities to achieve the brand strategies.
• Serves as the primary point of contact to ensure that new brand initiatives are being designed and deployed within market effectively.
• Regularly interfaces with key regional stakeholders, SVP Audit and Compliance and other market resources to better understand environmental factors impacting current and future brand initiatives and standards and to provide regular brand updates.
• Has a direct relationship with all GM’s to drive brand culture, best practice and obtain input and feedback on strategies, initiatives and general brand priorities.
• Partners with development as needed to support them in immersing prospective new owners into the brand, its strategies and positioning.
• Works with development team to produce toolkits and resources, conducts owner brand immersions and site visits to support development in securing on-strategy projects for the brand.
• Owns end-to-end brand innovation process outcomes.
• Monitors collective impact of all innovations/products/services to ensure they achieve overall objectives outlined in the Brand Business Plan, while maintaining the integrity of the Brand Business Model.

Operations & Culture

• Leads a culture of operational excellence across the brand and engages key stakeholders across functions to drive performance
• Drives brand culture, Talent development, Talent acquisition and brand training
• Leads new hotel opening strategy, engaging GM’s, Area teams and New Openings teams to ensure each Hotel opens on strategy and successfully nurtures the brand culture in new locations.
• Leads mission-critical cross-functional brand initiatives to further enhance brand experience and build out the brand core proof points.
• Establishes communication platforms for the brand with the field / market (e.g. webinars, immersions, training tools).
• Provides direction on internal marketing efforts to include heartist rallies, communications platforms, training efforts and culture initiatives.

• Works closely with SVP Audit and Compliance and the Go-To-Market leader to develop, refine and implement brand operating standards, procedures, and brand operations-driven programs.
• Oversee the development of the brand-specific Quality Assurance program with the QA team. Advocates for brand standards in operating and capital budget guidelines.
• Works with quality assurance teams to provide guidance for success measures and tracking mechanisms.

Style And Design

• Provides consumer direction on the brand design strategy and guides the ongoing refresh in partnership with DT&S.
• Provides input to DT&S on design for new builds, conversions and renovations projects.
• Support the development of design tools and resources and guidelines in partnership with DT&S and other disciplines.
• Directs the design and selection of brand product standards (OS&E) globally in partnership with the respective discipline resources.

Marketing & PR & Digital

• Partners with Brand Marketing team to create the visual identity strategy for the brand and the creation and execution of all visual touchpoints throughout the guest experience
• Partners with Brand Marketing team to develop brand identity and brand assets, including digital, as well as the photography strategy for the brand
• Partners with the Brand Marketing organization to ensure all global marketing initiatives are appropriately mirrored in the guest experience and Heartist experience of every hotel.
• Partners with Brand Marketing and Partnerships teams to develop and execute partnerships that impact the guest experience and global consumer perception.
• Acts as spoke person on behalf of the brand with media, influencers, B2B customers and owners

• Minimum of 15 years of relevant professional experience in the hotel industry, with a proven track record in both operations and brand management, demonstrating progressive career growth and exceptional performance.
• 5-year degree from an accredited university in Business Administration, Marketing, or related; MBA.
• Demonstrated expertise in developing and implementing brand strategies, positioning, and guest experience initiatives.
• Excellent communication and presentation skills, with the ability to articulate complex strategies to various audiences.
• Global perspective with cultural awareness and experience working in international markets.
• Strong project management skills, with the ability to manage multiple high-priority initiatives simultaneously.
• Exceptional interpersonal skills and the ability to build and maintain relationships with internal and external partners.
• Fluency in English required; proficiency in additional languages is a plus.

💡 Why join us?

And what are our commitments?

To the world

• Accor is committed to the world around us, with a strong employer culture focused on the development of our 300,000 talents.
• We adopt a continuous improvement approach to reduce the environmental impact of digital across all our projects.

To your career

• We enable all our employees to maintain a healthy work-life balance and give them the means to shape their working environment in their own image.
• Dedicated Talent Management, continuous improvement, and training and development paths are defined both individually and collectively so that we can grow together, every day.

Concretely, at Accor:

• Remote work possible several days per week from France and flexible working options: work from home, our offices, or even our hotels and coworking spaces thanks to Worklib.

And also,

• ALL - Heartist® program: preferential rates and flash offers for unforgettable stays and experiences across all our Accor locations and with our partners worldwide.
• Heartist® for Good volunteering program: 1 day offered during your working time to get involved with a non-profit organization.
• A Social and Economic Committee (CSE) that supports you in financing your cultural and sports activities.
• Sustainable Mobility Package for using an eco-friendly means of transportation or a “company bike” program in partnership with Zenride.
• Coverage of urban public transport subscriptions between home and workplace, in accordance with the French Finance Law scale.
• Meal vouchers with a face value of €11.
• A mandatory health insurance plan funded at 50% by Accor, at no additional cost in case of enrollment of your dependents.
• Not to mention attractive working conditions with collaborative workspaces, restaurants, game areas, as well as well-being and sports spaces on site or through Gymlib.

Your talent and motivation are our only selection criteria.

We value the richness of diverse nationalities, personalities, and professional backgrounds.
We know how to adapt to the specific needs of our employees, particularly those with disabilities.
We encourage all applications, without distinction of gender, so dare to apply!

For us, recruitment is above all a story of encounters.

Does this role appeal to you? Apply, and we will offer you:

• An initial discussion with our recruitment team to present the key elements of the role or guide you toward a position that may better suit you,
• One or more interviews with managers and team members,
• For certain roles, you may also be asked to complete a test or case study, as well as a questionnaire about your personality and motivations.
• A final interview with our Human Resources team to discuss our Group culture, working environment, training program, and career prospects, as well as the different Group benefits.
• Personalized feedback.