Summary

The Opportunity

Are you a strategic brand leader who believes great brands are not only defined, but brought to life through meaningful guest experiences and executed with consistency at scale? Do you thrive at the intersection of brand strategy, guest experience, marketing, and commercial performance?

Hyatt’s Global Brand Strategy team is seeking a dynamic and insights-driven leader to shape and drive brand strategy across the Classics portfolio—one of the largest and most critical portfolios in the company. This role plays a pivotal part in translating insights into strategy, and strategy into both impactful marketing and tangible brand experiences—ensuring our brands are clearly positioned, culturally relevant, and consistently delivered across hotels and markets.

In this role, you will help guide global brand marketing strategy while also ensuring brand strategy is effectively translated into the guest experience through design, brand standards, and on-property execution. You will play a key role in connecting how brands are defined to how they are experienced—ensuring cohesion across every touchpoint of the guest journey.

Working cross-functionally with key stakeholders, discipline leaders, and regional brand teams globally, you will bring brand strategy to life in a way that drives guest preference, strengthens brand equity, and delivers measurable commercial impact.

Who We Are

At Hyatt, we believe in the power of belonging and creating a culture of care, where our colleagues become family. Since 1957, our colleagues and our guests have been at the heart of our business and helped Hyatt become one of the best, and fastest growing hospitality brands in the world. Our transformative growth and the addition of new hotels, brands and business lines can open the door for exciting career and growth opportunities to our colleagues.

As we continue to grow, we never lose sight of what’s most important: People. We turn trips into journeys, encounters into experiences and jobs into careers.

Why Now?

This is an exciting time to be at Hyatt. We are growing rapidly and are looking for passionate changemakers to be a part of our journey. The hospitality industry is resilient and continues to offer dynamic opportunities for upward mobility, and Hyatt is no exception.

How We Care for Our People

What sets us apart is our purpose—to care for people so they can be their best. Every business decision is made through the lens of our purpose, and it informs how we have and will continue to support each other as members of the Hyatt family. Our care for our colleagues is the key to our success. We’re proud to have earned a place on Fortune’s prestigious 100 Best Companies to Work For® list for the last ten years. This recognition is a testament to the tremendous way our Hyatt family continues to come together to care for one another, our commitment to a culture of inclusivity, empathy and respect, and making sure everyone feels like they belong.

We’re proud to offer exceptional corporate benefits which include:

· Annual allotment of free hotel stays at Hyatt hotels globally

· Flexible work schedule

· Work-life benefits including wellbeing initiatives such as a complimentary Headspace subscription, and a discount at the on-site fitness center

· A global family assistance policy with paid time off following the birth or adoption of a child as well as financial assistance for adoption

· Paid Time Off, Medical, Dental, Vision, 401K with company match

Who You Are

As our ideal candidate, you understand the power and purpose of our culture of care, and embody our core values of Empathy, Inclusion, Integrity, Experimentation, Respect and Wellbeing. You enjoy working with others, are results driven and are looking for a variety of opportunities to develop personally and professionally.

The Role

The Director, Global Brand Strategy is a strategic brand leader responsible for shaping and advancing brand strategy across Hyatt’s Classics portfolio. This role partners closely with the VP, Global Brand Strategy to refine positioning, experience, and brand priorities, while ensuring alignment across marketing, guest experience, and operational execution.

This individual sits at the intersection of strategy, experience, and marketing—guiding how brands are defined, expressed, and delivered across all guest touchpoints. They will help define the brand and how it comes to life across the end-to-end guest journey, translating strategy into tangible brand experiences delivered through design, brand standards, and on-property execution.

The role plays a critical part in ensuring that brand strategy is consistently activated across both marketing and the guest experience—connecting storytelling, design, and operations to deliver a cohesive and differentiated brand.

This role includes direct people leadership, with responsibility for leading and developing team members to drive clarity, consistency, and impact across strategy, marketing, and brand experience initiatives.

The Role – Primary Responsibilities

Brand Strategy & Evolution

· Partner with the VP, Global Brand Strategy to shape and refine brand positioning and long-term strategic direction

· Support and contribute to the development of annual brand plans and strategic priorities, ensuring alignment to portfolio and business goals

· Drive brand evolution initiatives informed by guest insights, competitive trends, and market dynamics

· Partner with Consumer Insights and Analytics teams to translate data into actionable strategy

· Own and manage brand strategy budgets, including prioritization and allocation across initiatives

Brand Expression, Identity & Creative Direction

· Own and steward brand identity systems, including visual, verbal, and experiential expression

· Define brand narrative, messaging frameworks, and storytelling principles

· Establish creative direction across campaigns, content, and brand storytelling

· Guide campaign positioning and overall brand guardrails across all brand expressions

· Lead photoshoot strategy and creative direction, including concept development, shot lists, and on-set brand guidance to ensure alignment with brand positioning

· Ensure consistency and strength of brand expression across all channels and guest touchpoints

Marketing Strategy & Activation Leadership

· Guide global brand marketing strategy, partnering with World of Hyatt, Commercial Services, and cross-functional teams to drive integrated execution

· Ensure integrated marketing plans align to brand positioning and support broader brand and guest experience objectives

· Provide a clear brand lens into audience strategy, channel planning, and activation

· Ensure marketing efforts reinforce brand positioning and support overall brand and commercial performance

Brand Experience & Execution Leadership

· Define and lead the translation of brand strategy into the end-to-end guest experience, including ownership of the guest journey and brand experience framework across all touchpoints

· Guide the operationalization of brand strategy through design, brand standards, and operations, ensuring cohesive and high-quality execution across the portfolio

· Ensure brand execution aligns with the intended strategy, delivering a consistent, differentiated guest journey across all touchpoints

· Establish and monitor key metrics to evaluate brand experience delivery and guest perception, ensuring continuous improvement and alignment with brand intent

· Lead and develop direct reports, ensuring clarity of roles and strong delivery across brand strategy, marketing, and experience execution

Hotel Enablement & Brand Delivery

· Oversee brand enablement across openings, conversions, and repositioning initiatives

· Direct development of scalable tools, playbooks, and brand immersion programs

· Guide regional teams and property leaders to ensure consistent brand delivery and guest experience

· Support owner and operator alignment with brand positioning, standards, and expectations

Qualifications

Experience Required:

· Significant experience developing and evolving brand positioning, identity, and overall brand strategy

· Proven experience leading integrated brand strategies that span marketing, guest experience, and operational execution

· Demonstrated ability to translate brand strategy into both impactful marketing and consistent brand experience across guest touchpoints

· Experience connecting brand strategy to commercial outcomes, including awareness, demand, guest satisfaction, and revenue impact

· Strong cross-functional experience partnering with marketing, operations, design, and commercial teams to deliver cohesive brand execution

· Experience managing end-to-end photoshoot planning and production

· Proven ability to translate insights and data into actionable brand, marketing, and experience strategies

· Experience working within a global, matrixed organization and aligning diverse stakeholders

· Experience managing budgets and prioritizing investments to maximize brand and business impact

· Experience managing a team of individual contributors

Experience Preferred:

· Experience in hospitality, travel, or lifestyle brands

· Experience working with or within loyalty programs (e.g., World of Hyatt or similar ecosystems)

· Experience supporting hotel openings, conversions, or brand repositioning initiatives

· Experience developing brand storytelling frameworks and overseeing creative direction and campaign development

· Experience working across multiple regions and markets globally

· Familiarity with performance marketing, digital ecosystems, and multi-channel campaign execution

· Experience leveraging AI tools (e.g., ChatGPT, Copilot, Gemini) to enhance productivity, streamline workflows, and support content development

The position responsibilities outlined above are in no way to be construed as all encompassing. Other duties, responsibilities, and qualifications may be required and/or assigned as necessary.

We welcome you:

Research shows that individuals tend to apply to jobs, only if they meet all the listed job qualifications. Unsure if you check every box, but feeling inspired to enhance your career? Apply. We’d love to consider your unique experiences and how you could make Hyatt even better.

We value our relationships with recruitment partners and require that agencies contact us first before submitting any candidates. Hyatt will not be responsible for any fees and obligations associated with unsolicited submissions unless a formal agreement is in place.

Hyatt

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Director, Global Brand Strategy