Vice President, Brand - Raffles Hotels & Resorts

Raffles, at distinguished landmark addresses around the world, is the vibrant heart of its destination, curating experiences that are culturally enriching, intellectually stimulating and always respectful of local communities, heritage and the environment. Its timeless elegance, refined manners and spirit of generosity ensure that every visitor arrives as a guest, leaves as a friend and returns as family.
 

The Vice President, Brand for Raffles Hotels & Resorts is responsible for shaping and elevating the global brand strategy, ensuring its consistency, relevance, and growth across all touchpoints. Based in New York headquarters, this role will lead brand positioning, creative direction, guest experience, and strategic partnerships to drive brand desirability, awareness, and commercial success. 

Reporting to the Chief Brand Officer, the VP will work closely with cross-functional teams, including operations and development, to reinforce Raffles’ position as a world-leading luxury hospitality brand.

Brand Strategy & Development
•    Define and execute the global brand strategy, ensuring alignment with the Raffles brand DNA and long-term vision.
•    Lead the evolution of the brand narrative, visual identity, and messaging across all platforms.
•    Ensure brand consistency across all properties, marketing materials, and guest experiences.
•    Monitor luxury hospitality trends and competitive landscape to drive brand differentiation and innovation.

Guest Experience & Brand Standards
•    Oversee the development and implementation of brand standards to ensure exceptional guest experiences across all properties.
•    Partner with operations and design teams to bring the Raffles brand to life through service touchpoints, architecture, interior design, and cultural storytelling.
•    Drive initiatives that enhance personalization, emotional engagement, and brand loyalty.

Creative & Content Leadership
•    Oversee the creative direction of brand campaigns, digital content, and storytelling efforts.
•    Collaborate with internal and external creative agencies to develop world-class marketing assets.
•    Ensure all content aligns with Raffles luxury positioning and engages high-net-worth audiences.

Strategic Partnerships & Collaborations
•    Identify and develop strategic partnerships with luxury brands, cultural institutions, and influencers to elevate brand awareness and affinity.
•    Foster relationships with key media, designers, and tastemakers to enhance Raffles brand presence in luxury, lifestyle, and hospitality sectors.

Business & Commercial Impact
•    Work closely with sales, marketing, and digital teams to ensure brand initiatives drive revenue and guest engagement.
•    Partner with development teams to support brand expansion, ensuring new properties align with Raffles brand promise and standards.
•    Establish and track key brand performance metrics, adjusting strategies as needed for growth and impact.
 

Qualifications & Experience
•    12+ years of experience in luxury brand management, hospitality, or high-end consumer goods.
•    Proven track record in building and evolving luxury heritage brands with a global footprint.
•    Deep understanding of luxury consumer behavior, market trends, and competitive dynamics.
•    Strong strategic thinking with the ability to translate brand vision into tangible business results.
•    Experience managing creative agencies, brand partnerships, and guest experience initiatives.
•    Excellent leadership, communication, and stakeholder management skills.
•    Passion for craftsmanship, culture, and storytelling in the luxury space.
 

Salary range: $180,000 - $250,000 USD annual base salary

Our Commitment to Diversity & Inclusion: we are an inclusive company and our ambition is to attract, recruit and promote diverse talent.