Senior Director, Luxury Brand Personality

Senior Director, Luxury Brand Personality McLean, VA, United States (On-site) Be one of the First to Apply Job Info Job Identification 220670 Job Category Brands Job Schedule Full time Locations Hilton Worldwide Hdqtrs (On-site) Exceptional Hospitality Starts with You This role is based at our corporate office in McLean, VA This is your chance to be part of Hilton's Luxury Brands team at one of the world's leading hospitality companies. As the Senior Director, Luxury Brand Personality, you will lead Hilton Luxury's global capability for translating brand strategy into hotel execution across Waldorf Astoria, Conrad, and LXR Hotels & Resorts. Reporting to the SVP, Head of Luxury Brands, you will define the global Brand Personality strategy and operating model that enables hotels to consistently deliver each brand's unique promise through leadership capability, service culture, brand rituals, programming, and hotel enablement. Working across Brand Management, Brand Marketing, Operations, Hilton University, Customer Experience, Digital, Technology, Development, Commercial, HR, and Regional Luxury Leadership, you will ensure brand strategies are successfully activated throughout the guest and Team Member journey while driving measurable business outcomes. As the enterprise leader for Brand Personality, you will establish global priorities, governance, and activation strategies that strengthen brand differentiation, elevate guest experiences, build luxury capability, and enable hotel success across Hilton's growing global luxury portfolio. This role serves as the bridge between Brand Management—who defines the strategy and hotels, where the brand ultimately comes to life. What you'll do during a typical day: Lead Global Brand Activation Define the global Brand Personality strategy, operating model, governance, and activation roadmap for Hilton Luxury. Translate brand positioning, pillars, service strategy, and customer promise into scalable activation across the luxury portfolio. Establish global priorities, deployment frameworks, and governance that ensure consistent execution. Partner with Brand Management to operationalize new positioning, brand signatures, and strategic initiatives across Waldorf Astoria, Conrad, and LXR. Lead enterprise activation of strategic initiatives supporting Hilton Luxury's long-term growth. Lead Brand Rituals & Programming Develop the service rituals, leadership experiences, storytelling, recognition strategies, and branded programming that bring each luxury brand to life. Build differentiated Team Member experiences that reinforce each brand's unique positioning and emotional connection with guests. Lead the evolution of luxury leadership programs, Brand Ambassador Networks, immersion experiences, and recognition platforms. Ensure brand rituals and programming remain relevant as brands evolve and new initiatives are introduced. Lead the evolution of Hilton Luxury's service culture and execution strategy. Develop global approaches that strengthen luxury service behaviors, coaching, standards application, and continuous improvement. Partner with Operations, Quality, Customer Experience, and Hilton University to embed luxury service excellence throughout the hotel lifecycle. Drive initiatives that improve Stay Scores, Forbes Travel Guide performance, Review Site Index (RSI), Quality Assurance, and overall guest satisfaction. Build the global hotel enablement strategy supporting openings, conversions, residentials, and major brand activations (All Inclusive/ Cruise Experiences). Ensure hotels have the tools, resources, immersions, consultations, and leadership capability needed to successfully deliver each luxury brand experience. Lead global deployment of Brand Personality initiatives while partnering with regional teams to adapt execution based on market needs. Continuously evaluate adoption, gather hotel insights, and improve activation strategies across the portfolio. Lead the Brand Personality Function Lead, coach, and develop a global Brand Personality team and future organizational capability. Establish annual priorities, portfolio management, governance, and resource allocation across strategic initiatives and operational programs. Serve as executive sponsor for cross-functional initiatives requiring coordinated activation across multiple enterprise functions. Represent Hilton Luxury Brand Personality across executive leadership forums and enterprise workstreams. How you'll collaborate with others: Partner with Luxury Brand Heads to activate brand strategies, positioning, Customer Promise, and brand signatures. Collaborate with Brand Marketing to ensure brand campaigns and storytelling are effectively translated into hotel experiences and Team Member activation. Partner with Hilton University to develop luxury capability, learning strategies, and leadership experiences. Collaborate with Operations, Customer Experience, Quality, Digital, Technology, Commercial, Development, HR, and Regional Luxury Leadership to activate enterprise priorities. Serve as a strategic advisor to senior leaders on hotel enablement, service culture, capability building, and luxury guest experience. Influence enterprise priorities through performance insights, hotel feedback, and strategic recommendations. Deliverables you'll take ownership of: Global Brand Personality strategy and operating model. Annual Brand Personality portfolio roadmap and governance. Luxury brand rituals, programming, and leadership experiences. Brand signature activation and hotel deployment. Customer Promise and luxury guest experience activation. Service culture strategy and service excellence initiatives. Global openings, conversions, and hotel immersion strategy. Brand Ambassador Network and recognition strategy. Adoption metrics, governance, and continuous improvement reporting. Organizational capability, talent strategy, and future function evolution. What It Takes to Make the Stay You have these minimum qualifications: Ten (10) or more years of experience in luxury hospitality, brand management, operations, learning, organizational effectiveness, guest experience, consulting, or related fields. Seven (7) or more years leading enterprise or global strategic initiatives across multiple business functions. Five (5) or more years leading teams. Demonstrated success influencing executive stakeholders and leading large-scale cross-functional initiatives. Experience supporting luxury hotel openings, conversions, or major brand activations. Executive-level consulting, communication, and presentation experience. Willing to travel globally up to 50%. It would be useful if you have: Bachelor's Degree or equivalent experience.Master's Degree in Hospitality, Business, Organizational Development, or a related field. Experience leading global luxury hospitality brands. Experience working within a global matrix organization. Knowledge of Forbes Travel Guide standards and luxury service expectations. Experience leading organizational change and enterprise activation strategies. Experience consulting with senior hotel leadership teams. International leadership experience across multiple regions. How We'll Help You Thrive At Hilton, the hospitality we're known for doesn't end with our guests. We proudly invest in our Team Members' wellbeing, supporting you through all of life's moments. When you join Hilton, our exceptional care extends to you with unmatched perks and benefits, including*: Incredible travel perks – Enjoy 110 nights of deeply discounted travel, with room rates as low as $40/night at our world-class hotels through our Go Hilton travel program Own a piece of Hilton – Through our employee stock purchase program (ESPP), you can invest in Hilton shares at a 15% discount to help build your financial future Paid parental leave – Because family matters. We offer paid leave for eligible Team Members, including partners and adoptive parents Personalized caregiving support – Access dedicated caregiving concierge services to help navigate caregiving for yourself and your loved ones Crisis concierge – In times of loss, our Crisis Concierge offers a single, compassionate point of contact for both practical support and emotional care Mental health resources – Your wellbeing comes first. Eligible Team Members can access free counseling and support through our best-in-class Employee Assistance Program (EAP) Generous paid time off (PTO) – Recharge, relax, and take time for what matters most Health & welfare benefits – From checkups to dental cleanings to new glasses, we offer a variety of health plans that keep you and your family covered Financial security for your future – Our retirement plans make it easier to save for what's next *Benefits availability may vary depending on Team Member's location as well as terms and conditions of employment and are subject to the terms and conditions of each specific program/plan. Hilton offers its eligible team members a comprehensive benefits package to support their mental and physical well-being, so they can Thrive personally and professionally. The pay range for this role is $160,000 – $230,000 and is determined based on applicable and specialized experience and location. Subject to plan terms and conditions, you will be eligible to participate in the Hilton Annual Incentive (Bonus) Plan, and the Company's long-term incentive plan, consistent with other team members at the same level and/or position within the Company. Join an Award-Winning Workplace Culture At Hilton, we don’t just deliver exceptional experiences for our guests—we build an exceptional workplace for the Team Members who make it all possible. As a global leader in hospitality, we’ve welcomed more than 3 billion guests worldwide, all while staying true to our founding vision: to fill the earth with the light and warmth of hospitality. Our award-winning culture has earned us repeated recognition on the World’s Best Workplaces list by Great Place to Work and Fortune. With our suite of world-class brands , and a company-wide commitment to providing the best stay for every guest, we’re setting new standards for the future of travel. Whether you’re starting your career or exploring something new, Hilton supports your journey every step of the way. Come for the job, stay for the career—and help us make every stay a little more magical. Curious about life at Hilton? Explore ourCareers Blog to see why we’re more than a great place to stay—we’re a great place to work. #J-18808-Ljbffr Hilton