At a Glance
- Tasks: Lead brand strategy for luxury and lifestyle brands across EMEAA, ensuring relevance and commercial success.
- Company: Join a prestigious hospitality group with a focus on innovation and local culture.
- Benefits: Competitive salary, hybrid work model, and opportunities for personal and professional growth.
- Other info: Inspire a high-performing team and influence brand evolution across diverse markets.
- Why this job: Make a significant impact on globally admired brands while shaping local experiences.
- Qualifications: Senior brand leadership experience in luxury sectors and strong commercial acumen required.
The predicted salary is between 60000 - 80000 £ per year.
This is a role for a brand leader who believes luxury only matters when it feels relevant, alive and genuinely human, everywhere it shows up, and who can turn that belief into commercial results across a diverse region. We are seeking a Head of Luxury & Lifestyle Brands for EMEAA to shape how IHG's celebrated brands come to life across one of the world's most diverse, dynamic and opportunity rich regions.
Reporting to the VP Global Luxury Brands, this is a brand strategy and stewardship role, and the regional guardian of our luxury and lifestyle brands. You will be accountable for how they are positioned, how their equity is built and protected, and how they perform commercially, translating our global brand promises into powerful, locally resonant experiences, market by market, hotel by hotel, guest by guest.
Why this role matters
Across Europe, the Middle East, Africa and Asia, luxury means different things. Guest expectations shift. Owner needs evolve. Markets mature at different speeds. Your role is to ensure IHG's luxury and lifestyle brands remain distinct, relevant and consistently exceptional wherever they operate, without losing what makes each brand special, and to do so in a way that grows equity and returns.
This is where global ambition meets regional truth. You will lead regional brand strategy and delivery, working within global brand frameworks while shaping the localisation, innovation and execution models that truly work for EMEAA. In doing so, you will influence the future direction of our brands, drawn from lived market experience rather than theory.
What you will lead
- Bringing global brands to life locally
- Shape and lead regional brand strategies that honour global intent while embracing local culture, guest expectations and operating realities
- Ensure our brands are clearly differentiated and compelling across markets at very different stages of growth
- Driving performance through brand
- Translate brand strategy into commercial outcomes, driving topline growth, guest satisfaction, brand equity and owner returns
- Use insight, data and instinct to continuously sharpen positioning and performance
- Embedding brands in the field
- Partner deeply with Operations, Commercial, Development and New Hotel Openings to ensure brand strategies are executable, adopted and lived
- Champion quality and consistency, ensuring brands are felt in the guest experience, not just expressed in guidelines
- Innovation with impact
- Lead the regional innovation agenda, localising, piloting and rolling out brand hallmarks, products and service experiences
- Measure what matters, tracking the real commercial and experiential impact of innovation
- A powerful global partnership
- Act as a trusted EMEAA counterpart to Global Brand Heads, feeding regional insight into global strategy and ensuring global priorities land with clarity and conviction in the region
- Help shape the evolution of our brands by bringing the voice of EMEAA to the table
- Leading people, not just plans
- Build and inspire a high performing regional brand team
- Create a culture where ambition, creativity and accountability coexist
- Develop future brand leaders who balance craft with commerciality
What you bring
- Senior brand leadership experience gained within luxury or premium hospitality, luxury goods, fashion, or premium travel and experiences.
- A track record of owning brand positioning, differentiation and equity across a portfolio of brands and multiple markets, rather than communications for a single brand
- Strong commercial and financial acumen, with genuine credibility in front of owners and senior stakeholders
- A proven ability to turn brand strategy into real-world delivery across markets at different stages of maturity
- Deep understanding of brand equity, how it is built, protected and measured over time
- Experience thriving in complex, matrixed organisations, balancing global consistency with regional relevance
- International leadership experience, ideally having lived and worked across multiple geographies
- A leadership style that is confident, inclusive and inspiring, with the presence to influence at the highest levels
The opportunity
The brands you help lead are experienced by millions of guests across EMEAA every year. The strategies you shape will influence how those brands grow, perform and remain meaningful for years to come. If you are energised by brand truth, disciplined localisation and leadership at scale, this is a rare opportunity to leave a lasting mark on some of the world's most admired hospitality brands.
Closing date for applications Friday 10th July 2026
Head of Brands Luxury & Lifestyle EMEAA employer: IHG
At IHG, we pride ourselves on being an exceptional employer that champions creativity, accountability, and personal growth within a vibrant work culture. Based in Windsor, our Head of Luxury & Lifestyle Brands role offers the unique opportunity to shape brand strategies across diverse markets in EMEAA, while collaborating with a high-performing team dedicated to delivering meaningful guest experiences. With a commitment to innovation and a focus on employee development, IHG provides a rewarding environment where your contributions can truly make a difference in the luxury hospitality sector.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Brands Luxury & Lifestyle EMEAA
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for IHG and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like IHG are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with IHG on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at IHG. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Head of Brands Luxury & Lifestyle EMEAA
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit IHG. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of IHG:Show us that you’ve done your homework! In your application, briefly mention what you admire about IHG’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at IHG
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at IHG will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At IHG, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
