Senior Director, Luxury Brand Personality

Senior Director, Luxury Brand Personality

McLean, VA, United States (On-site)

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• Job Identification 220670
• Job Category Brands
• Job Schedule Full time
• Locations Hilton Worldwide Hdqtrs (On-site)

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 work streams.

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…