1. BRAND STRATEGY & DIRECTIONAuthor and maintain a distinct regional Strategic Marketing Plan (SMP) for Novotel and for Mercure, within the strategic framework set by the VP.Define each brand’s regional strategy, adapting Global brand platforms and positioning to ENA market needs.Articulate each brand’s regional ambitions, competitive positioning and key priorities, maintaining clear differentiation between Novotel and Mercure.Ensure brand platforms, standards and experience markers are adapted and fit for purpose in the region.Represent regional needs in Global brand decisions and provide feedback on concept design and costs.2. MARKETING INVESTMENT & CAMPAIGN LEADERSHIPOwn the regional marketing budgets for Novotel and Mercure; build brand-level budget plans within the allocations set by the VP and manage investment with accountability for ROI and performance.Lead regional brand campaign investment in collaboration with Global Brand teams, ENA Full Funnel Marketing and Publicis, driving each brand’s regional performance targets.Brief agencies, review and approve campaign concepts, and manage costs and timelines; escalate material issues to the VP where needed.3. GUEST EXPERIENCE & PILOTSOwn the regional adaptation, pilot design and business cases for guest experience initiatives for both brands.Coordinate regional pilot deployment and track results and proof points for scaling, in collaboration with Go-to-Market teams.Feed pilot outcomes and regional learnings back to the respective Global Brand teams.4. PERFORMANCE MANAGEMENT & REPORTINGOwn performance tracking for each brand against regional ambitions and competitors; proactively flag issues to the VP with a recommended course of action.Ensure performance data is robust, regularly reviewed and translated into clear insights and decisions.Lead regular brand performance reviews for Novotel and Mercure, retaining clear visibility of each brand’s results and priorities.5. STAKEHOLDER ENGAGEMENTLead AFA relationships for Novotel and Mercure and own preparation for their respective AFA brand committees.Ensure each brand’s owner value proposition is clearly defined, articulated and kept current.Represent ENA in internal Global brand forums for both brands and maintain alignment with regional functions, owners and partners.
