Director of Brand Experience

Director of Brand Experience

Location: Phuket, Thailand | Brand Management

Position Overview

The Director of Brand Experience is responsible for driving the development and enhancement of the Banyan Tree guest experience across its global portfolio. Based at the Corporate Head Office in Phuket, this role translates the brand philosophy and "Rhythms of Nature" principles into meaningful, distinctive, and memorable guest experiences across all guest touchpoints.

The role leads the standardization of the Banyan Tree Guest Journey, development of signature experiences, operational brand roles, and service capabilities while driving continuous improvement through guest feedback, quality performance, and collaboration with property teams.

Key Responsibilities

1. Guest Journey & Signature Experience Development

• Lead the development, standardization, and implementation of the Banyan Tree Guest Journey across all physical and digital touchpoints.
• Drive the development and rollout of signature experiences and brand initiatives, including Welcome Ceremony, Sundown Ritual, Destination Dining, Spa and Wellbeing experiences, and other guest engagement concepts.
• Ensure the integration of Banyan Tree's brand pillars and 8 Wellbeing Pillars across the guest journey, creating a consistent and distinctive brand experience.

2. Operational Brand Roles & Capability Development

• Define and oversee key guest-facing brand roles, including BT Host, Experience Curator, BT Guide, and Guest-Facing Chef, ensuring clear job responsibilities, competency standards, and certification requirements.
• Develop operational guidelines, playbooks, and tools to support consistent role execution across the portfolio.
• Lead onboarding and capability development for Experience Curators and designated brand roles.
• Work with Group Human Capital and Learning & Development to enhance service capabilities through initiatives such as Storyteller Certification, Graceful English, upselling skills, and destination knowledge.

3. Master Experience Curator Taskforce Leadership

• Lead and mentor the Phuket-based Master Experience Curator Taskforce, including Cluster Experience Curators on six-month rotations at the Corporate Head Office.
• Plan and oversee property visits, operational immersions, and co-creation workshops with General Managers and department heads to develop and improve guest experience touchpoints.
• Support new property openings, brand implementation, operational enhancement, and resort repositioning initiatives.
• Build a strong community of Master Experience Curators across the portfolio, encouraging knowledge sharing and consistent brand execution.

4. Quality Analytics & Performance Improvement

• Analyze portfolio-wide guest experience and quality performance using LQA, NPS, GRI, CQI, and other guest feedback indicators.
• Identify performance gaps and work with property teams to develop and implement improvement plans.
• Monitor monthly implementation progress and support targeted improvements for properties requiring additional attention.
• Utilize guest sentiment data and performance dashboards to identify opportunities to enhance guest satisfaction and overall brand performance.

5. Brand Standards & Knowledge Sharing

• Develop and maintain operational signature standards, brand manuals, experience guidelines, and design-related experience resources.
• Lead initiatives to encourage cross-property innovation, best practice sharing, and continuous improvement.
• Support global recognition initiatives that celebrate outstanding guest experiences and service excellence.

6. Stakeholder Collaboration

• Work closely with the Head of Brand Management, General Managers, Hotel Operations, Experience Curators, Human Capital, Learning & Development, and Design & Technical Services.
• Provide functional guidance and direction to property teams to ensure alignment with brand strategy and consistent execution across the global portfolio.

Qualifications & Experience

• Bachelor's or Master's degree in Hospitality Management, Brand Strategy, Design, or Luxury Service Operations.
• Minimum 10 years of progressive leadership experience in luxury hospitality brand management, guest experience design, or corporate hotel operations.
• Proven experience in translating luxury brand positioning and philosophy into practical operational concepts and memorable guest experiences.
• Strong understanding of luxury guest journeys, service standards, experience design, and guest engagement initiatives.
• Strong analytical skills with the ability to interpret LQA, NPS, GRI, CQI, and guest feedback data to drive performance improvements.
• Demonstrated leadership, coaching, and mentoring capabilities, with experience working across corporate and property-level teams.
• Excellent communication, presentation, and stakeholder management skills.

Location & Travel Requirements

• Based at Banyan Tree Corporate Head Office, Phuket, Thailand.
• Willingness to travel up to 30% for property visits, operational immersions, and taskforce assignments.