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Senior Manager, Brand Experience (Corporate) (Hospitality)

Country:  Singapore
State:  Singapore
Job Function:  Information Technology & Innovation
Job Posting Date:  26 Mar 2025

ABOUT FRASERS PROPERTY LIMITED
Frasers Property Limited (“Frasers Property” and together with its subsidiaries, the “Frasers Property Group” or the “Group”), is a multinational investor-developer-manager of real estate products and services. The Group is listed on the Main Board of the Singapore Exchange Securities Trading Limited (“SGX-ST”) and headquartered in Singapore.
 
Frasers Property's multinational businesses operate across five asset classes, namely, commercial & business parks, hospitality, industrial & logistics, residential and retail. The Group has businesses in Southeast Asia, Australia, the EU, the UK and China, and its well-established hospitality business owns and/or operates serviced apartments and hotels in over 20 countries across Asia, Australia, Europe, the Middle East and Africa.  
 
Frasers Property is also the sponsor of two real estate investment trusts (“REITs”) and one stapled trust listed on the SGX-ST. Frasers Centrepoint Trust and Frasers Logistics & Commercial Trust are focused on retail, and industrial & commercial properties, respectively. Frasers Hospitality Trust (comprising Frasers Hospitality Real Estate Investment Trust and Frasers Hospitality Business Trust) is a stapled trust focused on hospitality properties. In addition, the Group has two REITs listed on the Stock Exchange of Thailand. Frasers Property (Thailand) Public Company Limited is the sponsor of Frasers Property Thailand Industrial Freehold & Leasehold REIT, which is focused on industrial & logistics properties in Thailand, and Golden Ventures Leasehold Real Estate Investment Trust, which is focused on commercial properties.  
 
The Group is committed to inspiring experiences and creating places for good for its stakeholders. By acting progressively, producing and consuming responsibly, and focusing on its people, Frasers Property aspires to raise sustainability ideals across its value chain, and build a more resilient business. It is committed to be a net-zero carbon corporation by 2050. Building on its heritage as well as leveraging its knowledge and capabilities, the Group aims to create lasting shared value for its people, the businesses and communities it serves. Frasers Property believes in the diversity of its people and are invested in promoting a progressive, collaborative and respectful culture.

For more information on Frasers Property, please visit frasersproperty.com or follow us on LinkedIn.

Job Summary

Reporting to the VP Brand Strategy & Marketing Communications, the Senior Manager, Brand Experience is responsible for developing and executing strategies that create meaningful and differentiated brand experiences across FH OpCo’s portfolio of brands.
This role focuses on designing and implementing guest-centric brand touchpoints, ensuring alignment with the FH OpCo’s vision and business objectives. This individual will oversee brand experience innovation, guest journey mapping and experiential design. Working closely with cross-functional teams, this role will oversee brand experience design ensuring a seamless and consistent brand presence of FH’s brands across all markets.

Job Description

  • Develop and implement holistic brand experience strategies that enhances guest engagement and reinforces brand positioning FH OpCo’s vision, values and business objectives
  • Lead experience design initiatives that drive brand differentiation across digital and physical environments for all FH brands.
  • Utilise guest insights, behavioural analytics and market trends to inform experience enhancements
  • Drive brand differentiation by identifying and curating guest experiences that are consistent with the brands across digital and physical touchpoints.
  • Collaborate with operations, design and customer experience teams in corporate office and local properties to ensure brand consistency in service development and delivery
  • Work closely with marketing, operations and digital teams to ensure brand experience alignment.
  • Design and optimise end-to-end guest journeys to ensure seamless, delightful and consistent brand experiences
  • Implement guest feedback loops and data-driven insights to refine brand experience strategies
  • Develop initiatives that foster emotional connections between the brands and their customers
  • Lead internal education and training, and brand engagement programmes to reinforce brand experience principles across teams
  • Establish metrics and KPIs to assess the impact of brand experience initiatives
  • Monitor market trends, competitor positioning and guest feedback to enhance brand relevance.

Key Qualification

  • Bachelor’s degree in Marketing, Communications, Brand Management, or a related field. Advanced degree (MBA, MA in Communication) preferred.
  • 8+ years of experience in brand management and marketing communications, or customer experience roles.
  • Strong expertise in experience design, experiential marketing and guest journey mapping
  • Proven track record of developing and executing brand experience strategies that drive customer engagement, loyalty and business growth.
  • Strong storytelling skills with experience in experience design strategy and executive communications
  • Data-driven approach to brand experience optimisation and decision-making
  • Excellent leadership, collaboration and stakeholder management skills with the ability to influence cross-functional teams

Diversity brings us closer to the communities we serve.

Guided by our Purpose, we are creating, inspiring, and nurturing an inclusive culture that unlocks the power of diverse teams to drive Frasers Property forward. Our values drive everything we do, which are core to creating safe places where everyone belongs, is mutually respected and feels empowered to be authentic at work. Working collaboratively makes us progressively stronger and better as an organisation, which helps our people to thrive each day.

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