Director Commercial Franchise IMEA

Job Description

Role Purpose

This role provides strategic and commercial direction to various stakeholders in the Franchise environment i.e on-property hotel sales and marketing teams, Asset managers and most importantly owners across all functions of sales, marketing, distribution and revenue management within IMEA Franchise region to drive performance encompassing channels, deliver outperformance in RGI, and surpass budgets across the region.

Works closely with the functional Directors to optimize opportunities through proactive planning and execution of tactical plans across the region, which ultimately stimulate demand, optimize revenue performance and generate market share for brands/hotels.

Drive Regional Sales team to optimize total account management and next generation sales principals to ultimately increase delivery in sales channels across the region.

This role also requires the building of a working culture to support our Winning Ways of Do the right thing, show we care, Aim higher, Celebrate difference and Work better together.

Key Accountabilities

  • With accountability across the sales, marketing, revenue management and distribution and relationship marketing functions for on-property sales and marketing teams, this role works closely with the functional leaders to ensure implementation and delivery of top-line revenue initiatives, best practices to hotels and deliver on channel performance and outperformance in RGI.
  • Acts as a key point of contact between Centre of excellences and hotel teams to ensure proper optimization of IHG’s systems.
  • Sets the strategic direction for the Regional Sales team and ensures their annual sales targets are met or exceeded through the driving of the next generation sales principals and total account management delivery.
  • Provides commercial direction to hotel Sales and Marketing team in the development of effective sales and marketing strategies and plans to ensure rate and occupancy objectives are achieved. Keeps abreast of best practices in the region and tailors activities to specific areas/countries
  • Works with Owners, Owners representatives, General Managers and Directors of Sales & Marketing to review business projections and develop commercial tactical initiatives which support annual revenue goals and returns to owners, shareholders and franchisees for new and existing hotels
  • Is the brand custodian in the region and is responsible for the representation of all brands in collateral, advertising, promotions and displays. Must ensure that all brand standards and values are maintained at all times, by all stakeholders; Sales & Marketing; the hotels and Franchisees
  • Manages the development and pipeline of talent of the on property sales and marketing teams and above property sales teams through the utilization of their individual strengths and abilities and by supporting their ongoing development and career goals
  • Is accountable for the on-property delivery of all systems and channel delivery, and works closely with the Director, Marketing Management and Director Hotel and Guest Marketing to ensure objectives and targets are exceeded.

Key Skills & Experiences

Required Skills –

  • Establishes goals and objectives and sets performance targets
  • Ability to manage multiple tasks
  • Deliver presentations with impact
  • Partnership driven
  • Can meet deadlines
  • Appreciation of hotel and distribution systems
  • Ability to analyze, interpret and extract trends from data
  • Display an understanding of the markets
  • Demonstrate an affinity with technology
  • Creates work environment that:
  • Energize, motivate and support employees
  • Foster a climate of open communication, trust and respect
  • Encourages team behavior
  • Effectively communicates with all levels
  • A strong leader, who can articulate a vision and translate it to reality
  • Creative thinker
  • Understands people, people focused
  • Strategic and tactical thinker
  • Is patient, yet persistent
  • Culturally aware and sensitive

Qualifications –

  • Bachelor degree or equivalent International degree in Marketing, Business or Commerce
  • MBA is desirable
  • Has attended marketing focused workshops facilitated by industry/tertiary providers

Experience –

Requires individual with typically

  • International strategic marketing experience
  • Experience in Sales, Hotel and Brands at a regional level, in a multi-unit management role
  • Experience with multi-brand entity
  • Geographical/international experience
  • Has experience participating in an industry task force


At IHG, we’ve made a promise. As one of the world’s leading hotel groups, we’re here to deliver True Hospitality for Good. Making our guests and colleagues feel welcome, cared for, recognised and respected – wherever they are in the world. Want to be part of the journey?


We need people like you to make a difference and create exceptional experiences every single day. Don’t just join a growing team of 370,000 colleagues across 100 countries. Let your passion shine. Innovate and collaborate around the world. Embrace your ambition.


Don’t quite meet every single requirement, but still believe you’d be a great fit for the job? We’ll never know unless you hit the ‘Apply’ button. Start your journey with us today.