VP Brand Advocacy SoMe Loyalty & AI (F/M/X)

Social, content and advocacy leadership

• Define the global social and advocacy strategy, including role of channel, audience architecture, content pillars, editorial frameworks, and amplification logic
• Elevate the quality, consistency, and distinctiveness of brand storytelling across all social and digital channels
• Lead influencer and advocacy strategy to build credibility, cultural relevance, and earned visibility
• Establish best practices for community engagement, social listening, creator collaboration, and regional deployment
• Ensure advocacy is not managed as a standalone discipline, but as a core lever of brand desirability and guest relationship

Brand digital strategy and ecosystem leadership

• Define with the VP Brand Creative, the global digital vision and roadmap for the brand across owned, earned, and loyalty-enabled touchpoints
• Build an integrated ecosystem connecting social, content, CRM, web/app experience, loyalty activation, advocacy,  ensuring a seamless and elevated guest journey inspired by hospitality excellence
• Ensure all digital touchpoints work together to support brand awareness, consideration, conversion, retention, and advocacy to create meaningful and personalized guest interactions at every stage of their stay and beyond
• Translate brand strategy with the VP Brand Creative into digital priorities, activation plans, and measurable business outcomes

CRM, loyalty activation and guest relationship

• Co - Lead the brand’s CRM and guest engagement vision across the pre-stay, stay, and post-stay journey with CRM team
• Partner with ALL and CRM teams to shape loyalty activation strategies that reinforce both brand value and member value
• Ensure guest communications are more relevant, timely, and connected across channels and moments
• Drive a stronger relationship between brand marketing and guest lifetime value
• This is particularly important in the Accor context, where ALL is positioned as a major differentiator and as a data-driven hub for personalized guest relationships across brands and partner ecosystems. 

AI-enabled marketing transformation

• Identify and scale practical AI use cases across content creation, localization, personalization, guest engagement, campaign optimization, and performance insight generation
• Act as the brand lead for AI-enabled marketing transformation, ensuring use cases are relevant, responsible, and adopted by teams in line with the brand’s standards of excellence and discretion
• Partner with Digital, Data, CRM, and Tech teams to translate emerging AI capabilities into real business applications
• Build internal understanding and operating discipline around AI in brand marketing fostering a culture of innovation aligned with luxury service codes
• This is aligned with Accor’s broader digital direction, which now explicitly emphasizes AI across guest journeys, service, and commercial performance. 

Cross-functional orchestration and governance

• Act as a senior integrator across Brand Marketing, Brand Management, Guest Experience, Communications, Digital, E-commerce, CRM, ALL, Data, Regions, and agency partners
• Clarify decision rights, ways of working, and operating rhythms to reduce fragmentation and increase speed and coherence
• Create strong governance for digital brand standards, content quality, advocacy frameworks, and regional adaptation
• Build alignment between global strategy and regional execution
• Define success metrics across awareness, engagement, advocacy, CRM performance, loyalty activation, content effectiveness, traffic quality, conversion contribution, and retention
• Build dashboards and performance reviews that connect brand health and commercial impact in line with Full Funnel dashboards.
• Lead and develop a high-performing team, with clear priorities, strong capability building, and effective agency management
• Manage budgets with discipline and ambition