Senior Director Brand Performance Support

The Senior Director, Brand Performance Support EMEA, leads the regional Brand Performance Support function and serves as a senior strategic partner to Hilton’s EMEA hotel, franchise, operations, commercial, brand, and owner-facing teams. The role is accountable for translating Hilton brand priorities, performance data, guest insight, standards, systems, and enterprise initiatives into practical support that helps hotels improve performance and deliver consistent guest experience.

The position leads a scalable, insight-led support model across Franchise and Managed hotels, balancing proactive performance improvement with responsive guidance and escalation management. This includes executive stakeholder engagement, consultation and learning programs, digital self-service, content governance, performance forums, and the continued development of tools and processes that make it easier for hotel teams to act. Success requires strong leadership of a multi-layered BPS organization, close cross-functional collaboration, and the ability to convert complex business information into clear priorities and measurable action.

The Senior Director, Brand Performance Support EMEA, will lead the regional BPS strategy, operating model, and team to strengthen hotel performance, brand execution, and guest experience. The role will provide directions to BPS Directors, Senior Managers, and Managers and will act as the senior point of contact for key stakeholders across EMEA. Day-to-day responsibilities of this position include:

Set the strategic direction, priorities, and annual operating plan for Brand Performance Support across EMEA, aligned with the Vice President, Brand Operations and broader EMEA business objectives.

• Lead and develop BPS Directors, Senior Managers, and Managers, establishing clear accountabilities, objectives, performance expectations, succession plans, and development opportunities.

• Ensure an effective support model for Franchise and Managed hotels, including appropriate segmentation, prioritization, service levels, escalation routes, and allocation of team capacity.

• Act as a senior advisor to EMEA Operations, Franchise, Owner Relations, Commercial, Brand, Customer Insights, RMCC, Loyalty, Marketing, Openings and Transitions, and other cross-functional partners on hotel performance and guest experience priorities.

• Translate regional and brand priorities into practical hotel actions across Stay Score, RSI, Hilton Honors, Guest Messaging, Digital Stay Experience, Digital Lock Health, brand standards, commercial performance, and other relevant measures.

• Lead proactive performance management by using hotel, guest feedback, operational, and commercial data to identify trends, detractors, risks, and opportunities, and direct targeted interventions and action plans.

• Oversee executive-level consultations, performance forums, group consultations, webinars, and targeted 1:1 support that build hotel capability and improve measurable outcomes.

• Ensure BPS provides clear, timely, and high-quality responses to hotel and stakeholder enquiries, including effective handling of complex questions, escalations, and matters requiring cross-functional resolution.

• Own the strategic direction and governance of the Brand Support Centre Hub and related self-service resources, ensuring content is accurate, accessible, current, searchable, and aligned with approved Hilton guidance.

• Drive the continued evolution of scalable support through digital tools, AI-enabled insights, Voice of the Customer analysis, translation, automated or improved messaging, and other technology-enabled solutions.

• Establish governance for BPS content, communications, consultations, and knowledge resources, including ownership, review cycles, version control, quality assurance, and stakeholder alignment.

• Lead the development of role-relevant learning, best-practice resources, onboarding support, communications, and performance materials for General Managers, hotel leaders, and functional teams.

• Partner with Owner Relations, Brand Management and relevant operations leaders to review hotel detractors, identify non-engaged or at-risk hotels, and coordinate appropriate follow-up, intervention, or escalation.

• Represent BPS in senior leadership meetings, business reviews, forums, workshops, and enterprise initiatives, communicating performance, priorities, risks, achievements, and required decisions with clarity.

• Define and monitor BPS performance measures, service effectiveness, adoption, hotel engagement, and business impact, using insights to improve the operating model and demonstrate value to senior stakeholders.

• Build strong relationships with hotel leaders and internal partners, promoting a collaborative, customer-focused, commercially aware, and action-oriented culture within BPS.

• Ensure the team remains current on Hilton brands, standards, systems, tools, policies, enterprise initiatives, and relevant commercial and operational developments.

• Lead or sponsor strategic projects and transformation initiatives that improve hotel support, operational efficiency, colleague capability, or guest experience across EMEA.

• Perform other reasonable duties and take on additional projects as assigned by the Vice President, Brand Operations or senior leadership.

What are we looking for?

Applicants with significant hotel operations, commercial, brand, customer experience, performance support, or related corporate experience are preferred. The individual must possess the following experience, skills, and abilities and be able to perform the essential functions of the job:

• Commercial and/or operational understanding and experience, hotel operations, franchising, brand management, commercial services, or a performance-focused corporate environment.
• Proven senior leadership and team management experience, including leading managers and multi-layered or geographically dispersed teams.
• Experience setting strategy, translating priorities into execution, and delivering measurable outcomes through people, processes, data, and technology.
• Strong communication skills, with the ability to relate and adjust to internal and external customer audiences, from hotel team members to senior executives and owners.
• Analytical skills to evaluate business information, guest feedback, performance data, and operational trends and translate them into knowledge, priorities, and action.
• Experience creating and delivering impactful, performance-focused presentations, consultations, executive briefings, training, and webinars.
• Knowledge of brand positioning, services, quality measures, guest experience, and the practical realities of hotel operations.
• Ability to lead change, influence, and build alignment across multiple functions and stakeholder groups.
• Demonstrated ability to prioritize competing demands, manage escalations, and ensure transparent communication with stakeholders.
• Ability and willingness to learn new tools and systems, with a proactive approach to innovation, process improvement, and digital enablement.
• Proficiency in Salesforce preferred.
• Proficiency in Microsoft Office 365 applications, including PowerPoint, Excel, Microsoft Teams, Forms, Power BI, and related collaboration tools.
• Commitment to Hilton values and the ability to model an inclusive, collaborative, customer-focused, and performance-oriented leadership style.

Direct Reports:

BPS Directors, Senior Managers, and Managers

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