Overview
Banyan Group is an independent, global hospitality company with purpose. The Group prides itself on its pioneering spirit, design-led experiences and commitment to responsible stewardship. Its extensive portfolio spans over 90 hotels and resorts, more than 140 spas and galleries, and 20 plus branded residences in over 20 countries. Comprising 12 global brands, including the flagship brand Banyan Tree, each distinct yet united under the experiential membership programme with Banyan. The founding ethos of “Embracing the Environment, Empowering People” is embodied through the Banyan Global Foundation and Banyan Academy. Banyan Group is committed to remaining the leading advocate of sustainable travel, with a focus on regenerative tourism and innovative programmes that elevate the guest experience.
The Role
The Brand Marketing & Communications Manager is responsible for protecting brand integrity while driving integrated marketing campaigns that deliver measurable business results. This role demands a professional who can operate with speed and precision in a high-pressure environment, manage multiple complex initiatives simultaneously, and engage confidently with cross-functional teams using data to inform strategy and demonstrate impact.
Global Key Responsibilities
- Serve as a brand guardian for withBanyan and non-Banyan Tree brands, ensuring all marketing communications uphold brand identity and voice across all channels and touchpoints
- Own the structure, standards, and governance of non-Banyan Tree brand content, ensuring content is clearly organised, tagged, version-controlled, and easy to navigate as required
- Translate global brand positioning into relevant storytelling that resonates with target audiences, from blogs and EDMs to website copywriting
- Manage brand guidelines, including the creation, refinement, and maintenance of tone of voice and style guides, to ensure consistency across all communications
- Oversee brand visual requirements for new properties, ensuring all pre-opening marketing assets align with brand standards and are delivered on schedule
- Provide properties guidance in developing marketing collateral and training to ensure brand alignment, including pre- and post-opening processes and approvals
- Execute integrated marketing campaigns encompassing digital, social, print, PR, paid media, and regional activations to align with commercial goals and brand positioning
- Brief and manage agencies to develop brand campaigns, ensuring consistent and compelling branding across all touchpoints
- Manage the development of creative assets, including, but not limited to, images, videos, articles, infographics, blogs, social media posts, ad campaigns, and EDMs, ensuring all content is engaging and consistently aligned with the brand narrative across platforms
- Track, analyse, and report on campaign performance, translating marketing initiatives into useful insights that inform business decision
- Conduct competitive analysis and monitor market trends to identify opportunities and optimise campaign strategies
- Support the project management of withBanyan, non-Banyan Tree brands, and Banyan Group projects and campaigns
Cross-Functional Collaborations
- Digital & eCommerce: Partner with the team to shape SEO and paid advertising strategies, ensuring marketing campaigns are supported by robust digital frameworks. Develop and maintain website master assets that enable the broader team to self-serve efficiently while maintaining brand consistency
- Loyalty & Insights: Collaborate on EDM deployment strategy, leveraging audience insights to optimise targeting, personalisation, and engagement. Support the positioning of withBanyan in driving awareness and spark curiousity for the programme
- Global Sales: Ensure all sales-facing materials reflect the highest brand standards. Develop global sales collateral to support commercial teams in market-facing engagements
- Regional Teams: Serve as a bridge between global brand strategy and regional execution needs. Identify synergies between global and regional campaigns, creating opportunities for HQ support that amplifies local impact while maintaining brand cohesion
- Design & Projects: Partner with Design teams during the pre-opening phase to integrate brand identity seamlessly into property development
- Banyan Gallery: Support the sharing of community and artisanal stories, ensuring these narratives are authentically integrated into broader brand communications
- Spa & Wellbeing: Be aware of wellbeing initiatives and integrate messaging into marketing campaigns and brand communications where appropriate
- Sustainability: Partner with Sustainability teams to embed environmental and social responsibility messaging into brand storytelling and campaign narratives in a credible, impactful manner
- Provide brand guidance and marketing support to additional functions as needed, ensuring a consistent, collaborative approach across the organisation
Qualifications & Skills
- Bachelor’s degree in Communications, Marketing, Brand Management or related field
- 8+ years in marketing communications and proven track record of developing and executing marketing campaigns that balance brand integrity and commercial objectives
- Experience with content governance and brand guideline development
- Strong understanding of integrated marketing communications across digital, social, print, PR and on-property channels
- Excellent project management skills with ability to manage multiple initiatives simultaneously and meet tight deadlines
