Director, SIRO Brand 
(16237)

At Kerzner, we never settle. Through continued innovation, our team of pioneers push until the next level is achieved, and then to keep going. Our philosophy is simple - we go above and beyond to Blow Away our Guest and Colleagues. Good enough never is. For us, it is all about perfection and innovation. This is not simply our job, it’s our passion. 
 

Our Colleagues are at the heart of who we are and what we do. With an international team of over 10,000 Colleagues and strong strategic growth on the horizon, we offer unrivalled career opportunities around the world. We are committed to provide our Colleagues at all levels with opportunities to grow and develop within the organisation through personalised development plans and tailored succession planning. We invest in our communities to sustain the environment where we operate and minimising our own footprint. Whether it is through animal conservation, education or tree-planting, we like to give back in as many ways as we can to help our communities flourish.
 

About the Role

The Brand Director will spearhead the strategic development and execution of SIRO’s global marketing initiatives, positioning the brand as a transformative force in the hospitality industry. This role will drive brand awareness, guest engagement, and loyalty across diverse markets. The ideal candidate is a bold commercially driven strategist with an understanding for luxury hospitality, passion for fitness, and wellness innovation, backed by a proven track record of launching game-changing global brand campaigns.

Key Duties and Responsibilities

Brand Strategy Development

• Serve as the global custodian of the SIRO brand, cementing its position as the unrivaled leader in fitness and wellness hospitality.
• Develop and implement SIRO’s brand strategy that redefines the intersection of luxury, fitness, and recovery aligning with Kerzner International’s vision to revolutionize hospitality.
• Partner with the SIRO President and VP, Global Communications, to seize untapped market opportunities, forging bold partnerships and pioneering innovative offerings.
• Develop and drive a global marketing strategy that positions SIRO as the category-defining brand, outpacing competitors and setting new industry standards.
• Ensure uncompromising brand consistency across all properties, touchpoints, and markets, creating a cohesive and iconic identity.

Brand Experience & Activation

• Break the norms with the guest experience by embedding SIRO’s ethos of high-performance fitness, and recovery into every interaction.
• Collaborate with property teams to deliver boundary-pushing, immersive experiences that make SIRO synonymous with transformative wellness.
• Lead pre-opening and launch strategies for new SIRO properties, ensuring each opening disrupts local markets and amplifies global brand dominance.

Campaign Creation & Execution

• Spearhead audacious, multi-channel marketing campaigns that captivate SIRO’s target audience of high-performance, wellness-conscious travelers driving unprecedented engagement.
• Oversee disruptive content creation across digital, social, video, and experiential platforms, spotlighting SIRO’s state-of-the-art fitness clubs, recovery labs, and modular F&B.
• Amplify brand credibility through high-impact partnerships with Team SIRO’s global ambassadors. 

Market Dominance and Expansion

• Drive brand awareness in existing (Dubai and Montenegro) and new markets (e.g., Montenegro, Tokyo, Los Cabos, Riyadh) by tailoring marketing strategies to local cultures while maintaining SIRO’s global brand integrity.
• Leverage insights and research to anticipate emerging trends in fitness, wellness, and luxury travel, ensuring SIRO remains a market disrupter and leader.
• Support Development on new pitches and opportunities cementing SIRO’s global footprint.

Team Leadership & Collaboration

• Work closely with the SIRO President and cross-functional teams, including Commerical, Operations, Sales, and Development, to ensure seamless brand integration across all aspects of the guest journey.
• Support the pre-opening and launch of new SIRO properties, ensuring brand consistency and impact in new markets.
• Provide bold brand leadership to property teams, uniting them around SIRO’s mission to disrupt and dominate.

Partnerships & Community Building

• Forge strategic parnterships with leading fitness, wellness, and lifestyle brands to amplify SIRO’s influence and offerings.
• Build a global SIRO movement through events, workshops, and digital platforms, creating a community of high-performance advocates.
• Drive the Team SIRO strategy, curating up and coming and elite talent and activations to elevate brand visibility and cultural relevance.

Performance Monitoring & Optimization

• Track and analyze key performance indicators, including brand health, guest satisfaction, and competitive positioning.
• Harness data-driven insights to optimize brand strategies, ensuring sustained growth and relevance.
• Conduct regular brand audits to maintain alignment with global standards and identify opportunities for innovation.

Skills, Experience and Educational Requirements

• Bachelor’s degree in Marketing, Business, Communications, or a related field (Master’s preferred).
• 8–10 years of experience in brand management, marketing, or a related role, preferably within the wellness, fitness, or hospitality industries.
• Strong strategic thinking and creative problem-solving abilities, with a track record of developing and activating disruptive brand strategies.
• Deep understanding of the wellness and fitness sectors, consumer behavior, and emerging trends.
• Exceptional leadership, collaboration, and interpersonal skills, with the ability to influence and inspire diverse teams.
• Passion for creating innovative, guest-centric experiences that redefine wellness and performance travel.

Our company is expanding faster than ever before. We are investing in the growth of our company, and that means we are committed to investing in you. Join a team that is open-hearted, innovative, inclusive, and inspiring in spirit. We believe in making our guests happy beyond anything they have ever imagined. We wow them at every turn and create memories that will last a lifetime. You will be at the heart of this vision, to constantly innovate to deliver Amazing Experiences and Everlasting Memories.