Lucy Branch

• Development of the strategic evolution of InterContinental Hotels & Resorts with Global Head of including:

Defined target guest

Developed new brand purpose and proposition

• Brand Culture: defined first ever brand culture, including proposition and values. Launched the culture through a robust always on communications plan, supported by new tools and programs resulting in a successful launch to more than 70,000 colleagues across 200+ hotels.
• Talent attraction and retention: In partnership with HR created current and future GM talent development program, people tools and talent attraction program to find and retain the very best luxury hospitality talent
• Brand Service: leading the development of the new brand service training program for InterContinental creating a holistic, dynamic, innovative approach inclusive of diverse learner needs
• Customer Experience: Led the creation of Inclusive Everywhere, InterContinental's commitment to Diversity, Equity and Inclusion. Partnering with leading design, creative and inclusion agencies to create a meaningful roadmap for change.
• Strong communication skills practiced with regular senior leadership presentations for alignment and approval
• Manage all global budgets relating to projects, diverse cross functional partners and two direct reports

• Responsible for brand management of Regent, InterContinental and Kimpton hotels globally and within Europe, I was the guardian for brands identity and voice ensuring its application across printed and digital communications was adhered to. Managed the roadmap of activities associated with building awareness, driving consideration and first choice preference.
• Brand Service: supported the development and delivery of service programs and materials, working cross functionally and with relevant agency partners to champion innovation and drive engagement in launch and roll out. This included the new Luxury Fundamentals program for all Luxury Brands and creation of brand service training for Regent.
• Communications: developed the 75th Anniversary campaign for InterContinental including key media, on-property experiences and partnerships including a signature cocktail with Piper Heidsieck Champagne, The Botanist Gin and Seedlip non-alcoholic spirits. Led the creation of Regent Creative Brand Platform, advertising, photography and videography guidelines
• Brand Experience: supported development of differentiated experiences across all key touchpoints in the guest journey
• Brand Identity: supported development of InterContinental's visual identity to nuance for regional application
• Maintained and developed relationships with global cross functional partners
• Managed budgets across brands aligned to my projects

• Global lead for all luxury category and brand campaign planning, development and execution for Regent, InterContinental and Kimpton with one direct report
• Campaign Excellence: worked with the Director of Campaign Management to set up global and regional ways of working and governance to ensure efficiency, effectiveness to grow the reputation of the team
• Campaign Management:
• Delivered the first Kimpton Hotels & Resorts brand campaign outside of the Americas in the Europe and Japan and Australasia regions delivering increased brand awareness and preference with luxury dominant stayers
• Developed a commercial marketing campaign to support the acquisition of Regent Hotels & Resorts to drive incremental revenue into the hotels we acquired
• Planned and executed InterContinental's global brand campaign partnership with National Geographic across major on and offline media channels supported by an extensive communications plan inclusive of internal and PR communications
• Brand Guardian: luxury advisor and custodian within IHG and external network
• Managed all budgets, planning and cross functional and regional relationships as well as agency management

• Responsible for developing and implementing end-to-end 360 strategic marketing communications plans and executing tactical initiatives to achieve overall brand/commercial objectives for InterContinental
• Brand Communications: end-to-end design and development of global brand internal and external communications programs, plans and processes that are aligned with the brand strategy, are integrated with our regions and support the overall company marketing vision, objectives and goals
• Brand Guardian: oversaw the creative expression and execution of the brand vision, strategy and brand framework
• Relationship Management: cultivated strong working relationships across regions/functions and with appropriate centres of excellence to design services, tools, and resources to meet strategic marketing needs
• Project Management: optimised recommendations and reporting to senior leadership using research and data analytics through close partnership with Global Insights Team. Managed global agencies and budgets for communications projects including our global creative agency JWT and media buying agency Mindshare

• Campaign Management: responsible for building strategies whether taken from a client brief or devised from my own research for promoting/launching new products and programmes to a global Dealer Network - with the target of reaching 80%+ engagement with campaign assets.
• Strategic plans ranged from Dealer education materials, to innovative digital solutions for launching a new brand persona such as Rolls-Royce Black Badge - all strategies are built around market/buyer trends, target audiences and commercial opportunities/threats
• Exceeded set campaign asset download targets for Rolls-Royce Black Badge by 495% - making the launch the most successful to date for the Rolls-Royce brand
• Campaign execution - costing, timing plans, creative briefs, small amounts of copywriting, critiquing/developing creative through to final production to make sure we are meeting and exceeding the brief pushing the brands while remaining CI compliant
• Account Management: Presentation of strategy and creative ideas to internal and external stakeholders. Campaign wash up reports to analyse successes and down falls to create action plans and recommendations for future projects. Financial management of my two global accounts making sure targets set by the company are met and working to client budgets. Managing relationships with sister agency ‘Breakfast of Champions' as well as key print suppliers and media booking agency ‘Vizeum'. Managed team of three individuals

• Account Management: sole management of the BMW/MINI Aftersales account in a fast-paced environment managing a team of two
• Campaign Management: Responsible for all new creative briefs from both brands and managing the creative campaigns at a national and regional level
• Responsible for costing, timing plans and briefing a creative studio to develop such campaigns
• Development of film animation with our sister agency Breakfast of Champions
• Responsible for presenting strategic plans and creative concepts to senior directors of both HPS and BMW/MINI
• Controlling the Aftersales ‘scope of work' for the year which included planning and securing budget with the client with regular forecasting reviews
• Working closely with Vizeum BMW's media buying agency to organise and execute national ATL media campaigns
• Where needed supporting on new agency business pitch brainstorms - 3M, Hearing Dogs for the Deaf, Skoda