Assistant Manager, Brands (Strategy & Guardianship)

Role summary

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The Assistant Manager, Brands (Strategy & Guardianship) supports Shangri-La’s brand strategy, positioning and global brand standards. Requirements typically include a bachelor’s degree in marketing, business, communications or a related field, along with several years of experience in brand management, marketing, hospitality or an international corporate environment. Strong project management, research, analytical, presentation and communication skills are expected. The candidate should be commercially aware, detail-oriented and confident working with regional and property teams. Responsibilities may include monitoring brand consistency, coordinating strategic initiatives, preparing presentations and reports, managing stakeholders, and helping ensure that brand guidelines are effectively implemented across markets.

About the employer

Shangri-La Group is a Hong Kong-headquartered luxury hospitality company with hotels, resorts and related businesses across Asia, the Middle East, Europe, North America and other international markets. Established in 1971, the group is known for its Shangri-La Hotels and Resorts brand, which emphasizes Asian hospitality, thoughtful service and premium guest experiences. Its portfolio includes luxury hotels, urban properties, resorts and residences, supported by corporate functions covering operations, commercial strategy, finance, technology, people and brand management. The company employs a diverse international workforce and places importance on service culture, professional development, sustainability and creating memorable experiences for guests. This role supports the consistency and evolution of the group’s brands from its Hong Kong base.

Working in Hong Kong

Hong Kong is a dynamic coastal city and major international business hub, though it is better described as a territory than a single island. Job opportunities are strong in hospitality, finance, retail, technology, logistics, aviation, education and professional services. The culture blends Cantonese traditions with international influences, offering excellent food, festivals, museums and nightlife. Life is fast-paced, highly connected and convenient, with efficient public transport, but housing can be expensive and space limited. Expatriates commonly live on Hong Kong Island, in Kowloon or the New Territories, depending on budget and commute. Foreign professionals generally need an employment visa sponsored by their employer, with approval based on qualifications, experience and the availability of a genuine role. Employers often assist with documentation, while newcomers should budget for rent deposits, insurance and relocation costs. English is widely used in business, although Cantonese or Mandarin can be valuable socially and professionally.